Shark Tank Brand Sudathi’s Viren Lathiya Talks About Changing the Game with Affordable Luxury Banarasi Sarees

Sarees, a symbol of grace and tradition, hold a cherished place in Indian culture, blending elegance and history in every thread. However, the high prices of premium Banarasi sarees often make them unaffordable for many. Enter Sudathi, a game-changing brand from Surat, founded in September 2023 by three enterprising cousins—Viren, Hiren, and Darshan Lathiya. Their mission is simple yet impactful: to make luxurious Banarasi sarees accessible to customers in Tier II and III cities without the steep price tag. With prices ranging from just Rs. 599 to Rs. 2,499, is Sudathi becoming the go-to name for high-quality ethnic wear? We talked with Viren Kumar Lathiya, Co-founder of Sudathi to know more.

What Sets the Brand Apart

Sudathi is a clothing brand that provides the latest fashion at affordable prices, sourcing directly from producers to ensure quality without intermediaries. It was launched with a clear mission—to redefine saree shopping in India. The brand saw a major gap: while sarees remain an integral part of Indian culture, high-quality, designer sarees were often either too expensive or lacked variety in the affordable segment. Viren mentioned, “Having spent years in the textile and e-commerce industry, we recognised the growing demand for trendy, premium sarees at accessible price points. Sudathi was built as a digital-first, D2C saree brand, ensuring that customers across India—whether in metro cities or Tier 2 & 3 towns—could shop for high-quality, designer sarees without breaking the bank.”

Brand USP

Sudathi offers over 3,000 sarees in more than seven colours and ten fabrics, ensuring that there is something for every taste and occasion. With strong connections in Surat, the textile capital of India, the company benefits from access to premium fabrics at competitive prices. The brand provides a seamless shopping experience, with over 500,000 app downloads and a user-friendly website, making it easier than ever to shop for sarees. 

Additionally, Sudathi has quickly become one of India’s fastest-growing quick commerce brands, being the first saree brand on Swiggy Instamart and soon launching on Blinkit, bringing instant saree shopping to customers. “With 20,000+ five-star reviews and an ever-growing online community, we have built a loyal customer base in just 16 months. The demand for affordable designer sarees was validated in our first month when we hit Rs. 15 lakhs in sales. From there, the journey has been nothing short of extraordinary,” Viren shared.

Shark Tank India Effect

View this post on Instagram

A post shared by Sudathi (@sudathi.official)

Appearing on Shark Tank India was a defining moment for Sudathi—not just in terms of funding but as a powerful validation of their vision. Viren exclaimed that the experience was a mix of intense preparation, excitement, and learning. In the episode, the original investment ask was Rs. 1 crore for 1% equity. The business secured a deal with Sharks Anupam Mittal, Aman Gupta, and Peyush Bansal, who agreed to invest Rs. 1 crore for 4% equity in return.

Viren announced, “We aim to introduce new styles, fabrics, and collections, including saree accessories like blouse sets, shapewear, and regional saree collections inspired by India’s diverse textile heritage. We are investing in AI-driven recommendations, enhanced personalisation on our app/website, and optimising logistics for even faster delivery and hassle-free returns.”

Sudathi is already India’s 1st saree brand to list with quick commerce Swiggy Instamart and Blinkit. The goal of the brand is to make saree shopping as effortless as ordering groceries. “From influencer collaborations to UGC marketing, we will expand our reach, building deeper customer relationships through live shopping events, styling workshops, and regional campaigns.” They plan on keeping costs low while maintaining premium quality. “We will expand our vendor network in Surat to keep up with growing demand. With a scalable infrastructure, smart inventory management, and cutting-edge marketing, we are well-positioned to take Sudathi to the next level and establish ourselves as India’s most loved and affordable saree brand,” he stated.

“The Sharks recognised that we are building a scalable, trend-driven fashion model for sarees. With Surat’s textile ecosystem, smart inventory strategies, and rapid design cycles, we are prepared to handle surging demand. Shark Tank India gave Sudathi massive brand awareness, accelerating our journey to become India’s fastest-growing saree brand,” Viren concluded.