Shree—The Indian Avataar, a “Made in India” brand inspired, sourced, designed and created exclusively in India for the modern Indian woman, celebrates style, individuality, quality and comfort. Sheetal Kapoor and Sandeep Kapoor identified a lack of an everyday, ethnic fashion brand in the textile and garment sector that catered to the modern Indian woman, who valued quality, comfort, convenience and affordability. For this they thoroughly researched and studied the Indian market, key clothing requirements and preferences in terms of fabrics, color tones, styles and cuts that best suited the target customer base.
The brand traces its origins to the Sanskrit word “Devi” meaning divine. Deeply rooted in our rich Indian culture, ‘Devi’ is quintessentially the core of every Indian woman.
Shree’s design philosophy is simple—the paramount priority is comfort and inclusiveness. Everybody type, age, etc. is celebrated and designs complimenting the beautiful variance is created. Shree’s designers work with colors and fabrics that complement the modern Indian woman keeping in mind the extreme weather conditions in the country.
“For a modern Indian woman, who constantly maintains a perfect equilibrium between her social and professional life with grace, Indian ethnic fashion is the most preferred outfit as it enables her to transcend from home wear to workwear to partywear, all while keeping her fashion functionality in mind! The aim is to fill your wardrobe with apparel that is your go-to outfit every morning.” says, Sheetal Kapoor, Joint Managing Director, SHR Lifestyle Pvt. Ltd.
The brand started as an e-commerce platform selling ethnic wear on E-Bay in 2009 has slowly emerged into one of India’s top ethnic brands. Shree made its presence in the markets with full force in 2010, and steadily started to show growth in all major online marketplaces. By 2019, Shree opened up over 95 retail stores nationwide. Currently, the company has a team of over 350 dedicated professionals working across its head office (based in New Delhi), branch office (based in Mumbai), production units, and retail stores nationwide.