Shree - The Indian Avatar

The company's business model began by targeting the Indian diaspora abroad through e-commerce platforms like eBay before entering the domestic online market. This initial online strategy led to significant growth, positioning Shree among the top online ethnic wear brands in India and paving the way for its first physical retail store in Delhi in 2015. Revenue is generated through a multi-channel approach, including a robust network of exclusive brand outlets (EBOs), multi-brand outlets (MBOs), and a strong online presence. As of 2021, the majority of revenue, approximately 95%, was generated through its physical stores. The business operates through a point-of-sale-based strategy and has pursued an omnichannel approach to integrate its online and in-store shopping experiences. In 2019, the company secured a significant funding round of ₹80 crore ($11.5M) from the private investment firm Alpha Capital (OAKS), which has been utilized for retail expansion, talent acquisition, and market penetration.

Shree's product line is extensive, offering a wide array of women's ethnic wear that includes kurtas, kurtis, ethnic sets, salwar kameez, tunics, leggings, palazzos, dresses, and dupattas. The brand prides itself on creating fashion with functionality, blending traditional Indian arts like Kalamkari and Ajrak with modern digital printing techniques. It releases up to 120 new styles monthly, ensuring a fresh and relevant collection for consumers. The product pricing is positioned to be affordable, with casual wear starting from approximately ₹599 and evening wear up to ₹2,999. The brand has successfully expanded its physical retail footprint to over 130 stores across India and has an international presence in the UAE, Saudi Arabia, Singapore, and Mauritius. Shree was recognized as one of the top 100 SMEs in India in 2017 and has continued to achieve milestones, including crossing the 100-store mark in 2021.