In the vibrant and ever-shifting world of Indian fashion, some brands follow trends, while others quietly shape them. SHREE, co-founded by the warm and visionary Sheetal Kapoor alongside her husband Sandeep Kapoor, belongs to the latter category. What started as a modest e-commerce venture has today blossomed into a beloved ethnic wear brand — gracing wardrobes across India and far beyond.
In this exclusive conversation with Indian Startup Times, Sheetal opens up about SHREE’s inspiring journey, her unwavering commitment to empowering women, and the thoughtful design philosophy that keeps tradition alive in a modern world.
“To Make Every Woman Feel She is SHREE — She is Special”
When Sheetal talks about SHREE’s beginnings, her words are not just business goals — they’re deeply personal.
“I wanted women to see themselves as SHREE — divine, powerful, and special,” she shares with quiet conviction.
Back in 2009, the ethnic wear market was crowded, yet fragmented — dominated by unorganized players and inconsistent quality. Sheetal saw not just a gap, but a calling. The idea was simple but powerful: to offer everyday ethnic wear that is elegant, comfortable, and proudly Indian.
From versatile kurtis and graceful tunics to ethnic sets, co-ord sets, stylish salwar kameez, fusion wear, Islamic wear, and accessories, SHREE began designing collections that mirrored the lives of real Indian women — homemakers, teachers, professionals — women who deserved more than one-size-fits-all fashion.
Finding Her Footing in a Crowded Market
Launching a fashion brand in India, especially in the ethnic wear segment, is not for the faint of heart. It’s fiercely competitive, teeming with options, and driven by rapidly evolving tastes.
“Every challenge shaped me,” Sheetal says thoughtfully. “They taught me patience, resilience, and the importance of staying grounded in our values.”
Rather than racing behind seasonal fads, SHREE focused on authenticity — blending traditional Indian artistry with contemporary sensibilities. It wasn’t just about clothes; it was about creating a deeper emotional connection.
From E-Commerce to 130+ Stores and Beyond
Today, SHREE is more than a brand — it’s a movement. With over 130 stores across India, and an international presence in the UAE, Saudi Arabia, Singapore, and Mauritius, its growth has been both strategic and heartfelt.
The success story is also one of partnership. While Sheetal brings the creative energy, Sandeep lends his business acumen.
“We complement each other perfectly,” she says with a smile. “Where I imagine a design, he sees a business plan.”
From an early e-commerce foray to physical stores across Delhi, Punjab, and the Middle East, SHREE’s trajectory speaks to both ambition and agility. The brand made history as the first Indian ethnic wear label to enter Saudi Arabia and is now touching new boundaries across India and overseas.
Designing for the Modern Indian Woman
Ask Sheetal what inspires her designs, and her answer is refreshingly grounded: “Real women.”
SHREE’s collections reflect the rhythm of everyday life. The design team spends time researching trends, speaking to customers, and understanding what Indian women truly want — outfits that are functional, beautiful, and rooted in culture.
“We’re not just making clothes,” she explains. “We’re creating pieces that help women feel confident and proud of who they are.”
The launch of Afifa by SHREE, an Islamic wear line, and the expansion into accessories and coordinated sets, are a reflection of a brand that is constantly evolving, listening, and growing with purpose.
A Culture Built on Empathy
Inside SHREE’s headquarters, the ethos of empowerment extends beyond the clothes.
“Our leadership style is based on empathy, flexibility, and respect,” Sheetal shares.
Open-door policies, feedback sessions, and continuous growth opportunities aren’t just HR checkboxes here — they’re a lived reality. The focus is on creating a workplace where everyone feels heard, seen, and valued.
“Happy people create beautiful things,” she adds simply.
The Road Ahead: 500 Stores and a Global Vision
Looking ahead, SHREE is preparing for its most exciting phase yet. The brand has set its sights on 500 stores across India, 50+ international outlets, and a stronger digital footprint across markets like the US, UK, Australia, and Canada. With a seamless omnichannel experience in the pipeline, SHREE aims to connect digital ease with offline warmth.
“We’re touching new boundaries — both within India and across the globe,” Sheetal affirms.
Despite the scale of ambition, Sheetal remains deeply rooted in her purpose. Her advice to aspiring women entrepreneurs?
“Don’t let anyone define your limits. Challenges will come — face them with grace. Surround yourself with people who lift you up. And remember, your unique perspective is your biggest strength.”
Final Thoughts
SHREE is not just a brand that sells ethnic wear — it’s a brand that celebrates women. Under Sheetal Kapoor’s leadership, it has become a symbol of what’s possible when vision meets resilience, and tradition meets innovation.
As we close our chat, Sheetal’s words linger:
“Every woman has a story. Through SHREE, we’re helping her tell it — with confidence, pride, and style.”
And truly, what could be more beautiful than that?
By- Priyanka Chatterjee