Online fashion brand Sudathi appeared on Shark Tank India Season 4, Episode 32, showcasing its vision to make high-quality, affordable fashion accessible to every household.
Founded in 2023 by Hiren Lathiya, Viren Lathiya, and Darshan Lathiya, Sudathi specializes in sarees, kurtis, and western wear, focusing on premium yet budget-friendly ethnic and contemporary fashion.
The founders entered the tank seeking ₹1 crore for 1% equity, valuing Sudathi at ₹100 crore. They highlighted their rapid growth, revealing that despite being operational for less than two years, they were on track to hit ₹35 crore in revenue this year.
Tensions rose when Namita Thapar questioned Sudathi’s uniqueness compared to brands like Manyavar, ultimately deciding to step out.
Anupam Mittal, intrigued by their pricing strategy—offering sarees under ₹1,000—pressed for details. He soon discovered that CEO Hiren Lathiya holds 30% equity in a ₹300 crore family textile business, prompting excitement and his signature “Yahoo!” reaction.
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Suspecting Sudathi might be selling surplus stock, Anupam raised concerns, but Hiren clarified, “Our products are 100% fresh with original designs.”
Following negotiations, Anupam Mittal, Aman Gupta, and Peyush Bansal collectively offered ₹1 crore for 4% equity, adjusting the valuation to ₹25 crore. The founders accepted the deal, securing not just funding but also strategic mentorship.
Headquartered in Surat, Sudathi operates in the Retail Apparel and Fashion industry.
The company is rapidly gaining popularity for its affordable yet stylish offerings, catering to fashion-conscious consumers across India, focusing on quality assurance, affordability, free shipping, the latest trends, and exceptional service.
