CE DESK 
Sudathi, a leading direct-to-consumer saree brand, partners with actress Mouni Roy for key campaigns like #TyoharWaliSaree and #ShaadiSabkiHai, expanding its reach in India’s ethnic wear market.
Sudathi, a new direct-to-consumer saree brand, is making waves in the Indian ethnic wear market by hiring famous Bollywood actress Mouni Roy as its brand ambassador. This strategic partnership is a big step forward for Sudathi as it starts a new phase of brand growth and customer engagement.
Mouni Roy will be the face of Sudathi’s most important campaigns, like the #TyoharWaliSaree campaign for the holiday season and the #ShaadiSabkiHai campaign for weddings, which aims to make beautiful wedding sarees available to everyone. She will also be the face of the brand’s upcoming summer collections, which will have light, breathable fabrics that are comfortable to wear every day while still looking stylish.
Viren Lathiya, one of the co-founders, was excited to bring Mouni Roy on board because she is popular in both big cities and small towns. This connection between Mouni’s image and Sudathi’s brand philosophy of combining tradition with ease is likely to appeal to today’s saree shopper.
The Lathiya brothers –Viren, Hiren, and Darshan – started Sudathi in 2023. Since then, the company has grown quickly and now sells a wide range of ethnic clothing, such as sarees, kurtas, blouses, lehengas, skirts, and more. The brand takes pride in having a huge collection of over 3,000 saree designs, including luxurious silks, georgettes, cottons, and even jute fabrics. Every week, they come out with more than 100 new styles.
Sudathi’s story of growth is interesting. On Shark Tank India Season 4, the company got ₹1 crore in funding at a ₹25 crore valuation, with investors like Anupam Mittal, Peyush Bansal, and Aman Gupta backing it. Sudathi has made ₹80 crore in sales and is on track to make ₹100 crore in annual recurring revenue, thanks to the help of experienced businesspeople like Arjun Vaidya and Ritesh Khandelwal.
Mouni Roy is in charge of Sudathi’s brand story. The company is ready to expand its market presence by making stylish, high-quality sarees available to women all over India and changing the way people shop for traditional ethnic wear.
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