SOJANYA: Where Ethnicity Finds Solace in Traditional Attires

Keshav Gupta& Vidhi Gupta,Co-Founders

What started as a wholesale fabrics business in 1958 under the parent firm Daulat Ram Om Prakash, today celebrates a new phase. Travelling a long journey, the company has created a niche for itself today by establishing itself as one of the most renowned online ethnic wear for men and kids under the brand SOJANYA.. SOJANYA is the dream venture of Keshav Gupta(Co-Founder),a graduate from Indian School of Business- Hyderabad(2014)handling the company’s operations & management, and his wife Vidhi Gupta(Co-Founder), a renowned fashion designer.

It all started when Keshav realized that India has a handful of ethic wear brands(like Manyavar), and that too catering to only a select class of people. With the vision to fill the existing gap in the ethnic wear space, the husband-wife duo created SOJANYA in 2015. It started with a catalogue of 50 (Kurta-Pyjama) ethnic styles and soon grew to 1000 within a span of three years. Right from unstitched
fabrics to kurta pyjama & pathani salwar sets, the company’s distinct
offerings also include dhoti kurta /kurta jacket combos, Nehru jacket, and more.

"Unlike other ethnic apparel manufacturers who only cater to high-end customers, SOJANYA’s apparels are not confined to any class and hence range from Rs.1000-4000"

Inspired by our Honorable Prime Minister Modi’s ethnic wardrobe and the emerging drifts towards ethnic attires, thecompany aims to fuel the traditional fashion taste of the country. Couple of months back, SOJANYA introduced kids ethnic wear as well, though men’s wear still comprise of 90 percent of its merchandise. With a firm grip over the market, SOJANYA strides on a promising note stating,“Our 60 plus years of experience in this industry makes us so confident of our products that if you find anything remotely similar to our ethnic collection(quality, design, price and others)any where on internet or even in your nearby physical store, we will buy back our product and refund the entire amount”. Such is the passion and zeal that goes into each and every SOJANYA product.

Traditional Reflection of Fashion Trends
Unlike other ethnic apparel manufacturers who only cater to high-end customers,SOJANYA’s apparels are not confined to any
class and hencerange from Rs.1000-4000. However, pocket-friendly prices do not mean a compromise with quality. Hence leveraging its years of industry relationship, SOJANYA sources its fabrics from textile-cores like Banaras, Ahmadabad and Surat. Each textile is then vividly fabricated by skilled fabricators embodying exclusive designs by Vidhi. These vibrant pieces then make their way to reputed online portals like Amazon, Myntra and Jabong, where SOJANYA stars among the top three brands on these platforms. With the largest collection of ethnic wears for men online, the company surpasses bounds to pack its catalogue with the most up-to-date trends for its customers.

The Road Ahead
What once started off as a single-room outlet, owns today a 6,000 square feet warehouse; thanks to the painstaking efforts of its founders. SOJANYA now aims at expanding its business beyond e-Commerce by establishing franchisee networks and is in talks with few partners to launch a couple of franchise retail stores within two months. It will also launch an exclusive collection of women ethnic wear online in the next couple of months. Moreover, scaled at a Rs.7-8 crore revenue in the previous FY, SOJANYA is on track to doubling these numbers by the end of this FY.