Aparna Thyagarajan, Co-Founder and Chief Product Officer at Shobitam, stands as an inspiring figure in the world of fashion and entrepreneurship.
Her journey is a remarkable blend of innovation, passion, and a deep-rooted commitment to transforming India’s traditional handloom and ethnic wear industry. From launching Shobitam as a digital-first brand in Seattle in 2020 to opening the company’s first Experience Store in Bengaluru in February 2024, Aparna Thyagarajan has demonstrated what it means to turn a dream into reality with grit and vision.
For Aparna Thyagarajan, launching the first physical store feels like having her first baby a milestone that is filled with excitement, challenges, and countless lessons. The Shobitam Experience Store in Jayanagar, Bengaluru, is not just a retail space; it’s a fusion of tradition and technology, an omnichannel experience that bridges the digital and physical worlds. With this step, Aparna Thyagarajan and her team aim to make high-quality handloom products accessible to a broader audience while celebrating India’s rich heritage of arts and crafts.
From Seattle to Bengaluru: A Strategic Milestone
The decision to expand into India wasn’t a coincidence for Aparna Thyagarajan. Having witnessed the immense potential of India’s market, talent pool, and evolving consumer behavior, she recognized the perfect opportunity to bring Shobitam’s offerings closer to the brand’s roots. As she puts it, “India is a dynamic market with an unbelievable customer base and a future superpower economy.” For Aparna Thyagarajan, the move is more than just business expansion; it’s a personal mission to contribute to India’s artisanal heritage and help artisans thrive in the digital age.
The opening of the store marks a significant turning point in Shobitam’s journey. While the brand has already delighted over 60,000 patrons worldwide through its online presence, the Experience Store promises to take customer engagement to the next level. According to Aparna Thyagarajan, this store is not a typical retail space it’s a place where customers can touch, feel, and immerse themselves in the beauty of traditional weaves and contemporary designs. This unique retail experience aims to disrupt the ethnic wear space while celebrating the authenticity of Indian craftsmanship.
A Digital-First Approach with a Heart for Tradition
Shobitam’s journey began as a digital-first brand with a mission to democratize ethnic fashion. Under the leadership of Aparna Thyagarajan, the brand grew rapidly by combining innovative technology with age-old craftsmanship. What sets Shobitam apart is its focus on quality, design, and affordability without compromising on the traditional essence of Indian wear.
Aparna Thyagarajan believes that technology is a powerful enabler in bringing the beauty of handlooms to a global audience. Through Shobitam, she has championed the use of digital platforms to showcase the stories behind each weave and craft, ensuring that artisans receive the recognition and fair compensation they deserve. This blend of purpose and technology has helped Shobitam build a loyal customer base across the world.
Omnichannel Innovation: Blending Retail and Digital
The launch of Shobitam’s first physical store is a testament to Aparna Thyagarajan’s forward-thinking approach. While many digital brands are content to remain online, she saw the value in creating an omnichannel presence that enhances the customer experience. The Experience Store is designed to offer the best of both worlds a tactile shopping experience complemented by digital tools that provide personalized recommendations, styling suggestions, and an extensive product catalog.
For Aparna Thyagarajan, this step is not just about selling sarees or blouses; it’s about creating a revolution in how ethnic wear is experienced and appreciated. The store is a platform for storytelling, where each product represents a piece of India’s rich cultural tapestry. Aparna Thyagarajan envisions it as a space where customers can connect with the stories behind the weaves, interact with artisans, and celebrate the craftsmanship that makes each piece unique.
Building a Legacy with Purpose
Beyond her role as a business leader, Aparna Thyagarajan is a strong advocate for sustainability and ethical fashion. She is deeply committed to ensuring that Shobitam’s growth benefits the artisans and weavers who are the backbone of the handloom industry. By promoting sustainable practices and supporting local craftsmanship, she hopes to inspire more brands to prioritize impact over profit.
The Saree Revolution that Aparna Thyagarajan often speaks about is not just a catchy slogan; it’s a movement aimed at preserving India’s textile heritage while making it relevant for the modern consumer. She firmly believes that the future of fashion lies in celebrating diversity and tradition while embracing innovation and sustainability.
A Call to Join the Saree Revolution
As Aparna Thyagarajan embarks on this exciting new chapter with the launch of the Shobitam Experience Store, she invites customers, partners, and supporters to join her in this journey. The store is a physical manifestation of her dream to create a community that appreciates and celebrates Indian handlooms. It’s a space where tradition meets technology, and customers can become part of a larger story a story of resilience, beauty, and timeless craftsmanship.
For Aparna Thyagarajan, the journey is far from over. The opening of the Bengaluru store is just the beginning of a new phase in Shobitam’s growth. With her unwavering vision and passion for innovation, Aparna Thyagarajan is set to leave an indelible mark on the global ethnic fashion landscape, one saree at a time.
