Mumbai: Shobitam has acquired IsadoraLife, a ready-to-wear saree brand. This move aims to make sarees more accessible globally and appeal to Gen Z. The partnership will address the challenges of draping sarees and broaden their appeal, positioning the saree as an essential item for wardrobes in India and internationally.

The acquisition combines Shobitam’s co-founder Aparna Thyagarajan, and IsadoraLife’s founder Neha Tandon Sharma. This collaboration will drive significant investments in the ready-to-wear saree market over the next two to three years. Shobitam will use its global network to boost demand for IsadoraLife’s products.

IsadoraLife’s workforce is entirely women, including over 45 artisans in Raipur, India, reflecting their commitment to diversity. The partnership aims to expand into new markets, enhance customer satisfaction by leveraging this expertise, and introduce easy-to-drape saree designs for Gen Z consumers.

Shobitam co-founder & chief product officer Aparna Thyagarajan said, "It's gratifying to see sarees pickup momentum but we often hear about the challenge of draping. And, while it may seem trivial, this simple concern was making women back out from possessing this beautiful piece of attire. Our acquisition of IsadoraLife is aimed at bridging this gap and seeing more and more women globally embrace the elegant saree, showcase our timeless culture effortlessly and take pride in being part of the Saree Revolution. Together, Shobitam and IsadoraLife are poised to further strengthen ethnic fashion globally and pave the way for an upward growth trajectory in the fashion startup ecosystem in India."

IsadoraLife founder & CEO Neha Tandon Sharma said, "I am excited about this new partnership with Shobitam and looking forward to seeing the growth and acceptance of Sarees like never before, both in the Indian market as well as the Global diaspora. Our partnership with Shobitam has come at the most opportune time when Indian fashion is going through an interesting transition phase with Sarees being seen as both traditional and contemporary wear. It is the epitome of clothing for Indian women and as seen at the Paris Olympics too by the Indian women contingent. Exciting times indeed!”