Dharohar by Jaasritha

Dharohar by Jaasritha- Life isn ’t perfect, let your ATTIRE be. ”

From power looms to handlooms, from machine embroideries to hand-crafted thread-work!! Do you know where you can find these marvellous creations?

A place where you can buy everything that’s ethnic; a place that provides the best ethnic wear at the best prices. You couldn’t be any luckier to have reached the right place. ‘Dharohar by Jaasritha’ caters to EVERYTHING INDIAN.

“Anything under the umbrella of Ethnicity and whatever one can think of in terms of INDIAN ATTIRE is available with us.” , says the founder of the brand ‘Dharohar by Jaasritha’ , Ms Shreelekha Anurag.

It was during her maternity break when Shreelekha and her husband came up with a business idea and thought of starting an online saree brand. Shreelekha, a NIFT New Delhi Alumnus shares the start-up story. “Jaasritha is my daughter’s name. I was on maternity leave after she was born and she is the inspiration behind this brand. ” , she says.

Shreelekha who believes that a saree is a true representation of an INDIAN ATTIRE loves wearing sarees. She has worked in the fashion retail industry for over a decade with some of the top players. In her opinion ‘the saree market is pretty unorganized’ . She started this brand as a little effort to make the saree buying and selling a bit organized and an attempt to make all types of sarees available to the customers through one channel. “You don’t need to go anywhere to buy authentic products. We will get them to you at your doorstep in no time. ” , she asserts.

The founder faced several challenges in her journey as an entrepreneur. “It’s a digital world” , she says, “the most common and frequent issue is colour matching on the screen vs the actual product” . She continues by saying, “I feel grateful as my clients are kind enough to understand the difference between reel life and real life and know that there will be a slight variation in the colour of the real product and its picture.

Scamming is another challenge that every online business encounters. They have to be quite vigilant in this digital world if they want to run a successful online business. “One of the biggest challenges we face is scammers. with the advent of technology, people try to scam you with fake G-pay payments. So, we always check our statements for credited amount rather than just the payment screenshot. ” , Shreelekha adds.

The company is fueled by Shreelekha’s and her husband’s passion. She says, “I have combined my passion for fashion and my business acumen to give birth to this brand. ” Starting with only sarees, the brand has ventured into dupattas, suits, and jewellery as well and every product is being loved by the clients. As a result, the brand has grown from 500 followers in 1.5 years to more than 5k followers in the recent festive season.

Featuring a lot of hand work on sarees, dupattas, and dress materials, which is something they haven’t tried before, Dharohar By Jaasritha’s latest curations are rocking these days. “Our latest collection has shown a very good response in the festive season. We hope to rev up the wedding season as well.

Aiming to provide the best outfits at affordable prices to every woman who wishes to own beautiful and luxurious Indian Wear, Dharohar By Jaasritha is ready to customize its brand style according to customers’ preferences.

“You want to ‘Ace your corporate look’ or ‘Rock that Cocktail’ or ‘Be a wonder at your wedding” , our products are out there, feel free to style yourself up and be a #Dharohardiva. Your style will define my brand’s style.