Gurugram: Shruti Gochhwal, co-founder of Zappfresh and a Forbes 30 Under 30 Asia entrepreneur, has announced the launch of Sharmeeli, a new direct-to-consumer (D2C) ethnic wear brand tailored for the bold and contemporary Indian woman.
After revolutionizing the online fresh food space with Zappfresh and creating bespoke bridal fashion with Amaltas Couture, Shruti Gochhwal is now entering India’s booming ethnic wear segment with a label that merges everyday wearability with handcrafted elegance.
Targeting the ₹1.68 trillion ethnic wear market, Sharmeeli offers premium-quality Indian apparel under ₹10,000, filling the gap between mass-produced fashion and high-end couture. The brand’s mission is to offer stylish yet sustainable Indian wear that celebrates craftsmanship and culture, without compromising on comfort or durability.
“I built Sharmeeli to protect something I love — Indian craft, fabric, identity — from being lost in fast fashion and Western wear,” said Shruti Gochhwal, Founder of Sharmeeli. “It’s a brand that speaks to the modern Indian woman who wants to wear Indian clothing every day, and feel confident, comfortable, and connected.”
Also Read: Slayrobe Launches AI-Driven Styling and Confidence App for Women
Strong Leadership Team With Shruti Gochhwal
Sharmeeli is powered by a passionate and experienced team. Shruti has partnered with Santosh Galidevara, a former Army Major and Paratrooper, who brings operational discipline and executional rigor to the brand.
The team also includes Renu Solanki, a seasoned textile expert with deep experience in sourcing and working alongside Indian artisans. She leads the brand’s fabric selection and craftsmanship strategy, ensuring every piece meets exacting quality standards.
Each Sharmeeli garment is made in small batches, using premium fabrics and detailed handwork, emphasizing longevity, sustainability, and individuality. The brand intentionally avoids mass production and fast fashion shortcuts. Instead, it focuses on timeless silhouettes, handcrafted detail, and durable design, ensuring that pieces not only look good but last long.
The Modern Indian Woman’s Ethnic Wardrobe
The Indian ethnic wear landscape is undergoing a transformation, especially among urban women aged 20–40, who are looking for Indian clothes that are modern, practical, and fashion-forward. Sharmeeli addresses this demand with its focus on wearable elegance – Indian outfits that feel just as natural at brunch as they do at a festive function.
Also Read: How Pratha Naturals is Changing the Face of Green Beauty in India
According to market data, India’s ethnic wear market is projected to cross ₹1.68 trillion by 2025, driven by this very demand for accessible, versatile, and fashionable ethnic clothing. Sharmeeli’s D2C model allows it to stay agile, responsive, and deeply connected to its growing customer base.
“We’re not trying to grow just for the sake of scale,” added Shruti. “We’re building with intention—delivering pieces that make women feel seen, celebrated, and stylish in their skin.”
With a deep understanding of both consumer behavior and brand building, Shruti Gochhwal is set to bring a fresh perspective to the ethnic wear space. Sharmeeli is more than just a brand – it’s a celebration of Indian identity through the lens of the modern woman.
