Sandeep And Sheetal Kapoor | Shree
The ethnic wear industry in India is vibrant. With the increasing demand for traditional attire, both locally and internationally, brands are constantly striving to innovate. Standing out in this saturated market requires more than appealing designs; brands must consistently deliver quality, craftsmanship, and customer satisfaction.
Amidst this competitive market, SHREE, an ethnic wear brand founded by Sandeep Kapoor and Sheetal Kapoor, has carved out its niche. Established in 2009, SHREE has grown rapidly under its visionary leadership, blending traditional Indian craftsmanship with contemporary designs to appeal to the modern consumer. Sandeep, with his entrepreneurial spirit and strategic mindset, and Sheetal, with her keen eye for design and creativity, form a dynamic duo that has propelled SHREE to new heights. Their shared passion for promoting India’s cultural heritage through fashion is evident in every collection they produce. Together, they have built a brand that celebrates both tradition and modernity, making SHREE a beloved name in the ethnic wear industry.
SHREE offers a wide range of products, including kurtas, ethnic sets, salwar kameez, bottoms, and co-ord sets, catering to women who appreciate both comfort and style. Each piece is a masterpiece, meticulously crafted by skilled artisans who infuse their passion and expertise into every creation. The brand uses premium materials and employs traditional techniques to ensure that each piece is a work of art.
With a strong presence in India and the UAE, SHREE has earned a reputation for its commitment to excellence, from the materials used to the final product. Their collections appeal to women of all ages, blending elegance with everyday practicality. SHREE’s offerings are a testament to the company’s vision of merging cultural heritage with the latest fashion trends.
In this spotlight, we bring you an exclusive interview with SHREE’s founders, Sandeep Kapoor and Sheetal Kapoor, for our prestigious “The Best Performing Leader Behind An Admired Company 2024” edition. Learn from their insights and valuable lessons on what it takes to build a successful brand in a competitive market. Stay tuned!
Prime Insights: Brief us on the origin story of the company.
At SHREE, we began our journey with a simple vision: to celebrate India’s rich heritage through modern ethnic wear. I, along with my wife, Mrs. Sheetal Kapoor, recognized a gap in the market for stylish, comfortable clothing that honors tradition. We aimed to combine traditional craftsmanship with contemporary designs, which resonated with modern women. Our commitment to quality and design quickly gained popularity, allowing us to expand across India and into the UAE, symbolizing a beautiful fusion of tradition and modernity in ethnic fashion.
Prime Insights: How have you kept a balance between your personal life and professional one?
Balancing personal and professional life can be challenging, but I prioritize clear boundaries and effective time management. I make it a point to allocate dedicated time for family and personal interests, ensuring that my responsibilities as a husband and father remain a priority. At SHREE, I believe in fostering a positive work culture that allows our team to thrive while also respecting their time. We encourage flexibility and open communication, which helps maintain this balance. By nurturing both my family and the brand, I find fulfillment in both spheres, creating a harmonious synergy between my personal values and professional aspirations.
Prime Insights: Being a CEO, is your story of struggle any different from others?
As a CEO, my journey has its unique challenges, but struggle is common among entrepreneurs. My passion for celebrating Indian heritage fueled my determination. Each setback taught me resilience and adaptability, reinforcing my commitment to SHREE. Ultimately, my story reflects the universal themes of perseverance and dedication found in many entrepreneurial journeys.
Prime Insights: What kind of clients do you serve? Any special mentions?
At SHREE, we proudly serve a diverse clientele, including modern women who appreciate the blend of traditional craftsmanship and contemporary designs. Our pieces resonate with various customers, from housewives to working women. Our repeat rate amongst women like these is above 40%.
Prime Insights: How do you keep up pace with the changing market trends?
I prioritize staying connected with our customers and industry developments to keep pace with changing market trends. We conduct regular market research and analyze customer feedback to understand their evolving preferences.
Additionally, I encourage our design team to explore new styles, fabrics, and techniques, ensuring our collections remain fresh and relevant. Collaborating with fashion influencers and attending trade shows also helps us identify emerging trends. By fostering a culture of creativity and adaptability, SHREE continuously evolves to meet our clients’s needs while staying true to our heritage.
Prime Insights: Do you believe R&D is essential for the growth of the company?
I believe that research and development (R&D) are essential for the growth of SHREE. R&D enables us to innovate, ensuring our designs and products meet the changing preferences of our customers. It helps us explore new materials, sustainable practices, and contemporary techniques, keeping us competitive in the ever-evolving fashion landscape.
Prime Insights: Do you feel CEOs today face equal competition, or is there an ‘it’s okay’ attitude to it?
I believe that CEOs today face intense competition, and it’s crucial to approach it with a proactive mindset rather than an “it’s okay” attitude. The business landscape is rapidly evolving, driven by technological advancements and changing consumer expectations.
While some may adopt a complacent approach, I find that embracing competition fosters innovation and pushes us to improve continuously. It’s essential to stay vigilant and adaptable, leveraging insights from competitors while focusing on our unique strengths.
Prime Insights: How necessary do you feel it is to keep your employees content? How do you ensure it?
Keeping our employees content is essential for the success of SHREE. Happy employees are more engaged, productive, and committed to the brand. I prioritize fostering a positive work environment by promoting open communication, recognizing achievements, and providing growth opportunities.
We regularly seek employee feedback through surveys and one-on-one meetings to understand their needs and concerns. Additionally, I encourage a healthy work-life balance and support professional development through training and workshops.
Prime Insights: What are your thoughts on CEOs’ participation in the entrepreneurial world?
I believe that CEO participation in the entrepreneurial world is vital for fostering innovation and collaboration. Engaging with fellow entrepreneurs allows us to share insights, learn from one another, and explore new ideas. It creates a supportive ecosystem that can drive growth and inspire emerging businesses.
Moreover, as established leaders, we have a responsibility to mentor and support the next generation of entrepreneurs. By participating in networking events, forums, and mentorship programs, we can provide guidance and share our experiences, which can help others navigate their journeys.
Prime Insights: What message do you want to give to those CEOs who give up on their dreams because of some stereotypes?
To any CEO contemplating giving up on their dreams due to stereotypes, I urge you to remember that challenges are often part of the journey. Stereotypes can be limiting, but they do not define your potential. Embrace your unique vision and stay true to your passion.
Surround yourself with supportive peers and mentors who can uplift you and challenge societal norms. Every successful entrepreneur has faced obstacles, but perseverance and resilience can turn those challenges into opportunities for growth. Focus on your goals, believe in your abilities, and remember that innovation often comes from those who dare to defy expectations. Stay committed to your dreams, and you may inspire others to do the same.
Prime Insights: What does the company hold for it in the future (plans)?
The company has ambitious plans, focusing on both retail and e-commerce expansion. We’re currently working to increase our presence across India, where we still have 80% of the country to cover. Our goal is to open 500 stores pan-India while also growing internationally. We are currently in the UAE, Saudi Arabia, and Singapore; we’re also targeting North America, the United Kingdom, Mauritius, Australia, and Canada, with plans for 50 overseas stores.
In addition to expanding our clothing range, we are venturing into other categories, including accessories. We’ve also introduced an Islamic wear line, Afifa by SHREE, which has already launched in Saudi Arabia and the UAE. Moving forward, we might explore products that are more locally relevant to different regions, allowing us to cater to diverse markets and customer preferences.
Prime Insights: What milestones and achievements does the company boast of?
The company has achieved several significant milestones that underscore our vision of making SHREE the preferred brand for Indian women. Initially focused on casual wear, we are now expanding our product line to include party wear, catering specifically to customers seeking elegant attire for weddings and festive occasions. Notably, we have established around 80 stores in the Punjab and Delhi regions, making us the first ethnic wear brand to do so, and we have also made history as the first Indian ethnic wear brand to enter Saudi Arabia. We also have the largest presence with seven stores in the UAE. As we continue to grow, we are on track to reach 150 stores across India, further solidifying our position in the ethnic wear segment.
Prime Insights: How are you giving back to society (CSR)?
“The purpose of life is to contribute your bit, to make your mark, to leave things a little better than you found them.”
– Jackie Robinson
At SHREE, we are committed to giving back to society through our Corporate Social Responsibility (CSR) initiatives, which focus on sustainability and supporting local communities. We prioritize the use of natural fibers in our products, steering clear of synthetic materials to promote eco-friendliness and ensure that our clothing is skin-friendly for consumers. By sourcing all our materials and manufacturing entirely within India, we not only reduce our environmental footprint but also create significant employment opportunities for local artisans and workers.
Prime Insights: Lastly, is there a message you would like to give to Prime Insights readers?
“The only way to do great work is to love what you do.”
– Steve Jobs
To the readers of Prime Insights, I would like to share that embracing your unique journey is crucial. Every challenge you face is an opportunity for growth and innovation. Stay curious, be adaptable, and never hesitate to pursue your passion.
In today’s fast-paced world, collaboration and connection are more important than ever. Support one another, share knowledge, and learn from diverse experiences. Remember, success is not just about achieving personal goals but also about uplifting those around you.
Keep believing in your vision, stay resilient in the face of adversity, and always strive for excellence. Together, we can create a brighter future for ourselves and our communities. Thank you for being part of this journey!
