Sheetal Kapoor’s journey from a homemaker in Amritsar, India, to the owner of a successful global fashion brand, SHREE, is a testament to her creativity, resilience, and entrepreneurial spirit. Raised in a close-knit household, Sheetal’s passion for design and textiles was evident from a young age. However, it wasn’t until 20 years after her marriage and raising two children that she embarked on her entrepreneurial journey.
Sheetal’s entry into the fashion world began unexpectedly when she accompanied her husband, Sandeep, to his garment manufacturing business. Observing the discarded fabric samples, she saw an opportunity. With Sandeep’s support, she started designing kurtas and selling them on eBay. The positive response encouraged her to expand her efforts, leading to the creation of SHREE, an ecommerce brand offering a blend of traditional and modern Indian wear.
“The idea blossomed out of my love for traditional Indian textiles and the desire to bring them to a wider audience,” Sheetal says. “I wanted to create a brand that celebrated the richness of Indian textiles while offering contemporary designs that women could effortlessly incorporate into their daily lives.”
Today, SHREE boasts a turnover of Dh100 million and a network of over 140 stores globally. The brand’s success has also led to its recent expansion into the UAE market. Reflecting on her journey, Sheetal acknowledges the invaluable lessons she learned as a homemaker, such as patience, resilience, and the importance of nurturing relationships. These skills proved crucial as she transitioned into entrepreneurship, balancing household responsibilities with the demands of building a business.
Sheetal faced numerous challenges along the way, from learning basic business operations to securing funding. “Starting a business requires capital, and as a homemaker, my personal savings were limited. My husband provided the seed capital, but securing funding was a challenging process, especially in a competitive market,” she recalls.
Cultural stereotypes and societal expectations also posed hurdles. “As a woman entering the business world, there were doubts and skepticism about my ability to succeed,” she notes. Sandeep’s unwavering support and belief in her vision were instrumental in overcoming these challenges, providing both financial backing and business acumen.
Despite entering the competitive fashion industry in her 40s, Sheetal leveraged her strengths in creativity, attention to detail, and understanding of customer preferences. The rise of ecommerce in India created opportunities for small businesses, and Sheetal capitalized on this trend, expanding SHREE to markets in Singapore, Qatar, Saudi Arabia, and now the UAE.
In the UAE, SHREE recently launched the AFIFA Elegant Abaya Collection, which blends elegance, cultural respect, and contemporary style. “Understanding the local market nuances, we tailor our collections to resonate with the cosmopolitan and multicultural environment of Dubai,” Sheetal explains. The collections feature lighter fabrics for warmer climates, contemporary cuts, and styles that align with Middle Eastern aesthetic preferences.
Sheetal’s journey has been one of continuous learning and adaptation. “We visited the UAE post-Covid when Dubai was one of the few places in the world that was open and back in action. Our priority was to ensure that we brought the same quality to the region that had become our hallmark in India. About six months of extensive research went into scouting the right locations, understanding our customer in the UAE, and figuring out the price point that would resonate with them.”
The success of SHREE is a testament to Sheetal’s ability to navigate challenges and seize opportunities. From a homemaker to a fashion mogul, her story is an inspiration to aspiring entrepreneurs worldwide.
