What drives the founders of Sani to blend traditional and modern South Asian fashion? How did a personal challenge lead them to create a unique fashion brand? And what can we expect next from this dynamic duo, fresh off their Forbes 30 Under 30 achievement?
Niki and Ritika Shamdasani, the founders of Sani, have built a fashion brand that embraces both the traditional and forward ideas of South Asian culture. As UNC-Chapel Hill and NC State alumni, respectively, Niki and Ritika’s educational backgrounds have uniquely influenced their innovative approach to fashion. Their journey has been full of milestones, challenges, and, most importantly, a drive for innovation. Here are a few insights that Niki and Ritika shared with Innovate Carolina about their entrepreneurial journey, the inspiration behind their designs, and what else lies in store for them.
1. What challenge does Sani solve?
Niki Shamdasani: We saw South Asian culture being represented in mainstream entertainment, food, and music but not in fashion. Brands were doing work in India but weren’t talking about it. We wanted to be the first brand to bring people into the culture through fashion in a way that emphasizes appreciation rather than appropriation. We started with Indian weddings because many people, including our non-Indian friends, didn’t know what to wear or where to buy appropriate attire. Our goal was to make these clothes feel accessible and celebratory.
2. Part of the inspiration for starting Sani came from your own personal experiences trying to decide what to wear to a wedding. Can you share more about that experience?
Ritika Shamdasani: Absolutely. We realized how inaccessible traditional Indian clothing was, even for us as South Asian Americans. Most people wait to go to India to buy their clothes, which isn’t practical. We started by making outfits for ourselves and our friends, and it grew organically from there. We didn’t initially set out to build a business; we just wanted to solve a problem for ourselves and our friends.
3. What are some of the courses, entrepreneurial programs, or experiences you engaged in while in school at Carolina and NC State that helped shape your paths as entrepreneurs?
Niki Shamdasani: While at UNC, I was heavily involved in extracurricular activities and summer internships, which were formative. I interned at a startup accelerator and later worked for a startup, gaining early-stage experience. Additionally, I took an intro to entrepreneurship course taught by Chancellor Thorpe and Buck Goldstein, which was one of my favorite classes.
Ritika Shamdasani: At NC State, I received a lot of support through mentorship, non-dilutive funding, and flexible programming. I was part of the Andrews Accelerator and a Miller Fellow, which provided resources and support to work on our business full-time. The flexibility from professors also allowed me to balance my studies and entrepreneurial activities.
4. You’ve been named to Forbes 30 Under 30 List. What are the things that make Sani distinct and have contributed to your success?
Niki Shamdasani: Beyond making great products, our persistence in the face of challenges sets us apart. We keep trying different things until something works. During the pandemic, our sales plummeted, but we pivoted to building brand awareness on TikTok and releasing new products. Our ability to adapt and keep pushing forward has been crucial to our success.
5. Where do you find the inspiration for your clothing designs?
Ritika Shamdasani: We draw inspiration from both Indian culture and Western fashion, ensuring our designs are functional and modern. For example, we’ve incorporated features like pockets and zippers in traditional Indian garments to make them more practical. Our designs aim to meet the needs of our customers, whether they’re attending an Indian wedding or just lounging at home.
6. How are your clothes made, and where can people buy them?
Ritika Shamdasani: We work with manufacturing partners in and around Delhi, India, whom we visit regularly to ensure alignment with our values. Our clothes are available online, at Nordstrom, and on Rent the Runway. Responsible manufacturing is important to us, and we partner with factories that support their employees in meaningful ways.
7. Are there success stories that particularly represent the kind of impact Sani wants to make?
Ritika Shamdasani: One memorable moment was launching at Nordstrom, a first-of-its-kind partnership for South Asian clothing. Taking our grandmother to see our collection at a store was incredibly special. The positive feedback and messages from people who never thought they’d see this type of clothing in mainstream retail were very rewarding.
8. As an entrepreneur, what is the most surprising, pivotal, or scariest moment you’ve encountered? Based on what you learned, what advice do you have for others?
Niki Shamdasani: One of the scariest moments was discovering a major manufacturing error just weeks before a big order was due. I flew to India to resolve the issue, which taught me the importance of showing up and addressing problems directly. My advice to other entrepreneurs is to be present and proactive, especially when things go wrong.
9. What are your plans for the future?
Ritika Shamdasani: We plan to expand our product range, especially in casual wear, and continue to grow our presence in mainstream retail. Our goal is to make South Asian fashion accessible and appreciated by a broader audience.
10. What’s one thing people should know before they jump into the startup life?
Niki Shamdasani: Be prepared for obscurity and challenges in the first decade. Success takes time and persistence, so stay committed to your vision and keep pushing forward, even when it feels like no one is noticing.
Interested in the clothing featured in the article? Check the items out below:
| UNC-CH
