July 9, 2024 | By Anurima Das

Sheetal Kapoor, the Managing Director of SHREE, transformed her life from a homemaker to a leading entrepreneur in the ethnic wear industry. Starting her professional journey after 20 years of marriage, Kapoor has driven SHREE from a homegrown brand to a global favourite. In this interview, Kapoor shares insights into the brand’s expansion journey in the Middle East and beyond and her plans for the future.

The Brand’s Journey So Far
SHREE was inspired by my deep-rooted love for traditional Indian craftsmanship and textiles. Growing up surrounded by India’s rich cultural tapestry, I always admired the intricate designs and techniques passed down through generations. I envisioned SHREE as a platform to showcase these timeless art forms to the world, blending tradition with contemporary styles. The desire to preserve our heritage while offering modern interpretations motivated me to start SHREE.

With a rich legacy rooted in craftsmanship, innovation, and cultural heritage, SHREE has emerged as a beacon of excellence in the global fashion landscape. Our presence spans across India, Singapore, Qatar, KSA, UAE, and beyond, resonating with fashion enthusiasts worldwide. We take pride in our heritage while embracing innovation, continuously evolving to cater to the dynamic needs of our diverse clientele.

Over the past year, SHREE has remained steadfast in our commitment to innovation, customer satisfaction, and market expansion in the UAE. We have focused on enhancing our product offerings, optimizing operational efficiency, and strengthening our brand presence through strategic marketing initiatives and collaborations. Additionally, we have prioritized nurturing relationships with our customers, partners, and stakeholders.

Facing Challenges in the Region
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. Additionally, we aimed to offer the right product at the right price. About six months of extensive research went into scouting the right locations, understanding our customers in the UAE, and figuring out the price point that would resonate with them.

Being a Woman in Business
My journey as an entrepreneur has been incredibly fulfilling. Starting SHREE from scratch required immense dedication, resilience, and a willingness to learn and adapt continuously. Building a brand that resonates with customers while maintaining authenticity has been a rewarding experience. Every day brings new opportunities for growth, innovation, and making a positive impact in the fashion industry and beyond.

To all aspiring women entrepreneurs, I want to emphasize that your dreams are valid and achievable. Believe in yourself and your abilities. Surround yourself with mentors and a supportive network that believes in your vision. Stay resilient in the face of challenges, and don’t hesitate to take calculated risks.

Lessons Learned in the Retail Ecosystem
As the founder of SHREE, my success mantra revolves around three core principles: passion, perseverance, and people. Passion drives me to innovate and excel in everything we do at SHREE. Perseverance helps me navigate challenges and setbacks, turning them into opportunities for growth. Lastly, nurturing a talented team and building strong relationships with stakeholders is crucial for sustaining our success. Finally, knowing your customer and always making quality a priority are essential.

Future Plans for SHREE
As we embark on our ambitious growth journey, SHREE has set ambitious targets to augment our topline revenue further. While the specifics are proprietary, we are committed to driving sustainable growth and maximizing our market potential. Overseas sales constitute a significant portion of our revenue stream, reflecting our brand’s global appeal and reach. Our expansion roadmap includes the opening of 10 new stores in the GCC and our first store in Canada, complemented by the inauguration of a flagship store in KSA in April. Additionally, we are excited to introduce five new stores featuring our Abaya concept, AFIFA, catering to the diverse tastes of our discerning clientele.


  • The brand recently opened its 7th store in the UAE at Silicon Central.
    • SHREE has expanded to Saudi Arabia and Qatar with its first stores.The brand has hit a recent milestone of achieving a turnover of AED 100 million and a network of over 140 stores globally and is poised to reinforce its position as a leader in contemporary Indian fashion.
    • The brand boosts a team of 500 staff which they are ready to grow.

Sheetal Kapoor’s journey from homemaker to a global entrepreneur is a testament to her passion, perseverance, and dedication. Her commitment to preserving traditional Indian craftsmanship while embracing innovation has made SHREE a beloved brand worldwide. With ambitious plans for the future, Kapoor continues to inspire aspiring entrepreneurs to believe in their dreams and strive for excellence.

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