The Story Behind Sanskritam’s Success with Family, Faith, and Fashion

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Chandigarh, [India], July 23, 2024: One Indian brand that has stood the test of life is Sanskritam, a line of ethnic clothing for women that highlights the strength of family and faith in one’s dreams. Founded in 2021 by Ritika, Sanskritam has blossomed into a thriving online business, clocking a revenue of Rs 5 Crore in FY 23-24. But this journey hasn’t been without its share of challenges.

In 2019, Ritika’s spirit of entrepreneurship took off. “I knew I wanted to do something in textiles,” she says, “but I wasn’t sure exactly what product to focus on.” January 2020 saw the birth of the idea – vibrant ethnic wear for women. With a background in fashion design and the support of her business-woman mother, Sumiti, Ritika began crafting her vision.

Ritika took a leap of faith and used social media to start ‘Sanskritam,’ which is named after her mother’s business. At first, she used an already-existing page that featured her illustrations. The initial response was modest, but the belief in her product kept her going. Exhibitions soon provided an opportunity for her to present her works in person, and the positive feedback she received fed her creative zeal.

And then an unforeseen roadblock appeared: the COVID-19 pandemic. Ritika remembers, “Sales declined, and there were no exhibitions. But with the lockdown came a shift in focus, where social media became essential.” She persisted and gradually developed her online presence. Still, a blow was in store for her. An enormous fire in the storage area destroyed the brand’s stock, and morale was low.

“I knew I couldn’t give up despite the loss,” says Ritika, “This could be the perfect opportunity for Sanskritam to become something great.” She changed her approach and approached online retailers like Amazon and Flipkart. However, initial sales were slow.

Ritika decided not to give up and made an investment in expert social media marketing. She says, “May 2021 became a turning point,” with a smile. “We received 67 orders, a sale of Rs 96,231, and that’s when things truly began to take off.”

Another pillar of support became Gaurav Bhatia, Ritika’s partner and now husband. With a background in marketing, Gaurav joined the venture in November 2022, handling advertising and backend operations. This strategic move allowed Ritika to focus on product development and production, a strong combination that propelled Sanskritam to new heights.

Today, Sanskritam boasts a team of over 50 employees and a fully functional garment production unit with 25+ sewing machines. “We’re excited to continue our growth and establish ourselves as a leading ethnic wear brand,” says Ritika. The story of Sanskritam is a source of inspiration for aspiring entrepreneurs, demonstrating the power of persistence and constant pursuit of a dream.