Niki Shamdasani Of Sani: Bootstrapping A Niche Brand In A Competitive Industry

June 30, 2022
1 minute

Niki Shamdasani, the co-founder of Sani, an Indian and South-Asian-inspired fashion startup, shares how she and her sister Ritika successfully built a niche brand from the ground up.

In this episode of The Checkout, we chat with Niki Shamdasani, co-founder of Sani, an Indian and South-Asian-inspired fashion startup.

Niki and her sister Ritika founded Sani Designs when they realized how disconnected they felt from their South Asian culture. Niki and Ritika were determined to bring their cultural identities together through a brand and help women everywhere channel the radiant energy rooted in South Asian fashion.

Niki takes us through their journey of growing Sani as a bootstrapped business—from their humble living room beginnings to making it on Rent the Runway to going viral on TikTok.

Catch the conversation wherever you listen to podcasts (Apple, Spotify, Google Podcasts, and more).

In this episode, we talk about:

  • The Sani sisters' journey as a bootstrapped fashion business
  • The cold outreach strategy that got them onto Rent the Runway
  • How TikTok plays a crucial role in Sani’s brand awareness and lead generation strategies
  • TikTok virality bumps the brand experienced
  • How improving relationships with suppliers can help prevent stockouts 
  • Lead time reduction strategies
  • How the Niki and Ritika are preparing to scale the brand

Connect with Niki and the Sani team:

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