Sudathi, a direct-to-consumer saree brand, has signed actor Mouni Roy as its brand ambassador.
As part of the year-long partnership, Mouni Roy will headline major campaigns like #TyoharWaliSaree for the festive season and #ShaadiSabkiHai, which focuses on making wedding sarees more accessible. She’ll also be the face of upcoming summer collections featuring light, breathable fabrics designed for everyday comfort and style.
Viren Lathiya, co-founder of Sudathi, said, “Mouni’s connect with audiences in both metros and smaller towns makes her the ideal face for our next phase. She reflects the blend of tradition and ease we want to bring to today’s saree shopper.”
Mouni Roy said, “Sarees have always been close to my heart. I’ve worn them in my shows, films, and even off-screen. What I love about Sudathi is that they make sarees feel stylish, accessible, and affordable for everyone. With new styles launching every week, it offers a one-of-a-kind online shopping experience.”
Founded in 2023 by Viren Lathiya, Hiren Lathiya, and Darshan Lathiya, Sudathi offers ethnic wear for women. The product catalog includes saree, kurta, blouses, lehenga, pants, skirts, gowns, frocks, and more. The company claims that the products are made of silk, cotton, jute, and more.
Sudathi, appearing on Shark Tank India Season 4, secured ₹1 crore in funding at a ₹25 crore valuation from Anupam Mittal, Peyush Bansal, and Aman Gupta. Additional support from Arjun Vaidya (V3 Ventures) and Ritesh Khandelwal (Zyod) has helped accelerate its growth.
The brand has recorded ₹80 crore in turnover and is on track to hit ₹100 crore in annual recurring revenue (ARR). With more than 3,000 saree designs across fabrics like silk, georgette, and cotton, and over 100 new styles dropping every week, it continues to shake up the traditional saree market.
