Winter, summer, virtual, physical, casual, dressy – whatever the occasion, stylish girls should always do their best. Delhi-based brand is helping them do it Rose Soda Edit founded by Shivalli Jaggi Bhatia in 2016.
Having been spotted on popular influencers like Harpreet Suri of MomWearsPrada, Manka Khatri of TheCovetedCode, Deepali of TheCuriousFancy and TV actress Sanya Irani; this Instagram page and online store quickly became popular with it-girls across the country.
“Our clothes are for girls who like to dress while remaining comfortable, and our customers keep coming back as our pieces meet global quality standards while staying on-trend. The designs you will find on our Instagram page are chic and unique, at very competitive prices ”, explains Shivalli joining YSWeekender to discuss.
After studying at the British School in Delhi, she obtained a BBA at IILM. Shivalli attributes his upbringing, interest in fashion and frequent travels around the world to his international outlook and knowledge of global trends.
After completing her studies, she completed an internship in public relations at the popular firm IPAN and another at GAP India. This early exposure to best practices in public relations and retailing gave her the confidence she needed to go it alone. However, she still didn’t know which business to pursue. Then during a trip to the United States, everything changed.
“I was on vacation and walked into a few stores to browse. Their designs were really cool and I felt a good business opportunity. I felt we could help them fabricate their designs, and they agreed because they realized it would pay off for them, ”she explains. This led to the formation of his first company Pink soda exports in 2005, where she is currently Managing Partner.
Pink Soda Exports designs and manufactures exclusively for premium boutique brands in various countries around the world, for export outside India.
Once that was in place and worked well, Shivalli turned to the Indian market to meet the needs of her discerning fashionistas by launching her fashion brand Pink Soda Edit. Keeping the model affordable, this brand offers trendy and affordable clothing imported from Southeast Asia.
During her entrepreneurial journey, Shivalli became a mother. This new phase of life opened up more possibilities for him to follow. She realized the need for high quality formal wear for infants and toddlers and created an exclusive clothing brand called Mom from A to Z. Her success prompted her to launch a Facebook page of the same name for young parents, with her partner and friend Pia Desai. Today, the Mommy A to Z community on Facebook has nearly 19,000 members and is one of the most popular Indian parent groups on Facebook, where parents communicate and share information with each other.
Image: Pink Soda Edit
“Whether people dress for work, a night out, or a lazy day, our Pink Soda Edit creations have something to do with every occasion,” Shivalli shares.
It showcases popular styles like their coordinating plaid ensembles, which are structured for a flattering fit while maintaining a feminine vibe. The coordinating polka dot with frills ensemble is a popular option for dinner parties or other evening events. Their shirt and top sets mimic the comfort of nightgowns while remaining chic. Winter coordinating sets are also popular right now, consisting of brightly colored woolen sweaters and pants.
While trendy, coordinating sets aren’t everyone’s cup of tea. Thus, the team also offers frilly tops, two-tone midi skirts, jumpsuits and dresses in different fabrics. One can also choose from a range of embellished dresses. New collections are launched each quarter and the latest is the fall / winter collection.
Last year, they started using leftover fabrics to make masks, which were then distributed to those in need. Other welfare programs included a summer sale, all of the proceeds of which were donated to the Hemkund Foundation.
“Our brand is self-confident, beautiful, unpretentious and elegant. These traits make us unique and different from others in this space. Our vision is to be a leading fashion brand in the Indian e-commerce market, ”shares Shivalli, adding,“ For exports our most popular item is our resort wear collection and at Pink Soda Edit the winter clothes were the most popular. Of course, our coordinating sets are hot sellers too! “
The advantage of having their own manufacturing unit is that they can customize the parts to a customer’s preference, and add a button here or a pocket there, if needed.
The price of the products starts at Rs 3,000 and increases depending on the style and fabric used.
The story of growth
According to the Indian Textile and Clothing Industry Annual Report 2021, India’s domestic textile and clothing market was estimated at $ 75 billion in 2020-2021. The market is expected to grow at a CAGR of 10% to reach $ 190 billion by 2025-2026. India’s textiles and clothing exports are expected to reach $ 65 billion by 2025-2026, with a CAGR of 11%.
On the other hand, imports are forecast to increase at a CAGR of around 10% to reach $ 15.2 billion by 2025-2026. As a result, Shivalli’s two main businesses – Pink Soda Exports and Pink Soda Edit – are poised to experience significant growth.
This is also evident from his journey so far. It started with a minimum investment of Rs 25,000, and has since grown considerably.
“Our export activity is now present in the United Kingdom, Dubai, Europe and the United States. The brands we make are designed to be sold in stores like Saks Fifth Avenue, Bloomingdales and Nordstrom, ”says Shivalli.
With a core team of 25 members, both Pink Soda brands operate from their headquarters at New Friends Colony in Delhi.
Most Pink Soda Edit clothing sales are made through their Instagram pages and exhibitions across the country. “We’re also building our own website and plan to sell our clothes on a few e-commerce portals soon,” she adds. However, physical retail is not an option, as virtual sales mean lower overhead costs and higher reach across the country and abroad.
“The pandemic has been a very difficult time for us. Our export orders were lower and it was difficult to meet the ones we had as the manufacturing was badly affected due to the labor shortage. Even our import business was affected due to restrictions on flights and subsequent delays in receiving shipments. Fortunately, we got over it all and are back to business! Shivalli smiles.