Rajshree Upadhyaya | Business Remedies | The story of Dorabi is rooted in reinvention, resilience, and a deep respect for craft, shaped by the personal journey of its founder Ashima Batra. Before Dorabi came into existence, Ashima had already tasted both ambition and failure in the fashion industry. In 2020, she launched her first venture, Neraaya, with aspirations of building a premium apparel brand. However, operational inefficiencies, heavy dependence on external consultants, and high product return rates slowly eroded the business. Within two years, Neraaya was shut down, leaving behind losses of nearly Rs. 70 lakh and a powerful set of lessons that would later define Ashima’s next move.
Instead of walking away from entrepreneurship, Ashima chose to pause and reflect. She spent months reassessing what had gone wrong and realised that her next brand needed tighter control over production, a clearer identity, and a purpose that went beyond aesthetics. This reflection led to the birth of Dorabi in 2022, founded alongside her parents Vinod and Sonia Batra. With Vinod Batra’s decades-long experience in garment manufacturing, the family built Dorabi as a vertically aligned, direct-to-consumer fashion label, allowing them to maintain quality, reduce costs, and stay closely connected to their customers.
From the outset, Dorabi positioned itself as India’s only fashion brand focused entirely on hand-dyed clothing. Every garment is created using traditional hand-dyeing and Shibori techniques on 100 percent cotton fabric, with non-toxic dyes forming the foundation of the process. The brand’s hand-dyed dresses, co-ord sets, jumpsuits, and workwear silhouettes are designed to balance comfort with individuality, reflecting a strong emphasis on inclusivity and everyday wearability. Dorabi’s design philosophy celebrates imperfect beauty, where no two garments are exactly alike, reinforcing the authenticity of handcrafted fashion.
As the brand began gaining traction, Dorabi expanded its creative universe with Aamili, a sister label focused on minimalist workwear. While Dorabi leans into bold dye patterns and fluid silhouettes, Aamili offers structured, solid-toned apparel meant for modern professional wardrobes. Together, the two labels allowed the company to cater to diverse consumer needs without diluting its core values.
Dorabi’s financial growth mirrored its rising brand recognition. In its first full year of operations during FY22-23, the company generated revenue of around Rs. 36 lakh. What followed was a sharp upward curve, with FY23-24 revenues jumping to approximately Rs. 3.45 crore. Encouraged by strong repeat purchases and growing online demand, the brand projected revenues of about Rs. 5.5 crore for FY24-25, reflecting its ambition to scale without compromising craftsmanship.
The turning point in Dorabi’s journey came with its appearance on Shark Tank India Season 4 in early 2025. Ashima entered the Tank with her parents, seeking Rs. 75 lakh in exchange for 3 percent equity, valuing the company at Rs. 25 crore. The pitch stood out not just for its numbers, but for its honesty. Ashima openly shared her past failure, the lessons learned, and how Dorabi was built differently from the ground up. After detailed discussions, Dorabi secured an investment of Rs. 1 crore for 4 percent equity from Aman Gupta and Anupam Mittal, validating both the brand’s valuation and its long-term vision.
Currently, Dorabi is fully operational and continues to grow as a direct-to-consumer fashion brand. Its handcrafted apparel collections are sold primarily through its own online platform, supported by an active and engaged digital community. With a strong focus on sustainability, in-house production, and inclusive design, Dorabi stands as a compelling example of how failure, when approached with honesty and learning, can evolve into a business built on clarity, purpose, and enduring value.
