Jaipur | Rajshree Upadhyaya
Maitreyee Koli established her presence in India’s creative business landscape by launching Shichisoru, an original character collectibles brand, in 2024. She was not trying to build an ordinary merchandise business. An artist by passion and a former engineering professional, Koli wanted to create a fictional world that people could connect with emotionally. Based in Mumbai, the startup was built around original characters, imaginative storytelling, and the growing culture of collectibles.
The name Shichisoru is derived from the Japanese words Shichi, meaning “seven,” and Soru, meaning “soul,” reflecting the fantasy-inspired universe surrounding its creations. Rather than positioning itself as a traditional toy company, the brand was developed as a character-driven lifestyle business. Instead of licensing popular characters, Shichisoru chose to develop its own intellectual property from the beginning.
Its universe revolves around characters such as Mimi, Toffee, and Gibi, each designed with a unique personality and visual identity. Through these characters, the company introduced a range of plush toys, blind packs, blind boxes, stickers, magnets, keychains, and other art-inspired collectibles aimed primarily at teenagers and young adults. Every design was developed in-house, allowing the company to maintain complete creative control over its expanding fictional universe.
The early journey was not easy. Koli invested nearly Rs. 10 lakh from her personal savings into the business and also took a small loan of Rs. 15,000 from her father to support the venture. The company launched its first major character, Mimi, in October 2024 and gradually began attracting customers who connected with its storytelling-driven approach. Rather than simply selling products, Shichisoru focused on creating emotional engagement through its characters and encouraged buyers to become part of the larger world being built around them.
Strong Early Financial Performance
As interest in the brand grew, Shichisoru secured a place on Shark Tank India Season 5. Koli sought Rs. 75 lakh for 5 percent equity, valuing the company at Rs. 15 crore. During her pitch, she shared her vision of creating a long-lasting Indian character franchise inspired by the global collectibles industry.
The presentation received mixed reactions from the investors. Several sharks questioned whether India’s collectibles market was mature enough to support such a business and whether consumers would consistently spend money on character-based merchandise. Some even compared the products with internationally popular collectible toy trends.
Despite these concerns, the company’s early financial performance demonstrated promising growth. Shichisoru reported revenue of approximately Rs. 31.53 lakh during FY 2024-25 and generated Rs. 11.72 lakh in revenue in November 2025 alone. These figures indicated that the brand had already begun building a paying customer base despite operating in a niche category.
While most of the sharks chose not to invest, entrepreneur Shaili Mehrotra believed in the concept’s long-term potential. She offered Rs. 35 lakh for 10 percent equity along with Rs. 40 lakh in debt at 10 percent interest for three years. Koli accepted the offer, securing both funding and mentorship for the company’s next phase of growth.
Building a Loyal Community Through Storytelling
As of 2026, Shichisoru remains operational and continues to sell its growing range of collectibles, plush toys, blind packs, and character merchandise through its official channels. The company maintains an active online presence and continues expanding the worlds of Mimi, Toffee, and Gibi while building a loyal collector community.
What sets Shichisoru apart is its effort to create an original Indian character franchise rooted in art, storytelling, and emotional connection. For Maitreyee Koli, the brand is much more than a business venture-it is an attempt to transform imagination into a world that customers can experience, collect, and carry with them in their everyday lives.
