Business Remedies | Rajshree Upadhyaya |The mother-daughter duo, Jayaa and Shweta Shivkumar, made a name for themselves by taking up the mission of creating handcrafted garments. They founded their company, WhySoBlue, in 2015. It soon became a signature wardrobe language for women who sought color, comfort, and conscience. Starting from a small studio in Mumbai, they designed clothes that fit like a second skin, respected pockets, and treated fabric as an expression of kindness.
The brand was intentionally built at a slow and thoughtful pace, where most pieces were made-to-order. Every print or dye was chosen not to stand out loudly but to age gracefully. From the beginning, they kept things personal – production often happened in-house or with small partner ateliers, and design decisions were made not in a corporate boardroom but in their living room. This intimacy shows in their product line – joyful, easy-to-wear clothes like dresses, co-ord sets, tops, blouses, jackets, and lightweight summer separates designed for layering, re-wearing, and longevity. Their story has always included a promise of zero waste and ethical employment, which became central to their brand’s voice. They attracted customers who wanted style without falling into the trap of overconsumption.
Seeking investment on Shark Tank India to scale handcrafted production while staying ethical
The WhySoBlue pitch on Shark Tank India took that voice to a national audience, where viewers admired the mother-daughter chemistry, the finely crafted product samples, and the brand’s unapologetic focus on color and comfort. Appearing in Season 3, the founders sought investment to expand handcrafted production while staying true to the brand’s ethos.
The episode concluded with a deal involving both equity and debt – signaling investor confidence and a realistic roadmap for measured growth. The sharks highlighted the brand’s strong gross margins, distinct identity, and in-house production as reasons to back the founders. They also probed customer acquisition strategies and scalability. Since the show, growth has been steady rather than explosive, driven by community building on social media and a clear e-commerce presence.
Gradually evolving into a more structured fashion house
The WhySoBlue online store now lists hundreds of handcrafted pieces, maintaining the same made-to-order, artisanal tone that defined its early days. Its Instagram presence adds depth with lookbooks, behind-the-scenes glimpses, and founder narratives that keep customers emotionally connected. Over time, the company has formalized parts of its structure, marking its transition from a home-run studio to a more organized fashion house – though design and quality control remain close to home.
Today, WhySoBlue continues to operate through its website and social channels, selling its distinctive handcrafted garments while thoughtfully expanding through seasonal collections and limited drops. Its philosophy remains consistent – to create clothes meant to be loved for years, crafted with care, and stitched on a scale small enough to retain intimacy and individuality. For customers who value clothes with personality, pockets, and a story they can tell, WhySoBlue offers both style and soul – a journey that began at home and now lives across wardrobes and feeds nationwide.
Written & Edited By:
Rajshree Upadhyaya
