Business Remedies | Rajshree Upadhyaya | In the realm of Indian entrepreneurship, the name Forever Modest brings to mind the audacious pitch by Sana Farheen Shaikh on Shark Tank India Season 2. Born from her conviction that women deserve style without compromising modesty, Forever Modest began its journey in 2021 when Sana, only in her early twenties, decided to bridge a glaring gap in Indian fashion.
Sana’s upbringing, with her mother being a fashion designer, planted early seeds that later grew into her own brand. After completing her education and gaining experience in other domains, she launched Forever Modest with a mission to offer elegant modest clothing—casualwear, officewear, sportswear, abayas, and swimwear—at affordable price points without compromising design or comfort. Her approach was simple yet powerful: to make modest fashion mainstream in India while maintaining a modern aesthetic.
Her defining moment came when she stepped onto the Shark Tank India stage seeking an investment of ₹20 lakhs for 10 percent equity. The sharks were impressed by her clarity of thought, purpose, and the strong emotional connection her brand carried. After several negotiations, Sana accepted a deal of ₹20 lakhs for 20 percent equity. Her pitch stood out not just for its business model but also for its broader message—that modest fashion can be empowering and stylish for women across all walks of life.
Before appearing on the show, Forever Modest had already achieved encouraging traction. In just six months of FY 2021–22, the brand recorded sales worth around ₹12 lakhs, a promising figure for a young D2C startup. By the time of her pitch, Sana had sold nearly 2,761 pieces, showcasing a genuine demand for her designs. Her Shark Tank appearance elevated her brand’s visibility, turning Forever Modest into a conversation starter about inclusivity, self-expression, and modern modesty.
Post-show, Forever Modest continued leveraging digital platforms to reach its audience, focusing on direct-to-consumer online sales and expanding into wholesale and international shipping. The brand’s social media presence remained strong, highlighting its association with Shark Tank India and engaging with a loyal customer base. Reactions from the public have been mixed—some praise its bold entry into a niche market, while others question aspects like product quality or brand identity—but Sana’s passion and perseverance continue to define its story.
As of today, Forever Modest remains operational, maintaining its online store and active social media handles. The company still describes itself as India’s premium modest fashion brand, continuing to promote a vision of confidence, comfort, and cultural expression through fashion. Although detailed financial data about its growth since Shark Tank India is limited, the brand appears to be functional and evolving steadily in the competitive fashion landscape.
The story of Sana Farheen and Forever Modest is ultimately one of youthful determination and vision—a journey of transforming personal belief into a brand that resonates with women who seek both style and simplicity. It’s a reminder that entrepreneurship often begins with a single, authentic idea that challenges norms and opens new paths. Forever Modest may still be finding its full stride, but its spirit continues to embody the blend of faith, fashion, and female empowerment that first caught the nation’s attention on Shark Tank India.
Written & Edited By:
Rajshree Upadhyaya
