Business Remedies | Rajshree Upadhyaya | By bringing innovation into Indian fashion, Vishakha Bhaskhar has carved a unique niche for herself. She never planned to enter the world of fashion. Her journey began with a blog titled Love Them Curves, written during her college years at Shri Ram College of Commerce (SRCC), Delhi. In it, she spoke about the struggles of being a mid-sized woman in a world where clothes were rarely made for bodies like hers. What began as a personal reflection soon transformed into a quiet rebellion against an industry that not only ignored certain sizes but also penalized them with higher prices-a practice often referred to as the “fat tax.” This frustration evolved into purpose when she met Asana Riamei, a fashion merchandiser from Manipur, who had spent more than a decade witnessing this discriminatory mindset from within the industry.
Reels, Influencer Collaborations, and Customer Feedback Became Tools of Growth
In 2018, the two co-founded Angrakhaa in Delhi with a clear mission-to create fashion that welcomed every body, from XXS to 5XL, and all at the same price. The brand’s name, derived from Sanskrit, means “protector of your body,” perfectly reflecting their philosophy. Their first collection had only fifteen designs, stitched in a small tailoring unit in Khanpur. Without any investors or a team, they handled everything themselves-from sourcing fabrics, packing orders, handling customer queries, to building a presence on social media. The initial response was encouraging. In their first financial year, Angrakhaa earned approximately Rs. 14 lakh. However, the pandemic soon disrupted their momentum and brought sales down to Rs. 7 lakh. Rather than giving up, they treated this pause as a learning opportunity. They enrolled in Meta’s performance marketing programs, focused more on Instagram, and emphasized storytelling. Reels, influencer collaborations, and customer feedback became their strongest tools of growth. Gradually, they regained momentum.
Gained Access to Digital Marketing Expertise
By FY 2021-22, their earnings had reached Rs. 1.16 crore. They had fulfilled over 10,000 orders and built a community of more than 55,000 followers. Their repeat purchase rate hovered around 27%, and the average net profit margin was estimated between 20% and 35%. Their “no-fat-tax” promise and thoughtfully designed silhouettes helped them stand out in a crowded D2C market. In 2023, Angrakhaa appeared on Shark Tank India Season 2. Vishakha and Asana asked for Rs. 40 lakh in exchange for 5% equity. Their pitch was compelling-an average selling price of Rs. 2,900, production cost of Rs. 900, and a transparent breakdown of expenses on logistics, GST, and marketing. Most sharks declined citing scalability concerns, but Amit Jain from CarDekho offered the same amount for 20% equity. They accepted the offer and gained not just funding but also access to digital marketing expertise.
Social Followers Crossed 1.2 Lakh by the End of 2023
The impact of the show was immediate. Within three days, they received orders worth Rs. 10 lakh. Their Instagram following jumped from 63,000 to 80,000, website traffic surged, and several reels went viral. Although the deal reportedly didn’t close after the show, the exposure significantly boosted their visibility and growth. However, not all feedback was positive. On Reddit and other platforms, some users raised concerns about the brand’s product quality and fit consistency, especially regarding corset tops. Discussions also arose about fabric thickness and whether the brand could grow beyond its niche social media appeal. Still, the core business remained strong, and their audience loyal. By the end of 2023, their social followers had crossed 1.2 lakh, and their monthly order volume continued to grow steadily.
Not Just a Clothing Brand, But a Quiet Revolution
Today, Angrakhaa is not just a clothing brand. It is a quiet revolution in a world that has long revolved around exclusion. Vishakha and Asana continue to move forward with their mission. They now plan to expand into bridal, festive, men’s wear, and accessories-still with the same promise of size inclusivity at equal pricing. What began as a blog has now become a brand with a voice, changing not just wardrobes but conversations around body positivity and acceptance.
Written & Edited By:
Rajshree Upadhyaya
