The Journey of Ankush Barjata, Founder of Deeva

Rajshree Upadhyaya |  Business Remedies | Seeing the overwhelming presence of middlemen, inconsistent quality, and lack of trust in the online ethnic wear market, Ankush Barjata founded Deeva and built a national identity for himself. Through this venture, he created an online saree empire that rose from village roots to national headlines. His journey began far from big cities and fashion hubs, in the serene hills of Himachal Pradesh, where he grew up watching his family engage with the world of textiles. What began as curiosity gradually transformed into conviction when he explored India’s saree markets and observed the wide gap between customer prices and the actual earnings of weavers. This gap became the inspiration for Deeva, a brand he formally established in 2022, with a single goal-making saree shopping easier and delivering authentic craftsmanship to customers without inflated prices.

He began by offering sarees that removed the middlemen who usually increase costs. Ankush focused on curating a distinctive collection of Banarasi silk, Kanjivaram, organza, and modern lightweight designs that could appeal to both everyday buyers and those shopping for weddings. He made early efforts to standardize quality checks, emphasizing two-stage inspections before shipping to ensure that even budget-friendly sarees met reliable standards. Clear purpose and consistent product quality quickly made Deeva popular among online saree buyers who valued fair pricing and transparency.

Improved Packaging, Expanded Listings, and Maintained a Strong Digital Presence
A defining moment for the brand came when Ankush appeared on Shark Tank India Season 3. His pitch reflected both the emotional roots of the brand and an analytical understanding of the market opportunity. He presented Deeva not just as an online store, but as an efficient value chain that empowered artisans and provided customers affordable access to high-quality handloom sarees. The Sharks recognized the clarity of his model, and after active discussions, Ankush secured an investment that included equity along with a structured debt component designed to strengthen inventory cycles and boost marketing efforts.

This deal not only brought funds but also guidance, visibility and recognition for a young founder determined to build a national saree brand. After the episode aired, Deeva experienced the kind of surge most young brands dream of. Website traffic multiplied several times, orders increased rapidly, and Ankush used this momentum to improve backend operations. He invested in logistics partnerships, enhanced packaging, expanded listings, and maintained a consistent digital presence-ensuring the brand remained active even after the initial TV buzz faded. The brand continued shipping a wide range of silk sarees, organza sarees, and occasion-wear collections, signaling its steady activity in the market.

Determined to Become a National Handloom Brand
However, growth brought new challenges. Managing working capital for a heavily inventory-driven category like sarees required careful planning. The online ethnic wear segment, known for returns and quality concerns, demanded sustained customer engagement and strong brand trust to retain first-time buyers. Ankush often discussed plans to enter exports, explore offline store possibilities, and expand sourcing centers across India to strengthen supply reliability. His long-term vision reflects a founder determined to transform a village-born idea into a national handloom brand.

Today, Deeva stands as a young but rapidly growing saree enterprise supported by a founder who blends a passion for Indian craftsmanship with a modern, digital-first approach. The brand’s story carries the warmth of heritage, the freshness of young entrepreneurship, and the confidence of a business shaped by both customer insight and national television recognition.

Written & Edited By:

Rajshree Upadhyaya