Shopify Masters
Creative Strategies to Fundraise Without Sacrificing Ownership
Mar 6, 2025
Niki Shamdasani, co-founder of Sani, a fashion brand celebrating South Asian heritage, shares her entrepreneurial journey with her sister. They discuss securing funding through innovative strategies like pitch competitions. Niki explains navigating the challenges of scaling production while upholding ethical standards. She emphasizes the power of social media for authentic connections and adapting brand identity amidst market shifts. Additionally, they explore the complexities of working with family and maintaining emotional stability in business.
35:59
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Quick takeaways
- Niki and Ritika Shamdasani identified a market gap for South Asian wedding attire, prompting them to create Sani and innovate their offerings.
- They successfully secured funding through pitch competitions and grants while emphasizing non-dilutive financing strategies to maintain business ownership.
Deep dives
Identifying Market Opportunities
Nikki and Ritika Shamdasani recognized a significant gap in the market for South Asian wedding attire, as 82% of South Asian Americans previously traveled to India to shop for their wedding garments. This realization sparked the creation of Sani, a fashion brand that started as a side hustle, offering contemporarily designed clothing rooted in Indian heritage. Their journey began with just 15 custom pieces sold from their parents' basement, intended primarily for themselves and their friends. As demand grew, they expanded their offerings and entered the rental market, striving to make Indian wedding clothes accessible for the first time through a partnership with Rent the Runway in 2020.
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