Dubai-based SoShru to open shop in India by end of the year

Dubai-based fashion brand SoShru will be opening stores in India by the end of year. The first stores will open in New Delhi and Mumbai. This is one brand that has been appreciated by Bollywood celebrities such as Priyanka Chopra, Malaika Arora Khan and Ileana D’Cruz.

Owner Shruti Nijhawan believes that India will be one of the largest markets for them. She feels that the target customer in India wants the product that they are offering, at the price being offered and the quality being offered. The brand, she insists, is value driven, quality obsessed, on trend, clothing brand at prices that can’t be matched. The brand was launched in Dubai in March this year.

In comparison to SoShru, many high-street brands are priced much higher in India. So this brand will come and fill the gap that exists between high-and-medium end brands. Contemporary designer clothing will be offered at a much lower price (that is in comparison to high-end brands).

As Nijhawan points out, by offering contemporary designer clothing at high street like prices, she has optimised the brand’s value proposition and that’s something their customers appreciate.

Prior to this Nijhawan had launched a successful shoe range when she was only 17 years old. Later she studied fashion designing at the National Institute of Fashion Technology.