“I did not enter the business with a designation in mind; I entered with clarity.”
– Sheetal Kapoor (Joint Managing Director, SHR Lifestyles Pvt. Ltd.)
We are living in a world that is changing at the snap of a finger. In a landscape where fashion trends change overnight and expansion often becomes the ultimate benchmark of success, clarity is rare. Yet, for Sheetal Kapoor, clarity became the cornerstone of a brand that steadily transformed everyday ethnic wear for Indian women.
As the Joint Managing Director of SHR Lifestyles Pvt. Ltd., the company behind SHREE, Sheetal has helped build a network of over 130 stores across India and overseas. However, her story is not one of overnight success or aggressive ambition. She entered the industry with a thirst to understand what a woman would truly need in her wardrobe.
In a candid conversation with The Global Hues, Sheetal Kapoor shares how a homemaker’s perspective transformed the very essence of SHREE.
A beginning rooted in purpose
Sheetal stepped into the business in 2009 to support her husband, Sandeep Kapoor. Neither did she have a formal corporate experience, nor did she begin with a leadership title.
“I entered the business with no prior experience. I was learning everything from scratch, be it replying to customer emails, understanding fabrics, or observing buying patterns,” she recalls.
At that time, the ethnic wear industry was largely divided between occasion-heavy and premium-priced collections. Office wear for women was often overlooked. As Sheetal mentions, “I wanted to understand how office wear for working women could be made comfortable, presentable, and affordable.”
SHREE initially began selling globally through eBay, and Sheetal took responsibility for managing all customer interactions. When she received feedback around shrinkage, colour fading, and inconsistent sizing, it made her learn a lot and built her brand stronger quality-wise. “Customer feedback shaped our internal quality standards,” she says. “We strengthened our processes from the very beginning because of those conversations.”
On August 9, 2009, SHREE was officially registered, and the brand focused on natural fabrics, consistent measurements and affordable pricing being its USP. Even today, she personally tries every sample before approving production. “If the fabric is not breathable or comfortable for me, we don’t take it forward,” she says.
Scaling the brand with responsibility
Growth and expansion often come with complexities. The company began with just three people, and as demand increased, expansion had to be managed carefully. “One of the biggest challenges was scaling responsibly. We were clear that growth would never come at the cost of quality.”
It was time for Sheetal to immerse herself in understanding the technical aspects of textiles. She took deep knowledge of yarn counts, fabric construction, shrinkage control, and colour retention.
As the brand looked forward to its expansion from 2015, it added new layers of responsibility, from store operations and team building to inventory management. “We built capabilities step by step,” Sheetal mentions. “What started as a small business has grown into a retail network of 130+ stores in India and overseas.”
Looking ahead, the company aims to expand to around 300 stores in the next five years, with a focus on Tier-2 and Tier-3 cities. She further adds, “Women in smaller cities are aspirational. They are looking for fashionable yet comfortable everyday ethnic wear.”
Milestones along the way
Over the years, SHREE has marked several milestones – being ranked among the Top 100 SMEs of India in 2016, securing private equity funding in 2019, and opening its 100th store in Amritsar in 2021.
Some of its notable awards include Market Leadership in Liva Woven Garments, Best SME Retail, IMAGES Most Admired Rising Star of the Year (Women’s Indianwear), and Emerging Franchiser of the Year.
A new narrative for women
Sharing her views on a larger shift in women’s roles, she says, “I belong to a generation where very few women around me were working. When I joined the business, I was managing home, children and learning everything from scratch. There was no roadmap, only belief and hard work. If my journey reassures women that they can balance responsibilities while building and leading a company, that itself is meaningful.”
Today, she sees women not waiting for opportunities but creating them.
A message from her
“Start before you feel fully ready. You do not need perfect conditions, you need clarity and courage. Learn continuously, stay financially disciplined and understand your customer deeply. Most importantly, do not underestimate your strength. If you can manage a home, you already understand leadership, multitasking and responsibility. Channel that power into building something of your own. “A woman who believes in herself changes generations.”
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