Most fashion brands manufacture their own products. Sudathi sources directly from the local Surat market.
Sudathi started in Surat in September 2023 with a simple idea. Make ethnic fashion fast, affordable, and accessible for Indian women.
Today, Sudathi is the only Indian saree brand on quick commerce, launched through Swiggy Instamart. It also operates on a just-in-time model.
That model got customers in the door. Keeping them coming back was a different problem.
What Happens When Growth Forces a Pivot?
Viren Lathiya, Co-Founder of Sudathi, noticed something important. Customers were coming in for the first time with trust in the brand. But that trust wasn’t turning into repeat purchases. Customers weren’t buying again.
That’s when Sudathi did something no Indian saree brand had done before. Launched 100+ new sarees, every single Saturday. It became the gateway to get customers back by giving customers a reason to return again and again.
The bet worked. Repeat numbers grew from around 10% to currently at 30%, and kept growing.
Powering Sudathi’s Payments with PayU
Getting customers to come back for Saree Saturday was a challenge. Making sure every one of those repeat purchases went through smoothly was the next.
PayU helps brands like Sudathi accept seamless payments and increase conversions with:
Payment Gateway – Accept 150+ payment modes with industry-leading success rates, 99.98% up-time & seamless integration across web and app platforms.
“PayU and GoKwik are the only vendors we have worked with, obviously because of the tech which PayU helps us making payments easier. And GoKwik because the checkout process is just the best one could have, especially in the D2C e-commerce space.”
— Viren Lathiya, Co-Founder, Sudathi
What’s the Real Lesson From Sudathi’s Pivot?
Sudathi’s pivot was about noticing that trust doesn’t automatically turn into repeat purchases. They started Saree Saturday to close the gap on purpose.
As Viren puts it: “Listen to your customers before market forces you to listen to them.”
PayU powers brands like Sudathi, so they can focus on growing their business.
