Samantha Prabhu-Backed Saaki Helps Foster Individuality Through Fashion Statement

The Indo-Western apparel brand for women is riding the celebrity marketing wave and the power of social media to expand its reach

A fashion lover at heart with an entrepreneurial mindset, Miss India finalist Sushruthi Krishna (she was the first runner-up in 2016) wanted to do something creative in the couture space. Her run at the beauty pageant also gave her more exposure to the world of fashion and an insight into influencer/celebrity-led brands. Eventually, she reached out to actor Samantha Ruth Prabhu who liked her idea and came on board. Together, they launched Saaki, an affordable Indo-western apparel brand for women, designed to be at the forefront of modern fashion. Its USP is a pocket-friendly range, as Prabhu believes that fashion should be accessible to everyone to celebrate their individuality.

Saaki recently reached a milestone when its customer base crossed 60K. The brand ships to 15 countries, including Canada, the US, Australia, New Zealand and others, claiming that 25% of its revenue comes from global markets. It has also amassed 292K followers on social media in two years.

Interestingly, Prabhu is both a brand endorser and an active collaborator in design, production and decision-making. Her star status and strong social media presence (24 Mn+ followers on Instagram) have driven the fashion brand’s growth.

Saaki is looking to expand its offerings by tapping into kidswear, activewear and the home décor space. Krishna said that the brand would also enter the lifestyle category to grow its revenue by 5x within the next three years.