Dubai-based brand SoShru coming soon

Dubai-based fashion brand SoShru, will make its way into India by the end of this year with New Delhi and Mumbai as target cities. Shruti Nijhawan, owner of the brand, said that India will be one of their largest markets. "Our target customer in India is seeking the product, the price and in the quality that we offer. We are a value driven, quality obsessed, on trend, clothing brand at prices you can’t match. We feel the Indian consumer seeks value and will appreciate that in our brand,” Nijhawan added.

The brand was launched in Dubai in March with an aim to ship globally. Nijhawan feels that there are plenty of high street brands that are priced much higher in India. “We saw this void and decided to launch a brand that was positioned within this space by offering contemporary designer clothing at much lower (high street like) price points.

"By offering contemporary designer clothing at ‘high street’ like prices, we have optimised our value proposition and our customers are able to appreciate that,” she said. Nijhawan had first launched a successful shoe range at the age of 17. She then pursued a degree from the National Institute of Fashion Technology in New Delhi.