Sarees with artistic prints on high quality fabrics transcend conventional fashion

NewBiz Report

It is often said that necessity is the mother of invention, and this certainly holds true for Sharone S Joshi and her exquisite saree brand, Koseya. Sharone’s love for sarees was ignited during her childhood as she grew up observing her mother and grandmother gracefully adorned in elegant sarees. With a growing fondness for sarees with intricate embroidery, Sharone encountered challenges in finding her desired styles in the market. This led to the birth of Koseya, a meticulously curated Nepali saree brand. Over the past year, she has dedicated herself to curating a collection of 'art sarees'. The concept of curated sarees stemmed from the abundance of saree stores in Kathmandu all vying for attention of buyers. Recognizing this competitive environment, Sharone initiated brainstorming sessions to identify a distinctive advantage for her venture. "Our objective was to ensure that our sarees exuded uniqueness. Since we prioritise quality over quantity, we offer a superior fabric to our clients,” she explained.

Sharone, the co-founder of Koseya, brings a strong foundation in finance and accounting. She holds a Bachelor's degree in Finance and Accounting from Anglia Ruskin University in London and a Master's in Business Administration (MBA) specialising in Innovation and Entrepreneurship from the Symbiosis Institute of Business Management in Pune. According to Sharone, it was a painting adorning her office wall that sparked an idea: why couldn't sarees embody the essence of a moving piece of art? This notion resonated with her team. Sharone believed that this innovative project held immense promise.

"After months of brainstorming, I concluded that Koseya would be the perfect fit for our brand name," said Sharone. Derived from the Sanskrit word 'Kaushya', which means silk, Koseya reflects Sharone and her team's commitment to silk - the primary material for their products. Renowned artist Chirag Bangdel collaborates closely with Sharone to translate her design concepts onto sarees. According to Sharone, she conceptualises the design and fabric combination, and communicates it to the artist. "We then create a digital sample using software, carefully assessing its suitability for the garment. If adjustments are needed for printing, we discuss and refine the design accordingly," she explained.

Koseya, according to Sharone, is a saree design hub that specialises in producing captivating sarees through digital artistry on fabric. Currently, it offers sarees made from five distinct types of fabrics: crepe silk, organza, chiffon and georgette. Sharone's innovative vision extends to coordinating embroidery designs and colours. For the young entrepreneur, embarking on this journey was similar to a rigorous workout. She had to navigate through legal processes, product design, textile selection to complement the art, packaging considerations, marketing strategies, and finally delivering their creations to clients in the form of pocket squares, scarves and sarees. "Choosing the perfect fabric was important, especially as we champion Nepali artists," explained Sharone.

Sharone has set up a factory in Kathmandu. She has already created over 100 unique saree designs to date. Her creations are a fusion of art, featuring elements such as peacocks, peacock feathers, leaves and various flowers and plants in vibrant colours. The price of Koseya sarees starts from Rs 10,000 and goes as high as Rs 35,000, depending on the fabric and intricacy of the design. "Though our sarees may seem expensive due to their artistic nature, customers get a product of exceptional quality," Sharone explained. "The value is reflected in the craftsmanship."

In the early stages of business, Sharone faced scepticism from friends, relatives and customers who questioned whether Koseya was a family venture and not a business she had started. "It was challenging to overcome these misconceptions particularly because my involvement in the saree business was unexpected. Despite such doubts, my passion for sarees and dedication to the business persevered," says Sharone.

When Sharone initially launched her business online, earning trust in her products was one of the primary hurdles she faced. She adopted a proactive approach to address consumer apprehensions by introducing a pre-purchase inspection option. This initiative ensured customers received exactly what they anticipated which instilled confidence in her brand. "The loyalty exhibited by our consumers since their initial purchase underscores our undying commitment to transparency and customer satisfaction," shared Sharone.

Sharone envisions Koseya as a brand that transcends conventional fashion. She aims to redefine the experience of wearing sarees and related garments through the powerful medium of storytelling. “Every narrative holds inherent value. Captivating storytelling stimulates the mind and evokes emotions which foster a sense of nostalgia, humility and literary essence,” she added. 

In addition to sarees, Koseya has expanded its offerings to include scarves and pocket squares. "We are challenging the misconception that pocket squares are exclusively for men. Women can also incorporate them as stylish accessories," said Sharone. "Our brand knows no boundaries; our mission is to blend the realms of poetry, literature and cinema into our creative endeavours."

Koseya sets itself apart from other fashion labels by letting its patterns and colours convey eloquent narratives. Rooted deeply in art, the brand's essence lies in its mission to weave stories through its products. As the founder, Sharone plays a pivotal role in charting Koseya's course, crafting strategies and making decisions that align closely with the brand's mission and vision. She collaborates with the team to curate vibrant colour palettes, distinctive designs and lightweight textiles, drawing inspiration from diverse sources such as nature and concrete architecture. 

According to Sharone, Koseya has been self-funded from the outset. The initial investment consisted of her personal savings and investments made in the capital market which she had earmarked for long-term purposes. Additionally, the support from her family, particularly a loan from her mother, has been instrumental in maintaining the company's financial stability. Thus far, all generated revenue has been channelled towards covering the company's operational expenses.

Koseya has recently secured debt financing for its strategic development and growth plan. Sharone, who has a clear vision for the company's future trajectory, believes it will be premature to delve into specifics at this juncture.