The Problem Before the Brand
Before Nerige Story became a recognised name, India’s saree market was facing a quiet shift. Designs were becoming faster, trend-led, and algorithm-driven. What was getting diluted was emotion. The familiarity of cotton textures, muted colours, and designs that reminded buyers of their mothers and grandmothers was slowly disappearing. This gap was large, cultural, and largely ignored by modern D2C players.
Founder Background and Early Struggles
Shashank Sivapurapu and Pooja Nadig came from conventional corporate paths. An MBA graduate and an engineer, they worked across startups and firms like TCS. In late 2019, Pooja noticed that while sarees were evolving visually, they were losing cultural depth. The idea to build a brand rooted in memory emerged long before there was clarity on scale or revenue.
In 2020, they quit their jobs and invested ₹3 lakh of personal savings. With no funding cushion, survival depended on parallel income. Pooja taught Zumba classes, while Shashank conducted personal fitness sessions. Every surplus rupee was reinvested into inventory and marketing.
What Nerige Story Did Differently ?
Instead of chasing trends, Nerige Story focused on restraint. The brand launched with 1960s-inspired cotton sarees that felt familiar rather than fashionable. Even the name “Nerige,” meaning saree pleats in Kannada, reinforced regional grounding. The brand positioned emotion as the product, not just design.
Key Milestones and Traction
Revenue grew steadily through repeat customers and word-of-mouth. From ₹30 lakh in 2021, the business reached a ₹1 crore monthly revenue run rate by 2025. With prices ranging from ₹1,899 to ₹24,999 and an average order value of ₹4,500–₹5,000, Nerige Story has served over 60,000 customers globally.
Strategic Choices Behind Growth
The founders chose to remain bootstrapped, prioritised cash flow discipline, and maintained clear role ownership. Pooja led product and design, while Shashank handled marketing, operations, and growth.
Lessons for Early-Stage Founders in India
Nerige Story’s journey highlights the value of cultural insight, controlled growth, and founder-led execution over rapid scale.
The brand’s success was not built on hype, but on clarity, patience, and consistent execution.
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