When Vishakha Bhaskkar started Angrakhaa in 2018, she wasn’t launching “just another fashion label” – she was filling a gap she had personally experienced. Growing up, fashion always felt like an exclusive club, one where plus-size women were handed oversized, shapeless fabrics. So, Vishakha knew firsthand how limiting the “standard sizes” of the fashion industry could be. However, instead of accepting the status quo, she decided to create a brand where size wasn’t an afterthought but a central focus.
Here’s the story of Angrakhaa that celebrates women of all shapes while delivering vibrant, functional fashion, without the discriminatory "fat tax" that plagues the industry.
Turning Backhanded Compliments into a Business Idea
Despite her Economics Honours degree from the prestigious Shri Ram College of Commerce (SRCC), Vishakha found herself drawn to fashion through an unexpected path. During her college years, she frequently received compliments on her style, though with the painful qualifier “for your weight.” These backhanded compliments highlighted a pervasive issue: the fashion industry's marginalization of mid-size and plus-size individuals.
“My journey into fashion began in my second year at SRCC,” Vishakha explains, recalling the launch of her blog "Love Them Curves," dedicated to mid-size and plus-size fashion. “I wanted to create a space that celebrated all shapes.”
This passion for inclusivity didn't just remain digital. In 2018, armed with hands-on experience from working with designers in Delhi and Mumbai, Vishakha launched Angrakhaa. She was soon joined by Asana Riamei, a seasoned fashion merchandiser with 14 years of experience, forming a powerhouse partnership.
Building a “No-Compromise” Fashion Brand
Vishakha did not want Angrakhaa to be “just another” fashion brand. She wanted it to be a true differentiator for plus-size fashionistas. There are many ways in which this women-led brand sets itself apart from its competitors.
In India, many brands charge extra for sizes beyond XL, a practice known as the "fat tax.” Angrakhaa stands out by actively offering sizes from XXS to 5XL at uniform prices. Furthermore, inclusivity in fashion is not just about the “size,” it’s about finding a good “fit” for yourself. Angrakhaa addresses this with its engineering-focused approach ensures that each garment feels tailor-made. “We don't just scale up designs,” Vishakha emphasizes. “We meticulously engineer fits to flatter different shapes, making each piece as comfortable as it is stylish.”
Functionality is another key aspect through which they have addressed their customers’ needs. From well-placed seams to practical pockets, the brand prioritizes wearability without compromising on style with its practical pockets and well-placed seams.
The brand offers over 200 patterns across three main categories: summer wear, occasion wear, and Indian wear, with prices averaging Rs 2,500, Rs 4,500, and Rs 5,000, respectively. Since its inception, Angrakhaa has served over 50,000 customers across India and abroad, averaging over 1,000 orders per month.
Gaining Momentum, Recognition and Visibility
Thanks to their commitment to stand out by being inclusive, this women-led brand caught the attention of Shark Tank India. Vishakha and Asana got a chance to pitch their business in the second season of the show, bringing their brand into a national spotlight. Their pitch deeply resonated with the judges, earning them a successful deal with CarDekho CEO and co-founder Amit Jain, who invested Rs 40 lakh in exchange for 20% equity. This endorsement not only provided financial backing, but also validated Angrakhaa's mission.
The brand has also been featured in major fashion publications, such as Vogue India, Cosmopolitan, The Better India, PopXo, and many more. Vishakha has also won quite a few accolades and recognitions for her entrepreneurial drive, including the Women Listed’s “Celebrating Excellence Awards” 2024.
Angrakhaa’s Future Goals
At its core, Angrakhaa is more than just a clothing label; it's a movement toward true inclusivity. Never content to rest on past achievements, Vishakha and Asana have ambitious plans for Angrakhaa's future. “We plan to go offline as well in 2025,” Vishakha reveals, indicating a strategic expansion into physical retail.
Another thing that Vishakha and her team is working towards is integrating technological innovations on their website, including a virtual trial room that will help customers to see in real time how the styles will look on them.
This blend of physical expansion and digital innovation showcases the founders' understanding that true inclusivity must meet customers wherever they are – online or offline.
Remember that moment when you put on an outfit that just works, it fits like a dream, feels like it was made just for you, and suddenly, you’re standing a little taller? That’s what Angrakhaa is bringing to women across India, irrespective of their shape and size. “We're not just selling clothes,” Vishakha states with conviction. “We're reshaping the way people experience fashion. Because everyone deserves to feel seen.” Angrakhaa isn’t redefining fashion, it’s redefining confidence, proving that style should celebrate everybody!
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