In a bold move against fashion industry bias and societal stigma, Vishakha Bhaskkar and Asana Riamei launched Angrakhaa, a size-inclusive clothing brand that refuses to charge extra for larger sizes. Their initiative is reshaping how plus-size individuals in India experience fashion.
- Offers clothes without size-based pricing differences
- Reached over 15,000 customers globally since 2018 launch
- Secured Rs 40 lakh investment on Shark Tank India
What happened
Vishakha Bhaskkar from Delhi and Asana Riamei from Manipur co-founded Angrakhaa in 2018 to address a glaring gap in the Indian fashion market: the discriminatory pricing and limited options for plus-size consumers. They identified a prevalent ‘fat tax’ that charges customers with larger sizes significantly more for the same products, often upwards of 25% extra.
Angrakhaa challenges these norms by providing trendy, inclusive apparel at a uniform price regardless of size, covering categories such as summer wear, occasion clothing, and traditional Indian styles. The brand quickly gained traction, serving over 15,000 customers worldwide and generating an annual turnover of Rs 2 crore. Their work caught the eye of investors on Shark Tank India, leading to a Rs 40 lakh deal for 20% equity with CarDekho CEO Amit Jain.
Why it feels good
Angrakhaa’s mission resonates beyond fashion—it empowers individuals to embrace their bodies without fear of judgement or inflated costs. By rejecting the fat tax, the brand addresses a social challenge deeply embedded in Indian culture, where plus-size individuals face stigma not only in the marketplace but also from family and society.
The inclusive approach uplifts self-esteem and breaks down barriers to fashionable, comfortable clothing options. Customers benefit from affordability and style, while the founders set a compassionate example that businesses can thrive by promoting equity and acceptance.
What to enjoy or watch next
With a successful launch and investor backing, Angrakhaa plans to expand its offerings by introducing jewellery and men’s wear, aspiring to become a comprehensive fashion destination for all body types. This growth will provide even more people with access to inclusive, stylish options without compromise.
Watch for Angrakhaa’s new collections and continued advocacy in the fashion industry, as they inspire other brands to reconsider outdated pricing models and foster a more body-positive culture across India and beyond.