The collaboration is aimed at solving logistical hurdles as the brand rapidly expands its footprint across underserved markets
In an attempt to scale its post-purchase operations and improve delivery experiences across India, Sudathi, the Shark Tank-backed direct-to-consumer (D2C) ethnic wear brand, has partnered with ClickPost, a logistics intelligence platform.
The collaboration is aimed at solving logistical hurdles as the brand rapidly expands its footprint across underserved markets. The brand seeks to offer authentic, affordable ethnic wear to customers in regions like Bihar, Odisha, and Assam. With ClickPost’s artificial intelligence-powered courier allocation engine and automated NDR (non-delivery report) system, Sudathi has been able to reduce its return rates from 40 per cent to 10.5 per cent, while cutting average delivery time from over six days to just three days
“This has always been about more than just selling sarees; it is about delivering cultural independence to the consumer and ensuring economic self-reliance for the artisan. That is why we are building a movement, not just a brand,” highlighted Viren Lathiya, Co-founder of Sudathi.
Building on its logistics backbone, Sudathi is also innovating on the customer front. The brand now offers last-minute ethnic wear through Blinkit and Swiggy Instamart, and is piloting a WhatsApp-based express delivery service in metro cities.
“A lot of brands get bogged down by operational hurdles. Our goal was simply to clear that path for them. When you see a partner succeed like this, it reinforces our core belief: logistics should not be a barrier to a great vision; it should be the engine that powers it,” stated Naman Vijay, Co-founder and Chief Executive Officer (CEO) of ClickPost.
