Sudathi joins ClickPost to scale India’s saree supply chain

Shark Tank-backed direct-to-consumer (D2C) ethnic wear brand Sudathi has entered into a strategic partnership with logistics intelligence platform ClickPost to streamline its post-purchase operations and enhance delivery experiences nationwide. The collaboration is set to address logistical bottlenecks as Sudathi rapidly expands into underserved Tier 2 and Tier 3 markets.

In just 23 months, Sudathi has served over 8 lakh customers, offering affordable, authentic sarees to consumers in regions such as Bihar, Odisha, and Assam—markets historically overlooked due to delivery challenges. The brand’s model supports both cultural access for buyers and economic empowerment for artisans.

However, the brand’s fast growth brought operational strain. A major turning point came during Diwali 2023, when over 2,000 saree orders were delayed, sparking more than 600 customer inquiries in a single day. This incident prompted a complete logistics overhaul.

Through ClickPost’s AI-powered courier allocation engine and automated non-delivery report (NDR) system, Sudathi has cut return rates from 40% to 10.5% and halved delivery times from six days to three. This efficiency has enabled the brand to expand cash-on-delivery (COD) services into smaller cities, increasing accessibility for customers.

Human impact remains at the heart of this transformation. In one case, ClickPost’s proactive tracking flagged a delayed wedding saree, allowing it to be rerouted in time for the bride’s ceremony, turning a potential disappointment into a lasting brand relationship.

Looking ahead, Sudathi is expanding its last-mile innovation, offering express ethnic wear delivery via Blinkit and Swiggy Instamart and piloting WhatsApp-based deliveries in metros. Plans for international expansion and region-specific collections celebrating India’s diverse textile heritage are also in motion.

With technology-driven logistics now at its core, Sudathi aims to redefine modern Indian fashion while staying rooted in cultural revival and artisan empowerment.