The starlet has invested an undisclosed amount in the brand, giving it an investment push and boosting the brand’s celebrity star power.
“I am delighted to partner with The Souled Store,” said Khan. “In a short span of time, the brand has carved a niche for itself in the casual wear space. Being an ardent pop-culture lover, and a firm believer in originality and comfort being as important as fashion, I see the brand as a perfect fit to invest in.”
The investment round also saw participation from angel investors and start-up founders including Sahil Barua (co-founder Delhivery); Gunjan Soni (CEO, Zalora); Revant Bhate (co-founder, Mosaic Wellness); and Ramakant Sharma (founder, Livspace).
Started by four pop culture enthusiasts, Vedang Patel, Harsh Lal, Aditya Sharma and Rohin Samtaney, The Souled Store is one of India’s largest online merchandising platforms with licenses such as Disney, Warner Bros., WWE, IPL, and Viacom18 among others.
Earlier, The Souled Store had raised Rs 75 crore from Elevation Capital.
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“We are ecstatic to welcome Sara on board,” said Rohin Samtaney. “She has definitely upped the ante when it comes to her love for fashion and styling. Her quirky and experimentative styling best reflects our brand image; we couldn’t have found a better investor and partner. We expect this collaboration will lead to great things together.”
The brand’s current product portfolio includes top wear, bottom wear, innerwear and activewear for men and women.
As a brand, The Souled Store believes in the power of an omnichannel presence and has built a customer base of over 4 million.
