Anubhutee
Mensa Brands · India
Anubhutee is an Indian women's ethnic wear brand founded in Jaipur in 2019 by Arpit Somani and Mahak Khator. It makes printed kurtas, kurta sets and ethnic dresses for everyday wear and is part of Mensa Brands.
| Founded | 2019 |
|---|---|
| Founders | Arpit Somani, Mahak Khator |
| Base | Jaipur, India |
| Owner | Mensa Brands |
| Website | anubhutee.com |
What is Anubhutee?
Anubhutee is a women's ethnic wear brand from Jaipur, Rajasthan. It is known for traditional designs in a casual, everyday format, sold mainly online.
History
The brand was founded in 2019 by co-founders Arpit Somani and Mahak Khator, who combined expertise in garment printing with modern ethnic fashion. Anubhutee was later acquired by Mensa Brands, the Indian company that buys and scales digital-first consumer brands.
Products and positioning
The range focuses on printed womenswear rooted in Jaipur's textile traditions, offered at accessible prices and designed as casual clothing for daily wear.
- Kurtas and kurtis
- Kurta sets with trousers and dupattas
- Ethnic dresses
Distribution
Anubhutee sells through its own website and Indian fashion marketplaces such as Nykaa Fashion.
Why it matters
Anubhutee is a typical example of India's digital-native ethnic wear brands that grew on marketplaces and then became part of a brand roll-up, a model that has reshaped how small Indian labels scale.
Frequently asked questions
Who founded Anubhutee?
Anubhutee was founded in 2019 in Jaipur by Arpit Somani and Mahak Khator.
What does Anubhutee sell?
Anubhutee sells women's ethnic wear, mainly printed kurtas, kurta sets and ethnic dresses.