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Aditi Holani - Great Companies Women Entrepreneur Award Winner 2022


Aditi Holani: Shoulder Lab Clothing


Name: Aditi Holani

Business Name: Shoulder Lab Clothing

Location: Kolkata, India

Establishment (Year): 2013

Profession/ Specialty: Fashion Apparels

Social Media : Instagram | LinkedIn


Company Detail:

The label envelopes stimulating thoughts, philosophies and juxtaposes those distinct characteristics together through various cutting styles thereby exploring the massive disparities that swarm around us and is constantly inspired by the free-flowing articulation of individuality. Our product line includes a variety of western wear clothing and we aim to bridge the gap between daily wear and occasion wear, thereby making fashion a medium of everyday lifestyle.


The label was founded by Aditi Holani in 2013 and she debuted at the prestigious Gennext show at Lakme Fashion Week. Aditi Holani has trained under designers such as Alexander McQueen and Sophia Kokosalaki in London before pursuing her own label.


Unique Selling Proposition / Competitive Advantage:

The Design-Philosophy is ruminative and targets a customer who is relaxed yet unconventional in approach. Combining surface techniques with interesting details best describes the label in its entirety. A disparate approach through cuts, material design in collaboration with the Handloom clusters/NGOs is the USP of Aditi Holani’s Brand.

Challenges Faced During The Journey:

Sustainable clothing is usually higher priced due to more meticulous work and her biggest challenge was to make the price-sensitive customers worthy of their product choices and purchases.


Advice For Women Entrepreneurs:

The only advice Aditi Holani would like to give anyone is to be authentic and true to who they are and have faith in one’s processes.

Lastly, she concludes by saying to ‘be yourself as everyone else is already taken.’




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