Sonari & Salient has always been a mid level brand and have been happy enjoying the comfort and the consumer salience as being a value for money for the cost conscious consumer. How did the brand saga start?
The saga started obviously in 1971 when the brand's main protagonist Mr. Dhirubhai Kubudia strode in Mumbai in search of work from his native kutch which was going through a lean and dry summer. Being from the Vagad community in Kutch which is known for its business acumen, the business men in him compelled him to take shots at various business until he settled down at Malad's nondescript chawl in a 70 sq.ft rented Kholi with about two sewing machines rented at ` 60/- p.m. and two contractual workers who were paid a measly ` 0.50/- per piece of brassiere they produced which was eventually sold off at ` 2.50/- in the local bazaar.

he brand in those days was called “Sapna”, after their father Veljhi bhai who ran a kirana shop in a small village called Lakadia had seen a dream that they had made it big in a city. For Dhirubhai it was a dream with which he had come to the city, for the family comprising of five brothers and three sisters the onus of their well being and the promise that he had made to his father while coming to the big bad city of Bombay.

Being in the middle in the family he got to shoulder the responsibility as well as had a streak of taking some calculated risk as well. When he landed at Dadar and nowhere to go, he started as a sales person in a garment shop at Queens Road, Marine Lines which would bring him `125/- after a month of toil. After two years of entrenching himself in the city he sought fresh pastures and the entrepreneur in him egged him on and he veered himself to manufacturing lingerie where he saw the rise to success much faster than other garments.