Celebrating South Africas heritage and spotting a gap in the market is what led a creative graphic designer from Gauteng to launch her clothing label.
Darshana Makan told Business Report that while looking for comfortable Indian clothes for her twins to wear, she realised that the materials used were not comfortable and that was how her journey into entrepreneurship began.
Makan, who started her company in July 2018, said: Jodiya means twins in Gujerati, which is half my heritage, as I am also South African. Jodiya was inspired by my twin girls, so I could not have thought of a better fit.
It started more as a side hustle while still doing full-time freelancing as a graphic designer, but about two years ago, Jodiya became a lot more demanding, so it is now my full-time side hustle.
Employing two seamstresses, the 43-year-old said: When I could not find comfortable Indian clothing for my twins, I decided to make them. I got many compliments for their hand-made comfortable pieces, so I decided to give it a try and start my own kids brand. I now import my fabrics from India, and we hand-make everything locally.
