Two sisters.
One mystical island.
AOBA is built by sisters Aayuushi and Anushka Agarwal. One trained as a knitwear designer, the other as a fashion stylist. Together they make swimwear, resortwear and everyday pieces, designed in India and fit-tested on Indian bodies.
Founder and Managing Director
Founder and Creative Director
A design job left behind, and a bigger idea picked up.
In 2017, Aayuushi left her design job to start Aakar Intimates, a company making lounge and intimate apparel. Anushka, a trained fashion stylist, joined as the company took shape.
In 2019 they launched their own label, Erotissch, around one idea: bed to street. Pieces comfortable enough to sleep in and good enough to wear out. It was inspired by the Japanese jinbei, a nightwear style people also wear for errands. The label went live on AJIO in October 2019 with 280 SKUs.
When 2020 arrived, the sisters moved operations from Noida to Agra to keep the business going. Their artisans turned leftover fabric into masks, and more than 50,000 were sold.
In March 2024 they took Erotissch to Shark Tank India, Season 3. The conversation about category and name pointed to something larger: a tropical island world built around joy, freedom and bold colour. Erotissch became AOBA.
Aayuushi Agarwal
Founder and Managing Director
Aayuushi trained as a knitwear designer at NIFT Kolkata and won the Best Graduation Project Award in 2016 for her collection Tale through the moon. She then worked under designer Suman Nathwani before leaving in 2017 to start Aakar Intimates.
Today she leads design and the company behind AOBA. She is the founder who launched Erotissch in 2019 and carried it through its rebrand. Her first idea for the label was simple: intimate pieces should be wardrobe essentials, not something kept behind closed doors.
"We intend to blur the lines between indoor and outdoor outfits."
- Training
- Knitwear design, NIFT Kolkata
- Recognised for
- Best Graduation Project Award, 2016
- First role
- Designer with Suman Nathwani
- Started
- Aakar Intimates, 2017
Anushka Agarwal
Founder and Creative Director
Anushka studied fashion styling and image design at Pearl Academy. A stylist and photographer by training, with a particular strength in lingerie design, she joined Aakar Intimates as a fashion stylist and grew into the brand's creative lead.
She shapes how the collections look, move and feel on holiday. The brand credits her with the adventurous, playful side of AOBA: the tropical prints and the bright colour.
"Confidence isn't a size, it's a state of mind."
- Training
- Fashion styling and image design, Pearl Academy
- Craft
- Styling, photography and lingerie design
- Leads
- Creative direction, prints and campaigns
- Joined
- Aakar Intimates, 2017
One designs the shape. The other brings the colour.
Every piece is fit-tested on Indian bodies. Shaping where you want it, support where you need it, and no sheer fabrics.
Tropical prints and bright colours, made so you feel confident first and fit a size second.
Designed and made in India by Aakar Intimates, from the first sketch to the final stitch.
Since the first COVID wave, the founders say, leftover fabric goes into masks instead of the bin.
From Erotissch to AOBA
Pitching on national television in March 2024 made the sisters look hard at their category and their name. They saw a chance to build a world, not just a catalogue: an island where ocean blues meet lush green, summer never ends, and everyday life borrows a little of the holiday.
AOBA keeps everything that worked about Erotissch, the fit, the colour, the Indian-made craft, and points it at one clear promise. Embrace the tropical spirit.
Questions about the founders
Who founded AOBA?+
AOBA was founded by sisters Aayuushi Agarwal and Anushka Agarwal. Aayuushi is Founder and Managing Director. Anushka is Founder and Creative Director. AOBA is the label of Aakar Intimates Pvt. Ltd.
What was AOBA called before?+
The brand launched in 2019 as Erotissch. It was renamed AOBA in 2024, after the founders appeared on Shark Tank India.
Is AOBA designed and made in India?+
Yes. Every piece is designed and made in India by Aakar Intimates, and fit-tested on Indian bodies.
Was AOBA on Shark Tank India?+
Yes. The founders pitched on Shark Tank India, Season 3, in March 2024, then rebranded from Erotissch to AOBA.
How do I find my size?+
AOBA sizes run S to XL and are based on real body measurements. Check the size chart, and buy one size up if you want a comfort fit.