Two sisters.
One mystical island.
Aayuushi and Anushka Agarwal started with a design job and a stylist's eye. They built a label that puts Indian bodies, bold colour and holiday joy first, then grew it into a tropical island world of its own.
Founder and Managing Director
Founder and Creative Director
From a design desk to a tropical island.
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 Erotissch, their own label, built on one idea: bed to street. Pieces comfortable enough to sleep in and good enough to wear out. The spark was the Japanese jinbei, a nightwear style people also wear for errands. The label went live on AJIO in October 2019 with 280 SKUs.
In 2020 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 pitched on Shark Tank India, Season 3. The conversation about category and name opened a bigger idea: a tropical island world of joy, freedom and bold colour. Erotissch became AOBA.
One designs the shape. The other brings the colour.
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 launched Erotissch in 2019 with a plan to make intimate pieces feel like wardrobe essentials, and carried it through its rebrand.
- 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.
- Training
- Fashion styling and image design, Pearl Academy
- Craft
- Styling, photography and lingerie design
- Leads
- Creative direction, prints and campaigns
- Joined
- Aakar Intimates, 2017
"We intend to blur the lines between indoor and outdoor outfits."
Aayuushi Agarwal, on launching Erotissch, October 2019
The island code
Erotissch grew into AOBA.
Pitching in March 2024 made the founders look hard at their category and their name. They chose to build a world instead of a catalogue: an island where ocean blues meet lush green and summer never ends.
The fit, the colour and the Indian-made craft stayed. The promise got clearer: 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.