Ritika and Niki Shamdasani, sisters and founders of Sani, a South Asian-influenced clothing model, acquired on TikTok in early 2020 and by March their sixth online video went viral, garnering around 3 million sights. It was the to start with video they produced with TikTok in intellect — exhibiting the generation system from commence to finish of a garment, ideation to concluded item — fairly than reposting articles from other platforms. Whilst the timing was not great as this was the commence of the pandemic and, at the time, Sani was concentrated on official put on for weddings it permitted the co-founders to keep brand consciousness — and see what TikTok…