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Kaise Suta Sarees Ban Gayi Youth Ki Fashion Trend? | फ se Fashion by Nazar Ya! | #saree #business
OutlookIndia
Follow
10/9/2024
Nazar Ya! main aaj hum explore karenge Suta Sarees ki inspiring kahani – kaise do behno ne 6 lakh ki investment se crores ka brand khada kiya!
Plus, Bollywood tak kaise pahunche!
Category
🦄
Creativity
Transcript
Display full video transcript
00:00
Music
00:25
What is the most sold item in online retail?
00:28
Guess!
00:29
If you are not able to guess, then like the video.
00:32
Getting back to your question,
00:34
Flipkart says that last year's most coveted lifestyle product was Saree.
00:41
Not only Flipkart, but other e-commerce giants are still doing the same.
00:45
In the festive season, the sale of saree has surged by 1.5 times on MeShow.
00:50
But who is buying so many sarees?
00:53
Mothers and aunts?
00:54
No, more than 60% of saree customers were under 30.
00:58
Which means sarees are once again becoming the fashion trend of youth.
01:02
Today, in FC Fashion, I, Sanika, will take you on this amazing journey
01:06
while exploring the brand Soota Sarees.
01:09
And we will find out how two sisters created a brand worth crores with just 6 lakhs of investment.
01:15
In which 17,000 weavers are employed today.
01:18
So let's get ready to be draped in this story.
01:20
This Indian saree market worth 80,000 crores has seen a new boost.
01:24
Some innovative brands have helped this trend reach the youth.
01:28
Like Soota, Shobitam and Chidiya Online.
01:31
These modern vanguards have reinvented this 6 yards fabric.
01:36
Today's youth doesn't just talk about Banarasi, Kanchivaram, Patola, Kota or Pochampalli.
01:42
In fact, they know the names of Dabu, Bakru, Ikat, Bandhani.
01:47
These sarees have always been a part of India's rich pastry of handlooms and printing traditions.
01:53
But they were a little hidden.
01:55
Today, they are available on our doorstep.
01:57
Sarees are not just for weddings or temple visits.
02:01
They are also used for casual wear or date nights.
02:04
Soota's co-founder believes that they have made sarees cool for every occasion.
02:09
Not just us, Soota's love has Bollywood as well.
02:13
This started with Dharma Production.
02:15
When Soota came to know that Karan Jogar liked his sarees so much
02:20
that he wants to see them on Kiara in Love Stories.
02:23
And this was the look that his co-founder had posted earlier.
02:27
Just think, if Karan Jogari approves your look, you will definitely go on Cloud 9.
02:33
This trend continued with Mani Ratnam and Ange Kapoor Productions.
02:37
One of them, Haseen Dilruba, must have seen our lovely Taapsee.
02:41
Mithila Palkar also buys sarees from her for her aunt.
02:44
Rani Mukherjee, Kajol and Pooja Bhatt wear her sarees.
02:48
On top of that, the sarees you saw on Mission Mangal and Vidya Parlour,
02:52
where did they come from?
02:53
From Soota.
02:54
They started when Sujata and Tanya Biswas left their comfortable sea-jock in 2016
03:00
and thought of doing something new.
03:02
Both of them, IIM and IIFT graduates tried many ideas
03:06
and finally came to product photo shoots.
03:08
In their page, As I See, they noticed
03:11
that more than photos, people are talking about their clothes.
03:14
That's when they remembered their childhood in Kharagpur and Eastern India.
03:19
These two sisters used to play hide-and-seek in their grandmother's dried sarees.
03:24
And because of living in different parts of India,
03:27
they fell in love with India's varied textiles, fabrics and art forms.
03:32
Being more famous for products than photos,
03:34
they were attracted to threads.
03:37
And when Soota was named after both of them,
03:40
they felt that this is meant to be.
03:42
In the beginning, they used to do all the work themselves,
03:45
from sweeping to packing.
03:47
They spent 3-3 lakh rupees.
03:49
Their focus was to make high-quality and affordable sarees.
03:53
They started a hunt for right fabric and skilled weavers,
03:56
for which they went to Burgaon and other slums.
03:59
For example, remote villages of Madhya Pradesh, Meghalaya,
04:02
the home of Banarasi sarees, Varanasi and elsewhere.
04:06
Finally, they met Gopida,
04:08
who made their first collection, Made in Heaven Mul Sarees.
04:12
This immediately became a hit.
04:14
And Mul is their best-seller to date.
04:17
They sold 1.1 lakh sarees only between last July and November.
04:22
And their new stores also contribute a significant 15%.
04:27
Soon, they started employing the entire neighbourhood of weavers.
04:31
Their customer base is 18-35 years old.
04:34
A few years ago, people couldn't even think of wearing a saree on casual lunches or dates.
04:39
But today, messy drapes are considered a hit.
04:42
With a belt and boot or a short coat, it becomes a party wear.
04:47
Let's understand how this transformation happened.
04:50
Sultana's sarees used to tour a lot of exhibitions,
04:54
which gave them customer preferences and needs.
04:57
That's why we see a modern version of traditional designs in their sarees.
05:03
Like their Meow and Machli sarees.
05:05
These designs attract a young audience.
05:08
Similarly, their sarees have cool names too.
05:11
Like Lal Chunkhi, Dilruba or Sanju Lucky.
05:14
They usually take inspiration from nature and add flora and fauna elements.
05:19
Secondly, they removed the technique of wearing sarees.
05:23
Like, first take a saree, find a matching blouse piece,
05:26
stitch it, find a petticoat and what not.
05:30
But in a dance like Suta or Sanera, you get this complete look at once.
05:35
One thing that makes them unique is their strong relationship with weavers.
05:41
Through this, they are giving a front stage to traditional and lesser-known styles.
05:46
They started with two weavers.
05:49
Today, they have 17,000 employees, which has spread from Kashmir to Kanyakumari.
05:54
According to Suta, 25-35% of the revenue of a saree goes to weavers.
05:58
Which is revolutionary.
06:00
Because according to a survey, India's relationship with sarees is very deep.
06:04
But 93% weaver families in India earn less than Rs. 10,000 a month.
06:09
Suta wants that along with their brand, their artisans' livelihood also improves.
06:15
Suta's founders believe that when a car comes to a weaver's house because of them,
06:19
then they actually feel successful.
06:22
Suta also believes in sustainability.
06:25
That's why they have started an initiative called Suta Earth.
06:28
Where they recycle old sarees and make bags from them and ship parcels in it.
06:34
If there is any fault in a saree, they do not discard it.
06:39
Rather, they either make this fault their unique feature and sell it.
06:43
Or they issue block prints or discounts on that piece.
06:46
They also make khesh sarees.
06:48
Which is made by upcycling old or torn sarees.
06:52
Suta is bringing India's rich century-old weaving tradition to young stores.
06:56
And this is empowering local artisans and their communities.
07:00
Tell us in the comments, have you worn a Suta saree?
07:03
Or do you use it for casual wear?
07:06
Subscribe to our channel.
07:09
See you in the next video.
07:10
Bye-bye.
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