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