Kaise Suta Sarees Ban Gayi Youth Ki Fashion Trend? | फ se Fashion by Nazar Ya!

1 year ago

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!

Transcript

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.

Kaise Suta Sarees Ban Gayi Youth Ki Fashion Trend? | फ se Fashion by Nazar Ya! | #saree #business

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