The sari market is experiencing a significant revival, with Bengaluru-based Ethnic Elements emerging as a key player in the modern sari segment. According to reports from Business Standard, the company has grown into a ₹7 crore business and is now targeting ₹35 crore revenue by 2028. The brand, founded in 2022, focuses on making saris practical for everyday wear rather than restricting them to traditional occasions, with demand strongest among women aged 25 to 45 in Tier-I and Tier-II cities.
As reported by Redseer Strategy Consultants in their July 2025 report, the sari market in India was valued at $12 billion in 2024. However, the market remains highly fragmented with over 100 million stock-keeping units and vast regional diversity. According to Redseer, approximately 65% of the market remains unbranded, while regional brands account for the other 25-30%. The market spans fabrics, motifs, and regional identity, representing a unique opportunity that the modern retail ecosystem is yet to fully unlock.
New-age players are leveraging design, storytelling, and direct consumer engagement to differentiate themselves in the crowded market. According to Business Standard, Ethnic Elements has built its business around lightweight and affordable saris that appeal to modern consumers while preserving traditional weaving techniques. Meanwhile, Raedh Amdavad, founded in 2024, focuses on luxury bridal and occasionwear through heavily embroidered saris and heritage weaves like Patola, with founder Jaahal Gadhvi noting that personalisation has emerged as a key growth driver.
The digital-first approach is attracting younger consumers to the sari segment. As reported by Business Standard, Suta, founded in 2016 by sisters Sujata Biswas and Taniya Biswas, operates 22 stores across India including its newest outlet in Jaipur and has expanded to Mauritius. The brand works with over 17,000 artisans and weavers. Shilpsutra, a luxury label from the Delhi-National Capital Region, has raised ₹75 lakh in funding and expects no additional capital requirements for the next two to three years.
According to Shilpsutra's founder Shilpa Agarwalla, the company is seeing rising demand for contemporary blouse silhouettes that can be styled across multiple occasions, with hand-painted silk and organza saris among their best-performing categories. As reported by Business Standard, Ethnic Elements plans to use its upcoming ₹3-5 crore fundraise over the next 12-18 months to expand inventory, invest in technology, attract new customers, and strengthen online and offline presence. The company is exploring this fundraise to support its ambitious growth trajectory in the reviving sari market.
