The saree had never really gone away, but Draupadi’s ‘unending fabric of time’ has made a strong revival in the last few years.
In 2009, Kolkata-based Sabyasachi Mukherjee, one of the most successful designers out of India, launched a ‘Save the Sari’ project. The garment has come a long way since then with the extremely popular #100saripact making it a must-wear, and the numerous Facebook groups, including For the Love of Sari, Sadee Sari, and The Magic of Saris, deepening interest.
According to Statista, the saree segment has a market value of Rs 400 billion, and spans numerous varieties such as Banarasi, Kanjivaram, Paithani, Bandhani, and more.
SMBStory has curated a list of five Indian brands that are popularising local designs from the nooks and corners of the country and supporting local artists.
Most Indian brands vie for a coveted spot in this market, but Greenways staked claim to Connaught Place in the pre-Independence era. What began as a wool knitting shop launched by AC Jain and his two brothers in 1942 has now transformed into a 1,400 sq ft store with a wide range of women’s ethnic wear.
Greenways offers a wide variety of women’s ethnic wear designs, sourced from different parts of the country, including Gujarat, Andhra Pradesh, Telangana, Karnataka, and Tamil Nadu. These include weaves such as Banarasi, Paithani, Kanjivaram, and Bandhani, which draw inspiration from India’s textile heritage.
All weaving and designing is done at the weaver’s facility. Greenways has three stores in Delhi and also exports to Mauritius.