D2C startups cash in as saree sheds ‘ceremonial’ tag

JUST AS MANY direct-to-consumer (D2C) categories grapple with crowded markets and rising customer acquisition costs, an unlikely segment is attracting both shoppers and investors: online-first saree brands.

- S SHANTHI

According to Tracxn, there are around 54 online-first saree startups. Brands such as Suta, Sudhathi, Shobitam, Mrida, Hassiny, Kalki Fashion, Taneira and Kathai are among those building digital-first businesses around a category long dominated by fragmented offline retail. Venture capital firms, including Z47, Accel, 3 Peaks Ventures, Blume Ventures, Eaglewings Ventures and All In Capital, have backed companies in the segment.

The renewed interest is partly being driven by changing fashion preferences among younger consumers. Founders say Gen Z shoppers are experimenting with styling—pairing sarees with shirts, belts or sneakers—and treating the garment less as ceremonial wear and more as a form of personal expression. Lighter fabrics such as linen and Chanderi are also gaining traction.

“For Gen Z, it is about individuality,’ said Shriya Nagi, co-founder of Mrida. She added that women in their late thirties and forties are also returning to saree as workwear after years of western office attire. “They know what suits them and are choosing the saree because it is elegant and distinctive in a professional setting,’ Nagi said, adding that the shift reflects a deliberate wardrobe choice rather than nostalgia.