But the journey to these innovations began in 2020, when founder Ramya Devanathan turned the challenge of selling sarees during the pandemic into the foundation of a fast growing direct-to-consumer brand.
After an 18-year career at Tata Consultancy Services, Ramya decided to follow her passion. She invested Rs 2 lakh and along with her sister-in-law started out from a 10×10- room. Armed with just 250 WhatsApp contacts, the duo began selling sarees. However, the biggest hurdle they faced was convincing customers to buy sarees digitally without touching or feeling them. To bridge this gap, Madras Sarees recreated the experience through personalised conversations in WhatsApp and by hosting YouTube live sessions. Every intricate detail of the sarees was explained and along with it the nature of the fabrics, styling and care tips were shared. “The aim was not just to display sarees, but to recreate the guidance of an experienced showroom salesperson,” points out Ramya. Technology has been the backbone. Shopper’s queries were answered instantly on YouTube Live and it was right away addressing the needs of the new generation saree lovers who preferred everything online. Within 9 months, Madras Sarees gained 400 unique customers laying foundation for a loyal community.
Owning Customer Relations
As the base grew, Madras Sarees prioritised sustainable growth. Rather than following a conventional e-commerce playbook, the company chose to stay unique by building its own digital ecosystem through website, app and Instagram, gaining greater control over the customer journey. This helped to maintain consistent pricing and offers, resulting in about 40 per cent sales from returning customers.
The next priority was to strengthen supply chain. In the initial days, products were sourced from retailers and manufacturers. This approach limited control over colour, quality, design and product. So, Madras Sarees partnered directly with 27 weavers and production units across Kanchipuram, Arani, Erode, Madurai, Theni and West Bengal. This allowed product development involving traditional craftsmanship to align with evolving consumer preferences without compromising authenticity. Recently, Madras Sarees has expanded its manufacturing presence by acquiring a textile mill at Surat.
Scaling beyond the Loom
From processing just 15 orders in its early days, Madras Sarees now fulfils over 400 orders daily and ships globally, with international sales contributing around 7 per cent revenue. Their product range starts at around Rs 800 and goes up to Rs 18,000 and the portfolio has expanded to nearly 5000 stock keeping units (SKUs), serving more than two lakh unique customers. Looking ahead Ramya emphasises achieving an annual revenue of Rs 15 crore.