FAMILY THREAD RUNS DEEP
Now led by Rajaram’s son and Managing Partner Manmohan Ram, Sundari Silks continues to preserve the authenticity that defined its beginnings while adapting to the rapidly changing marketplace. “Every drape here still whispers the legacy of love, design and devotion,” said Manmohan with pride. The beauty of this family-run business lies in the deep involvement of every member. Manmohan’s sister manages the e-commerce and website operations, ensuring that the brand’s traditional touch reaches customers around the world. His brother serves as a managing partner, while his sister-in-law has launched Athirshtam, a silver jewellery brand that complements. His wife oversees Naran and Alankara, in-house units dedicated to personalised tailoring and ethnic wear.
A defining feature of Sundari Silks is its commitment to authenticity. The store’s sarees are crafted in its own looms in Kanchipuram, Arani and Thirucherai, allowing full control over quality, design and finish. This direct connection with the loom ensures that each saree is a piece of craftsmanship. In a competitive and fast-evolving market, Manmohan believes that the biggest challenge is speed. “From the designer’s idea to the store shelves, every stage must move faster,” he pointed out. But he firmly believes that challenges can be overcome.
EXPERIENCE DRAPED IN WARMTH
On the creative front, the brand seamlessly blends tradition with modernity. “Our base is always pure silk; we never compromise on that,” said Manmohan. The touch of modernity is brought through designs, colour, lighter motifs and elegant contemporary touches. The Naran and Alankara line captures this philosophy perfectly, offering bespoke ethnic clothing that appeal to modern tastes. Yet, what truly makes Sundari Silks unforgettable is the experience it offers. The moment a customer walks in, they are enveloped in the warmth of Chettinad-inspired architecture, courteous service, and homely comfort. “People often tell us that they remember the experience more than the saree,” smiled Manmohan and continued, “that feeling of being welcomed, the attention to detail, even the customary drink we serve, it all adds to the memory.”
PROFITABILITY AND ETHICAL GROWTH
For a business that deals in raw materials and owns production units, financing growth is a delicate balance. Manmohan challenges the misconception that one should avoid borrowing. “It is actually a smarter way to ensure sustainable growth. The key is managing that growth wisely and ensuring you’re doing fundamentally good business.” For Sundari Silks, profitability, efficiency and ethical growth are the real indicators of progress. “My mentor always says, it is not the top-line turnover that defines success, but the net profit you take home. A billion-dollar turnover with a thin margin is less healthy than a smaller one with solid profits.”
Manmohan’s vision is clear and ambitious for the future. With a current turnover of over Rs 100 crore, he dreams of expanding Sundari Silks to more cities while keeping its roots strong. “Our goal is to strengthen our systems and teams before scaling further,” he pointed out. Their mantra is simple – keep adapting, keep moving and keep traditions alive.