Indian Designers Revolutionize Saris with Pockets, Boosting Sales

Indian fashion designers are adding functional pockets to traditional saris, driving a growing trend expected to reach ₹10 crore in sales by 2024. Brands like Aseem Shakti, NandiDimps, and Sufi Studio are leading the innovation, offering stylish and practical garments.

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Aqsa Younas Rana
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Indian Designers Revolutionize Saris with Pockets, Boosting Sales

Indian Designers Revolutionize Saris with Pockets, Boosting Sales

Indian fashion designers are transforming the traditional sari by adding a practical twist - functional pockets. Brands like Aseem Shakti, NandiDimps, and Sufi Studio are at the forefront of this growing trends, which is expected to drive sales to over ₹10 crore by the end of 2024.

Why this matters: The innovation of adding pockets to saris has the potential to empower women by providing them with a practical and stylish garment that meets their daily needs. This trend also highlights the growing demand for functional and comfortable clothing options, which could influence the broader fashion industry.

Aseem Shakti, founded by Swati Singh, offers ready-to-wear pocket saris in sizes ranging from XS to 8XL. The brand has seen significant growth, with monthly sales increasing from 20-30 saris five years ago to over 500 pieces currently. "It's early days for saris with pockets, but it's a trend waiting to take off," said Singh. "The idea to have pockets stemmed from my own desire for apparel that was functional and not just pretty."

NandiDimps, founded by Dimple Tyagi, specializes in kalamkari and hand-embroidered ethnic wear. The brand has been experimenting with large Kutch hand-embroidered pockets on saris since 2018. Tyagi believes that the growing interest among younger generations in wearing saris presents a huge opportunity for adding pockets and offering them in a ready-to-wear format.

Sufi Studio, founded by Varsha Devjani, has been offering pocket saris for roughly six years and is set to partner with an e-commerce apparel brand. The pocket saris are designed to be both functional and stylish, with deep pockets that can hold items such as cellphones, wallets, keys, and accessories. The brands are using various fabrics, including mul cotton, organza, and handloom fabrics, and are offering customization options to fit different body types.

The organized market for saris was valued at ₹12,500 crore in 2022 and is expected to reach ₹24,700 crore by 2025, according to a 2022 Technopak report. Aseem Shakti's sales figures have grown from ₹3.5-4 crore last year to an expected turnover of over ₹10 crore by the end of 2024. Nitya Balagopalan, a Delhi-based doctor and customer of Aseem Shakti, emphasized the underestimated need for pockets in women's wear.

The innovative addition of pockets to the traditional sari is not only making the garment more practical but also appealing to a wider audience, especially younger generations seeking functional and stylish clothing options. As Indian fashion designers continue to revolutionize the sari, the trend of pocket saris is expected to gain momentum, driving significant growth in sales and reshaping the future of this iconic garment.

Key Takeaways

  • Indian fashion designers add functional pockets to traditional saris, empowering women.
  • Pocket sari trend expected to drive sales to over ₹10 crore by end of 2024.
  • Brands like Aseem Shakti, NandiDimps, and Sufi Studio lead the trend.
  • Pocket saris appeal to younger generations seeking functional and stylish clothing.
  • Organized sari market to reach ₹24,700 crore by 2025, driven by innovation.