Indian saree market sees big corporates battling traditional players

Larger groups like the Tatas, Aditya Birla and Reliance Retail are slowly making a mark in a Rs 46,400 cr industry that is otherwise ruled by traditional organised and unorganised players

From millennials to matriarchs, the nine yards holds a special place in their lives in not just rewriting the concept of fashion but in also portraying the culture. The sari, which can be traced back to the Indus Valley Civilisation, has wrapped itself around big corporate houses, traditional existing players, and unorganised regional outlets for a slice of customer attention.

Larger corporates like Tata Group, Aditya Birla Group, and Reliance Retail are slowly making their mark in a Rs 46,400-crore industry, which is otherwise ‘hegemonised’ by traditional organised brands and the unorganised players.

While the Tatas were an early mover