How Thyagarajan sisters are spearheading saree revolution for all of India!

In a world where technology and tradition frequently appear to be at odds, Shobitam is bravely bridging the divide. This innovative approach, which was founded by the creative sister duo of Aparna and Ambika Thyagarajan, is transforming how Indian weaves are viewed, accessed and appreciated around the world. By using technology to democratise the handloom weave industry and make it more accessible, inexpensive and appealing to a new generation of lovers and connoisseurs, Indian textiles are preserving their rich cultural legacy. Their creative, digital-first strategy is not only empowering weavers and artisans but also changing the perception of Indian textiles, turning them from commodities into treasured works of art that cut beyond national lines!
The remarkable diversity of India is reflected in the symphony of colours, textures and patterns seen in Indian weaving. Every fabric, from the delicate sheen of silk to the earthy allure of cotton, conveys a story about the region, its inhabitants and their customs. Together, the elaborate patterns, the deft weaving and the meticulous attention to detail produce a genuinely one-of-a-kind and exquisite work of art. This may be seen from the exclusive interview! “As the founder, I saw early on that getting over the deeply rooted desire for touch-and-feel purchasing was the largest obstacle to selling sarees online. Shopping for sarees has been an engaging activity for years; patrons enjoy touching the cloth and chatting with store owners. It took a calculated fusion of transparency, technology and trust to bring that experience online. Through our live trunk presentations, we’ve made investments in top-notch photography, thorough product descriptions and video demos that highlight each saree’s texture, drape and exquisite weaves. Furthermore, we tell the weaver’s story so that buyers can relate to the artistry of each work,” says Aparna Thyagarajan, co-founder & CPO, Shobitam.
Their aim is to keep Indian traditional clothing firmly anchored in our culture while bringing it to the attention of the world. The sisters accomplish this by collaborating closely with weavers, making sure that each piece is real and coming up with creative designs that appeal to a wide range of cultural backgrounds. “People love our assortment of sarees. We export sarees throughout the world from Kashmir to Kanyakumari. Indian textiles are becoming popular all around the world, but with distinctive regional variations that capture local fashion tastes,” shares the founder.
They co-create sarees with their weavers rather than sourcing them. Each saree sets out on a journey that connects a worldwide audience with centuries-old workmanship. It all starts in India’s weaving clusters, where 600+ artists work together to co-create designs and preserve and revive old skills. The sisters’ eyes have been opened by working so closely with craftspeople; each weave carries generations of expertise, passion and talent.
Aparna goes on, “By incorporating sarees and handwoven fabrics into regular clothing rather than only being worn on special occasions, we’re redefining ethnic design. The saree is evolving; it is no longer only a celebratory garment but rather a deliberate decision that prioritises sustainability, quality and workmanship over rapid fashion. However, there are also practical difficulties—draping a saree can seem intimidating. With inventions like pre-stitched sarees and personalised blouse stitching, it is spearheading the saree revolution and making tradition simple. We are making sure that Indian weaves are not just remembered but also reinterpreted for the contemporary world as the global diaspora embraces conscious fashion!”
The sisters’ goal is to make India’s rich weaving legacy affordable and available around the world. They work together with craftspeople to revive traditional methods and introduce them to a worldwide audience, whether it’s a Tanchoi, Patteda Anchu, Gomi Teni, or any other weave. They view the problem of striking a balance between preservation and business viability as an opportunity. Through education and storytelling, they generate demand for heritage textiles throughout the nation. By doing this, they not only help craftspeople but also spread India’s heritage globally, one saree at a time!
For a long time, Vidya Balan has championed the saree as a symbol of strength and individuality. Let’s have a little discussion about it! More than just a celebrity endorsement, Vidya Balan’s connection to Shobitam celebrates the saree as a representation of self-expression, self-assurance and classic style. As someone who has continuously promoted handwoven sarees, Vidya personifies our ideals of sincerity and a profound respect for India’s rich textile history. “‘If it’s a Saree, it’s a Shobitam,’ as Vidya states, reaffirms our dedication to democratising ethnic fashion on a worldwide scale. Her impact goes beyond fashion; she breaks prejudices, redefines traditional attire for contemporary women and starts discussions about adopting sarees in daily life. Through her voice, we can raise awareness of sustainable design, showcase the artistry of weavers and encourage more people worldwide to view sarees as a comfortable, empowering option rather than a piece of clothing for special occasions,” notifies co-founder.
The co-founder, speaking with much greater fervour, firmly feels that the saree is a classic garment that adapts while maintaining its core qualities. The saree is more important than ever because of the growing awareness for sustainable, heritage-rich apparel, even if Gen Z and millennials tend toward minimalism and fast fashion. By providing pre-draped sarees, the sisters are preserving the future of sarees by making them more accessible to younger generations—basically, reducing the time required to drape a saree to only one minute! They have taken advantage of this opportunity by purchasing Isadora.com, the market leader in ready-to-wear sarees, which offers pre-stitched sarees in a variety of regional draperies, including Bengali, Coorgi, Mekhla Chador and Nauvari.
“The saree is more than just six yards of fabric; it is a weaving of history, grace and strength. As a representation of “Shakti,” it symbolises heritage, identity and empowerment. The saree is seeing a comeback as a result of India’s incredible growth in the past ten years. Women all throughout the world are taking it back as a sign of their cultural pride, self-assurance and grace. Just take a look at the thousands of people who proudly don sarees to greet Prime Minister Narendra Modi when he travels abroad—it’s a revolution—a saree revolution! The saree is not only still in style today; it is unstoppable. Ultimately, power dressing is more than just wearing suits!”
They think they are spearheading the saree revolution for all of India because they are integrating innovation with tradition, making the saree not just relevant but unstoppable. Because tradition has no boundaries, only admirers, Shobitam is ultimately fiercely local at heart while having a global reach.