I want the oldest garment in the world to become the most famous – Interview with Sunaina Saraf

Sunaina is an entrepreneur with a difference. She has chosen the most common garment of India, the saree as her product. She also has an intriguing way of selling these sarees as a service rather than an item. There is no one more knowledgeable than her in the history and art of sarees.

Q 1. How will you compete against big names entering this segment?

Ans. Saree segment is slated for 6% growth each year for the next three years. By the year 2025 this industry will be worth around 61,000 crores. This segment has huge potential. Big names like TATAs and Reliance have already entered and more will follow.

But these big brands have one basic disadvantage. They employ sales persons in storefronts. On the other hand, small business owners like me have the advantage of having a personal touch with customers.

However this is one segment which has huge potential for both big players and small entrepreneurs like us.

I think there is enough space for both of us to co-exist and grow.

Q 2. Do you manufacture or source from manufacturers?

Ans. Most of my stock comes directly from weavers. Sometimes I do purchase from manufacturers and wholesalers.

What I am looking for is authenticity which I need to offer to my clients too. After all it is my reputation on the line. I do not even offer any certificate or tag of authenticity because I believe that my word should be enough.

Q 3. If someone wants to start in a similar segment as an entrepreneur, what is the basic module you would suggest to begin with?

Ans. First you need to begin curating what product you want to sell. For every possible product there is a customer out there who wants to buy it.

Once your product(s) are selected, you can start working on reaching out to the audience. Never go for what others are selling.

Saree business needs passion to understand the mind and heart of your customers.

Q 4. How much important is social media in your line of work where creativity and entrepreneurship go together?

Ans. Social media helps your setup a presence all over the world. If you are online, everyone gets a chance to see, while customers get a lot of choices. But there is a problem here.

We deal with stocks which are available right now. Sometimes we do get the odd and adamant customer who wants that exact saree which she purchased last Diwali. This can happen often on social media where all your posts are visible at all times.

In offline mode we are in charge and have the control to sell stocks which are presently available.

Also saree is something which can be purchased after a touch and feel. So it is better to crack a deal with a customer face to face.