Karagiri plans to create a community of 5,000 weavers this year, launch menswear

By

Isabelle Crossley

Published
Jul 14, 2020

Saree brand Karagiri plans to expand its community of weavers across India from around 1,500 to 5,000 and launch menswear this year, as the brand witnesses significant year-on-year growth.

“Every day, we onboard new weavers and are planning to create a family of 5,000 weavers by the end of this year to provide a wide collection of exclusive and one-of- its-kind sarees to our customers,” co-founder Pallavi Mohadikar Patwari told YourStory in an interview.
 
The brand plans to launch a menswear line and open a showroom for the line this month. The brand currently has one womenswear boutique located in Koregaon Park in Pune, which contributes around 15% of Karagiri’s total revenue with the rest coming from online sales.

“We are also on track to generate a revenue of Rs 20 crore [$3 million] for the current financial year, Rs 50 crore in the year 2021 and Rs 150 crore in the year 2022,” said Mohadikar Patwari.

The brand expects to deliver around 1 lakh orders this year even in the face of the effects of lockdown and the coronavirus pandemic.
 
The brand has also launched a social media campaign on its Facebook page to aid weavers during the pandemic. The brand has asked its customers to send in videos thanking the craftspeople who wove their saree to show their appreciation for the chance to win a gift coupon, the brand announced on Facebook.
 
Amol Patwari and Pallavi Mohadikar Patwari launched Karagiri in 2017 in Pune with an investment of Rs 3 lakh. The brand currently counts 10,000 SKUs and has shipped online orders to 11 countries with its main international target markets being the U.S. and Dubai.