Our designs are highly exclusive
Mysore Saree Udyog (MSU), established in 1982, is an Indian ethnic wear brand offering a diverse array of pure silk sarees, lehengas, and bridal attire. In addition to having a significant presence in the US and other international markets, MSU stands as one of the very few brands in India that has invested in preserving the country’s textile culture. In a conversation with Fibre2Fashion, Co-founder Dinesh Talera discusses traditional sarees.
How do you see the current state of the saree and traditional textile industry in India, especially in the context of global fashion trends?
The textile industry in India is a thriving market, driven by factors such as changing fashion trends, increasing disposable income, and a growing preference for traditional attire. With its rich cultural heritage, India has a long-standing tradition of ethnic wear, which has gained popularity not only within the country but also internationally. Brands and designers play a crucial role in preserving and promoting Indian traditional clothing, blending traditional craftsmanship with modern design elements. From sarees and salwar suits to lehengas and kurta pyjamas, there are a plethora of choices to cater to different tastes and occasions.
Can you share the story behind the founding of Mysore Saree Udyog? What inspired you to start this venture?
Mysore Saree Udyog (MSU), a family-owned business, was founded in 1982 with a vision to preserve and promote the rich textile heritage of India. Deeply inspired by the intricate craftsmanship and cultural significance of traditional Indian textiles, we recognised the need to protect these ancient arts from the encroaching influences of modernisation and industrialisation. Our journey began modestly with a single 10x10 feet work unit. With a strong dedication to quality and authenticity, MSU quickly set itself apart, attracting a loyal customer base.
Today, MSU has grown significantly and boasts two prominent retail outlets in Bengaluru and Hyderabad. These stores serve as showcases for the brand’s exquisite range of sarees, fabrics, and traditional attire, each piece reflecting the heritage and artistry that inspired the founders. MSU continues to honour its original mission by supporting local artisans, employing sustainable practices, and promoting the timeless beauty of Indian textiles to a global audience.
What are the unique characteristics of Mysore silk sarees that set them apart from other types of sarees?
Our handwoven sarees represent the epitome of our craftsmanship and are a testament to our commitment to preserving India’s rich textile heritage while catering to modern tastes. MSU’s products stand out for their ease of draping, elegant fall, and the exclusive use of natural fabrics—all certified with the official Silk Mark logo.
Mysore silk sarees, a specialty of our region and a cornerstone of our collection at MSU, possess several distinctive characteristics that set them apart from the rest:
Exquisite Craftsmanship: Each Mysore silk saree is a testament to superior craftsmanship, handwoven with meticulous attention to detail. The weaving process involves intricate techniques passed down through generations.
Pure Mulberry Silk: These sarees are crafted from pure mulberry silk, known for its lustrous sheen, smooth texture, and durability. The quality of this silk gives Mysore sarees their characteristic drape and feel.
Zari Work: Many Mysore silk sarees feature intricate zari work, often using pure gold thread. This adds a luxurious shimmer and creates elaborate patterns, especially on the pallu and borders.
GI Tag: Mysore Silk has a Geographical Indication (GI) tag, which certifies its authenticity and ties it to its place of origin, ensuring that customers are getting a genuine product.
How do you ensure the quality and authenticity of the materials used in your sarees?
At MSU, we operate with a unique production model that prioritises quality and authenticity. Rather than owning a single factory unit, we collaborate with multiple job work factory units that are dedicated to our production. This approach allows us to maintain stringent control over the manufacturing process, ensuring that each of our products is crafted with precision and care. By working closely with these specialised units, we uphold our high standards of quality across our entire product range.
Our production strategy also provides us with the flexibility to adapt to changing market demands and incorporate diverse craftsmanship techniques. Furthermore, we take pride in our in-house design team, which is responsible for creating the majority of our products. This internal design process enables us to maintain our distinctive style and respond quickly to evolving fashion trends while preserving traditional elements. The combination of dedicated manufacturing units and in-house design expertise allows us to offer products that are both authentic and innovative, reinforcing our commitment to quality and craftsmanship in the competitive textile market.
How does MSU preserve and promote traditional saree weaving techniques and designs?
We are proud to have partnered with ‘The Registry of Sarees’, a textile research and registry non-profit organisation. This collaboration has allowed us to publish books and curate thousands of exhibits dating back centuries, further solidifying our commitment to preserving India’s textile heritage and weaving techniques.
Can you describe the process of working with local artisans and weavers? How do you support them?
At MSU, we diligently acquire our materials from well-known weavers and artisans around India, ensuring that each fabric reflects the rich legacy and artistry that we proudly represent. Our rigorous quality control systems ensure that every saree fulfils our high standards of excellence, showing our dedication to preserving heritage while providing outstanding quality to our consumers.
We have weavers and artisans across India, not just in metro cities but also in remote areas. We support the handloom sector nationwide, with over 1,000 artisans involved.
What challenges have you faced in maintaining the traditional craftsmanship while also innovating and expanding the business?
In the Indian ethnic wear sector, we frequently confront challenges such as fakes being sold off as authentic, educating the new generations on the nuances of Indian textiles, competition from fast fashion, and the preservation of traditional craftsmanship. To address these challenges, we stay current with market trends, refresh our collections regularly, and combine contemporary and classic designs. We also invest in promoting our artists’ distinctive craftsmanship, ensuring the quality and authenticity that our clients value. Additionally, using e-commerce and social media platforms allows us to reach a larger audience while remaining competitive. We also train every sales advisor to give authentic information about products to all our customers.
How has the demand for traditional sarees evolved over the past decade, and what factors do you think are driving these changes?
Over the past decade, we at MSU have observed a significant evolution in the demand for traditional sarees. Initially, there was a perception that traditional sarees were reserved for special occasions, however, this view has shifted remarkably.
The fashion industry has seen a resurgence of traditional attire, with designers incorporating traditional elements into contemporary designs. Sarees have become a popular choice not just for festivals and weddings but also for everyday wear and corporate settings. There is also an increased awareness about the value of handcrafted, sustainable fashion, which has contributed to the growing demand.
How has MSU adapted to the digital age, particularly with your online presence and e-commerce platform?
MSU has implemented various strategies to adapt to the digital age and enhance customer journey experience. Some of these practices include:
Video Calling for online shopping: This feature allows customers to get a closer look at our products and receive personalised assistance, bridging the gap between online and in-store shopping experiences.
Feedback: We consistently incorporate feedback into our services and designs, ensuring a customer-focused approach that builds lasting relationships.
E-commerce platform: Our robust online presence ensures that customers can browse, select, and purchase our products conveniently from anywhere and everywhere.
How is technology influencing the traditional textile industry, from production techniques to marketing and sales strategies?
Technology at MSU is primarily used to manage the quality of processes rather than altering traditional production techniques. For example, while we employ modern technologies like digital printing, we always inform our customers about the specific craft used in making each product. We stay abreast of all technological advancements to benefit our weavers, printers, dyers, and artisans, ensuring that they can deliver the highest quality products. Our approach ensures that while our production processes may evolve, the traditional essence of our textiles remains unchanged.
We have recently launched ‘Scented Sarees’, where technology played a larger role.
What steps do you take to make your sarees appealing to both traditional and contemporary customers?
We are renowned for our exceptional quality, diverse product range, and unwavering dedication to preserving India’s rich textile heritage. We take pride in our ability to blend traditional craftsmanship with contemporary appeal, offering products that are both timeless and relevant.
Our designs are highly exclusive, featuring handcrafted weaving and intricate art on sarees that appeal to traditional customers. We also offer modern crafts on sarees, blending handcrafted and computer-generated designs, which are popular with the current generation.
What role does sustainability play in the saree and traditional textile industry, and how are manufacturers addressing environmental concerns?
MSU is entirely committed to sustainability. We prioritise environmentally responsible procedures by using natural dyes, handloom weaving processes, and materials sourced from sustainable farms. Our goal is to create timeless items with little environmental impact, ensuring that our rich heritage and the environment are preserved for future generations. Many times, sarees are passed down from generation to generation; hence it can be worn for a lifetime!
Can you share some memorable experiences or customer stories that highlight the impact of your sarees?
Customer feedback is vital as it allows us to gain a deeper understanding of our consumers and their preferences. We actively seek feedback from various sources, including Google reviews, social media interactions, and direct customer surveys. Remarkably, we have customers who have been loyal shoppers at MSU for the past 30-35 years. Even after moving abroad, they consistently make it a point to visit our store and shop from the brand during their trips back home. This unwavering loyalty is a testament to our exceptional client service and unparalleled customer satisfaction.
What are your future plans for MSU? Are there any new projects or collections that one can look forward to?
We have recently introduced several exciting products to cater to diverse customer preferences. Our ‘Scented Sarees’ collection offers a unique sensory experience by combining visual beauty with pleasant fragrances, enhancing the traditional saree with an added dimension. The ‘Mother-Daughter’ collection features matching outfits that celebrate the special bond between mothers and daughters, and is aimed at promoting traditional Indian dressing among young girls. These innovations reflect our commitment to bringing fresh, creative ideas to the ethnic wear market, continually striving to enrich our customers’ experiences with distinctive and thoughtful designs.
Finally, what are the biggest challenges faced by artisans and weavers in the traditional textile industry today, and what can be done to support them?
In today’s age of rapid industrialisation and fast fashion, preserving traditional textile techniques has become increasingly crucial. Artisans, with their exceptional skills, serve as custodians of cultural heritage, safeguarding ancient methods of weaving, dyeing, and embroidery from being overshadowed by modern, mechanised processes. The economic pressures of contemporary society often push artisans to leave their craft for more profitable work. Ensuring fair wages and offering financial support are vital to sustaining these traditional practices. Promoting traditional textiles and highlighting their cultural importance can boost demand for these unique products. Fashion brands and consumers play a pivotal role in supporting artisans by choosing handcrafted textiles.
