We solve a problem, and we solve it well with a quality product
One Minute Saree, launched in January 2021, seamlessly marries tradition with contemporary aesthetics. The brand elegantly preserves the grace and fluidity of traditional sarees, while innovatively streamlining the wearing process. Its dedication to artistry and comfort offers a delightful saree experience for all, merging tradition and convenience flawlessly. With a commitment to inclusivity, the brand provides ready-to-wear options for diverse sizes, aiming to globalise the art of saree-wearing. Speaking to Fibre2Fashion, Founder Sasha Revankar discusses how her company has inspired several women to wear sarees by making it easier to wear.
How do you see the current trends in the fashion industry impacting the way traditional garments like sarees are perceived and worn?
Two trends that are very impactful are globalisation and sustainability. Both do not always go hand in hand. Indian designers, designs, and manufacturers are making debuts on the global scene and are being met with accolades. At the same time, issues like sustainability and protecting our environment are at the forefront. Being in the fashion industry for just about two years now, I can see the negative impacts of the fashion supply chain, which poses a pertinent and constant questions – how can we reduce waste? how can we source more environmentally friendly products? We are working on this every day.
How is technology influencing the production and design of sarees, and what are some innovative methods being used in the industry today?
The beauty of traditional sarees is that they are still made the same way, by hand. There are many innovations in machine made and digital printing, which offer more cost effective similar looks in much less time. However, it is up to the customer to choose what they prefer.
How does the saree industry respond to fast fashion trends while maintaining the quality and tradition of this iconic garment?
I always saw the saree as timeless, regardless of the type of work or design. However, we do response to fast fashion, case in point is the latest movie with Alia Bhatt, Rocky Aur Rani Ki Prem Kahani. She wore so many different sarees in that movie, and in less than a week social media was flooded with ‘Alia Sarees’! We do a little of both. Actually, we need to, since the saree is so versatile and reflects the wearer’s personality.
What challenges and opportunities exist in bringing traditional Indian garments like sarees to international markets?
It has been a challenge bringing a product that is normally tailor-made, entirely online. There is a compromise between asking the customer for too many details but taking just enough to get the sizing right. Additionally, when the customer measures themselves, it is not always accurate. Many things still are not conveyed very well online like true colour, texture etc. We are working on bridging this gap.
Can you describe the moment when the idea for One Minute Saree first struck you?
It honestly felt like ‘kismet’ (good fate)! I had a rather stressful time managing a saree at my cousin’s wedding. At the time my kids were quite small, and I was constantly running to the bathroom to fix the pleats, pallu etc. I had really regretted my fashion choice that night and decided to just not bother with sarees even though they are so beautiful. Soon after, a colleague was telling me about her saree woes, but this time she had no choice since her mother-in-law insisted that she wear a saree to her brother-in-law’s wedding! She told me this time she will speak to her tailor and get a pre-stitched option. Being an NRI, I did not have a tailor or any idea about a stitched saree option. I asked her to show me what this is. She brought to me a version of a stitched saree and I was just blown away! I thought everyone in the world should have access to wear a saree this easily!
How did you manage to preserve the traditional essence of the saree while making it easier to wear?
There are a few things that define the beauty of the saree – the intricate work and designs, the flowing nature, the flow of front pleats around the waist, the pallu, and the ability to hand a saree down to generations! We did not want to compromise on any of it, so we use genuine sarees, and made it a point to have a wrap around design instead of a skirt to add to the natural flow and also allow for adjustable sizing.
Could you share some insights into the design and construction of the ‘one minute saree’? What unique features or techniques have you incorporated to achieve the quick draping process?
We went through several iterations of the design, and we are still improving on it. We wanted to have a trouser like waist band for comfort and adjustability with multiple clips. We avoid any tying or strings. Pleats are stitched at a certain angle for the proper flow. We started with the standard Nivi drape and also introduced the Gujarati drape in the similar concept. The butter-crepe petticoat is built-in so no need to wear a very tight skirt underneath. It is honestly the most comfortable saree I have ever worn!
How has the response been from both traditional saree wearers and those new to wearing sarees?
The response has been amazing! It has been a privilege to lead this company since I feel our customers are all like-minded individuals. I have had grannies come up to me to thank me for making this accessible so that their grandkids can continue their cultural traditions and we have young Gen Zer’s applaud us with pride for making it possible for them to finally wear a saree on their own.
How do you ensure the quality and authenticity of the fabrics used in your sarees?
This can be a challenge since nowadays there are so many imitations in the market. You have to feel the fabrics to understand the quality. When I can, I like to source fabrics and sarees myself, however we have an amazing team that understands about quality and living up to customer expectations, so I can rely on them to be my remote hands and eyes.
How do you plan to expand your product range, and what new designs or features can customers look forward to?
We have so many things coming soon which we are very excited about. We have had a great response so far but I would like to make the saree more mainstream so we will be introducing products that can appeal for more casual, everyday use.
How do you cater to a diverse audience, especially when dealing with a specific cultural garment like the saree?
When we think about the saree, we basically have India or rather South Asian countries and the rest of the world. The approach is very different for each region, which is why we have separate websites for India and the rest of the world. The saree is very much a staple and deeply woven into everyday life in India, which is not the case in other countries. A simple example of the difference – on our India website we promote ‘Office Sarees’ – such a collection would make no sense for the US or European markets where saree wearing is reserved for weddings and parties.
In a market flooded with various fashion options, what strategies have you employed to distinguish One Minute Saree and create a unique brand identity?
We focused on the purpose and functionality. Our designs are not the most unique, but we solve a problem, and we solve it well with a quality product.
Could you share any customer success stories or testimonials that highlight the convenience and satisfaction your platform has brought to saree wearers?
Instead of me telling you, I quote few examples of customer reviews here:
1. Excellent service: What a fantastic service and gorgeous saree! I am so thrilled and will be buying more.
2. Coming back for more! Hey!! I got my hands on this saree, and I must say, I’ve never been more comfortable in a saree before!! One minute saree has changed my life! Thank you so much for creating a saree so easy to put on and everything fits into place ever so perfectly. I feel more gorgeous than ever in it.
3. Better than advertised! I received my sarees after only a couple of weeks. They fit perfectly, and are just as beautiful as in the photos. My daughter is marrying into an Indian family, so I expect to be ordering more from you over the years. They literally take one minute to fasten and wrap, and I will be comforted, as a novice, to know there will be no costume malfunctions on my daughter’s special days. Thank you so much!
4. Amazing! I was so happy when I tried on my one minute saree and it fit so perfectly and was so beautifully made. This is a great place to buy a saree from – pleasant staff, excellent communication, and fantastic and prompt customer service noted. The prices are reasonable as well. I will be a repeat customer. You would not be “saree” to buy from one minute saree!
What significance does the collaboration with South Asian House at SXSW hold for One Minute Saree, and how does it fit into your broader vision for promoting South Asian culture and fashion?
SXSW was an amazing opportunity and experience. We hosted a Drag brunch which allowed us to highlight the saree in a different light. Our brand pushes boundaries and is the saree of the time. Values like inclusivity, accessibility etc really got the spotlight. We want to emphasise the saree as a power statement, not a garment for the demure. It was our first festival, and the response was amazing. It was also great to interact with customers and our market first hand. It really made me feel that our market is comprised of like-minded individuals.
What advice would you give to someone wanting to start a business that fuses cultural tradition with modern innovation?
My advice would be to do it! Now’s the time. Social media has made our world so much smaller and our markets bigger. I believe there is a large market that can appreciate modern innovations on cultural tradition.
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