Beatitude offers handcrafted designer sarees | Fusion - WeRIndia

Saree is traditional wear and preferred by many women. Despite having many varieties of dresses, many Indian women prefer to wear sarees during festivals and auspicious days.

To encourage Indian artisans and promote Indian culture, a couple launched a startup, Beatitude.

Pushkar Shukla and Akanksha Kanwal Shukla started their operations in 2015. The couple employed fashion designers for their startup.

Beatitude offers handwoven and handcrafted designer sarees.  The startup also sells ethnic wear, dupattas, stoles, customized designer blouses, and handmade jewellery. This Pune based startup follows a glocal approach. In other words, the startup manufactures in India while following global trends.

The couple wanted to give a modern touch to traditional wear as many modern women prefer to wear exclusive and affordable designer sarees.

They observed that many fake products are hitting the market to encash the weakness of the customers. They are duping customers in the name of handlooms. However, they are unable to satisfy the need of customers.

That’s why the couple wanted to bring a traditional and quality brand. At the same time, they want to promote local artisans who are getting paid poorly. That’s how Beatitude emerged.

Beatitude’s products are sold on its website and through Facebook and Instagram as well.   Half of their customers are repeat customers.

The startup aimed to deliver modern designs to its customers. Over 1,500 weavers and artisans from around Andhra Pradesh, Tamil Nadu, Maharashtra, Madhya Pradesh, Jammu and Kashmir, West Bengal, and Uttar Pradesh are associated with it. They are paid on a project basis. Around 60 per cent of their team members are women. Thus, Beatitude promotes women empowerment.

Apart from India, Beatitude has customers in the UK, USA, Canada, France, Australia, and the UAE. It has more than 3 lakh users in 87 countries. Its target is women aged between 25 and 58 years. Its products are designed for users with a monthly income of ₹80,000.

Image Credit: Beatitude Website Screenshot

Image Reference: https://www.beatitude.in/