Sundari Silks

What Sundari Silks does

Sundari Silks is a Chennai-headquartered, family-led specialty retailer of traditional Indian silk sarees, founded in 1998 and operating under the legal name Sundari Silks India. The company's flagship product is the handwoven Kanchipuram Pattu silk saree, with each piece requiring 15-20 days of artisan production; the assortment extends across 15+ regional silk varieties (Banarasi, Mysore, Tussar, Soft Silk, Raw Silk, Organza, Pochampally, Paithani, Patola, Gadwal, Kora, Chanderi, Maheswari, Nine Yards, Silk Cotton) and complementary silk cotton fabrics. Distribution is hybrid: three physical retail showrooms in T. Nagar and Adyar (Chennai) and Vile Parle East (Mumbai) sit alongside a Shopify-powered direct-to-consumer e-commerce site that supports multi-currency pricing (USD, EUR, GBP, INR), domestic and international shipping, virtual shopping consultations via Calendly, and WhatsApp-based customer service.

Beyond the core saree business, Sundari Silks operates the Athirshtam sub-brand for artisan pure silver jewelry (bangles, earrings, necklaces, pendants, bridal pieces priced from $35 to $350+) and sells readymade ethnic wear for men, women, and children, plus home decor and lifestyle accessories (Tanjore paintings, pooja items, bedspreads, handicrafts). Add-on monetization includes custom blouse stitching (INR 1,500), pico and falls service (INR 200), e-gift cards, and tiered discount promotions (5%-40%). The business model is straightforward one-time product sales with no subscription or recurring revenue component; primary customer segments are women purchasing for weddings, festivals, and religious ceremonies, with secondary segments in men's traditional wear, children's ethnic wear, and silver jewelry buyers. Marketing runs through Instagram (@sundarisilks_online), Facebook, an email newsletter with a 5% first-order incentive, blog content, WhatsApp commerce, and seasonal sale events. The company is privately held with no disclosed external funding, no parent company, and a single named team leader, Mr. Shankar Ram.

Name

Sundari Silks

Legal name

Sundari Silks India

Website

https://sundarisilks.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Sundari Silks is a Chennai-headquartered, family-led specialty retailer founded in 1998 that sells authentic handwoven Indian silk sarees (Kanchipuram flagship), readymade ethnic wear, silver jewelry, and home decor through three Indian showrooms and a global Shopify e-commerce site.

Ownership category

akta.pro rank

Product category

Ethnic Wear Retail

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro industry

PRIMARYCRALADAA

General Fabric & Textile Stores

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

Keywords

• Silk sarees
• Ethnic wear
• Silver jewelry
• Traditional textiles
• Handwoven fabrics

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Product Sales - Silk Sarees: One-time product sales of silk sarees including Kanchipuram, Banarasi, Mysore, Soft Silk, Tussar, and other regional silk varieties. Products are sold at fixed prices with periodic discounts and promotions.
2. Product Sales - Readymade Clothing: One-time sales of readymade ethnic clothing including men's dhotis, kurtas, shirts, women's blouses, kurtas, and children's ethnic wear.
3. Product Sales - Athirshtam Silver Jewelry: Sales of artisan silver jewelry including bangles, earrings, necklaces, rings, pendants, and other silver accessories under the Athirshtam brand.
4. Product Sales - Decor & Accessories: Sales of home decor items including handicrafts, Tanjore paintings, pooja items, bedspreads, towels, and personal care products.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Sundari Silks is a Chennai-based ethnic apparel retailer that sells handwoven silk sarees across regional weaving traditions (Kanchipuram, Banarasi, Mysore, Tussar, Gadwal, Organza, Raw Silk, Pochampally, Paithani, Patola, nine-yard, and silk cotton), along with readymade ethnic wear, Athirshtam silver jewelry, and home décor and accessories. Products are sold through three physical showrooms in Chennai and Mumbai, a Shopify-powered e-commerce store with global shipping, virtual shopping, and a blouse stitching service.

Product overview

Sundari Silks is an Indian e-commerce retailer specializing in traditional ethnic wear, primarily silk sarees. The product portfolio centers on Kanchipuram Silk Sarees (the flagship offering, handwoven over 15-20 days), alongside a comprehensive range of silk varieties including Mysore Silk, Banarasi Silk, Soft Silk, Tussar Silk, Raw Silk, Organza Silk, Pochampally, Paithani, Patola, and Gadwal Silk. The Cotton Collection includes Silk Cotton, Kora Silk Cotton, Chanderi Silk Cotton, and Maheswari Silk Cotton. Beyond sarees, Sundari Silks offers Athirshtam (pure silver artisanal jewelry with stones), Readymades (men's dhotis, kurtas, shirts; women's blouses, kurtas; children's ethnic wear), and Decor & Accessories (handicrafts, Tanjore paintings, personal care, pooja items). Add-on services include custom blouse stitching (with design customization and Pico & Falls options) and virtual shopping consultations. The entire store operates on Shopify's e-commerce platform with global shipping support.

Differentiator

Problem solved

Functional benefit

Brands

• Athirshtam: Artisan silvery jewels collection featuring pure silver jewellery including bangles, earrings, necklaces, rings, pendants, idols, Nethi Chutti, Kunguma Chimil, anklets, and men's bracelets.

Products and services

• Silk Sarees (Kanchipuram, Banarasi, Mysore, Tussar, Gadwal, Organza, Raw Silk, Pochampally, Paithani, Patola, Nine Yards, Soft Silk) Handwoven silk sarees spanning multiple Indian regional weaving traditions (Kanchipuram, Banarasi, Mysore, Tussar, Gadwal, Organza, Raw Silk, Pochampally, Paithani, Patola, nine-yard, and soft silk), sold to individual consumers for weddings, religious ceremonies, and festive occasions.
• Silk Cotton Sarees Lightweight silk-cotton blend sarees for everyday traditional wear and milder climates, part of the company's ethnic saree assortment.
• Readymades Pre-stitched traditional ethnic wear (readymades) for men, women, and children, complementing the saree lineup for festive and ceremonial use.
• Athirshtam Silver Jewelry Branded silver jewelry collection (Athirshtam) designed to complement traditional ethnic wear and sarees.
• Decor & Accessories Traditional home décor and fashion accessories sold as adjuncts to the saree and ethnic wear business.
• Blouse Stitching Service Custom blouse stitching service that supports made-to-measure requirements for purchased sarees.
• Virtual Shopping Live virtual shopping consultation service that allows remote customers to view, evaluate, and purchase sarees and ethnic wear from home.
• E-Gift Card Digital gift card product allowing customers to give Sundari Silks products as gifts redeemable across the online store.

Quantifiable outcome

• Handwoven Kanchipuram silk sarees take 15-20 days to complete, demonstrating the time and craftsmanship invested in each piece
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify powers Sundari Silks' e-commerce platform, enabling the company to provide online shopping services including product catalog management, payment processing, customer accounts, and order fulfillment. The platform also supports personalized advertising and data analytics capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nykaa Fashion: Online fashion arm of Nykaa offering ethnic wear, sarees, jewelry and accessories; competes with Sundari Silks' DTC e-commerce and Athirshtam jewelry line as a broader, well-funded incumbent in the online Indian ethnic-wear space.
• Myntra: India's largest online fashion marketplace with a substantial ethnic wear and saree category; competes with Sundari Silks for online saree shoppers at every price point but is a broad platform rather than a specialty silk-saree retailer.

Direct peers

• Mirraw: Online-first Indian ethnic wear marketplace selling sarees, lehengas, jewelry, and men's ethnic wear; comparable to Sundari Silks as a digitally native seller of traditional Indian sarees with global shipping to the diaspora market.
• Pothys: Large South Indian textile and saree chain with showrooms in Chennai and across Tamil Nadu selling silk sarees, ethnic wear, and textiles; overlaps directly with Sundari Silks on Kanchipuram silk sarees and readymade ethnic wear, with broader apparel category breadth.
• Saravana Stores: Large Chennai-based retail chain with significant silk saree and ethnic wear presence; overlaps with Sundari Silks on silk saree assortment and the South Indian ceremonial wear customer base.
• Nalli Silk Sarees: Iconic Chennai-based silk saree retailer founded in 1928 with multi-city physical stores and online sales; sells authentic Kanchipuram, Banarasi, and other regional silk sarees at comparable premium price points, making it the most direct competitor to Sundari Silks in specialty silk saree retail.
• Chennai Silks: Chennai-headquartered textile and saree retailer with strong online presence selling silk sarees, lehengas, and men's ethnic wear; targets the same South Indian wedding and festival occasion segment as Sundari Silks with overlapping price points.
• Kanchipuram Silk Sarees (Brand): Brand-name online retailer specializing in authentic Kanchipuram silk sarees with global shipping; directly comparable to Sundari Silks on flagship Kanchipuram assortment and international shipping capability.
• RS Brothers: Hyderabad-based ethnic wear and saree retailer with multi-city presence and an online store; comparable as a South Indian specialty saree and ethnic wear chain competing for the same bridal and festive occasion customer.

Emerging players

• Tasva: Aditya Birla-owned men's ethnic wear brand offering kurta sets and traditional occasion wear; adjacent peer that signals how larger conglomerates are entering the premium ethnic-wear category Sundari Silks serves for men.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sundarisilks_online
• LinkedInlinkedin.com/company/sundari-silks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sundari Silks