"Dream, Dream, Dream! Conduct these dreams into thoughts, and then transform them into action."
- Dr. A. P. J. Abdul Kalam
"Dream, Dream, Dream! Conduct these dreams into thoughts, and then transform them into action."
- Dr. A. P. J. Abdul Kalam
3 Oct 2024
In a world where fast fashion dominates, two sisters, Sujata and Taniya Biswas, are leading a quiet revolution with their brand, Suta. Their mission? To blend the age-old art of weaving with modern, mindful fashion, all while preserving India's rich craft heritage. From humble beginnings to now working with over 16,000 weavers and artisans, the sisters have made Suta a symbol of conscious consumerism and ethical practices.
What began as a modest bedroom venture has blossomed into a thriving brand, now employing over 150 people and supporting the livelihoods of thousands of weavers across India. Aptly named "Suta," meaning thread in Sanskrit, the brand was inspired by the sisters’ deep-rooted admiration for traditional handloom weaving. Influenced by their mother, the sisters got enchanted by this craft from their childhood days in Bhubaneswar, Odisha.
Sujata, an alumna of CET Bhubaneswar and IIFT Delhi, had a successful career in corporate giants like Essar and Jindal before she felt the pull to make a bigger impact. “I was always passionate about contributing to social development,” she shares. After pursuing a PhD in e-commerce at IIT Bombay, she co-founded Suta with her sister. Taniya, who has been equally passionate about mindful fashion, was recognized as one of the Best Women Entrepreneurs of 2019 by She The People and won the Times She UnLTD Entrepreneur Award in the same year.
Together, the sisters are redefining Indian fashion while also championing the values of originality, and respect for artisanship.
The foundation of Suta is the unshakeable bond between Sujata and Taniya. They share not just a business, but a life history that spans from childhood to today, each understanding the other’s strengths and weaknesses.
In a recent interview with *The Brighter World*, Sujata shared how this sisterly connection influences their business. “If it was not for both of us doing this, it wouldn’t have happened. We know each other so well—our strengths, our weaknesses. That bond spills over into the company, creating a family-like culture,” she says. “When we are making decisions, we are always on the same page.”
As with any creative endeavor, Suta has had its fair share of challenges. From plagiarism to mislabelling, the road has not always been smooth.
“Plagiarism and mislabelling aren’t obstacles—they’re hindrances,” explains Sujata. “Every now and then, we see a brand copying our designs. If they are genuinely helping the weavers, I don’t mind. But when someone takes our designs, produces them in cheap quality, and sells them at a fraction of our price, it hurts.”
The sisters emphasize the importance of valuing originality in a world where copying is rampant. “I hope people begin to understand the true value of good design and the work that goes into it.”
While many brands jump on the sustainability bandwagon, Suta prefers to call itself “mindful.” The term reflects a deeper commitment to making thoughtful, measured choices in all aspects of the business.
“We don’t use the word sustainability,” says Taniya. “Our practices are mindful. For example, customers can resell their sarees back to us, and we have a garage where we sell defective products, ensuring that nothing ends up in landfills.”
Suta also runs a unique initiative called Suta Earth, where old sarees are upcycled into bags. “We use minimal plastic in our shipping, and we reuse packaging as much as possible,” Taniya adds. Their eco-friendly efforts also extend to tree planting around their offices.
In a time when artisanal crafts are often overshadowed by mass production, the handloom industry is experiencing a resurgence, thanks to efforts from brands like Suta. According to the sisters, government initiatives like Make in India and platforms for weavers are creating a larger marketplace for handcrafted goods.
“We’re seeing a huge change from when we started,” Sujata explains. “The younger generation is returning to their family businesses, realizing that there’s potential in what their ancestors have been doing for ages. And when big players like Tata, Aditya Birla, and Reliance enter the space, it brings standardization, more work, and higher wages for the weavers.”
For Sujata and Taniya, the most fulfilling part of their journey has been the empowerment of the weavers. “Seeing the weaving community flourish has been the most rewarding. They are becoming more independent, more motivated, and excited about their work because they now see the potential,” Taniya shares.
Another heartwarming development is the growing popularity of sarees among younger generations. “It’s amazing to see young women wearing sarees to work, to malls, even to pubs,” Sujata says with a smile. “The trend of teaming up your mother’s saree with a funky blouse is catching on. It’s these moments that make us feel like we made the right decision in leaving our corporate jobs.”
As successful entrepreneurs, Sujata and Taniya have a wealth of wisdom to offer those looking to follow a similar path. Here’s what they have to say:
Focus on the numbers: “Never lose sight of your finances—how much money you’re spending, how much you’re earning, and what your profit margins are. Numbers will never lie, and they’ll always show you the true picture,” advises Sujata.
Ask for help: “Entrepreneurship can be lonely,” Taniya adds. “Don’t hesitate to reach out for help, especially with social media making it so easy to connect with others in the industry.”
Build a strong team: Both sisters emphasize the importance of surrounding yourself with people who are smarter than you. “You can’t do it all alone. Hire people who are better than you at what they do and focus on your strengths.”
Suta’s journey is not just about building a successful brand—it’s about creating a lasting impact on India’s handloom industry and making mindful fashion the norm. With Sujata and Taniya at the helm, Suta is weaving not just sarees, but stories of empowerment, mindfullness and sisterhood. Their journey reflects the power of passion and purpose coming together to create something truly beautiful.
