While the fashion world chases speed and short-lived trends, one brand took a different route, rooted in tradition and purpose-driven. The story of Karagiri is not just about selling sarees. It’s about restoring pride in craftsmanship, reviving dying art forms, and reclaiming identity through heritage.
Woven From Roots, Worn on Runways
Pallavi Mohadikar, an MBA graduate from Pune and descendant of a weaving family, decided to revive the dying art of handloom. Since her childhood, she watched the hard work of her grandfather and father weaving intricate Kosa silk sarees under the dim light of an oil lamp in a small Nagpur village, and that instilled in her a deep respect for craft and heritage.
With a grit to prove herself and support the artisans, she took a leap of faith that few dared to. Initially, as an IIM Lucknow student, she started selling chikankari sarees on the e-commerce platform eBay to finance her studies. This hustle gave her a vision to let “locals go global,” and give India’s weavers a platform to shine.
In 2017, with just ₹3 lakh, Pallavi left her corporate role at Tata and Goldman Sachs. The goal? To help India’s weaver community and preserve their legacy, she founded Karagiri with her husband, Dr. Amol Patwari.
Her efforts started modestly, collaborating with just five weavers in Maharashtra. But the ripple effect was swift. Within a few years, Karagiri had onboarded over 1,500–1,800 weavers from the heartlands of handloom: Banaras (Uttar Pradesh), Bagalkot (Karnataka), Yeola (Maharashtra), and Dharmavaram (Andhra Pradesh), and beyond.
Today, Karagiri boasts an extensive collection of handwoven sarees, ranging from Banarasi, Paithani, and Kanjivaram to Patola, Organza, South Silk, and beyond. What began as a homegrown label now caters to a global audience, with a loyal customer base that spans far beyond India’s borders.
The Brand Strategy
Karagiri reimagined the handloom saree for the modern consumer through three powerful strategies:
- Story-Driven Selling
Each saree is more than a garment; it carries the soul of its maker and tells the story of our rich tradition. Karagiri brings the spotlight to the artisan, their roots, and the cultural legacy woven into each saree, transforming every piece into a meaningful story.
- Digital-First Growth
Started as an Instagram experiment has now evolved into a full-fledged global D2C brand. By leveraging the power of social media, Karagiri made traditional sarees both discoverable and desirable to a new generation of buyers.
- Empowering Artisans at the Core
Karagiri went beyond design and beauty to tackle the deeper issues artisans face. By absorbing their debts and ensuring fair compensation, they created long-term support systems that protect both their livelihoods and cultural legacy.
The Global Recognition
Karagiri’s curated collections featuring Banarasi, Kanjivaram, Ikkat, Kosa silk, and Chikankari have earned praise from both fashion critics and connoisseurs of heritage globally.
By bringing the artistry of rural weavers to global markets, Pallavi didn’t just revive appreciation for sarees; she breathed new life into entire communities. For many artisans who once left weaving for more stable income, Karagiri reignited pride and purpose, making the craft both viable and respected again.
Karagiri is not just a brand, but a bridge that connects India’s dying tradition and the future innovation in the apparel industry. What began as a personal mission by Pallavi Mohadikar has grown into a movement that empowers thousands, preserves endangered art forms, and redefines luxury through authenticity.
From a small village loom to wardrobes in over 100 countries, this is not just the story of sarees.
This is the story of revival, resilience, and reinvention.
This is the story of Karagiri.
Read More: Why This Founder Moved His ₹100 Cr Startup to Goa and Never Looked Back
