Suta’s signature ethos are comfort, simplicity, and authenticity
Suta is a contemporary Indian brand rooted in tradition, founded in 2016 by sisters Sujata and Taniya—Su and Ta. The name means ‘thread’, symbolising their deep connection with India’s rich textile heritage. Suta offers handcrafted, soulful apparel that blends elegance with simplicity, brought to life by artisans using age-old weaving techniques. With an emphasis on sustainability, inclusivity, and storytelling, the brand has carved a niche in the slow fashion space. In an exclusive conversation with Fibre2Fashion, Co-founders Sujata and Taniya Biswas share insights into their journey, the values that shape Suta, and their vision for the future of handcrafted fashion.
The textile industry is seeing innovations like biodegradable fabrics, plant-based dyes, and AI-driven production. How do you see technology influencing the future of handcrafted fashion?
Sujata Biswas: We see technology as a silent ally. It cannot replicate the magic of handwoven fabric, but it can help improve systems, like inventory planning, reducing overproduction, or better logistics. We are also exploring biodegradable blends and more sustainable dyeing methods. But at the end of the day, our core will always be the human touch. Technology should support the artisan, not replace them. That is the balance we are always working towards at Suta.
Suta is known for reviving traditional handwoven sarees with a modern touch. What inspired you to start this journey, and how has the brand evolved over the years?
Taniya Biswas: Sujata and I started Suta in 2016 when we noticed a significant gap—people loved sarees but found them difficult to wear. Many struggled to find matching blouses or petticoats, and sarees were often seen as inconvenient. We wanted to make sarees fun, easy to wear, and relevant again, especially for the younger generation who were moving away from them.
Another strong inspiration for us was our admiration for traditional craftsmanship. Since childhood, we have cherished these age-old arts and wanted to revive them in people’s everyday lives. We also saw how many artisans were leaving their professions, and that deeply moved us. Coming from engineering and MBA backgrounds, we did not feel the kind of direct impact in our corporate roles that we craved. We believed that if we could see the impact of our work, our passion would grow even stronger—and we would work even harder.
Over the years, the brand has evolved in many ways. People have resonated with our story—how we started and why—and they see Suta as an approachable, relatable brand. It feels like something built by the girl next door, and that makes it accessible and inspiring for many aspiring entrepreneurs.
We are also committed to addressing the crisis in the craft sector. By keeping our designs minimal yet beautiful and affordable, we ensure our weavers have steady work while making the products more accessible to a wider audience.
Suta has expanded into various verticals, including menswear and dresses, because people love the comfort and feel of our fabrics. We have also introduced ready-to-wear options, understanding that not everyone is immediately comfortable with draping a saree. Through everything, we continue to stay rooted in Indian craft and tradition.
The term ‘Suta’ means thread. How does this name reflect the brand’s philosophy and vision for Indian textiles?
Taniya Biswas: The term ‘Suta’ is a beautiful blend of our names—Sujata and Taniya—and it also means ‘thread’ and ‘daughter’. It felt like a sign from the universe that we were meant to start this journey.
The name reflects our brand’s core values: simplicity, honesty, and authenticity. Suta is a short, humble word, much like our designs, and while it may not mean much at first, it leaves a lasting impression—just like our creations.
Handloom and sustainability are central to Suta’s identity. How do you ensure ethical sourcing and fair wages for artisans in your supply chain?
Sujata Biswas: From the very beginning, one of our core priorities was to work directly with weavers—eliminating middlemen entirely. This ensures that the artisans receive payments directly into their bank accounts, giving them full transparency and ownership.
In many cases, entire families are involved in the weaving process, so we divide the payment based on the time and effort each person contributes. Once the quality check is completed, the payment is made immediately. This model not only supports fair wages but also builds trust and long-term relationships.
We also collaborate closely with the artisans on design—everything is created from scratch in partnership with them. They are not just executing our vision, but are an integral part of the creative process. This end-to-end control allows us to maintain ethical sourcing while ensuring our weavers feel empowered and valued.
The handloom and artisanal textile industry in India faces challenges such as mass production and declining artisan communities. What do you believe is the key to sustaining and reviving traditional crafts?
Taniya Biswas: Craft thrives when the hands behind it are supported with dignity, not just admiration. At Suta, we believe in providing fair wages and consistent work to over 17,000 artisan families. It is not just about flawless output—it is about valuing the human effort behind every piece. That is why initiatives like ‘Suta Garage’ exist—to honour handmade imperfections and give them a space.
Reviving traditional crafts is not about romanticising the past; it is about building systems where both artisans and customers recognise the worth of handmade work. When imperfections are seen as part of the charm, not flaws, that is when true appreciation and sustainability begin.
Your website highlights various types of weaves and fabrics. How do you decide which traditional techniques to incorporate into your collections?
Taniya Biswas: We currently work with over 17,000 weavers and artisans across India. When we launch a collection—say, in Ikat—and if it does not perform well, we may not repeat those exact designs. However, we ensure that Ikat returns in a future collection, so the weavers continue to get work. Our mission is to provide consistent employment to artisans, so they are not left searching for opportunities elsewhere.
That is how we decide which techniques to incorporate—by staying committed to the crafts and the communities behind them. We also continuously explore new weaving styles and art forms from across India, adapting them into our designs. At the same time, we simplify the artworks or embellishments to keep the sarees affordable and wearable—not just reserved for special occasions. This way, we keep the craft alive and accessible.
Suta is admired for its soft mulmul sarees. What makes your mulmul fabric special, and how do you maintain quality while scaling up production?
Taniya Biswas: Yes, Suta is known for our signature mulmul fabric. We wanted to make this incredibly soft, breathable material accessible to everyone—something that feels luxurious yet can be worn daily or styled beautifully for special occasions. We have experimented a lot with mulmul, even introducing zari to add a festive touch.
To scale production, we work with a large number of weavers and artisans who specialise in this fabric. Over time, it has become easier as more artisans have been trained and upskilled. Earlier, defects were often hidden during production, but we have changed that mindset. Our quality check process is very rigorous. If a product does not pass, we sell it under our ‘From My Garage’ section, where defects are clearly highlighted. Surprisingly, people love these pieces too.
Maintaining quality is absolutely key for us, and it is something Suta is truly known for.
Suta has already expanded beyond sarees into blouses, accessories, and menswear. What is next for the brand in terms of product diversification?
Taniya Biswas: While sarees and blouses remain at the heart of Suta, we have noticed a huge demand for ready-to-pair options. Blouses, in fact, contribute a significant share of our total revenue. Many customers buy sarees but delay wearing them because they do not have a matching blouse or petticoat. By offering coordinated blouses and innerwear, we are making the saree experience seamless. Even something as simple as changing the blouse can completely transform the look.
Pre-draped, ready-to-wear sarees have also been well received. Beyond that, we are expanding into kurtas, co-ords, dresses, kidswear, and menswear. These have already been introduced in small collections both online and in our physical stores—and the response has been amazing. People love the fabric, the comfort, and the distinctive Suta touch that sets us apart from other brands.
We are also venturing into unique brass jewellery, which we personally adore. So yes, in the coming months, you will see a lot more exciting launches across different categories, all staying true to Suta’s signature ethos of comfort, simplicity, and authenticity.
What are your plans for Suta in terms of sustainability, innovation, and global expansion?
Sujata Biswas: At Suta, sustainability is not just a practice—it is a mindset. From mindful packaging to sourcing low-impact fabrics, we are constantly working towards reducing our environmental footprint. Our ‘Suta Garage’ initiative, where we offer sarees with minor weaving flaws, is a celebration of handmade imperfections. It encourages awareness around slow fashion and has helped us save nearly 47,000 kg of waste from ending up in landfills.
For us, innovation is rooted in empathy. We ask ourselves: how can we better support our artisans? How can we make beauty more accessible? How can we grow without losing sight of what truly matters?
As we expand globally, our vision is to take the soul of Indian craftsmanship with us—not just the product. We want to introduce the world to the stories, skills, and spirit that define Suta.
With increasing consumer awareness about sustainability, how do you see the demand for eco-friendly and ethical fashion evolving in India and globally?
Sujata Biswas: The shift is heartening. More people are choosing pieces that are kind to the planet, to people, and to themselves. We see customers appreciating transparency, like when we explain why a saree is part of Suta Garage, or how our fabrics are dyed or packed. Globally, too, there is a move towards conscious consumption, not just because it is better, but because it is meaningful. The demand for fashion with a story and soul is only going to grow from here.
How have e-commerce and social media shaped Suta’s growth, and what role does digital storytelling play in connecting with your audience and promoting handcrafted fashion?
Sujata Biswas: E-commerce has been a game-changer for Suta. It has allowed us to reach customers across the globe, breaking geographical barriers and making our products more accessible. But more than just a sales channel, it has become a powerful platform to tell our story in a deeply personal and meaningful way.
Digital platforms allow us to build real connections at scale. Through social media, we can take our audience behind the scenes—walk them through a loom, share the journey of an artisan, or explain why a minor defect in a Suta Garage saree adds to its beauty. We are not just selling; we are educating, celebrating, and making slow fashion relatable and aspirational. Together, e-commerce and social media have helped shift the narrative from “perfect and mass-produced” to “real and made with love.”
Suta often collaborates with artisans and designers. Can you share a memorable collaboration that left a lasting impact on your brand?
Taniya Biswas: Digital storytelling has always been at the heart of how we connect with our audience. Through our campaigns, social media, and product presentations, we aim to share not just ‘what’ we create, but ‘why’ we create it. Whether it is celebrating the craftsmanship of our weavers, highlighting real people who wear our sarees, or exploring themes like inclusivity and sustainability, our stories build an emotional connection with our community. It goes beyond transactions—it builds trust, loyalty, and a shared sense of purpose.
One memorable collaboration that really stayed with us was our Republic Day launch titled ‘Bachpan’. We invited children from the villages we work in to participate in a drawing competition, asking them to depict what freedom means to them and what they love the most. Their creativity and perspective were truly eye-opening. The colours, motifs, and ideas they shared were incredibly thoughtful and inspiring.
We could not pick just one winner, so we gifted something to every child and incorporated elements from all their drawings into a special collection of sarees. Each saree carried imprints of the children’s artwork and the spirit of the communities behind them. We shared the story behind the collection, celebrated the process, and felt immensely proud of the final outcome.
Despite Republic Day falling in a typically slow month for apparel sales, the ‘Bachpan’ collection became a bestseller—it sold out almost immediately. That experience reinforced our belief in the power of storytelling. A product with a soul, with a story, stays with people—it is valued more, loved more, and remembered longer.
Your brand’s campaigns often highlight inclusivity and body positivity. How intentional was this approach, and how has the response been from your customers?
Sujata Biswas: We have been very mindful about inclusivity and body positivity from the very beginning. Often, when a brand is focused on scaling up, there is a tendency to prioritise the majority or where the numbers are coming from. However, for us, Suta needed to stand for inclusiveness in every sense. This is why we offer inclusive sizes and consciously make efforts to represent diversity, including the LGBTQIA+ community, in our campaigns. Every launch and campaign is thoughtfully crafted to reflect these values, and we constantly engage in conversations about topics we deeply believe in. The response from our customers has been heartwarming—they have embraced this ethos, which has further strengthened our commitment to these principles.
As the fashion industry moves towards greater inclusivity, what more can brands do to make traditional clothing more accessible and appealing to younger, diverse audiences?
Taniya Biswas: Brands can make tradition less intimidating and more joyful. At Suta, we design sarees that can be worn with sneakers, styled casually, or treasured as heirlooms—it is all about fluidity. Our sizing is inclusive; we now offer blouses up to 4XL based on customer demand, and our sarees are size-label-free—because who really needs them?
Our visuals feature diverse individuals, and our tone is never preachy. We invite customers into the behind-the-scenes—whether it is sharing an artisan’s journey or highlighting the quirks in a Suta Garage piece. It is not about perfection; it is about authenticity. That is what makes tradition feel alive and relevant.
