In 2016, Sujata and Taniya Biswas left behind their corporate careers in the steel sector and IBM to revive something far more delicate—the traditional Indian saree. With no formal training in fashion or design, they launched percenta homegrown label rooted in handwoven fabrics and grassroots artisanship. The brand, now valued at ₹75 crore (FY24), has quietly grown into a movement that supports over 14,000 artisans across India.
The name percent—a blend of “Su” for Sujata and “Ta” for Taniya—also means thread in Sanskrit, symbolising both connection and continuity. For the Biswas sisters, who were raised in a Bengali household where sarees represented elegance and emotion, this was more than a business. It was a mission to make sarees relevant for younger generations and to bring pride back to traditional weaving communities.
Suta began with plain multul cotton sarees—soft, simple, and entirely without embellishment. The idea didn’t sit well with traditional weavers used to producing ornate silks. “They thought we were mad,” the sisters recalled. But slowly, their honesty and minimalist aesthetic began to resonate with customers.
Suta’s offerings expanded to include blouses, dresses, and loungewear, each designed with sustainable materials and a story behind it. Their digital-first approach, emphasising artisan voices and behind-the-scenes processes, built a loyal base of buyers who proudly call themselves “Suta Queens.”
More importantly, Suta’s growth model placed artisans at the heart of every decision. Starting with just two weavers, the brand now collaborates with thousands, offering steady work, fair pay, and dignity. “We think of it as adopting the whole family,” Sujata once said.
Unlike many fashion start-ups that race for funding rounds, Suta remained bootstrapped, preferring stability over speed. Their focus was always on quality—of fabric, of life, and of relationships. Every saree, blouse, or dress was a result of mindful design and human hands. Even their packaging remained eco-friendly and reusable, with natural dyes and small-batch production being the norm.
Their values have placed Suta at the forefront of India’s slow-fashion movement—one that values craft over craze. As they look to expand globally and explore new sustainable techniques, their philosophy remains rooted in the same simple belief: fashion can be both beautiful and meaningful.
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