Sujata and Taniya Biswas: Crafting the Saree Renaissance with Suta

Sujata and Taniya Biswas are the dynamic sisters who have breathed new life into the world of sarees with their brand Suta. Their journey from corporate jobs to saree entrepreneurs is not just about selling a garment; it’s about rekindling a love for tradition and inspiring a community of saree enthusiasts. The Biswas sisters have embraced a unique approach, personally modeling their sarees and actively engaging with their customers, fostering a sense of camaraderie among saree lovers.

Growing up, Sujata and Taniya found joy in exploring their grandmother’s and mother’s saree collections. The beautiful fabrics, intricate designs, and timeless elegance of the saree took them to a “happy place.” This deep-rooted connection to sarees served as the driving force behind Suta. Their mission was clear: to make the new generation of women fall in love with sarees and wear them daily, not just for special occasions. In the early days, with limited marketing resources, the Biswas sisters adopted an ingenious strategy. Taniya became the model for their sarees, showcasing them in photos taken in natural light with no editing. What set these photos apart was the intentional cropping, allowing viewers to see only the draped saree on the model’s body, thus sparking curiosity and intrigue on Instagram. These ‘headless’ photos struck a chord with the audience and set the tone for Suta’s unique branding.

The Biswas sisters’ strategy is fluid, allowing them to adapt and evolve. They feature prominently in their brand’s reels, stills, and all other communication. This approach has not only generated interest in their brand but also a fascination with the founders themselves. Sujata and Taniya have successfully created a community that craves not only more sarees but also a deeper connection with the founders and their story. Beyond their own brand, the sisters regularly promote fellow founders and their brands through live sessions, giveaways, and fundraisers. Their willingness to support and uplift the competition has not only garnered respect but has also strengthened the sense of community within the niche they operate. As the Biswas sisters say, in their category, they are part of a close-knit community that thrives on encouraging each other.

Sujata and Taniya’s involvement as the brand’s face is a strategic choice. They understand that consumers put their trust in people more readily than in faceless entities. While they believe that the brand should not revolve solely around the founder, they acknowledge the power of the founder’s presence, especially in the early stages of brand building. Building credibility and trust is the ultimate goal, and a relatable founder can serve as a powerful trust-building tool.