Hyderabad, Feb 7 (TNT):In a striking example of how digital platforms are reshaping traditional businesses, Hyderabad-based entrepreneur Sangeetha Rajesh has built a multi-crore saree enterprise almost entirely through Facebook Live long before live commerce became a buzzword in India.
An alumna of the Indian School of Business (ISB) and a former remedial teacher, Sangeetha has sold over 10 lakh sarees in the past decade through more than 200 Facebook Live shows, without depending on a conventional brick-and-mortar retail model.
Her success has earned her the moniker “Facebook Live Saree Queen.”
Often streaming live for 6–8 hours at a stretch, Sangeetha presents hundreds of sarees one by one, detailing fabric quality, weaving techniques, and the cultural story behind each piece. Buyers participate in a real-time, “fastest-finger-first” format, enabling instant sales.
A single live session can result in sales of up to 5,000 sarees, generating revenues of nearly ₹50 lakh.
A key differentiator of her model is location-based live selling. Sangeetha frequently broadcasts directly from silk mills, handloom clusters, and artisan hubs—ranging from Surat’s textile markets and Kanchipuram’s silk looms to Kalamkari workshops—offering customers both transparency and authenticity.
By sourcing directly from weavers and manufacturers, she eliminates middlemen, delivers near-wholesale pricing to consumers, and ensures better margins for artisans.
With a Facebook following exceeding 8.5 lakh, her shows routinely witness sarees priced between ₹600 and ₹45,000 selling out within seconds.
“I have not taken a single day’s leave in years. For me, work is worship,” Sangeetha says, reflecting the discipline behind her staggering scale.
Commenting on her success, Prashanth Rao Aroor, CEO of Intellistay Hotels, recently remarked on LinkedIn that the venture could be a $3–5 million annual business, driven by direct sourcing and minimal retail overheads.
Coming from a non-fashion background, Sangeetha’s journey was far from smooth.
She began with a small boutique and initially incurred losses.
Determined to learn the craft, she pursued formal design education at the National Institute of Fashion Technology (NIFT) and travelled extensively to study regional textile traditions, particularly Kalamkari.
By 2015, she had already transitioned to online exhibitions, laying the groundwork for her live-commerce success.
Today, Sangeetha’s Saree Emporium employs over 100 people across logistics, customer service, social media, and production, while also providing steady livelihoods to weavers and artisans across India.
In a recent milestone, she opened a 5,000 sq. ft. experiential saree emporium in Banjara Hills, housing more than 15,000 sarees.
However, Sangeetha maintains that the physical store is only an extension of her brand. Live selling remains the core of her business.
As live commerce gains momentum in India, Sangeetha stands out as a pioneer who was years ahead of the curve—proving that with a smartphone, storytelling, and relentless dedication, traditional crafts can be transformed into a modern, scalable business rooted in heritage.
TNT TS
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