The Mysore silk sari, jewel of many a wardrobe, is set for a new budget avatar. Very soon, printed saris that cost as little as Rs 5,000 will be available at the Karnataka Silk Industries Corporation (KSIC) outlets.
"The prices now start from Rs 10,000," says M K Somashekar, chairman of Karnataka Silk Industries Corporation. "We wanted to make the brand accessible to everyone."
The cheaper saris are made from pure silk, but will not feature a gold zari border. "The thread is expensive and makes production costs shoot up," he says.
The cheaper Mysore silks are targeted at the middle class and office-goers, says another highly placed official. "We have started another factory at Channapatna to make these saris. This has helped us bring down our cost of production," says Somashekar.
Kusum Rohra, who runs fashion store Timri, feels cheaper prices will make the saris popular among the younger generation. "This sari is perceived as occasion-wear; the cheaper, printed versions without zari will attract a wider audience," she says. She does not see the cheaper prices affecting the premium value of Mysore silks since the prices of traditional varieties will remain unchanged.
"The richer, class-conscious buyers will remain as the traditional varieties still cost the same," she says.
Demure beauty
The Mysore silk sari stands out for its unique weave, smooth texture and minimalist design. The traditional saris have a plain single colour base fabric of 100% pure silk blended with a narrow gold zari border at both ends.
Rs 15,000 to Rs 57,000
On the KSIC website, prices now range from Rs 15,000 to Rs 5.75 lakh. The budget line will now start at Rs 5,000.
Who makes them?
The government-run Karnataka Silk Industries Corporation is the exclusive manufacturer of Mysore silk saris. It is also the sole proprietor of the geographical indication for 'Mysore silk.' It got the patent registration in 2005.
When can you buy it?
Silk corporation officials say it could take a couple of weeks. They are waiting for Chief Minister Siddaramaiah to launch the new, cheaper line.