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The declining popularity of banarasi tussar silk sarees among young generation

By Khinkhwab - The Essence of Banaras

The declining popularity of banarasi tussar silk sarees among young generation

07/06/2023 The Indian Handloom Industry

The Indian handloom industry is renowned worldwide for its rich heritage and traditional craftsmanship. It has been an integral part of the Indian cultural fabric for centuries, providing employment opportunities to millions of weavers and artisans across the country. India is known for producing a wide variety of handloom textiles, with silk sarees being among the most sought-after in the industry.

Silk Sarees

Silk sarees hold a special place in the hearts of Indian women, symbolizing elegance, tradition, and grace. Among the many types of silk sarees available in the market, Banarasi tussar silk sarees have enjoyed immense popularity for their exquisite craftsmanship, intricate designs, and rich texture. These sarees, woven in Varanasi (Banaras), have been a prized possession for generations, passed down as heirlooms and cherished by women of all ages.

Banarasi tussar silk sarees are made from a blend of silk and tussar, a type of silk that is produced from the larvae of silk moths found primarily in Jharkhand. This blend creates a unique texture and adds a touch of rustic charm to the sarees, making them stand out from other varieties. The combination of these two luxurious fabrics results in sarees that are lightweight, comfortable to wear, and have a characteristic golden sheen.

The Changing Preferences of Younger Generations

Despite their historical significance and unmatched beauty, Banarasi tussar silk sarees have witnessed a decline in popularity among younger generations. Several factors have contributed to this shift in preferences, including:

  1. Rising Fashion Trends: Younger generations are increasingly influenced by western fashion trends, favoring contemporary styles over traditional attire. They are more inclined towards western clothing options such as jeans, skirts, and dresses, which are considered more modern and fashionable.
  2. Preference for Lightweight Fabrics: Banarasi tussar silk sarees, although beautiful, are relatively heavier compared to other silk sarees. With the need for comfort and ease of movement, younger women often opt for lighter fabrics like chiffon, georgette, or crepe sarees that offer greater convenience in their daily lives.
  3. Cost Considerations: Banarasi tussar silk sarees are known for their intricate weaving and elaborate designs, which often come at a premium price. Younger generations, especially those working on a limited budget, may find it difficult to afford these luxury sarees. As a result, they prefer more affordable alternatives.
  4. Lack of Versatility: Traditional Banarasi tussar silk sarees are often perceived as occasion-specific attire, suitable for weddings and festive events. Younger women, seeking versatility in their wardrobe choices, tend to favor garments that can be worn on multiple occasions.
  5. Limited Awareness and Exposure: With the advent of fast fashion and online shopping platforms, younger generations are exposed to a wide array of clothing choices from around the world. The limited awareness and promotion of Banarasi tussar silk sarees in the global fashion arena have resulted in a decreased demand among younger consumers.

The Impact on the Handloom Industry

The declining popularity of Banarasi tussar silk sarees among younger generations has had a significant impact on the handloom industry. Weavers and artisans specializing in the creation of these sarees are facing economic challenges as demand dwindles. Many weaver families are finding it hard to sustain their livelihoods, leading to a potential loss of traditional skills and knowledge passed down through generations.

The handloom industry, which relies heavily on the sale of Banarasi tussar silk sarees, needs to adapt to changing consumer preferences to thrive in the modern market. Efforts are being made by various organizations and designers to revitalize the appeal of these sarees among younger generations by introducing contemporary designs, incorporating lightweight fabrics, and promoting them as versatile garments suitable for different occasions.

Reviving the Popularity

Reviving the popularity of Banarasi tussar silk sarees among younger generations requires a multi-pronged approach:

Discover the art of Banarasi handloom through our heritage masterpieces, brought about after dedicating hundreds of hours to bringing perfection and a tinge of grace to them. Banarasi sarees are not something you'll like to miss out on. Khinkhwab - The Essence of Banaras aspires to revive and preserve the long-lived legacy of the weavers and celebrate their art and designs to future generations through beautiful Banarasi silk sarees and lehengas.Create a traditional fashion sensation with the spellbinding authentic and handpicked collections of Banarasi Sarees from Khinkhwab.step up your saree game with our heritage sarees straight from the weavers of Varanasi!
  • Design Innovation: Designers and weavers need to collaborate to create modern designs that appeal to the evolving tastes of younger consumers. By incorporating contemporary motifs, color palettes, and experimenting with draping styles, the sarees can be given a fresh and trendy makeover.

  • Promotion and Marketing: Increased efforts should be made to promote the beauty and craftsmanship of Banarasi tussar silk sarees through effective marketing campaigns, both online and offline. Social media platforms can play a crucial role in showcasing these sarees to a wider audience, highlighting their unique features and cultural significance

  • Encouraging Eco-Friendly Practices: With sustainability becoming a key concern for younger generations, promoting the eco-friendly aspects of handloom sarees can help generate interest. Banarasi tussar silk sarees, being hand-woven and naturally made, are already environmentally friendly. Emphasizing these aspects can appeal to conscious consumers.

  • Collaborations with Fashion Influencers: Collaborations with popular fashion influencers and celebrities can help create a buzz around Banarasi tussar silk sarees. By showcasing these sarees in their daily lives or during special events, influencers can inspire their followers to embrace traditional handlooms and make them fashionable once again.

  • Enhancing Accessibility: Improving accessibility to Banarasi tussar silk sarees through online marketplaces and establishing physical showrooms in key metropolitan cities can make it easier for younger consumers to explore and purchase these sarees. Efforts should be made to provide a seamless buying experience, including easy payment options and prompt delivery.

In Conclusion

The declining popularity of Banarasi tussar silk sarees among younger generations is a cause for concern for the Indian handloom industry. However, through innovative design, strategic marketing, and a focus on sustainability, it is possible to revive the appeal of these majestic sarees. Preserving the legacy of Indian handloom traditions while adapting to the changing needs and preferences of younger consumers is crucial to ensure the continued growth and sustainability of this ancient craft.
Khinkhwab brings you latest Handloom Banarasi Silk Sarees, Lehengas, Stoles and Dupattas, handwoven by finest weavers of the eternal city Banaras. Order now
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About This Author

Khinkhwab - The Essence of Banaras

Khinkhwab - The Essence of Banaras

Bringing the traditional Banarasi weave into the 21st century, Khinkhwab is an online label featuring authentic and handpicked collections of Banarasi sarees, lehengas, dupattas, and Banarasi fabric. It is a one-stop destination. Khinkhwab brings the essence of the weaves, traditions, and heritage o…

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