{"@context":"https://schema.org","@type":"NewsArticle","contentId":"00000191-4b77-d976-a7b7-fff716050001","url":"https://www.aboutamazon.in/news/small-business/amazon-smb-khadi-handloom-saree-journey","headline":"Khadi sarees go pan-India: How Amazon enables a West Bengal SMB to revive India's freedom fabric","description":"Follow the journey of Shyamali Boutique's Khadi sarees this Independence Day. Discover a blend of tradition and modern retail, from khadi handlooms to wardrobes across India via Amazon. Click for details!","datePublished":"2024-08-13T12:50:08.691Z","dateModified":"2024-08-13T12:50:08.691Z","author":[{"@type":"Person","name":"Darshan Manakkal","url":"https://www.aboutamazon.in/author/darshan-manakkal","image":{"@type":"ImageObject","url":"https://assets.aboutamazon.com/dims4/default/5cc84fc/2147483647/strip/true/crop/1843x1843+0+204/resize/84x84!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F06%2F5f%2F7639243f46ba8bd6cf1a94ebd544%2Fprofilepic-dm.jpg","width":"84","height":"84"}}],"image":{"@type":"ImageObject","url":"https://assets.aboutamazon.com/dims4/default/5d30d73/2147483647/strip/true/crop/2109x1406+391+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F89%2Fd6%2Fd7e638714dc3957b10eda1a41498%2Ffeatureimage-1.jpg","width":"300","height":"200"},"articleBody":"![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/5d30d73/2147483647/strip/true/crop/2109x1406+391+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F89%2Fd6%2Fd7e638714dc3957b10eda1a41498%2Ffeatureimage-1.jpg)\n\n# Khadi sarees go pan-India: How Amazon enables a West Bengal SMB to revive India's freedom fabric\n\n*Shyamali Boutique leverages Amazon.in to take khadi sarees crafted by Santipur's weavers across India, sustaining a centuries-old tradition while providing livelihoods to local artisans.*\n\n![Luxury Linen from Giza Cotton by Indore company - Cottington Lane](https://assets.aboutamazon.com/dims4/default/01fc998/2147483647/strip/true/crop/1341x894+124+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fc2%2F9c%2Fa29386f143828e02fe3083503b87%2Fcottington5.PNG)\n\n- [From India to the world: Indore-based SMB spins luxurious home linens ](https://www.aboutamazon.in/news/small-business/cottington-lane-linen-amazon-global-selling)\n\nEighty kilometres north of Kolkata on NH12, fields of jute and clusters of mangroves give way to Santipur, a quaint town on the banks of the river Hooghly. As you walk through its narrow lanes meandering through small dwellings, there is a sound you cannot miss—the rhythm of the khadi loom. Every other home in Santipur has a loom. An estimate from 2017 suggests that Santipur has about 60,000 weavers and 20,000 looms. \n\n![Amazon Scam Protection for Consumers](https://assets.aboutamazon.com/dims4/default/95bd370/2147483647/strip/true/crop/1080x720+100+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fb5%2Ffd%2Fbf4f882f485e85bf1bb5f1fcfc9b%2Ffinancial-scams-customers-amazon-lead.jpg)\n\n- [Here’s how Amazon helps protect consumers from scammers](https://www.aboutamazon.in/news/retail/amazon-guide-to-protecting-customers-from-scammers)\n\nAs India celebrates 77 years of independence, the traditional khadi weaving centre of Santipur in West Bengal is undergoing a transformation. Over the years, Santipur has become synonymous with its khadi sarees, cherished for their soft texture and delicate borders. Entrepreneurs such as Balram Burman, founder of Shyamali Boutique, have helped take his community’s beloved khadi cotton sarees pan-India through Amazon.in. Reflecting on the enduring appeal of khadi sarees, Burman says, “khadi is versatile. It’s perfect for all seasons, and it suits any occasion. People appreciate its simplicity and comfort, and there’s a sense of pride in wearing something that’s so deeply rooted in our culture.”\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/5eba74a/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F41%2F10%2Fa94bbc54412bbf331b0a08c48c1d%2Fsantipur2.jpg)\n*In the heart of Santipur, beneath a sprawling banyan tree, a group of weavers take a break.*\n\n![Saree Shayamali boutique](https://assets.aboutamazon.com/dims4/default/272f3cf/2147483647/strip/true/crop/816x459+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F45%2F76%2Feb78c8704470b5e0ff7886a6553d%2Fsaree-shayamali-boutique.PNG)\n*Khadi sarees from Shyamali Boutique, showcasing the artistry of Santipur’s weavers*\n\n## A legacy of craftsmanship\n\nBalram Burman’s story begins 50 years ago with his grandfather, Nagender Chand Burman, a handloom weaver who, through his enterprise and skill, grew into a master weaver. He took on the responsibility of supplying raw materials to other weavers, providing intricate designs, and ensuring fair compensation for the sarees they made. These sarees were then sold wholesale to retailers across the region.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/45f706a/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fa1%2F8d%2F998dbea9472394c8a7cdc9ce6fc1%2Fbalram3.jpg)\n*Founder of Shyamali Boutique, Balram Burman amidst a sea of sarees—every room in his family home is filled with khadi sarees*\n\nCarrying forward this family legacy, Balram founded Shyamali Boutique in 2019, naming it after his mother. In December 2023, he took his business online, selling sarees on Amazon.in. Over the past eight months, Shyamali Boutique has seen significant growth, with Balram now selling between 30-40 sarees a day on the marketplace.\n\n![Boond attar factory in Kannauj](https://assets.aboutamazon.com/dims4/default/c2d631b/2147483647/strip/true/crop/1350x900+125+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F35%2Fe7%2F35f7ea9c4ca7a1e46345ce3e6a98%2Fattar-heroimage-1.jpg)\n\n- [Here’s a peek into the intricate process of making ‘Attar’ in Kannauj](https://www.aboutamazon.in/news/small-business/know-how-indian-attar-perfume-is-made)\n\nEach day, Balram receives the details of his Amazon orders. The sarees, crafted by the weavers he collaborates with, arrive at his home, where they are packed in polythene bags. Labels are printed, the sarees are placed into courier bags and the labels are attached. After 2 p.m. each day, an Amazon pickup partner arrives to scan the barcodes and labels. Following this, a pickup truck comes to collect the packages, ensuring that the sarees reach customers in a timely manner.\n\nWhat started as a small-scale operation has expanded its reach across India, bringing Balram’s sarees into homes far beyond West Bengal and sustaining the livelihoods of numerous grassroots weavers in Santipur.\n\n## A craft with a storied history\n\nSantipur was exporting fine muslin fabric to Europe and the Middle East as far back as the 17th century. However, this community of weavers faced significant challenges during the turbulence of the industrial revolution and the British Raj. Yet, even during the darkest days of the Great Bengal Famine of 1770, when a quarter of Santipur’s weavers perished, the looms never stopped working—driven by the deep pride these weavers take in their craft.\n\nToday, this pride continues to burn bright.\n\n![Sarees of India](https://assets.aboutamazon.com/dims4/default/f4ffc40/2147483647/strip/true/crop/1080x720+100+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F83%2F8d%2Fc30800b340528355bd3166138c1c%2Fsarees-of-india-amz-1.jpg)\n\n- [Independence Day: Explore the iconic saree map of India](https://www.aboutamazon.in/news/small-business/history-of-traditional-sarees-in-india)\n\nKhadi is also our nation’s fabric. More than a century after Mahatma Gandhi made it a rallying point for the Swadeshi movement, it continues to be a cornerstone of our national identity. The first piece of hand-woven cotton from the Sabarmati Ashram was called ‘khadi’ by Gandhi back in 1917, for its coarseness. Since then, from a symbol of self-reliance to a staple of India’s leading fashion houses, khadi has come a long way.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/674a8d6/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fa7%2F8c%2Fa2a4b7124e41b9268632e861c4fc%2Fsanjithghosh2.jpg)\n*With over a decade of weaving experience, Sanjith Ghosh knows the intricate workings of his loom. Government of India schemes have helped skilled weavers like him sustain and grow their craft.*\n\nIn recent years, the khadi industry has seen a significant revival, driven by a growing consumer preference for sustainable and locally-made products. This resurgence has also been bolstered by a series of government initiatives aimed at not just preserving, but actively promoting khadi and supporting the artisans who craft it.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/ae4a919/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F44%2F49%2F9111b2e740b3af9e14f74252bf23%2Ffocus.jpg)\n*Focus and patience are the qualities that define a skilled weaver, ensuring every thread is perfectly placed.*\n\nPrograms like the Khadi and Village Industries Commission (KVIC) and more recently, Make in India, have played a key role in this transformation. These schemes not only provide financial support but also help in modernising the production processes, making khadi more accessible to consumers.\n\n## The intricate process of weaving a saree begins with Rang karo: the art of dyeing\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/c216c1f/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fbe%2F06%2F42bec23c4574adcaeec854e5a7b2%2Fchatumondal.jpg)\n*Chattu Mondal holds up newly dyed threads, ready to be woven into khadi sarees.*\n\nA khadi saree’s journey begins with the vibrant art of dyeing or *Rang Karo*. The process starts with raw, uncoloured *suta*, or threads, arriving from factories across India. These threads are thoroughly washed to remove impurities and then laid out to dry in the sun, preparing them for the next stage.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/74c6dfd/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Ff7%2Fa8%2F285bd8764e77a060cbc9a70f9bd6%2Fdyeing.jpg)\n*A dyer immerses threads in a vat of colour.*\n\nThe dyeing process follows, where the threads are bundled together and carefully dipped into vats of rich, colourful dyes. With skilled hands, the dyer twists and squeezes the bundles to ensure an even distribution of colour, repeating the process until the desired shade is achieved. The dyed threads are then laid out to dry once again.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/a7f1cbc/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F12%2Fc1%2F4c849a4243cbb734906a0eb5d5e7%2Fthreadsdrying.jpg)\n*Threads of colour basking in the sun, the next step in the journey to becoming a khadi saree.*\n\n## Drum haata: Spinning the yarn\n\nThe next step is *drum haata* or spinning, where dyed threads are transformed into weavable yarn. This stage is crucial in achieving the fine texture and durability that khadi sarees are known for.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/f8df3f5/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fc3%2Fca%2Fc9b57b2d4662b46322af3053b8d4%2Fmitalidebnath.jpg)\n*Mitali Debnath operates a mechanised charka, winding threads onto khatims*\n\nThe spinning process starts with the dried, dyed threads being wound onto large reels called *dhop*. These threads are then carefully guided into a *charka*, a spinning wheel that winds them onto smaller reels known as *khatim*. Precision and patience are key here, as the threads must be spun evenly to ensure consistency in the final weave.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/7504eae/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F31%2F5d%2F5d6f1b21442cb1405775c242860c%2Fsagardebnath.jpg)\n*Sagar Debnath carefully winds the drum, a crucial step in preparing threads for weaving khadi sarees.*\n\nOnce wound onto the *khatim*, the threads are transferred to a larger drum, where they are aligned and stretched out, and finally wound onto a beam, ready for the weaving stage. Each beam typically holds enough material to produce between 100-200 sarees.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/f030800/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F10%2F67%2F0b811f1c460d930c2f6419f6556b%2Fkhatim.jpg)\n*A collection of khatims, the small reels that hold threads before they are woven into khadi sarees.*\n\n## Tant bona: The dance of the loom\n\nOnce the beam is attached to the loom, *tant bona* or weaving begins. Very simply, weaving is the process of interlacing threads perpendicular to each other to create cloth. A *tant* or the loom, holds the threads in place, allowing the weaver to work their craft.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/133e1c3/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F30%2F64%2Fb0a84d794583a31a0cf7193a0bc3%2Fsamarghosh.jpg)\n*Behind his loom, Samar Ghosh spends his day weaving, expertly managing two looms at once to create up to 16 sarees daily.*\n\nThe process starts by stretching out one set of threads (the warp), parallel on the loom. Another thread (the weft), is then woven over and under the warp threads, moving back and forth across the loom. The weft is wound around a *maku*—a shuttle that carries the thread across the loom.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/191ffbb/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F16%2Ff6%2Fa6ee861b4d82af3c0289a8a30701%2Fmaku.jpg)\n*The maku, forged by local blacksmiths, is the shuttle that drives the weaving process on the loom.*\n\nWeavers in Santipur often work two looms simultaneously, spending long hours at their craft, typically producing around 15-16 sarees a day. Samar Ghosh, a weaver with Shyamali Boutique who learned his craft 15 years ago from a neighbour, takes great pride in his work. \n\n> One day on TV I saw Madhuri Dixit wearing a saree with my design.\n> — Saman Ghosh\n\nSamar is now passing on his skills to the next generation, ensuring that this traditional craft continues to thrive.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/953bf67/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F87%2F6a%2Fb378a1794d98af686e5021a2d961%2Ffinishedsaree.jpg)\n*The woven fabric is tightly wound onto another beam, ready to be cut into saree lengths.*\n\n## The last of the handlooms\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/753f53d/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F0d%2Fac%2F32bb84c446bb9a4db1be9caf8838%2Fashokbiswas.jpg)\n*Ashok Biswas, a weaver with 25 years of experience, continues to create khadi sarees using the handloom.*\n\nWhile most khadi sarees in Santipur are crafted using powered looms, the traditional handloom still exists, though these are becoming increasingly rare. Among the few weavers who continue to operate handlooms is Ashok Biswas. In his modest, thatched home, surrounded by his family, Ashok works tirelessly at his handloom using both his hands and feet. The setting is humble—a single room where the loom occupies centre stage.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/da501c0/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2Fb1%2Fdf%2F22acb1554eea953eab558b8ef469%2Fashokfeet.jpg)\n*Ashok’s feet power the handloom, while his hands guide the threads—every movement crucial in weaving a khadi saree.*\n\nFor Ashok, the handloom is more than just a tool; it’s a connection to a rich tradition. \"The handloom allows me to work at my own pace,\" he says. \"There’s a certain artistry in weaving by hand that you don’t get with machines.\" It takes Ashok up to 12 hours over 2 days to complete a single saree, with each piece representing a labour of love and skill.\n\n![Amazon supporting MSMEs to sell online](https://assets.aboutamazon.com/dims4/default/a613cc2/2147483647/strip/true/crop/1080x720+0+0/resize/300x200!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F74%2Fa4%2F5dc8d9a944138d1b525c34d04faa%2Fheader-v2.png)\n\n- [Explained: How to become a seller on Amazon.in](https://www.aboutamazon.in/news/small-business/explained-how-to-become-a-seller-on-amazon-in)\n\n## Threads of hope\n\nA khadi saree is more than just a piece of clothing; it’s a work of art, woven with threads that carry the stories of generations. Khadi breathes, it drapes effortlessly, and it embodies an essence of India's cultural heritage. The intricate patterns, the natural hues, and the craftsmanship make each khadi saree unique, a reflection of the hands that create it.\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/42c1009/2147483647/strip/true/crop/2500x1406+0+0/resize/767x431!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F35%2Ff3%2F1e73833447bfa3d02b9f43b82fe9%2Fhands.jpg)\n*“Lots of hands need to turn to make one saree”.*\n\nIn Santipur, an entire community of weavers, dyers and spinners is dedicated to keeping this tradition alive. And their hopes are pinned on a new generation led by people like Balram and organisations like Shyamali Boutique. For this craft to survive and thrive, it will take the collective effort of the whole community. As Balram puts it, “Lots of hands need to turn to make one saree.”\n\n![Shayamali Boutique - Khadi saree seller on Amazon.in](https://assets.aboutamazon.com/dims4/default/98658c6/2147483647/strip/true/crop/2500x1407+0+0/resize/767x432!/quality/90/?url=https%3A%2F%2Fassets.aboutamazon.com%2F88%2F82%2Fc35b58794c1db796b4fde1b9a341%2Ftapanpaul.jpg)\n*Tapan Paul, who is responsible for folding and dispatching sarees at Shyamali Boutique, proudly holds up a finished khadi saree.*","publisher":{"@type":"Organization","name":"About Amazon","url":"https://www.aboutamazon.com","sameAs":["https://x.com/amazonnews","https://www.linkedin.com/company/amazon","https://www.instagram.com/amazonnews"],"logo":{"@type":"ImageObject","url":"https://assets.aboutamazon.com/bd/8f/88e7b0314cc2bd05b9de3155a0fe/amazon-news.svg"},"parentOrganization":{"@type":"Organization","name":"Amazon","url":"https://www.amazon.com","sameAs":["https://www.wikidata.org/wiki/Q3884","https://en.wikipedia.org/wiki/Amazon_(company)","https://x.com/Amazon"]}}}