On the occasion of Vijayalakshmi Silks completing 105 years, DC spoke to managing partners Rohith C Ramesh and Dhiren C Ashok about legacy, craft, and change. From handloom traditions to modern retail shifts, the duo reflect on what it takes to keep a century-old practice relevant and deeply personal.
Excerpts
Q: How good would you be at something if you were doing it for over 100 years?
A: We believe handloom is our forte. It is not something we look at only from a monetary point of view. We are passionate about it, almost like tourists who are still discovering it. We often say we are like test cricket players, we don’t want to let go of it. Handlooms are very close to us, and after all these years, we feel a strong responsibility to keep them alive. For us, it has never been about just selling. When a customer walks in, we don’t immediately think of a transaction. We first think about how to connect. We try to understand their occasion, their story, and make them feel comfortable. That approach has stayed with us for decades. That is why our relationships with customers feel personal, not transactional.
Q: How much time does a typical customer spend in-store?
A: On average, a customer spends at least an hour and a half. And that time is important. Choosing a saree is not a quick decision. It is a process. Every customer approaches it differently. They take their time to explore, compare, and reflect. A saree is not just another purchase. It carries emotion. It could be something someone buys once a year or for a very special moment. That is why the experience matters just as much as the product. The journey from weaving to the final purchase carries a certain feeling, and we believe customers sense that.
Q: From cocoon to finished product, how has your conversation with weavers changed over the years?
A: The relationship with weavers has evolved with time. Today, we are more aware of their challenges, especially when it comes to fluctuations in raw materials. At the same time, we also recognise that not every weaver works the same way. Some are open to experimenting and growing, while others prefer to continue with what they know best. We work with both. There is no fixed expectation that everyone must adapt in the same way. What matters is mutual understanding. Over time, we have also seen weavers become more tech-savvy. Even those in smaller villages are comfortable using video calls now. The younger generation is entering the space and organising themselves better, sometimes even setting up structured weaving units. So, the ecosystem is changing, and we are adapting along with it.
Q: What has changed and what has remained the same for you over the years?
A: Interestingly, many things have stayed the same. Our core practices, the way we check quality, the discipline we follow, all of that remains unchanged. What has changed is the customer and how we reach them. Today, we have a strong online presence. We started quite recently on social media, but it has grown quickly. Customers engage with us actively, and we even see regular transactions online. At the same time, we continue to focus on showcasing our work without hesitation. Inspiration is part of any creative field, and we see it as motivation to keep innovating.
Q: Are there designs that are distinctly Vijayalakshmi?
A: Yes, and that comes from how closely we are involved in production. We work across different weaving clusters, and a lot of what we create is custom. Over time, certain designs and combinations have become closely associated with us. We often know exactly what inspired a particular piece, whether it was a colour a customer liked or a pattern we developed further. That hands-on involvement helps us maintain a clear identity.
Q: Are buyers today valuing craftsmanship more than aesthetics?
A: There is definitely a shift towards value. Customers today are more aware of the effort that goes into a saree. They appreciate the techniques, the detailing, and the craftsmanship behind it. This awareness has grown because information is more accessible now. Social media has played a big role in that. People come in with more knowledge, and that changes how they make choices.
Q: Is heritage silk evolving organically or being consciously reinvented?
A: It is largely evolving on its own. Some things remain timeless. We have seen many trends come and go, but heritage designs continue to hold their place. At the same time, there is renewed interest in vintage styles. Customers are actively seeking them out now. So, while innovation is happening, it is happening alongside a strong respect for what already exists.
Q: Tell us about your collaboration with the Mysuru Royal Family.
A: That association felt very natural. There was already a long-standing relationship. Members of the Royal Family had been our customers for years. So when we explored a collaboration, it did not feel new or forced. There was comfort and familiarity on both sides, which made the process seamless. This historic collaboration with the Mysore Royal Family, brings together two enduring legacies of craftsmanship and patronage. Drawing from exclusive access to royal heirloom sarees, Vijayalakshmi Silks presents the 105 Royal Edit—a contemporary collection inspired by these archival pieces, bridging past and present while re-centring living craft within modern desire.
Q: You have customers from all walks of life. Could you share some names?
A: Over the years, we have had the opportunity to serve many well-known names. Aishwarya Rai, Manisha Koirala, and Hema Malini have all been associated with us. More recently, Rashmika Mandanna also chose pieces from our collection. There have also been moments where a saree unexpectedly gained attention, like a cotton Kanchi worn at a wedding. It showed us how even understated choices can create a strong impression today.
Q: Is regional identity in silks becoming stronger or more diluted?
A: It is becoming stronger, but at the same time, it is reaching new audiences. Many traditional silks are still largely bought within their regions, but their appeal is growing across the country. Today, you see cultural exchanges happening more openly. For example, South Indian elements are being embraced in northern weddings. It reflects a blending of traditions rather than a dilution.
Q: Is the future of silk about preservation or reinterpretation?
A: It has to be both. Preserving the craft is essential, but so is adapting to changing preferences. We have experimented with techniques like combining the look of a Kanchi with the lightness of Kota Doria. These kinds of innovations come from listening to what younger customers are looking for. The idea is to keep the essence intact while making it relevant.
Q: How do you see online versus offline sales evolving?
A: Online is growing steadily, even though it is still a small part of our business. Our focus is to expand it further in the coming years. At the same time, the in-store experience remains important. We continue to invest in physical spaces and are planning to expand with new stores. Growth for us has always been gradual and organic, and that approach continues even now.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: deccanchronicle.com
