Sundari Silks: a trusted name for silk sarees and a landmark in Chennai. Started by K. Rajaram, it now has Manmohan and his brother Shankar Raman at the helm. As difficult as it is to establish a brand, it is as difficult to maintain its position at the forefront. Talking to us is Manmohan Ram, Managing Partner of Sundari Silks.
The legacy of silk
Sundari Silks opened its doors in Chennai in 1998. But the story spans over eight decades in Tamil Nadu’s weaving circles. From half sarees to heavy Kanjeevaram sarees, Sundari Silks has woven its magic around every tween, teen, young and young-at-heart woman. Today, 27 years later, it is a landmark store in Chennai and Mumbai, too. They zealously guard their exclusivity in designs and make no compromise on the quality.
The weft and the warp
K. Rajaram, the founder of Sundari Silks, learnt business from his father. He worked with his father and siblings until he decided to start his own business. Says Manmohan, his older son, “My father learnt from my grandfather and his team members. He worked his way up, so he knows practically everything about the art of saree weaving. Despite a lack of formal education in textiles—he’s a B. Com graduate—my father’s dedication to not only the craft but also the weavers has made Sundari Silks a trusted name in saree showrooms in Tamil Nadu. Surprisingly, he’s not a businessman at all; he’s more inclined towards spirituality and creativity.”
Sundari Silks began as a small retail outlet in a rental house in Usman Road, Chennai. Within a few months, given the enthusiastic response and customer support, Mr Rajaram opened his first retail showroom. His ever-loyal customers followed him to this new store because they trusted his taste and eye for detail. “For my father, the store was not just about selling silk sarees. It was about creating an experience around sarees and silk. You’ll see the difference when you walk into Sundari Silks,” Manmohan says proudly. Mr Rajaram travels all over India to find the best of materials, to seek inspiration, and to make and strengthen bonds with weavers, the backbone of his business.
“He knows about every type of saree material from different states, and he knows each weaver by name! In fact, some of his team members here in Chennai have been with him for over forty years now,” he smiles. Mr Rajaram’s hard work and passion for offering the best wares paid off, and soon he was able to buy land and build the now-famous Sundari Silks in T Nagar. A visionary, an innovator, and a man of impeccable taste, K. Rajaram is also extremely humble and believes the adage, ‘Customer is King’. He gets his ideas from all around him but pays heed to what his customers want. He knows the popular colours of the season, and he still does the designs himself. He listens to feedback on everything from borders to buttas, but is fastidious about the quality of every warp and weft. Mrs Sundari Rajaram, after whom the store is named, is a pillar of strength for both generations, working quietly behind the scenes.
The family owns looms in four centres: Kanchipuram, Thirucherai, Kumbakonam, and Arani for their entire range: from top-of-the-line premium sarees to the lower-priced selections. While the sarees are all designed under the eagle eye of Mr Rajaram, each of the looms has their own design head. Each weaver produces 3 to 5 sarees per setting, depending on the complexity of the design and material. Mr Rajaram and his master designer, who has been with him for over four decades, work with them on the main designs.
Perfect looms
Manmohan explains, “Our sarees are heavier than many other brands; in fact, even our low-priced sarees are comparatively heavier. We maintain very strict quality standards, and there’s absolutely no compromise on fabric or craftsmanship. Each of our centres has dedicated heads who procure and manage yarn and other raw materials, oversee weaving, dyeing, and production, up to delivery to the store.” Critical to this entire process is what Mr Rajaram discovered back in his youth: the making of a good brand is based on strong relationships. Like the yarn they spin, Sundari Silks has unshakeable bonds with not just their customers, but with every team member who works for and with them. “My father knows the weavers; he knows the sources of the materials. He is not involved in day-to-day operations, but every saree must have his stamp of approval,” says Manmohan proudly. And it shows. Saree aficionados and college girls alike visit Sundari Silks for that special saree for their wardrobe. “Customers who knew my father before he began Sundari Silks choose to continue their loyalty to him, even when he didn’t have a proper store. Even today, his regular customers make sure he’s at the showroom to get his opinion on their purchases. They want to tell him about their vision for their next special saree with their preference for colour or combination, or a certain motif, but the designs are his, a hundred per cent!”
The Sundari Silk Store
Weaving into the next generation
As with the founder, his heirs understand that running Sundari Silks is not just about stocking up on gorgeous silk sarees. Change has to be a constant. From a purely saree-centred showroom, the stores now have different departments. There are separate wings for each type of customer: infants and children; young folks looking for work and festive wear; and, of course, the saree connoisseurs. Manmohan explains, “We are very particular about what we purchase for our showrooms. We work with a lot of people, but are very selective in what we bring to each department. My brother and I are the Managing Partners. My sister Radha Lakshmi takes care of the e-commerce, while my wife Pavithra handles marketing and the design for exclusive women’s and men’s wear, and my sister-in-law Keerthana looks after the jewellery collection. We have split our responsibilities, but still work as a team. It’s a tradition started by our father, and we continue it.”
Mrs Sundari Rajaram, like her husband, is a stickler for details. “My mother makes sure that a specific brand of coffee is served to the customers in the showroom. She is very particular about customer service and wants visitors to have a good experience when they come in.”
The new loom
The Adyar Sundari Silks is a happy blend of tradition and trendiness, catering to the younger audience. “We are all equally passionate about the tradition that my father began. With every change, big or small, we have retained the same spirit that began Sundari Silks,” says Manmohan. Walking into the Adyar showroom, one can see a refreshing blend of the contemporary with traditional Chettinad style.
Men’s and women’s wear are Naran and Alankara, which bring the modern and ethnic together from styles that range from classic to cool. The design team is Shankar Raman, Pavithra Manmohan and Radha Lakshmi, each bringing their expertise in fabric and design to constantly wow their customers. And in keeping with today’s trend where the menfolk don’t want to be left behind, rich borders (even double-sided) for silk dhotis, the elegant kurtas, and the classy sherwanis will excite the most reluctant male shopper. The little shopper will not be disappointed either, what with dhotis and kurtas for young boys too!
Athirshtam, the accessories department, is handled by Keerthana Shankar, who comes from a family of renowned jewellers from Mayiladuthurai. Athirshtam comprises carefully curated jewellery sourced from across the country. From elegant jhumkis to gorgeous bracelets to stunning kemp necklaces, customers can accessorise their sarees or suits right there. The building houses four floors, with something for the whole family. The fourth floor invites folks into home décor, beautifully laid out and handpicked to accentuate homes with taste and elegance.
Weft and warp of the family
Where is all this beauty created? Other than the sarees and the fabric, the designs for the children’s, women’s, and men’s wear are done in a remodelled old house in Chennai. “Actually, we turned our old home into our studio. We have a team of young, talented designers who are a mix of fresh, just-out-of-college graduates and experienced artists who now treat Sundari Silks as home. They’re an extended family, and there’s always a festive air about the house. My brother, who’s an NIFT graduate, his wife, my wife, my mother, and most importantly, my father, all of us contribute to the creative process. I must admit, however, I am more of a team builder and businessman than a creative guy,” laughs Manmohan.
“It has been a very interesting journey. Today, we look back with a lot of gratitude and pride for our father, for whom the beginnings were filled with challenges. My parents believed in themselves, established this company, and have made Sundari Silks a respectable and trusted brand. He faced financial and legal battles, but he always stayed true to his passion, which was to bring the best designs from the best weavers to our customers. As the next generation, we are doing our best to safeguard that trust.” Manmohan and his father are deeply spiritual and follow the teachings of their Guru Mahatria. They attribute much of their mindfulness and peace to his principles.
The family behind Sundari Silks
The siblings remember their childhood fondly —visiting the store, listening as their father and his team members discussed everything from the weavers to raw materials to the latest designs. And they learnt. These invaluable lessons help them continue the tradition of giving their best through beauty and grace at Sundari Silks.
For further details, check the Sundarisilks website www.sundarisilks.com
