Mumbai: Sumangal Banaras announced the launch of its new campaign, "Kashi - The Saga 2024." This initiative showcases the timeless craftsmanship of Banarasi sarees, emphasizing how the essence of Varanasi's artistry remains unchanged, just as the city's rich narrative has stayed constant through the years.
“Kashi - The Saga 2024” celebrates the rich tradition of Banarasi sarees, underscoring that, despite the passage of time and changing narratives, the core of this exquisite craft endures. The skilled artisans and weavers of Banaras continue to uphold an age-old tradition, driven by a deep commitment to quality, artistry, and cultural heritage
At the heart of this campaign lies the dedication, patience, and precision required to craft each Banarasi saree. These garments are more than mere fashion items—they are treasured works of art, embodying the enduring legacy of Banaras craftsmanship. Unlike mass-produced, transient products, Banarasi sarees are cherished heirlooms, admired for their intricate designs, high-quality fabrics, and the stories they tell.
Varanasi's artistry remains unchanged, much like the city's enduring spirit. While other cities evolve with hustle and bustle, Varanasi remains distinct with its narrow lanes, peaceful rhythm, and deep-rooted traditions, preserving its rich narrative and timeless craft across generations.
Sumangal Banaras continues its 70-year tradition of showcasing Banarasi artistry to a global audience. Through “Kashi - The Saga 2024,” the company emphasizes the perseverance and dedication of its weavers, reflecting their unwavering commitment to excellence and tradition.
Sumangal Banaras co-founder Megha Lohia an eCommerce entrepreneur with a passion for data highlights how their saree collection reflects the serene beauty of Banaras and offers timeless tranquillity amidst the modern rush. With a blend of analytical insights and entrepreneurial spirit, Megha’s data-driven approach ensures the campaign's success. The collection captures Banaras' enduring elegance, offering a peaceful retreat from the fast pace of contemporary life.
Despite the company’s significant achievements, “Kashi - The Saga 2024” serves as a reminder that the full essence of patience, peace, and love embedded in each saree can never be fully captured; it must be experienced. This campaign is a testament to the lasting impact of Banarasi craftsmanship and its continued evolution, honouring the enduring legacy of this esteemed tradition.
