Denim range of silk sarees was introduced in market a fortnight ago, for the 20-somethings by the Rs 125-crore, five decades old, Sri Kumaran Silks.
The trend began in 1997 with RMKV, the wedding saree specialist offering Ravi Varma designs followed by multi-hued silk sarees and the reversible range.
Kumaran Silks had also introduced a saree with a pocket and matching handbag, the colour change or Maya saree, the four-pallu saree and sari with one lakh colours.
To bring jeans-wearers into the fold denim silk sarees were launched, Sri Kumaran Silks' partner PJ Ravi informed.
Denim silk sarees' starting price would be Rs 10,000 followed by an embroidery range with new innovation in sarees every three months, he said.
The 25-year-old earning youth are targeted. About 400 saree-with-pockets priced between Rs 4,000 and Rs 6,000 and over 500 Maya sarees in the Rs 4,500 to Rs 10,000 range have already been sold, he added.
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