A pandemic-driven shift to social media has homemade entrepreneurs weave success
stories, but challenges loom as the craft meets commerce.
Priyanka Shaw
Kolkata, West Bengal| January 13,2025
Subha Chakraborty, a 51-year-old housewife, transformed her life by turning her passion for fashion into a thriving business. Starting with saree shows on CTVN, a local Bengali television channel, she later expanded her reach to Facebook, where her page gained 83,000 subscribers.
“After the pandemic, I moved to Facebook, where I had around 1,800 viewers for every live show,” said Chakraborty. The sarees would sell out within 30 minutes of each live session, she said. After starting the live show on television, her annual turnover increased from Rs50,000 to Rs4 crore.
Building on this momentum, Chakraborty, who previously worked with various boutiques, established her own venture Srija Boutique. Her story is one of the many success stories of women-led small enterprises in the state.
West Bengal has the highest share of women-owned Micro, Small and Medium Enterprises (MSMEs) accounting for about 24% in India, according to a report by MicroSave Consulting, commissioned by NITI Aayog, released in October, 2022
The research paper ‘Success of Women Entrepreneurs’ by Brajaballav Pal and Surabhi Mishra estimates that over 2 million women now serve as managers or owners in small-scale industries. However, of these businesses, only 13% are registered.
Boutique owners sell sarees through live phone shows on social media to reach global audience
Pandemic Boom
The COVID-19 lockdown in 2020 became a catalyst for many boutique owners, transforming their traditional businesses into digital ventures.
“I noticed other boutiques conducting live sessions during pandemic and decided to experiment with the same format,” said Chakraborty. What began with 1,400 1,800 viewers per session has now gained a substantial social media presence, with 84,000 Facebook subscribers and 19,000 YouTube followers.
Chakraborty conducted live shows thrice weekly which helped her business to expand remarkably. Nearly 90% of the sarees featured in these shows were sold out, with an average order value ranging between ₹8,000 and ₹10,000.
“The sector has seen remarkable growth, with women entrepreneurs dominating approximately 95% of boutique ownership,” said Biren Kumar Basak, an Indian handloom weaver, a 2021 Padma Shri recipient.
“I prefer boutique sarees to sarees sold in local markets as they provide pure mate rial sarees and good handwork,” said Shampa Mallick, a regular boutique customer.
Another boutique owner, Laila Dattagupta’s had a similar experience. “The initial days were overwhelming,” she said. Despite the struggles, Dattagupta maintained her workforce throughout the crisis. “Though physically distant, our team remained connected,” she said. Initially her team was unfamiliar with digital platforms, but gradually they improved with social media marketing. I learned to manage photography and learned to manage orders online, she said. “I identified a crucial market gap as there were very few sarees in budget segment,” said Dattagupta.
Both Chakraborty and Dattagupta have expanded their reach beyond Indian borders, serving customers in countries such as the United Kingdom, United States, and West Asia. “The digital platform helped us reach a wider audience. We’re now showcasing Bengal’s craftsmanship to a global audience,” said Dattagupta.
Challenges Ahead
Although businesses have grown, boutique owners still face challenges in maintaining their unique identity. “The business has lost its element of exclusivity,” said Dattagupta. “What was once privileged knowledge about sourcing and vendors is now common information. The increasing duplication of designs is turning this artistic profession into a mere competition.”
The future looks uncertain. While we’re seeing an influx of new entrepreneurs, many lack fundamental knowledge about textiles and craftsmanship, said Basak. The traditional buyer-seller dynamic has also evolved, with weavers now directly approaching boutique owners to sell their sarees and raw materials. However, some entrepreneurs are finding ways to stand out through innovation. “I’ve focused on creating distinctive de signs,” said Mausumi Paul, owner of Srijoni Boutique. “I introduced a unique Bandhani design called Chunari, and developed a new style called Chivory Katha by incorporating stitchwork into Chivory fabric,” she said
Entrepreneurs feel that Calcutta market is still evolving. They are finding innovative ways to stay competitive and preserve the integrity of Bengal’s rich textile heritage, said women entrepreneurs. As the sector continues to grow, the fusion of tradition and digital commerce promises to shape the future of boutique businesses in India and beyond.