Though Palak Shah considers her father and paternal uncles her role models in business, she admits her way of doing things is different.

When Shah took over Ekaya Banaras in 2012, her intent was to create an Indian luxury brand.

“If Hermès or LV could create globally acclaimed luxury brands by promoting their craft, I wondered why I couldn’t do the same with Banarasi saris.

My father, after decades of experience in the wholesale business of Banarasi saris, wanted to be in retail. I wanted to build a brand.”

“So, instead of merely selling red or yellow Banarasi saris, I focussed on making the good old Banarasi versatile and stylish,” she adds.

Shah invested in design and marketing, and made sure there was transparency in the supply chain.

“I wanted to give my weavers the due they deserved.”

In terms of making the humble sari aspirational, Shah styled it differently.

“I was the first to introduce the concept of wearing a belt with a sari, pre-draped saris, and embellishments such as brooches.”

In the past 13 years, Shah has taken Ekaya to global fashion events. In India, the company has five stores across Delhi, Mumbai, Hyderabad, and Ahmedabad, with a revenue totaling ₹85 crore.

Shah’s ambition is to open an Ekaya Banaras store on Fifth Avenue, New York.

“My goal is to see young women in New York, Paris, and elsewhere wearing [a] sari as a style statement.”

Her collection Iro, a range of plain bold-coloured saris for ₹14,000, is a good way to get consumers hooked onto the Ekaya ecosystem, which has products priced from ₹8,000 to ₹8 lakh.