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In the world of Indian ethnic fashion, building a successful saree brand is no easy feat. Sukhanlal Kothari, the founder of Divam Silks and Sarees, has transformed his humble beginnings into a trusted brand, boasting over 1,000 loyal clients and a thriving WhatsApp community of 10,000 active customers in just over a decade. His journey shows what passion, perseverance, and smart marketing can achieve, showcasing the excellence of Divam Silks and Sarees.
The Spark of Passion
Sukhanlal’s journey began with his love for the fashion industry.
“I always wanted to be in the fashion world, and silk sarees felt like the perfect canvas to start my journey,” he shares.
This passion led him to launch Divam Silks and Sarees in September 2013, determined to bring beautiful silk sarees to customers who value tradition and quality.
Identifying the Market
Sukhanlal began by understanding who his ideal customers were—women looking for elegant silk sarees for weddings, festivals, and special occasions. Rather than targeting mass markets, he focused on niche segments valuing authentic weaves and exclusive designs.
Building Awareness with Smart Marketing
Understanding that sales are the lifeblood of any business, Sukhanlal concentrated on word-of-mouth and referral marketing initially. He personally reached out to family, friends, and local communities, offering personalized services and collecting feedback to refine his products.
Once he had a small but loyal customer base, he encouraged them to refer others—turning satisfied buyers into ambassadors.
Building Relationships: From 1 to 1,000 Clients
One of Sukhanlal’s proudest achievements is growing his client base to over 1,000 loyal customers. A key move in Sukhanlal’s GTM strategy was adopting WhatsApp as a primary sales and marketing channel. He created a WhatsApp group that now boasts 10,000 active members, where he shares new arrivals, answers questions, and runs promotions. This direct, personal communication became his competitive edge, building trust and creating urgency for purchases.
Reflecting on his entrepreneurial path, Sukhanlal says:
“Believe in yourself, never stop learning, and always stay connected with your customers—because they are the heart of your business.”
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The Sarees That Won Hearts
Sukhanlal’s focus on quality paid off. His top three products continue to be customer favorites:
- Kanchipuram Silk Sarees
- Pure Mysore Silk Sarees
- Cotton and Fancy Sarees
These offerings combine rich tradition with unique designs, setting Divam Silks apart from the competition.
Leveraging Personal Relationships
In addition to digital outreach, Sukhanlal knew that personal connections would set him apart. He invested time in building relationships with each client—remembering their preferences, important dates like weddings or anniversaries, and proactively suggesting sarees for upcoming events. This level of care generated repeat business and strong loyalty.
Funding & Launching
Sukhanlal secured a small loan from friends to purchase his first batch of sarees. With this initial capital, he opened a physical store and began building his customer base by offering high-quality products and personalized service.
5 Important Advices for Entrepreneurs
From his experience, Sukhanlal offers these 5 key takeaways for those starting their own ventures:
- Always have an eye on marketing – it drives growth.
- Maintain strong relationships with customers – loyalty matters.
- Stay updated with new varieties – freshness attracts buyers.
- Believe in yourself – confidence is your foundation.
- Adapt to digital tools like whatsapp – they expand your reach.
Sukhanlal Kothari’s journey from a small startup to a thriving brand with 1,000+ clients shows what dedication, smart strategies, and genuine passion can achieve. By focusing on customer relationships and embracing digital platforms, he transformed Divam Silks and Sarees into a success story—proving that even in traditional industries, innovation and commitment can lead to extraordinary growth.
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