suta.in
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Suta: The Anti-Fashion Fashion Brand
How a weaver-first marketplace is winning the $66M ethnic wear war
Suta isn't just selling sarees—it's selling a story of Indian craftsmanship, and the market is listening. With $66.2M in revenue and nearly half a million monthly visitors, this Mumbai-based platform has cracked the code on affordable luxury by bypassing the traditional fashion hierarchy.
"Suta proves you don't need a celebrity founder to build a $66M fashion empire—you need authentic relationships with weavers and a website that converts."
The Weaver-First Model
Unlike traditional fashion brands that treat artisans as suppliers, Suta's co-founders Sujata Biswas and Ila Ranjan built their supply chain around direct relationships with weavers across India. This isn't CSR—it's their core competitive advantage. By cutting out middlemen, they offer designer lehengas and sarees at prices that would make traditional retailers gasp, while paying artisans fairly. Their 27,016 backlinks prove the industry is taking notice.
The Traffic Paradox
Here's the fascinating contradiction: 44% of Suta's traffic comes directly (brand loyalty), yet they rank for 'saree'—a 50,980 monthly volume keyword. They're not competing on generic terms; they're building a destination. Their brand terms ('suta', 'suta bombay') capture 13,710 combined monthly searches, meaning customers are actively seeking them out. This is the holy grail of DTC—when your brand becomes the category.
The tech stack tells a story of pragmatic optimization. Built with Tailwind CSS, Bootstrap, and Vite, it's not flashy but ruthlessly functional. The PWA implementation and lazy loading suggest a team obsessed with mobile conversion—critical when your customer is browsing sarees on a 6-inch screen during their commute. The 2/5 Trustpilot rating from 13 reviews, however, is a red flag that demands investigation.
- Direct traffic (44%) suggests strong brand recall in a crowded market
- Organic search (43%) shows SEO maturity beyond just branded terms
- 27,016 backlinks from quality sites indicates PR/authority success
- 264 employees for $66M revenue = ~$250K revenue per employee (efficient)
- Top 100K global rank with undefined country data hints at global diaspora appeal
Suta is the Unlikely Unicorn
They're building a $100M+ brand by refusing to play by fashion's rules, proving that in the age of fast fashion, slow and authentic wins. The question isn't whether they'll scale—it's whether they can maintain their soul while growing to $100M and beyond.
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Suta|Shop Latest Collection of Designer Blouses & Sarees Online
Suta works with weavers across India to create affordable ethnic wear, such as handloom designer lehengas, sarees and blouses with back designs. Shop now for Suta's latest collections online and enjoy the best deals.
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Reviews (13)
Best Fair priced Sarees in UK with delivery
Hello, Being in the UK and lusting for sarees is quite a common desire of every expat. I happened to hear about Suta from friends. For onam I wanted a kasavu saree and realised that the things available online in UK are priced unfair. So I decided to order from them with shipment included. I was anxious initially but they have an excellent communication system which sends you regular updates on whtsapp and email. There were tony updates. Also their local delivery has options to change dates. The sarees came in lovely packaging cloth bag which I love. Hope they reduce the plastic. But the biggest surprise for me was they had already fall beaded the saree. I was on cloud 9 cause doing a trek for that in London is painful.
Thank you so much for this amazing feedback. Such reviews make our day! Much love to you.
One of the best sites to order sarees
This is one of the best sites to order sarees. Specially the mul sarees. I have been shopping with them since few years now and they have always delivered quality products and in time.
We are elated reading such a review. Thank you so much for this wonderful feedback. It means a lot to us.
saree was good but issue with blouse
I’m quite conflicted in writing this review. I love this brand, have been following them for a while now and finally ordered a saree and a blouse from them. My order arrived very quickly to Australia. Amazing job on that. Saree is beautiful, the quality is excellent. The blouse too is of good material, it’s stitched to look good. I wore it at home to see how it fits. It has a front zip. It zipped down fine, but within seconds the zip kind of broke. The top and bottom of zip remained intact but rest of my chest in the middle got exposed completely. It took me a while to get the zip back up and remove the top somehow. I guess big bust ladies should perhaps size up even if it fits a bit loose cause that zip is not going to hold on if you are moving around or working or bending. It would probably cost me a whole bunch to return the blouse at this point, probably not worth the money to send it back to them and do return process if they even do that. So I’m just giving my honest feedback in case it helps big chested women.
I ordered 2 sarees from suta and paid…
I ordered 2 sarees from suta and paid $137 and haven’t received the sarees yet - I keep following up with them , initially they keep saying check email - I’ve no email of where to get it or pay customs or any link - it was not even mentioned - now no response at all - neither they are refunding nor sending sarees ! Bad experience !!!!
Absolutely horrible quality
Absolutely horrible quality , faded in 2 washes , rude and arrogant owners over priced and over hyped , please buy from local shops
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About suta.in
Suta works with weavers across India to create affordable ethnic wear, such as handloom designer lehengas, sarees and blouses with back designs. Shop now for Suta's latest collections online and enjoy the best deals.
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Technology Stack
suta.in uses 29 technologies across their website including hCaptcha, HSTS, PHP, Contentful, and more.
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CMS
Contentful
CDN
cdnjs, unpkg
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Marketing Automation
Smile.io
Traffic & Audience
suta.in receives approximately 475.3K monthly visitors and ranks #99,555 globally. The website has a bounce rate of 27% with visitors viewing an average of 3.2 pages per visit. Users spend an average of 1:28 on the site.
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