The new sari sales pitch

How marketing the six yards through choreographed moves on Instagram Reels has helped homegrown brands widen their reach

Young women doing backflips, somersaults and hoop dancing, all while draped in a sari. Maybe not the most comfortable of garments, you say? Tell that to international yoga gold medallist Mili Sarkar, national gold medallist Parul Arora, and hoop dancer Eshna Kutty, whose videos went viral over the last few months as they showcased their skills in their six yards. Drawing from this trend, several homegrown brands are now promoting their products through ‘dance marketing’. Interestingly, the people driving the phenomenon [across the brands we are featuring] have several things in common: a background in dance, working directly with artisans, selling handcrafted products, and roping in friends and family [for the most part] for the dance videos instead of professional models. The relatability of the videos have boosted sales, they say. Here are four brands leading the trend: