365telugu.com online news,Hyderabad, February 5, 2026: In the heart of India’s bustling textile industry, a former remedial teacher is rewriting the rules of retail. Sangeetha Rajesh, an alumna of the Indian School of Business (ISB), has transformed the traditional saree-buying experience into a high-octane digital event, selling over one million sarees to date without ever relying on a traditional storefront to start.
Dubbed the “Facebook Live Saree Queen,” Sangeetha has pioneered a direct-to-consumer (DTC) model that bypasses middlemen, connecting weavers directly to the smartphones of over 850,000 followers. Her secret? Marathon live streams that combine raw authenticity with the “fastest-finger-first” thrill of a live auction.
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The “Saree-Telling” Revolution..
Sangeetha’s sessions are more than just sales pitches; they are immersive cultural tours. Often broadcasting live from the silk mills of Surat or the handloom clusters of Kanchipuram, she spends 6 to 8 hours showcasing hundreds of pieces. By describing the weave, the history, and the craftsmanship of each saree, she has turned shopping into “saree-telling.”
The financial impact is staggering. A single live session can move as many as 5,000 sarees, generating upwards of ₹50 lakh in sales.
“I’m just blown by this one-woman show… cutting out the cost of a retail operation by going direct,” noted Prashanth Rao Aroor, CEO of Intellistay Hotels, highlighting the efficiency of her $3–$5 million annual business model.
Resilience and Rebranding
Success didn’t come overnight. Sangeetha’s journey began with a failed boutique and significant financial losses. However, the former educator used those setbacks as lessons, enrolling at NIFT to master design and traveling to artisanal hubs like Srikalahasti to study Kalamkari art.
By 2015, she pivoted to the then-nascent world of Facebook Live. Today, her venture, Sangeetha’s Saree Emporium, employs over 100 people and supports a vast ecosystem of weavers and logistics partners.
A Full-Circle Moment..
While she recently opened a massive 5,000 sq. ft. flagship experience center in Hyderabad’s upscale Banjara Hills, Sangeetha remains committed to her digital roots. She continues to take her live shows on the road, bringing regional weaves from Delhi to Bengaluru to a global audience.
“Nobody had ever imagined that one could build such an empire via Facebook Live shows,” she says. As live commerce becomes the new frontier of Indian retail, Sangeetha Rajesh stands as the undisputed pioneer who proved that with a smartphone and a story, you can dress the world.