In a recent episode of Jam with Sam, host Sampath Iyengar sat down with Ramya Rao, co-founder of Kalaneca, a saree brand that celebrates traditional weaves and the stories behind them. Ramya shared her inspiring journey from a corporate career to becoming an entrepreneur dedicated to preserving heritage. This engaging conversation touched on Kalaneca’s unique approach, sustainability, and the powerful role of storytelling in business.
Childhood Inspirations and the Power of Storytelling
Ramya’s early life in a naval family fostered her curiosity and adaptability. With her father’s frequent relocations, Ramya gained invaluable networking skills and a love for people that would later prove essential in her career. A defining childhood memory—listening to her mother narrate stories during rainy Bombay evenings—sparked her passion for storytelling, a trait that remains central to her work with Kalaneca. “We don’t sell sarees; we sell stories,” Ramya explained, highlighting Kalaneca’s commitment to weaving culture and narratives into each saree.
Embracing a Non-Traditional Path
Though an engineer by education, Ramya’s career journey took unexpected turns. She began in learning and development at HCL but soon transitioned to a role as a news anchor for TV9, a position influenced by her mother’s enthusiasm for the stock market. Ramya’s experiences ranged from interviewing entrepreneurs to exploring dance and culture. Eventually, she joined Reliance, where she worked closely with leaders like Isha and Nita Ambani. After eleven years in corporate roles, Ramya felt it was time to follow her heart into entrepreneurship, leading her to take up the reins at Kalaneca full-time.
The Birth of Kalaneca: Tradition Meets Innovation
The inspiration behind Kalaneca traces back to Ramya’s mother, who had always shown an interest in meeting and supporting local weavers. Kalaneca is not just about sarees but about preserving and promoting the craft of handwoven sarees from lesser-known regions, such as Uppada. A unique feature of Kalaneca’s sarees is their intricate, one-length weaving style, which adds durability and elegance. Ramya believes that by telling the stories behind each saree, she can connect customers not only with the product but also with the culture and craftsmanship that created it.
Sustainability and Ethical Craftsmanship
Kalaneca stands out in the fashion industry by adhering to sustainable practices. Ramya emphasizes that their sarees are free of polyester, as Kalaneca is committed to using natural, biodegradable materials. She also notes that sarees are inherently sustainable due to their longevity, often being passed down through generations. “We aim to create legacy sarees that can be cherished for years to come,” Ramya shared, reflecting her vision for a sustainable brand that honors both the environment and artisans.
Engaging the Younger Generation and Social Media Influence
Kalaneca has successfully engaged younger audiences by blending tradition with contemporary style. Ramya and her team demonstrate various modern ways to drape sarees, making them appealing and wearable for Gen Z customers. Social media is instrumental in Kalaneca’s outreach, with 90% of its sales coming through digital platforms. Through Instagram and influencer partnerships, Kalaneca reaches a global audience. Ramya carefully chooses influencers who share Kalaneca’s appreciation for tradition and sustainability, ensuring authentic connections that resonate with customers.
The Vision Forward: Empowering Artisans and Expanding Stories
Ramya’s vision for Kalaneca goes beyond selling sarees. By working directly with weavers and focusing on legacy sarees, Kalaneca aims to preserve India’s rich textile heritage. Ramya expressed that Kalaneca’s success is rooted in its authenticity, which attracts collaborations with respected figures like Seema Anand and classical dancers, who appreciate Kalaneca’s dedication to cultural storytelling. The brand’s impact extends to the artisans themselves, empowering them through fair wages and recognition on a global scale.
About Ramya Rao:
Ramya Rao is the co-founder of Kalaneca, a saree brand focused on traditional Indian weaves and ethical craftsmanship. With a background in corporate leadership and media, Ramya is passionate about sustainable fashion and storytelling. Through Kalaneca, she aims to celebrate India’s weaving heritage and bring authentic, handcrafted sarees to a global audience.