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KRiTHA Sarees: How Amrutha Built a Trusted Saree Brand While Working Full-Time
Between dropping off the kids at school, taking office calls and doing kitchen chores women in India are starting their own businesses. One of them is Amrutha. She grew up in a family that owned a hotel in Kollegal near Mysore, founded by her grandfather and carried on by her father and her siblings. This is where she got the idea to start her business.
• Priyanka • Category: Udyoginis Stories/ Stories
• 4 min read • Jun 25, 2026
Introduction:
Between dropping off the kids at school, taking office calls and doing kitchen chores women in India are starting their own businesses. One of them is Amrutha. She grew up in a family that owned a hotel in Kollegal near Mysore, founded by her grandfather and carried on by her father and her siblings. This is where she got the idea to start her business.
She currently holds a position at Global Delight Technologies – a seasoned professional on paper, who completed her M.Com studying across Udupi. She has worked with companies such as TCS, Concentric, and HGS, but that business instinct would never leave her.
She recalled: “Whenever we’d sit with siblings or cousins, so many ideas would come”. Business conversations were a family ritual. But having incredible ideas is one thing and converting those into action is another. What kept her from taking that leap of faith was FEAR – the fear of financial risk, lack of confidence, and the comfort of a steady salary kept her from leaping. Until March this year, when something in her enlightened. “I thought – if I don’t try, I’m going to regret it. You won’t know if you can swim until you fall into the water,” she says!
How KRiTHA Was Born
Amrutha launched KRiTHA, an apparels line that specialises in women’s clothing in April 2026. It took her weeks to decide on the name since she wanted it to be significant rather than just memorable. It took longer to create the logo. She did not have to think much about what kind of product she wanted to make. She grew up looking at clothes in stores and liking her mother’s clothes so sarees were something she knew and cared about. “It is very important to be passionate about what you’re selling and you should be true to what you are selling ” Amrutha says.
But Why Only Sarees? The Most Astute Wager
Amrutha could have provided kurtis, but she thought it would be too risky to have so much inventory initially. Sarees are for everyone so that problem went away. “A saree is for everyone from a schoolgirl on her ethnic day to a grandmother at a wedding “ Amrutha says. She launched KRiTHA with Sarees but her dream and vision is to have an entire range of women’s ethnic wear, a one stop destination for women’s ethnic wear.
Dhaaga Of Trust: The USP
Amurtha turned her biggest frustration as a consumer into her biggest advantage. She observed the gap between what she saw online and what arrived at her door. Major e-commerce platforms were frequently disappointing – they would show stunning photographs, but would often deliver lower quality products. She stays away from excessively Photoshopped images and sources straight from producers and craftspeople, avoiding intermediaries. Every product has a distinct label indicating whether it is power loom, handloom, or handcrafted. Her slogan, “Dhaaga Of Trust,” sums it up perfectly.
An Actually One-Woman Business
Amrutha juggles a full-time job, domestic duties, and raising a four-year-old while managing KRiTHA all by herself. “It is a one-man army here,” she declares. Until regular daily orders are received, she has no intention of quitting her position. She can’t jeopardize her salary because she has already invested her savings.
Her Message For All The Desi Udyoginis
Don’t wait for the right moment, it never comes. Take a leap of faith on your idea, calculate how much you can afford to risk, and take that first step.Instead of focusing on what is not working out, ask yourself – what is working and how can I make it better? Business is not magic. It is effort, trust, and time.