Est. 1984 · Mumbai & Rajkot
Six yards. Forty years. One promise.
Karishma has been made of one thing since the first bolt left the counter: 100% pure cotton. No blends. Six milestones, one unbroken record.
A cut-piece counter starts weaving. Bharat Vastralaya stops trading other people's cloth and begins making its own. The first Karishma sarees leave Mumbai in 100% pure cotton, a rule set on day one and never once broken.
Founded as: Bharat Vastralaya
Fabric: 100% pure cotton
Base: Mumbai, Maharashtra
South India starts calling cotton by our name. Shops begin asking for "Karishma cotton" rather than cotton. The tagline that follows is not marketing. It is a refusal to blend a single synthetic thread into the weave.
Brand: Karishma Sarees & Suits
Stronghold: South India
Synthetic content: 0%, then and now
Everything moves under one roof. Greige, printing, finishing, dispatch: all of it in-house at Rajkot. Owning every stage is the only way quality stays constant while the price stays honest.
Unit: Rajkot, Gujarat
Stages in-house: Greige to finished bolt
Model: Forward integration
A household name, one shop at a time. Seventy-five dealers. Fifteen thousand retailers. Boutique owners and women running businesses from their front rooms. Karishma reaches her through the shop she already trusts.
Dealers: 75+
Retailers: 15,000+
Route: Maker to dealer to retailer to her
Daughters take the loom. Karishma and Pooja Parekh bring in design, marketing and modern systems. Ikat, bandhej, batik and abstract prints join the range. New catalogues every month, the same cotton underneath.
Generation: Second
Range added: Ikat, bandhej, batik, abstract
Cadence: New catalogues monthly
From her wardrobe into her home. Shop Karishma opens direct. Bed linen, table linen and accessories join the sarees. Forty years of cotton, now one click away, and still made the same way.
Channel: Direct to consumer
New line: Home & Living
What changed: Nothing in the cloth
A cut-piece counter starts weaving. Bharat Vastralaya stops trading other people's cloth and begins making its own. The first Karishma sarees leave Mumbai in 100% pure cotton, a rule set on day one and never once broken.
Founded as: Bharat Vastralaya
Fabric: 100% pure cotton
Base: Mumbai, Maharashtra
South India starts calling cotton by our name. Shops begin asking for "Karishma cotton" rather than cotton. The tagline that follows is not marketing. It is a refusal to blend a single synthetic thread into the weave.
Brand: Karishma Sarees & Suits
Stronghold: South India
Synthetic content: 0%, then and now
Everything moves under one roof. Greige, printing, finishing, dispatch: all of it in-house at Rajkot. Owning every stage is the only way quality stays constant while the price stays honest.
Unit: Rajkot, Gujarat
Stages in-house: Greige to finished bolt
Model: Forward integration
A household name, one shop at a time. Seventy-five dealers. Fifteen thousand retailers. Boutique owners and women running businesses from their front rooms. Karishma reaches her through the shop she already trusts.
Dealers: 75+
Retailers: 15,000+
Route: Maker to dealer to retailer to her
Daughters take the loom. Karishma and Pooja Parekh bring in design, marketing and modern systems. Ikat, bandhej, batik and abstract prints join the range. New catalogues every month, the same cotton underneath.
Generation: Second
Range added: Ikat, bandhej, batik, abstract
Cadence: New catalogues monthly
From her wardrobe into her home. Shop Karishma opens direct. Bed linen, table linen and accessories join the sarees. Forty years of cotton, now one click away, and still made the same way.
Channel: Direct to consumer
New line: Home & Living
What changed: Nothing in the cloth
The line we don't cross
We have never mixed a synthetic thread into cotton.
Most of the mass market blends. It is cheaper, it wrinkles less, it sells. Forty years in, we still don't. It is why your saree breathes in May and softens with every wash.
Where forty years gets you
Built slowly, on repeat customers.
100%
Cotton in every Karishma saree
A typical mass-market "cotton" saree runs 40 to 60% polyester.
1984
The first bolt leaves Mumbai
40+
Years in pure cotton
75+
Dealers nationwide
15,000+
Retailers stocking Karishma
2 gen
Of the same family, still running it
The people behind it
Some of our team have been here thirty years.
Gitesh Parekh
Director
Founded it, and still decides what cotton is good enough to print.
Karishma Parekh
Managing Partner
Runs marketing, channel and the shift to selling direct.
Pooja Parekh
Managing Partner
Chooses every print, colour and catalogue that goes out.
Manas Sharma
Creative Head
Makes the films, catalogues and everything you see online.
वो जहाँ है, वहीं करिश्मा
Har Ghar Karishma
Forty years later, the story is not really about us. It is about the woman who reaches for the same cotton saree every morning, and the home she holds together in it.