Mumbai: Indian Silk House Agencies, an ‘only-sarees’ brand, has launched its latest campaign, Weddings of India, a tribute to the country’s rich and diverse regional bridal traditions. Through culturally rooted storytelling and region-inspired bridal collections, the 52-year-old legacy brand reinforces its positioning as a hyper-local yet national saree authority.
The campaign film captures India’s wedding diversity through a cinematic narrative that follows a young girl discovering the world of looms and handcrafted weaves. As she imagines brides across the country draped in six yards of tradition, the film transitions across regions—an Assamese bride in luminous white Muga silk, a Bengali bride in deep red Banarasi, a Marathi bride in classic Katan, a Rajasthani bride in vibrant Bandhej, a bride from Uttar Pradesh in regal Banarasi weaves, and a South Indian bride in timeless Kanjeevaram silk.
Set against the backdrop of weavers representing the brand’s 15,000+ artisan network, the film positions the bridal saree not merely as attire, but as a cultural heirloom shaped by tradition, craftsmanship, and generational memory.
Commenting on the launch, Darshan Dudhoria, CEO, Indian Silk House Agencies, said, “India’s bridal saree story is regional, layered and deeply rooted in craft. Every region, community and tradition brings its own distinct identity to the celebration. Yet, amidst this diversity, the saree remains the common thread, woven into the country’s cultural and emotional fabric. A bridal saree is not simply purchased for a day, it is created over time. It carries the skill of the artisan, the legacy of a weaving tradition and the anticipation of a family preparing for a milestone moment. With Weddings of India, we wanted to celebrate that diversity while acknowledging the hands and histories that make it possible. This film reflects who we are as a brand today, deeply anchored in craft and committed to preserving the cultural relevance of the saree for the contemporary audience.”
The campaign is supported by Indian Silk House Agencies’ latest wedding edit, which reinterprets iconic Indian weaves for a new generation of brides and families. The collection spans Banarasi, Kanjivaram, Tissue, Organza, Raw Silk and Baluchari, balancing heirloom artistry with contemporary design sensibilities. While traditional bridal reds and maroons remain central, the edit also introduces jewel tones such as emerald and sapphire, alongside softer ivories and blush hues tailored for pre-wedding celebrations.
Founded in 1971 in Kolkata, Indian Silk House Agencies collaborates with over 15,000 artisans across 62 weaving clusters nationwide. By placing the loom at the heart of its campaign narrative, the brand foregrounds the craftsmanship behind every bridal purchase, reinforcing its long-standing commitment to artisan partnerships.
Through Weddings of India, the company strengthens its role as a national saree authority—celebrating bridal heritage while seamlessly bridging India’s diverse regional traditions into one cohesive wedding story.
