Bengaluru’s pre-dawn rush for Mysore silk sarees creates viral buzz

Bengaluru’s KSIC showroom saw 4 am queues for Mysore silk sarees priced ₹23k–₹2.5L, sparking viral buzz, token entry, and one-saree purchase limits

Bengaluru witnessed an unusual spectacle this week as hundreds of shoppers lined up outside the Karnataka Silk Industries Corporation (KSIC) showroom from as early as 4 am to purchase authentic Mysore silk sarees. The frenzy, captured in viral videos, has drawn comparisons to the launch of luxury gadgets, with many online users likening the queues to an iPhone release.

The sarees, priced between ₹23,000 and ₹2.5 lakh, have long been prized for their craftsmanship and cultural significance. The sudden surge in demand highlights the enduring appeal of the heritage textile, particularly among women who value authenticity and tradition over fast fashion. Videos circulating online showed families waiting patiently, elderly women seated on plastic chairs, and younger buyers scrolling through their phones while anticipating entry into the showroom.

The overwhelming footfall has prompted KSIC to introduce stricter measures. Entry is now restricted to token holders, and each customer is permitted to buy only one saree. Officials explained that the move was necessary to prevent hoarding, discourage resale, and ensure fair access to genuine buyers. While some questioned the restrictions at a public-sector brand, others defended them as essential to maintaining authenticity and preventing market manipulation.

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Social media reactions have been diverse, ranging from humour to nostalgia. Some users jokingly dubbed the queues the 'boomer version of an iPhone launch,' while others recalled scarcity-era lines for essential goods such as sugar, watches, and landline connections. Critics argued that Mysore silk sarees are overpriced and overhyped, pointing to alternatives in neighbouring states that they claim offer better quality at lower prices.

Supporters countered that Mysore silk sarees are unique, made from 100 per cent pure mulberry silk and woven with real gold and silver zari. Produced through a labour-intensive process by skilled artisans, the sarees carry a Geographical Indication (GI) tag, reinforcing their authenticity and heritage value. KSIC’s long-standing reputation continues to inspire confidence among buyers, ensuring that despite criticism, the sarees remain a symbol of tradition and prestige.

The viral rush has not only showcased the popularity of Mysore silk but also reignited debates around tradition, pricing, and consumer culture in modern India.

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