Hyderabad: Sangeetha Rajesh, an ISB alumnus and former remedial teacher turned fashion entrepreneur, has built a thriving saree empire by leveraging Facebook Live in a way few others have imagined. Over the past decade, Sangeetha has pioneered a unique direct-to-consumer model of selling sarees via live video broadcasts, connecting traditional manufacturers and weavers straight to buyers’ smartphones.
In doing so, she sold more than 1,000,000 sarees (10 lakh) through 200+ Facebook Live shows, all without initially owning a large retail storefront. Her story of innovation, grit, and passion is now inspiring a new generation of entrepreneurs.
Sangeetha’s business model is as vibrant as the sarees she sells. She pioneered Facebook Live Commerce in Sarees. She literally brings the market to the customer’s screen– often traveling to wholesale markets and weavers’ workshops across India, and then streaming 6-8 hour Facebook Live marathons showcasing hundreds of sarees in real time.
During each live session, she displays sarees one by one, describing the fabric, craftsmanship, and story behind each piece with the enthusiasm of a storyteller. Viewers can claim or bid on the sarees in a “fastest-finger-first” format as soon as they fall in love with one.
In a single live event, Sangeetha can sell as many as 5,000 sarees, often achieving around ₹50 lakh in sales in one go. This real-time, interactive shopping experience — essentially a personal televised home-shopping show on social media — allows her to give customers wholesale prices on exquisite garments by cutting out middlemen and connecting the merchant market directly to buyers.
