Garden Vareli’s new chapter in collaboration with The Chatterjee Group reimagines the saree for the modern woman

In an era where heritage brands are constantly challenged to stay relevant, Garden Vareli’s latest evolution feels both timely and intuitive. With Bhumi Satish Pednekkar stepping in as the Modern Muse and The Chatterjee Group steering its transformation, the brand is seamlessly blending emotion, design, and technology to bridge nostalgia and innovation in its signature sarees. In this exclusive interview with HELLO! India, the Bollywood actress and the leadership at Garden Vareli and The Chatterjee Group unpack what this new chapter truly means for the saree and the modern Indian woman wearing it. 

Bhumi Satish Pednekkar on becoming the modern muse

HELLO! India: How does it feel being the Modern Muse for Garden Vareli?

Bhumi Satish Pednekkar: Honestly, it’s quite emotional for me. I remember seeing Garden Vareli sarees growing up. So there’s an easy familiarity that I can’t disconnect from. At the same time, I think what’s really exciting is that the brand isn’t stuck in that yesteryear nostalgia. It’s evolving to keep up with the aesthetic of the modern Indian woman. And I like being part of that bridge where something that has such a strong legacy can still feel relevant to someone like me, and to women my age and those younger.

HELLO! India: In today’s quickly evolving digital age, what are your thoughts on the launch of Garden Vareli’s AI-powered website?

Bhumi Satish Pednekkar: I think it’s actually very necessary now. The way we engage with fashion has completely changed and so should fashion brands up their game. What I like about an AI-powered platform is that simplifies the process of making a choice. You’re not being told what to wear but you’re discovering it for yourself. I think for a brand like Garden Vareli, which already has such a strong market identity, this just makes it more accessible.”

HELLO! India: How do you style a Garden Vareli saree?

Bhumi Satish Pednekkar: Sometimes I go very classic. The simplicity of a pure chiffon saree is unmatched, really, and keep the accessories and makeup minimal. And then there are days where I want to style the look a bit. I experiment with blouses, add belts, even do something unexpected. But I think the one thing I always come back to is comfort. If I don’t feel like myself in it, it shows immediately on my face.

HELLO! India: What about Garden Vareli is iconic that will resonate with today’s young woman?

Bhumi Satish Pednekkar: I think it’s the ease. The whole brouhaha of wearing a saree is made easy by Garden Vareli. I feel there's something for every mood, every occasion and every woman. Today, we’re all doing a hundred things at once and you want clothes that don’t feel like a lot of effort, even if they look beautiful. Garden Vareli has always had that quality. And I think that’s what makes something stay relevant by how it fits into your life.

HELLO! India: What makes an Indian woman’s sense of fashion, style and aesthetic unique?

Bhumi Satish Pednekkar: We are both traditional and modern at the same time and every item of this brand reflects that blend which perfectly encapsulates what an Indian woman seeks and stands for. Also, I feel like Indian women don’t dress just for the visual. There’s always memory attached or the emotion attached, where something came from, who gave it to you, when you wore it last.

The Leadership on reviving a legacy brand

HELLO! India: What about Garden Vareli made it the right fit for The Chatterjee Group?

Dr. Purnendu Chatterjee: Garden Vareli was the right fit for The Chatterjee Group because it is an iconic brand with deep recall and a special place in Indian households. For us, it was an opportunity to revive a legacy brand, renew its relevance, and bring it back strongly for a new era.

HELLO! India: How does Garden Vareli’s legacy play into its lifestyle relevance today?

Dr. Purnendu Chatterjee: Its legacy gives the brand trust, familiarity and emotional resonance. But its relevance today lies in reinterpreting that legacy for the present. Our plan is to make Garden Vareli distinctive and to capture the soul of the woman through our products, while using design, consumer engagement and technology-led experiences to connect with younger consumers in a more meaningful way.

On Digital Expansion and the Future Vision

HELLO! India: What does an expansion to a D2C AI-powered website mean for the brand in today’s digital retail landscape? 

Mr. Debi Prasad Patra: For Garden Vareli, the D2C AI-powered website is the brand’s digital flagship. It helps us connect directly with consumers, strengthen our omnichannel presence, and use AI and technology to create a sharper, more responsive and more scalable customer experience.

HELLO! India: What do Garden Vareli’s future plans look like for the brand?

Mr. Debi Prasad Patra: Our focus is to build Garden Vareli as a differentiated, quality-led brand with a strong product-first philosophy. Product quality will remain central to the brand. Our core vision is to establish Garden Vareli as the world’s No. 1 saree brand, while also expanding into adjacent women’s ethnic wear categories such as salwar kameez and fusion wear. The Chatterjee Group’s AI and technology capabilities will be important enablers in helping us scale the brand with speed, and potentially even exceed speed at which such a transformation can be achieved.

HELLO! India: With this new omnichannel strategy, how is the brand aiming to elevate itself within the premium ethnic wear space?

Dr. Mahendra Singh Bhadouria: Our aim is to create a seamless omnichannel experience, with the D2C platform as the brand’s digital front door. Premiumisation today is not only about product, but also about speed, convenience, responsiveness and a more refined customer experience across channels. At the same time, our central vision remains saree-led, with a strong focus on product quality.

HELLO! India: How do you see Garden Vareli evolving as a premium brand within India’s increasingly competitive apparel market?

Dr. Mahendra Singh Bhadouria: We see Garden Vareli evolving as a brand that combines legacy with contemporary design, sharper consumer insight and more occasion-led offerings. Today’s woman is more aware, more expressive and more occasion-conscious, and our role is to respond with differentiated collections that remain relevant and distinctive. Even as we expand into adjacent categories, our defining ambition is to make Garden Vareli the world’s No. 1 saree brand, with quality at the centre and technology as an accelerator for scale.

A legacy, reimagined

Backed by The Chatterjee Group, Garden Vareli’s next phase is rooted in both emotional familiarity and forward-thinking innovation. As a brand that has long lived in the wardrobes and memories of Indian women, its reinvention is less about change and more about continuity—reframed for a new generation. With Bhumi Satish Pednekkar embodying this bridge between past and present, Garden Vareli is not just revisiting its legacy; it is redefining how that legacy lives on today.

All images are courtesy of the brand.