Bengaluru’s 4 am rush for Mysore silk sarees goes viral, triggers iPhone-style hype

Long queues outside a Karnataka Silk Industries Corporation (KSIC) showroom in Bengaluru have taken social media by storm, as shoppers line up as early as 4 am to buy authentic Mysore silk sarees. 

Priced between ₹23,000 and ₹2.5 lakh, the sarees have triggered scenes rarely associated with traditional textiles, prompting many online users to compare the rush to an iPhone launch.

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Pre-Dawn Rush for Authentic Mysore Silk

Videos circulating online show families, elderly women seated on plastic chairs, and younger buyers scrolling through their phones while patiently waiting outside the KSIC showroom. The common goal: securing a genuine Mysore silk saree. The rush highlights the enduring appeal of the heritage textile, especially among women who value its craftsmanship, cultural significance, and authenticity.

Many netizens described the queues as a symbol of devotion to tradition in an age of fast fashion, calling it a rare moment where craft and culture outshone convenience.

Token System and One-Saree Limit Introduced

The sudden surge in demand has forced KSIC to tighten its sales process. Entry into the showroom is now restricted to token holders only, and each customer is allowed to purchase just one saree. The move aims to prevent hoarding, curb resale, and ensure fair access amid heavy footfall.

While some social media users questioned whether such restrictions were necessary at a PSU-run brand, others defended the system, saying it protects authenticity and prevents market manipulation during shortages.

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Social Media Buzz, Nostalgia and Market Debate

Online reactions have ranged from humour to criticism. Several users jokingly referred to the queues as the “boomer version of an iPhone launch,” while others recalled scarcity-era lines for sugar, watches, and landline connections. Critics labelled Mysore silk sarees overpriced and overhyped, arguing that better-quality silk sarees are available in neighbouring states.

Supporters, however, pointed out that Mysore silk sarees are made from 100 per cent pure mulberry silk, woven with real gold and silver zari, and produced through a labour-intensive process by skilled artisans. The GI tag and KSIC’s long-standing reputation continue to inspire buyer confidence.