Why the world can't get enough of Gujarat's Patola sarees

Gujarat's iconic Patola saree, renowned for its intricate craftsmanship and royal heritage, is gaining a wider global audience from Surendranagar, which has emerged as a thriving handloom weaving hub. Once closely associated with Patan, the centuries-old craft is now sustained by more than 4,000 handlooms, providing livelihoods to thousands of artisan families while preserving one of India's finest textile traditions. Across Sayla, Wadhwan, Limbdi and Muli, artisans produce nearly 1.5 lakh Patola products annually, creating a craft industry worth ₹150–175 crore.

Depending on the design, each saree takes between 15 days and three months to complete. Master artisan Mukeshbhai Jivabhai Rathod has helped give Surendranagar's Patola a distinct identity through GI-related recognition. Nearly 90 percent of the production work is carried out by women, while men mainly handle marketing and exhibitions. Patola products are exported to the United States, Canada, the United Kingdom, Australia and Dubai. Legendary singer Lata Mangeshkar, Nita Ambani and several Bollywood actresses have also purchased Patola textiles from here. Through government support schemes and exhibitions, continuous efforts are being made to connect artisans with new markets.