While most of Bengaluru was still asleep, a quiet but determined crowd had already gathered on a city street before dawn. Wrapped in shawls and patience, dozens of people formed a long queue outside a Karnataka Silk Industries Corporation (KSIC) showroom as early as 4 AM, all waiting for a chance to buy an authentic Mysore silk saree.
The scene, captured in a video that has since gone viral on social media, has left the internet stunned. Many users compared the early-morning rush to the launch of global luxury brands, calling it a rare example of traditional Indian craftsmanship commanding such devotion.
As daylight slowly crept in, the queue outside the KSIC outlet continued to grow. Some shoppers sat quietly on plastic chairs, while others stood for hours without complaint. There was no chaos, no pushing—only patience and anticipation. The viral visuals show people calmly waiting for their turn, underscoring the trust buyers place in KSIC, the only government body authorised to produce GI-tagged pure Mysore silk sarees.
With demand surging, the showroom management introduced stricter entry rules. According to reports by Kannada Prabha, a token system has been implemented to ensure fair access. Entry is allowed only with a valid token, and each customer is permitted to purchase only one saree. These measures aim to prevent hoarding and ensure wider availability and have been largely welcomed by shoppers, many of whom waited hours just to secure their place in line.
Mysore silk is globally known for its rich texture, smooth finish, high-quality pure silk, natural dyes, and traditional zari work. Prices typically start around ₹23,000 and can go as high as ₹2.5 lakh, depending on craftsmanship and design.
The viral video, shared on X by user @ByRakeshSimha, highlighted a deeper issue behind the long queues—a supply shortfall of authentic Mysore silk sarees. KSIC faces production limitations due to a shortage of skilled weavers, long training periods of 6–7 months for artisans, and dependence on government-run facilities only. This shortage has reportedly affected buyers throughout 2025 and is expected to continue into 2026.
Women queue up from 4.00 AM outside a Karnataka Soviet (sorry Silk) Industries Corporation showroom to buy silk sarees starting from ₹23,000 and going up to ₹250,000. Only 1 saree per customer and you need a token to be in the queue.
— Rakesh Krishnan Simha (@ByRakeshSimha) January 20, 2026
There is an ongoing shortage (or more… pic.twitter.com/d100w3hql0
The demand spike has also coincided with wedding season across Karnataka and festivals like Varalakshmi Puja, Gowri Ganesha, and Deepavali, with shelves emptying faster than they can be restocked. Buyers are choosing patience over compromise.
The viral visuals triggered widespread debate online. One user wrote, “Short supply + long queues + viral buzz = massive win for authenticity.” Another commented, “Men queue overnight for iPhones, but women lining up for sarees becomes a topic of discussion.” A third added, “Luxury brands do the same. Eventually, everyone who wants one gets it.” Many praised the moment as a powerful reminder that Indian heritage can rival global luxury brands when authenticity is preserved.
As dawn queues become a common sight outside KSIC showrooms, Mysore silk is proving that tradition, when protected and valued, never goes out of demand. For many buyers, the saree is more than clothing—it is an heirloom, an identity, and a symbol of trust. In Bengaluru, waiting in line before sunrise has now become the real price people are willing to pay for authenticity.