Case study · Silk weaving & manufacturing · India, since 1966

Shanga Silks: Sixty years old. Starting again.

Shanga Silks was founded in 1966. It began with a few shops and grew into a silk weaving and manufacturing company. Sixty years on, it is finding its feet in a new market, and Pencilbuddha is rebuilding it entirely: the brand, the story and the marketing. This is ongoing work, and this page grows with it.

By Kishore Ravi, founder · Updated 12 November 2026

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Client: Shanga Silks · silk weaving
Founded: 1966
Stage: Full rebuild, 2026
Our role: Brand, story, marketing, film

01 · The brief

A heritage name.A new generation of buyers.

Shanga Silks has something no new brand can buy: almost sixty years of weaving silk. But heritage alone does not sell in 2026. Buyers discover silk on their phones, compare in seconds and expect a brand to speak to them.

The job is to keep everything that is real about Shanga and rebuild everything around it.

THE STRENGTH

Real heritage

Decades of weaving and making, not a story made up for marketing.

THE GAP

Looks of another era

A brand and presence that had not kept up with how people buy now.

THE JOB

Rebuild it all

Brand, story and marketing, rebuilt together.

02 · Sixty years

From a few shopsto the looms.

The story we are telling is the company's own.

1966Shanga Silks is founded, starting with a few shops.
The loomsIt grows into a silk weaving and manufacturing company.
2026It sets out to find its feet in a changed market.
NowPencilbuddha is rebuilding the brand, the story and the marketing.

03 · The brand

Heritagethat looks current.

The rebuild starts with the brand: the identity, the look and the way Shanga presents itself everywhere. The aim is a brand that feels as rooted as its history and as sharp as anything a buyer scrolls past today.

04 · Storytelling and film

Sixty years,told in a minute.

Shanga's story is told through content and film. We made an AI brand film for Shanga Silks, directed by humans: AI helped produce it, and editors finished every frame.

Tap the film to play it.

Shanga Silks AI brand film

05 · Marketing

Reach the buyersof now.

With the brand and story in place, marketing puts Shanga in front of today's silk buyers on the platforms they use, with content that carries the new story.

What the rebuild covers

Brand identityVisual systemStorytellingBrand filmSocial contentCampaignsMarketing plan

06 · Where it stands