"Well, we realised that we have to move with the times, adapt to change. Also, this is a way of capturing a larger segment of the market. The new designs will mean more takers among the younger age groups, who look for trendy designs, and new looks. The older age group will now have something different-looking to add to their existing classic-design collection. …All these innovations are being done without in any way tampering with the purity and uncompromising quality that has characterised Mysore silk fabrics - including saris — for decades.... Although we are giving the body of the sari an element of interest with these innovations, we are seeing to it that it doesn't kill the inherent beauty of the fabric."