Bhubaneswar, Jan. 20 -- 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 Rs.23,000 and Rs.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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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...