Swara started as a social impact project in 2018 by Asha Scaria during her Gandhi Fellowship in Dungarpur, Rajasthan. Asha saw that the villages were full of young, skilled ambitious women who did not have income opportunities. Ambitious men migrated to nearby cities in search of jobs but women were left behind to take care of the house.
The aim of the project was to create income opportunities for women by connecting them directly to conscious consumers in urban areas. Starting with selling sexy clothes with Rural X Urban aesthetics, the plan was to eventually go into experiential tourism where travellers can come stay in homestays run by women and have an authentic rural Indian experience (milking cows, farming..) Storytelling was the main pillar of the brand to allow it to venture into different segments that could employ rural women. The project quickly took off and Swara became one of the pioneers in D2C ethical fashion in the country, attracting volunteers and ambassadors from top universities, not only in India but across the world.
With a strong brand and operations in place, we are ready to scale!