{D2C 100} Swtantra: Sarees with a Twist
{D2C 100} Swtantra: Sarees with a Twist

Swtantra, a fashion brand that focuses on a niche product category of sarees, was incepted in the year 2019.  Over the years, the brand has witnessed double and triple-digit growth gaining loyal customers along the way. Believing that science of quality does not have to come at great expense, Swtantra matches the art and science of textiles and offers its products at a genuine price point.

“Our sarees have the simplicity of design with strong character in each fabric that we choose but with great quality. We are careful to offer great quality and design at affordable prices which is why we do not offer discounts or big sales,” said Tanuja Sinha Roy, Founder, Swtantra.

The Indian women's apparel market size is the 4th largest in the world, while ethnic acquires the largest share, sarees acquire the largest share within the said category which had a market share of approximately Rs 400 billion in 2021 and has been growing since.

Founded by the mother and son duo, Tanuja and Aditya, Swtantra intends to be the preferred ethnic brand for women in the mid-price segment, targeting modern, bold, elegant Indian women for mid-range occasion wear. The brand further plans to grow into luxury, especially in the international markets.

Supporting, ‘Make in India’ all of the brand’s products come from weavers across India. With its mission to make Swtantra a destination for Indian merchandise, the brand is consistently delivering outstanding value with a great customer experience.

Having more than 30 years of experience in textiles, Tanuja not only makes products for modern women but also runs Swtantra like a modern and progressive establishment. She believes the saree has been neglected for the longest time often over the concern of convenience and design and Swtantra solves them both. The product portfolio offers ready-to-wear, pre-draped, and pleated sarees which do not need to be customized once purchased.

“We help our customers with ready-to-drape and pre-draped saree options while offering a design that is bold yet minimalist and elegant. As a result, our customers love our products which come with the right designs and with quality and price in balance,” said Tanuja.

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