“Our strategy should be not only to confront the empire, but to lay siege to it. To deprive it of oxygen. To shame it. To mock it. With our art, our music, our literature, our stubbornness, our joy, our brilliance, our sheer relentlessness – and our ability to tell our own stories. Stories that are different from the ones we’re being brainwashed to believe. The corporate revolution will collapse if we refuse to buy what they are selling – their ideas, their version of history, their wars, their weapons, their notion of inevitability. Remember this: We be many and they be few. They need us more than we need them. Another world is not only possible, she is on her way. On a quiet day…..”
– Arundhati Roy
Swara envisions a win-win situation between the Urban clients, who need quality Indo-western clothes at a convenient platform, and the rural workforce of Dungarpur, who need an engaging livelihood.
The founder, Asha Scaria, during her Gandhi fellowship found it extremely hard to mobilise villagers and give them a sense of ownership for their village. Although unemployment was prevalent, the state of women needed to be brought to focus. Realising that the priorities in the tribal villages were livelihoods, Asha put her love for clothes into empowering women, by leveraging their vocations and exposure, to change narratives in the communities. In Swara,
We Employ women tailors with a remuneration above market price; provide them with creative autonomy; train them in the latest industry know-how.
We Enable rural women to break out of their stereotypical roles by engaging them in out-the-norm professions like modelling, designing and marketing through capacity building and mentorship. By training the women on-the-job, we enable them to acquire skills in training, designing and local business practices.
We Educate people globally about sustainable fashion, rural women empowerment, encouraging them to make conscious decisions in clothes leading to a more conscious lifestyle.
Our goal is to put that woman in the remotest part of our country into work. We encourage her to create, to innovate. We bring her dreams to reality, and her creativity into your clothes and your clothes to your home.
We love you!
Our dreams, her dreams, will just be dreams, without You. While shopping with us, we want you to be completely happy with the experience. If you have questions about us, our products, or even shipping, get in touch! Or come visit us in Dungarpur. We hope you continue to shop with us for many years to come.
SWARA is a member of The Cultural Intellectual Property Rights Initiative, the first global network that recognises cultural IP rights for craftsmen and women as custodians and transmitters of traditional knowledge, traditional designs and traditional manufacturing techniques.