As our heart resides in the place we call our home – the abode where we spend time with our loved ones, it should be a place of recluse and calm to sway our mind towards eternal zen, and every corner should be designed to resonate the spirit of our soul. Business Outreach Magazine brings to you not just the cover story for this edition, but also the story of a brand that oozes an indomitable passion for design and magnetism for high-quality Home Furnishings.
Swayam is a home-grown designer brand that manufactures premium quality home furnishing products. The diverse aura of their catalog brings out the right kind of product for every home. Swayam has the expertise and experience to understand the market trend and bring out skilled and crafted products like finely quilted comforters, mattress protectors, sets of premium bedsheets, designer curtains, Blankets, cushion covers, aprons, and also home furnishing products for kids of the family.
Apart from Home Textiles, Swayam also creates fashion apparel, and accessories like Top Indian handbags, scarves, and Indian Ethnic Wear both for men and women. Also, during the pandemic, the company forayed into medical textiles of all types.
A Brief Background :
Inspiration, innovation, and exclusivity is the defining factor of Swayam and its founder Ms. Neerja Garg. She studied for a Masters’s degree in Textile and Clothing at Lady Irwin College, New Delhi from 1987 to 1992. This fire of scaling a goal dates back to the days when Neerja used to see her mother using the sewing machine for making clothes for her and her siblings.
The imperative fact seems to be the connection with her mother, whose idea about new designs inculcated in her to pursue a career in the design and textile industry and graduate with the right amount of knowledge.
The pillars of success for Swayam began about 21 years back in the year 2001 when the company was founded. With headquarters in Gurugram and sculpting a robust business ecosystem, Swayam is now a well-reputed name in the home fashion products industry and their craftsmanship even crosses national borders. In the year 2021, Swayam was also awarded ‘Brand of the Year by Global Hues.
No journey toward excellence is a simple and easy one. It all starts with sleepless nights and an obsessive thrust for creating a self-identity. This definitely has been daunting for Neerja, but like a leader, she paved the way for the company in order to express her prowess for design and structuring a business model out of it. Swayam applied the knowledge of designing textiles and channelized that into properly manufacturing and marketing daily need home items for the mass market.
Struggle and Success Stories :
At that time, it was often futile to search for a high-quality designed fashion product in the market. We are talking of a period when e-commerce was not present and accessibility to more options was a tale to tell. For the last two decades, Swayam India has grown strong and currently has an employee count of more than 750 individuals, who are working from 5 factories.
The dynamic team in the company oozes their love for their skill and makes every effort to address the massive clientele with a wide range of products. To ensure better growth of relationships with their customers, Swayam also has impeccable support services.
The decades of dedication towards the brand led Swayam to build domestic and international clientele who provided the best value for money proposition in their designer home products. While the market demands constant modification, Swayam has always tailored its brochure based on the interest of the customers.
The products being trendsetters and out-of-the-box have portrayed a progressive pattern towards a cohesive business model and structure. One of the key insights behind the rapid growth of Swayam is the complete participation of the stakeholders in every deal.
Such teamwork has pulled Swayam to the brand value they currently hold with the name. You see fashion, architecture, design, and contour are something that is not born but grown from within. And this is where Swayam excels in every vertical, where it has understood the rising fashion-conscious households and has disrupted the market with its product at the right time.
The company has always put in their every effort for all kinds of customers and drawn them towards growing interest for home furnishing. The products are versatile, detail-oriented, and high quality, and appeal to those who appreciate high-quality material.
Some of the captivating aspects of Swayam are that they put client satisfaction over all else. This is done by placing a reasonable retail price, ensuring fast delivery, easy returns in case of any defects found in the product, and to ultimately maintaining decades of brand value. Swayam has a product line-up with about 7,000 SKUs that come at a price range starting from Rs. 100/- to Rs. 10,000/-.
The company ships its products to more than 400 countries in more than 70 cities. With the age of e-commerce and better supply chain management, Swayam has its products listed with offline and online partners like Amazon, Flipkart, Myntra, Shoppers Stop, HomeTown, and many others. Swayam also facilitates corporate gifting as a part of their service.
Key Takeaways :
Some of the awards received by the company include Best Innovation in Design (2020-2021), Somany Home Innovation Ltd. for a significant contributor, Brand of the Year 2021 in the category of Home Furnishing, Certificate of Excellence from Flipkart, Pepperfry for celebrating 2 million happy customers and Industry Outlook in Top 10 Textile Manufacturers in 2022. Such is the amount of appreciation a company deserves after decades of service towards a skill.
Keeping aside achievement and awards, Swayam portrays equity and inclusive nature towards its employees by staying operational every single day even during the lockdown. The company relentlessly served the nation’s healthcare industry by manufacturing efficient PPE kits, masks, and all other necessary items during the COVID-19 pandemic. They are the first home furnishing brand to be listed in the e-commerce portal along with the first one to have built a user-friendly dynamic website amongst its competitors.
Something that inspires Neerja might sound simple but is always tough to execute for the last 20 years and that is “There is no second option to hard work. The only constant changes. So innovate on a daily basis”.
The efficacy of the product is further validated with testimonials from customers like Medha Sobti, who says, “With a keen interest in home interiors and designing, I have always been very particular about the kind of products I want for my home. While we were about to move into our new home, I was very confused with the curtains and furnishings I needed for my home.
My search for these ended at the Swayam store. I read many reviews on the internet and thought to give it a try.
And to be on the safer side, I chose to visit them at the store and understand the work they offer. I always look out for the softest sheets for a relaxing sleep and a perfect fit; that is why I chose Swayam for my comfort. The furnishings at Swayam perfectly matched my design aesthetics. Honestly, I was so impressed with their collection and its quality…”
Neerja Garg has a quote that inspired Business Outreach Magazine which says, “Innovation is the only mantra for success which is measured in terms of business growth”. And we are equally thrilled to share her journey so far towards the success of Swayam!
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