Meet the Maker: Yashpreet Kaur – The Svaya

‘The Svaya is a homegrown fashion clothing label for the urban Indian women seeking quality, comfort, utility, and exquisite. Here’s why you should get to know them better.

The Svaya is a homegrown fashion clothing label for the urban Indian women seeking quality, comfort, utility, and exquisite. The Svaya is based out of Gurgaon, Haryana. A team of five currently run The Svaya, but it is a huge family created by folks from different walks of life. We spoke to Jagrati about The Svaya. You are cordially invited to the conversation.

Yashpreet Kaur

Founder – Yashpreet Kaur


What were you doing before you started doing this?

The team comprises of people from diverse backgrounds. Yashpreet, the founder, was working with multiple marketplaces within their digital marketing initiatives. Salim and Zubaid were gaining knowledge and experience of the industry, especially the technical skills required to create the perfect fit. Hargeet was pursuing her passion as a designer and make-up enthusiast and I was exploring styling and picking up marketing skills.

Why did you choose to do what you do?

The Svaya was born out of love to craft all things unique and desirable. The idea was simple – to create exquisite products crafted from the grassroots of India, promoting the dying crafts and supporting local artisans. The initial days demanded key focus on recycling and upcycling waste fabric to designer pieces. This was followed by integrating more Indian crafts into the ecosystem.

 



We are fascinated by names. What’s the story behind your brand name?

Svaya means Less is More and More is Less. The Svaya was started with almost nothing. We started with a capital of less than a lakh and just one person in the team. The idea of creating something was enough to drive the brand.

Which are your best selling products?

This is a tricky question. Almost all out designs, especially from the last few collections, has been performing really well for us. Our Ashrafi kurta set, gulaaz dress, dhura dress, talpatt dress peek zarasa kurta set are amongst the top picks (and our favorites).

What kind of people do you create your products for?

We have a very vivid image of this woman on our mind. She is this urban indian lady, fond of working hard – be it at home or professionally. Her style is chic, elegant, relaxed, grounded, and subtly bold. She wants to pick up outfits that last long and accentuate her confidence every time she dons them. She is passionate about life and her choices. It reflects in her overall style.

 


What are the challenges you face in connection with achieving your goals?

Our goal is to become a fashion label crafted out of Indian textiles and sustainable fabrics. The journey demands consumer awareness, and participation from folks keen on building such an ecosystem. Finding such like minded folks and mentors is where the key challenge lies.

Where do you see your brand three years from now?

I see it as one of the first brands in India scaling heights in the sustainable x Indian textiles domain as a mass market brand.

What would you be doing if you weren’t doing this?

This is a difficult one. There was no backup. This was always the plan.

Visit The Svaya Shop on Engrave.

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.

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