Swtantra: This Brand is giving the age-old Saree a Twist

Sarees have been an integral part of Indian culture since time immemorial & this brand is giving it more than a twist. Swtantra, part of the Swtantra Brands group, has patented a number of designs for ready-to-wear sarees, which have made wearing a saree as easy as putting on a pair of jeans.

Think about it, what is the most challenging part of wearing an ethnic dress? It is most certainly the hassle of wearing them for most people. However, that being said, you would still see a large number of women wearing a saree especially on an occasion in the urban areas & more so in the interiors of the country where it the everyday choice of wear for women especially in the eastern & the southern parts of the country. The sheer elegance of the saree is something that you just cannot beat.

Swtantra, founded by the mother & son duo, Tanuja & Aditya, is giving women all over the country the best of both worlds; the elegance of a staple Indian dress with the comfort of western clothing. Tanuja, who has held a senior management position in multiple multinational corporations such as JC Penney & Dollar General, says that ‘The time for ethnic wear has truly transcended upon us. Women have switched from Indian to western wear & our mission is to bring them back to the ethnic wear fold, by creating the most comfortable & premium range of ethnic products’.

Some of their designs have been granted a patent and are challenging the rise of western clothing in the country, especially so in the occasion wear market. Their products are ready-to-wear, pre-draped & pleated & do not need to be customized once purchased.

Hope this trend continues in making Indian ethnic wear more accessible & comfortable.