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The home decor industry has seen a great increase in demand as consumers increasingly seek to personalize their living spaces. With the rise of e-commerce, people are getting more interested in ordering home accessories online, as it gives them the flexibility to shop from the comfort of their homes. Due to this, online home decor has become a massive global market, estimated to reach $348.3 billion by 2027.

As consumers become more conscious of sustainability and ethical practices, a growing number of companies are focusing on eco-friendly and socially responsible products. One such company is Swaas, a women-led startup that offers a range of sustainable and beautifully crafted home decor products for the conscious consumer.

Swaas - Company Highlights

  • Startup Name-Swaas Enterprises Private Limited
  • Headquarters-Coimbatore, Tamil Nadu, India
  • Sector-Home Decor, Lifestyle
  • Founder-Sudha Anand
  • Founded-2012

Swaas - About

  • Swaas offers a wide range of home textiles and decor products, including bed linens, pillow covers, table linens, and more. The company uses high-quality fabrics and materials to create beautiful and functional products that are designed to enhance the look and feel of any home.
  • Swaas's products are known for their attention to detail, quality craftsmanship, and unique designs. The company works closely with skilled artisans and designers to create products that are both beautiful and functional, while also being sustainable and environmentally friendly.

Swaas - Industry

  • Swaas belongs to the home decor industry, which includes a wide range of products designed to enhance the aesthetics and functionality of homes.
  • In recent years, the home decor industry has experienced significant growth, driven by factors such as increasing urbanization, rising disposable incomes, and a growing interest in home renovation and decor. With the rise of eCommerce and online marketplaces, consumers have access to a wide range of home decor products, and companies like Swaas are leveraging technology to reach and engage with their target customers. Overall, the home decor industry presents a significant opportunity for companies that can offer unique, high-quality, and sustainable products that meet the evolving needs and preferences of consumers.
  • The Global Home Decor Market is estimated to be USD 714.23 Bn in 2022 and is expected to reach USD 873.16 Bn by 2027, growing at a CAGR of 4.1%.
  • The global home decor market is estimated to be $714.23 billion in 2022. Growing at a CAGR of 4.1%, the market is expected to reach $873.16 billion by the year 2027.

Swaas - Founder

  • Dr. Sudha Anand is the founder of Swaas.

Dr. Sudha Anand

  • Dr. Sudha Anand is a keen entrepreneur and the founder of Swaas. She is also the director of marketing at BKS Textiles Pvt Ltd.
  • With a background in medicine, Dr. Anand joined her family business in 2008 due to her passion for entrepreneurship. Since then, she has been instrumental in growing the business and establishing Swaas as a leader in the sustainable home decor segment.
  • Through Swaas, she aims to create a positive impact on society and the environment by offering sustainable and eco-friendly home decor products that are both beautiful and functional.

Swaas - Startup Story

  • Sudha's family owns a textile company, BKS Textiles Pvt Ltd, and she joined the business in 2008 as the Director of Marketing.
  • While working at BKS Textiles, she noticed a growing demand for sustainable and eco-friendly home decor products in India and around the world. She saw an opportunity to create a brand that would cater to this demand while also providing affordable, stylish, and functional products to Indian consumers.
  • Swaas was then established as a brand of BKS Textiles under the leadership of Sudha Anand. Drawing on her expertise in marketing and entrepreneurship, Sudha founded Swaas with the goal of offering sustainable home decor products that would make a positive impact on society and the environment. Through Swaas, she has been able to establish herself as a leader in the sustainable home decor segment, offering a range of products that are made with eco-friendly materials and processes.
  • Swaas has been successful in capturing the attention of Indian consumers who are looking for high-quality, sustainable home decor products that align with their values.
  • "We tried selling through our factory stores and the response was very encouraging and we decided to expand on that idea", said Sudha.

Swaas - Mission and Vision

  • Swaas' short-term vision is to increase e-commerce sales and bring in brand awareness and the long-term vision is to be a part of every upper-middle-class household in India by selling online and in physical stores. Swaas is willing to foray into neighboring countries and Southeast Asian markets like Thailand, Indonesia, Sri Lanka, Vietnam, and Cambodia in the future.
  • Swaas Core belief –Bringing international lifestyle to Indian households, having sustainability and women empowerment as the cornerstone.

Swaas - Name, Tagline, and Logo

  • After deliberate brain-storming sessions, with a need to have an Indian touch and authenticity in the brand name - Swaas was decided! The team intended to keep the logo clean and simple and with an international look and feel.
  • Swaas stands for breath which is always with us and the tagline "Around you always’’ implies Swaas offers products that are around you always.

Swaas - Business Model and Revenue Model

  • Swaas works on a B2C business model. It sells its products online via its website and other marketplaces. It also sells through offline stores.
  • The business model of Swaas basically revolves around designing, manufacturing, and selling sustainable home decor and lifestyle goods. Its product range includes a variety of home decor and lifestyle goods such as tableware, bedding, and more, all made with eco-friendly materials and processes. The company sources its materials from sustainable and organic sources, and its products are designed to be durable, long-lasting, and easy to maintain.
  • In terms of sales channels, Swaas operates both physical retail stores and an online store, which allows it to reach a wider audience and offer customers greater convenience and flexibility in how they shop.
  • Swaas also serves as a manufacturer for various international brands, offering them the expertise and resources necessary to develop and produce sustainable home decor products that meet the needs of their own customers.

Swaas - Startup Launch and Marketing Strategy

  • As a consumer brand, being visible is the most important move. Swaas started a physical store in its factory premises, which is on a national highway, and designed it with a touch of European architecture. This attracted people to the store.
  • "Seeing the positive response, then slowly our journey started. We forayed into online. We started being active on social media like Facebook, Instagram, LinkedIn and twitter which helped us to increase our customer base" says Sudha Anand, founder, Swaas
  • Social media (Facebook and Instagram) presence and marketing helped Swaas to create extensive brand awareness, thereby increase in sales.
  • Quality & well-designed products at the right price have helped Swaas in customer retention.
  • The Women’s Day campaign seemed to be successful for Swaas, as it spoke about the involvement of women in making Swaas products.

Swaas - Challenges Faced

  • Understanding customer preference is the main challenge faced by Swaas.
  • The company addressed this by taking constant feedback from the salespeople in charge and by following the sales trends. By doing this, it started to understand consumer preferences. It also helped Swaas improve its product offering, which led to greater customer satisfaction. "This is an ongoing process," stated Sudha.

Swaas - Competitors

  • Portico, D'Decor, and Spaces are the top competitors of Swaas in the home décor and lifestyle industry.

Swaas - Future Plans

  • Swaas will continue to expand its product range and explore new ways to incorporate sustainability into its business practices. Swaas plans to have physical stores in metros and foray into the Southeast Asian market.
  • "We would like to acquire companies making home care products and add to our product range", said Sudha Anand, founder of Swaas.


What is Swaas?

  • Swaas is a company that offers a wide range of home textiles and decor products, including bed linens, pillow covers, table linens, and more.

Who is the founder of Swaas?

  • Dr. Sudha Anand is the founder of Swaas, which operates retail stores and an online store for sustainable home decor products.

Who are the top competitors of Swaas?

  • Portico, D'Decor, and Spaces are the top competitors of Swaas in the home décor and lifestyle industry.

Which business owns the brand Swaas?

  • Swaas was established as a brand of BKS Textiles Pvt Ltd under the leadership of Sudha Anand.a

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