The saree has been an integral part of Indian culture for centuries, symbolizing grace, heritage, and timeless beauty. However, in today’s fast-paced world, many women find traditional sarees difficult to drape and time-consuming to wear. The process of pleating, tucking, and adjusting a saree can be overwhelming, especially for working professionals, students, and women on the go. Recognizing this challenge, Aseem Shakti, a Mumbai-based startup, has introduced an innovative solution: ready-to-wear sarees with pockets, blending cultural tradition with modern practicality.
The Story Behind Aseem Shakti
Aseem Shakti was founded by Swati Singh, a passionate entrepreneur with a strong vision for women’s empowerment. Before stepping into the fashion industry, Swati worked as a teacher, helping underprivileged students learn spoken English. Her journey took a significant turn when she started preparing for the UPSC exams and got the opportunity to work with self-help groups (SHGs). During this period, she closely observed the challenges faced by women in low-income communities, especially their struggle for financial independence.
Driven by a desire to create a positive impact, she decided to launch Aseem Shakti in 2018. The name “Aseem Shakti” translates to “Limitless Power,” reflecting Swati’s mission to empower women, both as artisans and consumers. What started as a small initiative soon gained momentum as women embraced the idea of a saree that is not only elegant but also easy to wear and functional.
The Innovation: Ready-to-Wear Pocket Sarees
What Makes Aseem Sarees Special?
The highlight of Aseem Sarees is their ready-to-wear design, allowing women to drape a saree in just 15 seconds. Unlike traditional sarees that require careful pleating and pinning, Aseem Sarees come pre-stitched with elasticated waistbands and neatly arranged pleats. This eliminates the need for assistance, making it an excellent choice for women who are new to wearing sarees or those who struggle with the conventional draping process.
Another unique feature is the addition of pockets. This simple yet practical detail enhances the saree’s functionality, allowing women to carry essentials like mobile phones, keys, and wallets without needing a handbag.
Fabric and Design Options
Aseem Sarees are designed to cater to different occasions and preferences. The brand offers:
- Mul Cotton Sarees – Lightweight and breathable, perfect for daily wear.
- Chanderi Silk Sarees – Elegant and festive, ideal for celebrations.
- Hand Block Printed Sarees – Featuring intricate traditional designs, these sarees blend craftsmanship with modern style.
By incorporating comfortable fabrics and traditional hand-block printing techniques, Aseem Sarees maintains the authenticity of classic sarees while making them more wearable for contemporary women.
Impact on Women’s Empowerment
Aseem Shakti is not just about fashion; it is a socially conscious brand committed to empowering women. The company works closely with women artisans, providing them with employment opportunities and financial stability. Many of these artisans come from low-income backgrounds, and by working with Aseem Shakti, they earn between ₹24,000 to ₹44,000 per month. This income has enabled them to:
- Support their families
- Educate their children (some have even sent their children abroad for higher education)
- Gain financial independence
Through its initiatives, Aseem Shakti has successfully built a sustainable model where both artisans and consumers benefit, making fashion a tool for social change.
Shark Tank India Success Story
Aseem Shakti’s innovative approach caught the attention of investors when Swati Singh appeared on Shark Tank India Season 4. She delivered a compelling pitch highlighting the ease, elegance, and empowerment offered by her brand. Swati sought ₹50 lakh in funding, which helped her scale production, expand marketing, and reach a wider audience.
The Sharks were highly impressed by her ability to blend tradition with innovation, and her brand was recognized as a game-changer in the Indian fashion industry.
Customer Reception and Market Growth
Since its appearance on Shark Tank, Aseem Shakti has gained a loyal customer base. Women across India, and even internationally, have embraced the idea of effortless saree draping.
Many customers appreciate the convenience and elegance of Aseem Sarees. Testimonials highlight how the pre-stitched pleats and pockets make wearing a saree easy, even for those who have never worn one before.
A video demonstrating the 15-second draping process went viral on social media in 2021, further boosting the brand’s visibility and sales. Women who previously avoided sarees due to the hassle of draping found Aseem Sarees to be a perfect solution, leading to a surge in demand.
Pricing and Accessibility
Aseem Sarees are priced around ₹3,100, making them affordable while maintaining high quality. Customers can purchase them through the official website AseemShakti.com, which offers a seamless shopping experience. The brand also plans to expand its presence on popular e-commerce platforms like Amazon and Flipkart.
Challenges and Future Goals
Despite its success, Aseem Shakti faces certain challenges, including:
- Market Awareness: While many women love the concept, some are hesitant to switch from traditional sarees. The brand is working on educational campaigns to showcase the benefits of ready-to-wear sarees.
- Scaling Production: As demand grows, Aseem Shakti aims to increase production capacity while maintaining its commitment to handcrafted quality.
- Expanding to Global Markets: There is a growing interest in Indian sarees abroad, particularly in the US, UK, and Canada. Aseem Shakti is planning international shipping to cater to the global diaspora.
The Future of Ready-to-Wear Sarees
The growing interest in comfortable ethnic wear suggests that ready-to-wear sarees will become more popular in the coming years. Aseem Shakti is at the forefront of this trend, ensuring that sarees remain relevant not just as traditional attire but as a convenient everyday fashion choice.
The brand plans to introduce new designs, fabrics, and customization options, making sarees even more versatile. They are also exploring rental and subscription models, allowing customers to rent sarees for special occasions.
Final Thoughts
Aseem Sarees is more than just a fashion brand; it is a movement towards empowerment, innovation, and cultural revival. By reinventing the saree in a way that is easy, stylish, and functional, Aseem Shakti has addressed a real need among modern women. The brand has successfully blended tradition with practicality, ensuring that sarees remain an integral part of contemporary fashion.
With its commitment to women’s empowerment, high-quality craftsmanship, and growing market presence, Aseem Shakti is poised to become a leading name in the ready-to-wear saree industry.
For those who love sarees but struggle with draping, Aseem Sarees offers the perfect solution—a hassle-free way to wear this beautiful traditional attire in seconds.
