SWARAA.RAAG — The creative spirit of a womanprenuer finds expression in fashion and jewelry…

The Business Press
4 min readMay 25, 2023


Keeping the talent of a creative person quiet for a long period of time is not an easy task. Someday or the other it is bound to surface and when it does it creates a certain magic in everything it expresses itself in. This is how SWARAA.RAAG founded by Vikayalakshmi Shivakumar actually evolved and grew into a successful fashion label.

“My father has a textile shop in Madurai and so since childhood I have been amidst meters and meters of textiles. I also have a creative bent of mind and was very interested in arts and crafts. While in college also I made craft items and sold them,” says Vikayalakshmi.

This creativity found a way to be expressed when she started her own venture and soon one good thing led to another. SWAARA.RAAG started as a small tailoring unit with just one master in 2017. Within 6 months the business picked up and operations shifted to a larger space where fabrics were also stocked along with the tailoring service. In 2018 sarees and kurtis were added and in 2019 fashion jewelry came in. This made it a truly one stop fabric and fashion store where branded fashion wear was available, as well fabrics which could be customized according to a customers sense of fashion and the occasion.

You want to visit the store… you are welcome. You want to check out the collection online… there is plenty to choose from…

SWAARA.RAAG has understood that modern marketing mix means offering the best of both the worlds, physical as well as digital, to its valued customers. It has set up its own branded store on Rachenahalli Road, Nr. Bharat Petrol Bunk, Bengaluru where it offers the choicest of collection for unstitched fabrics, jacket style tops, long cotton jackets, kurtis, sarees, salwar suits, cotton short tops, and jewelry. It also offers the option of customization with its in house tailoring department. Embroidery is also possible.

For overseas buyer and even for buyers outside Bengaluru, fabric selection, measurement taking, fittings etc. are available over a video call which has been a huge success.

The SWAARA.RAAG collection can be viewed online at https://www.instagram.com/swaraa_raag/ The saree collection of Banarasi Silk Saree, Kalanjali Saree, Raw Silk Embroidery Saree, Block Printed Maheswari Silk Saree, Cotton Linen Sarees and more can be viewed online at https://www.instagram.com/lahari_raag/ Saree fall an pico stitching and blouse stitching services are available too.

You too can take a look and refresh your wardrobe with this vibrant collection of fashion wear that is available.

Taking the brand and its own unique fashion style into a different league…

SWARAA RAAG is the dream come true of an ambitious womanpreneur, who has pursued her dreams and nurtured her brand passionately to a position of repute in the highly competitive fashion industry.

Says Vijayalakshmi, “We already have our own branded physical boutique which gets a lot of footfalls. To increase sales we are setting up our ecommerce portal and also registering our brand. I am also going to patent certain popular designs that we have created.”

Based in Bengaluru and shipping worldwide the next step is capture shelf space in large retail format stores across the country and enhance access to the brand for a larger pool of customers. Bulk sales is also a marketing option that is being explored.

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