Wearing a saree in just 15 seconds sounds almost too good to be true—but that’s exactly what Aseem Shakti, a Mumbai-based startup, has made possible. And as if that wasn’t revolutionary enough, these sarees come with pockets. Yes, a perfect blend of tradition and modern convenience, making sarees not just elegant but practical for today’s woman.
Founded in 2018 by Swati, Aseem Shakti is more than just a fashion brand—it’s a movement of empowerment, financial independence, and innovation. Swati’s journey didn’t begin in business but in education. As a spoken English teacher for underprivileged youth, and later a UPSC aspirant, she became deeply involved with self-help groups and witnessed firsthand the challenges faced by women in low-income communities. What struck her most was the dangerous cosmetic patch tests women were undergoing to earn a living, leading to severe health risks—one woman even suffered burnt ears from a chemical reaction.
Determined to provide safer, more dignified job opportunities, Swati experimented with small-scale businesses like making rakhis and candles, but they failed to generate sustainable income. When she asked the women what they did best, the answer was sewing and cooking. Inspired by a survey highlighting demand for ready-to-wear sarees, she decided to reinvent the saree—creating a version that could be worn in seconds without compromising on elegance.
Aseem Shakti has since become a life-changing source of income for the women it employs. Workers earn between ₹24,000 and ₹44,000 per month, allowing them to support their families, educate their children, and achieve financial independence. Some have even managed to send their children abroad for higher studies—a testament to how economic empowerment can transform lives.
The brand gained national attention in 2021, when a viral video showcasing its 15-second saree skyrocketed its popularity. Orders flooded in, with sarees priced between ₹3,100 and ₹6,000, balancing affordability and premium quality. Most sales come through Aseem’s website and Instagram, but the brand has now expanded to Myntra and plans to enter more e-commerce platforms.
Swati’s Shark Tank India Season 4 pitch was nothing short of spectacular. She demonstrated the saree’s ease of wear, pulled out multiple items from its hidden pocket, and stunned the sharks. But the highlight was when she brought eight of her employees to the stage, where they walked the ramp in Aseem sarees and surprised the sharks with roses hidden in their pockets.
Asking for ₹50 lakh for 2.5% equity at a ₹20 crore valuation, Swati impressed but also faced skepticism. Namita Thapar, Vinita Singh, Piyush Bansal, and Kunal Shah opted out, concerned about valuation. But Anupam Mittal saw the deeper impact of Aseem Shakti and made a heartfelt counteroffer: ₹50 lakh for 10% equity through his company’s charity arm. Swati accepted, sealing a partnership rooted in both business and social good. In a truly unforgettable moment, Anupam even draped himself in an Aseem saree while presenting the cheque, proving that fashion can be innovative, inclusive, and empowering all at once.
From a simple idea to a national movement, Aseem Shakti is proving that innovation isn’t just about technology—it’s about transforming lives. Swati’s journey is a powerful reminder that when women support women, entire communities rise. And with the backing of Anupam Mittal, Aseem Shakti is just getting started.
