An exclusive interview with Co-Founder, Sawariya Group

 

An exclusive interview with Co-Founder,  Sawariya Group

1) What was the initial and lightbulb moment that led to the creation of Sawariya Group?

A) The concept was conceived in the early 1990s when our founders observed a significant disparity in the distribution of brands throughout India, particularly in smaller communities. Access to high-quality products was restricted due to the fragmentation of supply chains. That was the moment they resolved to establish a company that would serve as a bridge between the two and facilitate the efficient communication between brands and their consumers. One of Indias largest distribution networks has evolved from a modest partnership with Hindustan Unilever.

2. Can you describe the problem youre solving and why youre personally passionate about it?

A) We are addressing the issue of brand accessibility and market reach in the diverse retail landscape of India. Logistics, compliance and marketing are challenging for numerous national and global brands to manage on a large scale. Sawariya provides end-to-end solutions for brand management and distribution. Our enthusiasm is derived from three decades of experience in discerning the genuine connections between brands and individuals.

3. What did the world look like before Sawariya, and how are you changing it?

A) Brand distribution in India was previously dispersed and heavily reliant on local actors with restricted resources, prior to the arrival of Sawariya. Data was absent, logistics were sluggish, and visibility was inadequate. Currently, we have revolutionized that environment by incorporating transparency, technology and structure. We ensure that brands of all sizes can reach consumers in all regions, from urban areas to rural markets, with the same level of excellence.

4. Whats the story behind your company name?

A) The name “Sawariya” comes from an Indian word Krishna that symbolizes devotion, love and reliability. It reflects our company’s core belief in building long-term, trustworthy relationships with partners. We wanted a name that wasn’t just memorable but meaningful - something that conveyed commitment and care in every partnership.

5. In simple terms, what does Sawariya do?

A) By managing the entire process from import and logistics to marketing and retail execution, we assist brands in connecting with their target audience. Consider us the backbone that facilitates the movement of products from factories to e-commerce platforms and store displays.  In addition to distribution, we are responsible for brand building, digital commerce and performance marketing.

6. Who is your target customer and how did you validate that there was a real need for your solution?

A) For the most part, our clients are FMCG, lifestyle and niche perfumery brands that are seeking to broaden their presence in India.  In the early stages of our collaboration with Hindustan Unilever and subsequently with international brands such as Unilever International, Reckitt Benckiser Group and Godrej International, the necessity for a dependable, single-window distribution partner was clearly demonstrated.  The genuine market gap we were addressing was validated by the consistent demand from both domestic and global actors.

7. What makes your product/service different and better than existing alternatives? (What is your unfair advantage)?

A) We manage the entire lifecycle of a brand, from strategy and marketing to digital commerce and analytics, in contrast to conventional distributors who concentrate solely on the movement of products. Our Full Distributor House provides brands with a comprehensive, integrated solution that is conveniently located under one roof. Additionally, our robust infrastructure and data-driven insights render us more adaptable, transparent and rapidly responsive than our competitors.

8. Can you share a piece of feedback from a user that fundamentally changed or improved your product?

A) One of our most significant clients expressed a desire for enhanced visibility in their inventory and order management. Based on that feedback, we decided to work with India’s top tech development to develop a personalized Warehouse Management System (WMS) and Order Management System (OMS). These tools revolutionized the way we monitor operations and provided our clients with real-time data access, setting a new industry standard.

9. How do you stay innovative and keep up with market trends and competition?

A) We are committed to the ongoing investment in technology, market research and team training. Nielsen, Google Analytics and Euromonitor are among the tools that assist us in anticipating consumer behaviour and market changes. Through partnerships with retailers and e-commerce platforms, we also maintain an attentive ear to the ground. Innovation is not a one-time endeavour for us; it is a perpetual process of enhancement.

10. What has been the single biggest challenge youve faced so far, and how did you overcome it?

A) Managing scale while keeping operational efficiency intact has been our biggest challenge. As our network grew, so did the complexity of logistics and communication. We overcame this by automating processes, introducing advanced warehousing systems, and setting up regional hubs to improve speed and reliability. It took time, but it strengthened our foundation for future growth.

11. Can you describe a specific failure or setback that ultimately made the company stronger?

A) We diversified too rapidly during our initial expansion phase, as we lacked the necessary infrastructure. It impacted turnaround times and strained our operations. Building systems prior to scaling was a lesson we learned from that experience. Currently, we develop each new category or partnership with a solid operational foundation and data-driven insights, which has significantly enhanced our resilience.

12. What does a typical day look like for you as a founder? (Myth vs. Reality)

A) In reality, our day is characterized by a significant amount of hands-on problem-solving, as opposed to the common misconception that founders are perpetually in large meetings or signing deals. We allocate time to examining data, evaluating the performance of the warehouse, communicating with clients and aligning with the marketing teams. It is a combination of daily execution and strategy, which is what keeps it engaging.

13. How have you evolved as a leader since you first started?

A) We have acquired the ability to defer to our teams and have developed a greater sense of trust in them as time has passed. Initially, leadership entailed the completion of all tasks independently; however, it has since evolved to encompass the facilitation, empowerment and empowerment of individuals to make decisions. We have developed a greater emphasis on the development of a culture that transcends individual endeavors, as well as a greater reliance on data and patience.

(pic-aman Agrawal)

14. Whats one thing you know now that you wish youd known on day one?

A) We regret not recognizing the critical role of technology in the efficient scaling process. At that time, the majority of operations were conducted manually, and we failed to recognize the potential of digital systems. In the present day, analytics and technological integration are the foundation of every decision, from inventory planning to client servicing.

15. What key metrics do you track most closely to measure your companys health and growth?

A) Our primary objectives include the measurement of brand performance metrics, market expansion, inventory turnover and sales performance. Delivery accuracy, warehouse efficiency and client satisfaction scores are consistently monitored from an operational perspective. These assist us in maintaining agility and making data-driven decisions.

(pic-Raman Agrawal)

16. Can you share a milestone or achievement your team is most proud of?

A) One of our most cherished accomplishments was the expansion of Unilever International's business from $10 million in 2022 to $48 million in 2024. It was an unequivocal demonstration of the dedication, capability and immaculate execution of our team. We were able to establish ourselves as the most trusted distribution house in India as a result of that success.

17. How does Sawariya Group make money? (Explain your business model).

A) Our business paradigm is centred on a comprehensive distribution strategy. We generate revenue through service-based partnerships and distribution margins, which involve the management of logistics, marketing and retail operations for brands. We guarantee profitability for both ourselves and our collaborators by overseeing the entire value chain.

18. What has been your most effective strategy for acquiring customers so far?

A) Our most effective strategies have been consistent delivery and word of mouth. The majority of our new clients are acquired through referrals from our existing associates. Our emphasis on transparency, performance and long-term value automatically draws in brands that are committed to growth.

19. How do you balance the need for rapid growth with building a sustainable business?

A) We are of the opinion that genuine growth must be sustainable. Therefore, in addition to our aggressive expansion, we allocate resources to automation, infrastructure and training. Our strategy is to expand methodically while maintaining the quality of our services and the strength of our operations. The objective is to be both durable and swift.

20. Can you tell us about your funding journey? (Bootstrapped, Angel, VC?)

A) Since its inception, Sawariya has been primarily self-funded. We have consistently advocated for the reinvestment of our profits into expansion and organic development. Our financial stability and consistent growth have been facilitated by our partnerships with global brands, which have eliminated our dependence on external funding.

21. What do you look for in an investor beyond just capital?

A) We place a high value on investors who comprehend the distribution ecosystem and share our long-term vision. It is not solely about funding; it is also about strategic alignment, mutual respect and shared values. We seek partners who possess not only financial resources, but also knowledge and a unique perspective.

22. How are you building your company culture, especially in a remote/hybrid world?

A) Trust, accountability and ownership are the foundations of our culture. We ensure that communication is transparent and unambiguous, even in hybrid environments. We foster a collaborative environment in which our teams are encouraged to take the lead, share ideas and celebrate successes, regardless of whether they occur online or offline. Technology has enabled us to maintain a cohesive and united team.

23. Whats your philosophy on hiring? What qualities do you look for in your early team members?

A) We are in search of individuals who are dependable, honest and enthusiastic about their work. Attitude cannot be trained, while abilities can be acquired. We are committed to recruiting individuals who are committed to the long-term value creation of brands and who assume ownership of their work.

24. How do you prioritize your focus between product, team and fundraising?

A) Our distribution service - the product - is consistently prioritized. The team is the next in line, as they are responsible for the execution. Fundraising or partnerships are only pursued when they contribute to the strengthening of one of those two pillars.

25. What is your vision for Sawariya Group for the next 3-5 years?

A) Our objective is to establish ourselves as a global leader in the fields of beauty fragrance, luggage and lifestyle. We will concentrate on enhancing our e-commerce and D2C presence, as well as expanding our presence in the luggage and lifestyle sectors. Additionally, we are investigating AI-driven systems to enhance the efficiency and intelligence of our operations.

26. What major goals or milestones are you focused on achieving in the next 12 months?

A) We intend to expand our beauty fragrances, luggage and lifestyle, enhance our warehouse technology infrastructure and integrate additional global lifestyle brands within the next year. Additionally, we are in the process of improving our digital commerce capabilities to provide our partners with a seamlessly integrated omnichannel experience.

27. What industry trend are you most excited or worried about?

A) Distribution and logistics are being revolutionized by AI and digital transformation, which is a source of great excitement for us. The rapidity and precision that technology provides are truly remarkable. Nevertheless, the FMCG and lifestyle categories continue to necessitate ongoing innovation due to the increasing competition and price pressure.

28. If you achieve your ultimate vision, how will the industry or the world be different?

A) Our vision will be realized when brand distribution is entirely data-driven, transparent and sustainable. Real-time analytics and digital commerce will enable brands to effortlessly reach any region in India. It will render Indias distribution ecosystem among the most efficient in the world.

29. Finally, whats your one-piece of advice for aspiring entrepreneurs who are just starting out?

A) Establish a modest foundation while maintaining a consistent approach. Prioritize the establishment of trust and credibility over the pursuit of numerical targets. Utilize technology to your advantage, but never lose sight of the fact that business is fundamentally about relationships and individuals. Patience and honesty are essential for the development of enduring relationships.