Leaders

The handloom industry is not only a cultural asset but also an economic engine for rural India. It lays emphasis on craftsmanship, low carbon footprint , and community-based production. Recent innovations have revitalized the sector’s potential. The growing global interest in handmade, ethical textiles has spurred enterprises to reinvest in handloom infrastructure and skill development. Swati Shekhawat is a fervent entrepreneur who began her professional journey rooted in purpose and commitment to drive impact through the handloom industry. As the Founder & CEO of handmade home furnishings brand Baarno, she brings a lifestyle and textile brand rooted in India’s cultural legacy, representing a venture that reflects both her entrepreneurial spirit and personal passion. A passionate entrepreneur, Swati is building a brand that champions hand block printing while promoting conscious consumption and artisan empowerment. Prior to founding Baarno, she held strategic roles at Accenture and ITW Consulting and brings expertise across sponsorship sales, sales representation, and market expansion.

Tell us about your professional journey before turning into an entrepreneur. What key areas of specialization did you develop?

My career trajectory has been far from linear, marked by diverse roles, industries, and learning curves. I began my professional journey through a campus placement. I chose Accenture, where I worked as a developer for a couple of years, sharpening my analytical thinking and problem-solving skills. Later on, collaborating with global teams based in Spain and Argentina, I encountered significant language barriers and felt disconnected from the impact of my contributions. My move from IT to media sales with India Cricket marked a significant transition in my career. The role came with its own set of challenges, but also offered steep learning opportunities. I gained valuable exposure to brand strategy, consumer engagement tactics, and mechanisms for building high-impact marketing partnerships. I learned how stories influence buying behaviour, an insight that continues to influence my brand-building philosophy today. Roles at Accenture and cricket media shaped my skills in problem-solving, branding and consumer behaviour, each of which now powers Baarno.

What inspired you to launch a handloom textile brand? Take us through the journey of establishing brand Baarno.

The inspiration behind my commitment to Indian textiles and handcrafts can be traced back to my childhood. With my father serving in Rajasthan Tourism, I was immersed in cultural events and artisan-driven spaces from a young age. This early exposure cultivated an organic appreciation for handmade Indian artistry, which has since evolved into a professional and personal calling.

Baarno began as a passion for handmade craft and a mission to preserve traditional techniques. My affinity for handmade craftsmanship became evident as I leaned toward products made of khadi and cotton rather than factory-made alternatives. This preference was not just a stylistic choice, it reflected a personal value system that honors traditional, human-centered production. Baarno was born from that mindset: an organic evolution of passion into purpose. We work with local artisans to blend heritage with modern design.

What is the vision behind brand Baarno? What does the brand specialise in?

At its core, Baarno is a brand deeply rooted in cultural heritage and artistic legacy. With a focus on timeless beauty, reflected in our tagline “Timeless Artistry”, Baarno celebrates Indian handblock printing, aiming to revive and elevate this age-old craft. Our mission extends beyond design. We are committed to empowering artisan communities by showcasing their work on global platforms and ensuring they receive the recognition they truly deserve.

While we are primarily known for our hand block printed textiles, Baarno’s offerings are expanding into bags and other artisans-crafted products. The essence of our work lies in the heritage technique of printing with handcarved wooden blocks, an art that values the charm of irregularities.

What key roles and responsibilities do you shoulder at Baarno? What are your focus areas in terms of driving growth for the brand?

As a founder of an emerging brand, I take on a multifaceted role that spans creative direction, team management, and operational leadership. My responsibilities range from designing collections and engaging with artisans to driving our day-to-day execution and brand positioning. With digital engagement now critical, I also focus heavily on growing our online presence through impactful storytelling and social platforms.

At this stage of growth, there are numerous priorities that require close attention many of which I oversee personally. Our core focus is on scaling the brand in a thoughtful, sustainable manner with digital storytelling expanding into global markets. Growth for us is not about size, it is about meaningful impact, creating value for our customers, empowering artisans, and influence our stakeholders.

Which key business challenges do you encounter as an entrepreneur in the Indian textile space? How do you navigate through these roadblocks?

Operating in the handcrafted sector comes with challenges such as fluctuating material availability, artisan inconsistency, and scaling without compromising quality. It is a sharp contrast to the structured systems I experienced in earlier roles, requiring a more flexible, responsive approach.

Over the years, I have learned that growth is challenging in a craft-driven business where human skill is central. By building strong artisan partnerships, offering consistent training, and staying flexible in production, we have adapted effectively. Above all, long-term success here demands patience and persistence.

How do you foresee the Indian textile landscape evolving? Which market trends are you betting big on?

As ethical sourcing and storytelling gain traction, Indian textiles stand at the forefront of a global shift toward sustainable, artisan-driven fashion. The market is evolving in favour of authenticity and purpose-led design. Baarno is aligning with key industry trends by adopting a digitalfirst, direct-to-consumer approach that elevates both craft and community.

Global brands are increasingly drawing from Indian design aesthetics, evident in moments like Prada’s runway featuring Kolhapuris. This signals a growing global appetite for Indian heritage reimagined with contemporary relevance. Baarno views this as a strategic opportunity to present our unique narrative on a global stage.

Swati Shekhawat, Founder, Baarno

Currently, leading Baarno as Founder and CEO, Swati Shekhawat combines her corporate experience with a personal passion for Indian craftsmanship. Baarno focuses on elevating the art of hand block printing while building a purpose-led brand that supports rural artisans and sustainable living. For her, Baarno represents not just her.