Seva was born in September of last year. After a year of R&D and planning, the idea of a luxury, high end, candle and home fragrance brand was finally launched. Buying candles for a cause was the message and ethos behind the brand. The name Seva, which literally means “selfless service” in Sanskrit is the message that the founder Arushi Agrawal wishes to impart to all the customers. “ At seva we would like for you to experience the profound simplicity of service towards the self or others in your everyday lives”.
Employing underprivileged women who are yearning to make a living, Seva believes in empowering them and teaching them the art of candle making. In addition, with every 10 candles sold, Seva conducts a free-of-cost eye cataract surgery in the tribal villages of Maharashtra. With little to no healthcare available in the rural areas, Seva has partnered with Samta Foundation, who have conducted over 400,000 surgeries till date. In this way, seva brings light to those who have visual impairment.
The product range consists of natural soy wax candles of different sizes and finishes ( marble, glass and metal) which has a very international and modern aesthetic. The packaging also has a very luxe feel which makes the candles a perfect gift for occasions and celebrations. Soon, the product range will include Reed diffusers, wax tablets, and flameless candles.
The scent profile that Seva offers is also unique. From bloom ( an enchanting floral scent) to leather (reminiscent of an old European library with musty leather bound books) to even Aqua (which mimics the salty crispiness of heavy waves and rugged rocks), Seva has a fragrance for everyone.
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Arushi Agrawal was always a candle enthusiast but felt there was a lack of good quality candles which had an international and modern appeal in India. Thus, the market positioning is high-end and luxury for customers willing to pay for a Quality product. The demographics is mainly women, and a huge bulk of sales comes from gifting requirements such as Diwali, Christmas, birth announcements and wedding hampers. The price range starts from Rs. 1100 to Rs. 8000.
The main USP of the brand is that ‘with ethereal flames and soothing scents, luxury intersects with humanity’. As Arushi says ‘you are not just buying a good-looking candle, you are empowering women and helping the elderly see a brighter world with your purchase’.
Currently, the brand retails from their own website and relies on social media for word-of-mouth advertising. They also participate in exhibitions pan India to increase brand awareness.
The challenges in running this business is the warehousing, as the containers, wax, fragrance oils and manufacturing area required is large and require space. Secondly, the training of the underprivileged women takes time and continuous quality control to make sure the end product is of the standard of the brand.
The latest product launched is A gift set encompassing three distinct moods – Sleep, Sensual, and Serenity. The jar is made of black stained glass, with fragrances delicately chosen to create the perfect mood. Available in Large and Small sizes.
