'स्वत्व'
What is 'Svatva'
'स्वत्व' - Svatva is the Sanskrit word for the relationship to one's self, the innateness of self, which mirrors our brand's idea of exploring the self.
The word encapsulates our brand's spirit, which aims to revive and promote what is ours – our rich cultural heritage and diverse craft traditions.
The Svatva logo is a rendition of the 'Sruka', a ladle with a bowl ending in a lip often used for sacrificial Vedic rituals like pouring ghee into the ritual fire during a yajña. The spiritual meaning of 'yajña' is a selfless act for the benefit of others, while the sruka symbolises converting action into a divine act.
In Hindu iconography, the sruka is an āyudha (accessory) often associated with deities. The images and sculptures of Brahmā (the God of creation) and Viśvakarmā (the divine craftsman and architect of the cosmos) often feature them bearing a sruka in their hands. As per the Rig Veda, the creation of the cosmos is perceived as a yajña preceded by the hotar (priest) Viśvakarmā, the primal artisan, creator of handicrafts and the source of creativity.
Sruka is believed to hold the divine feminine energy 'prakriti', which symbolises cetanā (consciousness).
This cetanā of what is ours and what defines us is the driving force behind Svatva.
The cosmic connotations of the sruka and the yajña align strongly with Svatva's ideology of creating a social impact through handcrafted products.
Like a yajña, Svatva is also a sacred pursuit to benefit gifted craftspeople and create a cultural consciousness.
“Viśvakarmā, Lord of the arts, master of a thousand handicrafts, carpenter of the gods and builder of their palaces divine, fashioner of every jewel, first of craftsmen, by whose art men live, and whom, a great and deathless god, they continually worship.”
| Mahabharata, 1. 2592.