SW Network Wins Garden Vareli’s Performance Marketing Mandate

Halftone paper cutout of a folded saree and an upward arrow on a saturated teal background, for the SW Network and Garden Vareli mandate

SW Network has won the performance marketing mandate for Garden Vareli, taking on digital media planning and execution for the saree and fashion brand across platforms.

Agency: SW Network
Brand: Garden Vareli
Scope: digital media strategy, planning and execution across platforms
Stated focus: reach, visibility and consumer engagement through optimised media investment
Announced 24 August 2026

What Garden Vareli Said It Was Looking For

Neeraj Katariya, vice president and head of digital and e-commerce at Garden Vareli, said the brand wanted a partner combining strategic media expertise with an understanding of consumer behaviour, and pointed to accelerating growth as the objective.

The job title is the detail worth noticing. Digital and e-commerce sitting with one person means the media brief and the sales channel report to the same place, which usually shortens the argument about what a campaign is supposed to move.

A Performance Brief, Not A Brand One

Raghav Bagai, co-founder of SW Network, described Garden Vareli as a brand with a long legacy in Indian fashion and framed the work around expanding its digital footprint. Shlok Hari, the agency’s business head, was more specific, naming inventory, targeting, creative and data analytics as the mix.

That is a performance vocabulary rather than a brand-building one. For a category sold heavily through festive and wedding demand, the interesting constraint is that the peaks are short and the media has to be bought against them rather than smoothed across the year.

The Test This Mandate Sets

Heritage apparel brands moving online tend to discover that recognition does not transfer to a product listing. People know the name, then buy the saree from whoever showed them one at the right moment.

Closing that gap is a media and merchandising problem at once, which is why the phrasing around revenue and return on investment in this announcement is more than the usual boilerplate. It sets the terms the work will be judged on.