‘Ghar Aayi Lakshmi’: Sabhyata Asks Why Single Working Women Are Denied a Place to Call Home
Featuring Seema Pahwa and Mahathi Ramesh, the four-minute DVC questions the unwritten ‘families only’ rule in urban housing.
Sabhyata has launched Ghar Aayi Lakshmi, a Diwali campaign that highlights the challenges single working women face when seeking rental accommodation in urban India. Featuring Seema Pahwa and Mahathi Ramesh, the four-minute digital video commercial (DVC) questions the unwritten “families only” rule followed by some landlords and housing societies, highlighting the assumptions that can shape who is considered suitable to rent a home.
Considering that Diwali is a time of welcoming prosperity and the Goddess of wealth into one’s house, this advertisement stresses the difference between the essence of the festival and the limits imposed on women workers as far as getting an apartment is concerned. The ad makes people think about how stereotypes might impact women who work and live alone.
Anil Arora & Pankaj Anand, Co-founders of Sabhyata, said, “Sabhyata’s vision is of women who live with grace, pride, and the ability to choose their own path. We are proud to introduce our campaign ‘Ghar Aayi Lakshmi’. This campaign seeks to highlight the challenges single working women face in finding their own homes. Diwali is a festival of opening up one’s home to good luck, new opportunities, and new beginnings. We want our society to accept everyone with grace during Diwali, no matter what circumstances a woman may be in. We aim to encourage this culture of acceptance and remind everyone that being an independent woman is not a hindrance to having her own house.”
Chayan Verma, Head of Marketing, Sabhyata, Said, “Every Diwali, we celebrate women through the moments that make them feel seen and valued. In 2024, we called for workplaces to be more welcoming of mothers. This year we are turning our focus to the houses and cities that we inhabit and ask them to embrace the independent women who decide to live by themselves. An independent woman who works for herself and earns enough to pay her rent is not a threat just because she is living by herself.
She deserves the same welcome and respect that we associate with Goddess Lakshmi during Diwali. At Sabhyata, we believe that the true spirit of civilisation lies not just in the traditions we celebrate, but in the doors we open to others.”
The campaign also draws attention to the wider context of women living independently in India. The country’s 2011 Census counted approximately 72 million single women. Although historical, the figure provides context for the campaign’s focus on the social attitudes and barriers women can encounter while seeking independent accommodation.
Manish Sharma, Writer and Director, P से Picture, said, “I am delighted to be a part of this incredible storytelling with Sabhyata. Through this DVC, we have explored the biases women face through an everyday situation rather than an overt confrontation.
#gharaayilakshmi marks Sabhyata’s fifth Diwali campaign since 2018. Its 2024 campaign focused on making workplaces more accommodating for mothers. This year, the brand turns its attention to housing and the acceptance of women who choose to live independently.
With a strong retail presence across India, spanning 130+ stores in 35+ cities and 25+ states, Sabhyata has established itself as a recognised name in women’s ethnic fashion. The brand focuses on bringing together elegant designs, quality craftsmanship, comfort, and affordability, making Indian ethnic wear accessible for everyday occasions, office wear, celebrations, and festivals.
The DVC is available on Sabhyata’s YouTube and Instagram channels.
