Sirohi is the brand arm of SSF and focuses on sustainable luxury that advocates a slow and simple lifestyle based on values of Indian heritage and culture. Its home & lifestyle products are handwoven by skilled women artisans with an aim to bring the beauty of the outdoors, indoors. Sirohi provides income opportunities to women without a formal education who are from marginalized populations in Western India, by understanding and leveraging their existing craft skills, to make sustainable 'marketable' products for a global buyer, that are made from waste & salvaged materials locally generated in their region.