Svara General Trading L.L.C was founded and established by a young entrepreneur with a background in family-run businesses. Ashish Sachdeva, Managing Director, is based in Dubai and primarily owns and runs his business of readymade garments under the brand Sameera Fashions which has its own stores which conducts business in UAE, Saudi Arabia and Egypt since the last 30 years. At SGT, Ashish is responsible for the Food Commodities and Cooking Oil business, given his well established contacts in Africa and the Middle East.

The upcoming e-commerce website for readymade garments www.fashionphobic.com also a project started by Ashish Sachdeva.