(September 10, 2025) In a world where women’s skills are often undervalued or confined to the private sphere, Swathi Nelabhatla is determined to flip the script. The entrepreneur, who runs her business in both India and the U.S., believes every passion has the potential to become a profession. “Even a homemaker with a passion—whether it’s baking, tutoring, or dance—can turn it into a service. That’s the power of SITHA,” she tells Global Indian, speaking about her latest venture. Reflecting on her journey, she adds: “With SheJobs, we connected with women in boardrooms; with SITHA, we want to hear from women in kitchens and living rooms too.”
SheJobs, which was first introduced in the United States five years ago before branching out to India, now has a database of almost 100,000 registered users. While SITHA (She Is The Hero Always), is a startup designed to bring entrepreneurship within reach of women everywhere—from corporate leaders to rural homemakers.
By blending global experience with local realities, Swathi is charting new pathways for women’s economic independence and redefining what empowerment looks like in everyday life. Her previous work experiences at HCL Technologies and later at Quant Systems, a Sonata Software company has built a strong grounding in technology and operations that fuels her path into entrepreneurship.
Starting right
Swathi grew up in a family that valued education and service. “I spent my childhood in Kadapa, a small town in Andhra Pradesh. My father was a journalist and my mother was a revenue officer. I studied in various places, mostly in boarding schools,” she recalls.
That early exposure to diverse environments shaped her adaptability and sense of responsibility. Years later, her life took a dramatic turn when she moved to the United States. “I moved to the US in search of medical treatment for my son, who is autistic. As a family, we relocated, and I took a career break to focus on his medical needs,” she says.
Despite stepping away from formal work, Swathi’s entrepreneurial instincts remained strong. “I’ve always been passionate about becoming an entrepreneur, so I explored various startups in the US. I started SheJobs during COVID, and later, SITHA. Today, we have operations in both the US and India, and I travel between the two countries based on business requirements,” she tells.
Career cues
Her first venture, SheJobs, was born out of a need to connect women with technology jobs, especially those with career breaks or mothers raising children with disabilities. But the feedback soon revealed a larger gap.
“With SheJobs, our focus was on technology-related opportunities. But I started receiving many messages from women asking: ‘We’re not in tech, do we still have a chance?’ Many were even learning new technologies just to find jobs,” she explains.
That constant questioning sparked a pivotal idea. “Every woman has the potential to become an entrepreneur. What if we build a platform where women can list their passions and services, showcase their products, and generate leads? That’s how SITHA was born.”
Bridging the gap
Due to rigid work schedules, career pauses, or personal obligations, millions of competent women remain underemployed. By offering flexible opportunities in fields ranging from home services and teaching to legal consulting, wellness, travel, and digital gigs, SITHA (available on iOS and Android) aims to bridge the gap for the 200 million Indian women seeking meaningful work.
The name itself reflects Swathi’s philosophy. “In my view, every woman is a hero in her own right because she handles multiple responsibilities at the same time—that’s why I felt this would be the most apt name,” she says.
Her years in the US played a pivotal role in shaping this vision. Living abroad exposed her to global gig models, where she saw firsthand how flexible work empowered women balancing caregiving with financial independence.
Billed as India’s first women-exclusive gig platform, SITHA is designed to give women financial freedom, flexible opportunities, and a sense of community. “It’s more than just an app, it’s a movement to empower every woman to become an entrepreneur and create financial freedom from the comfort of their homes,” she says.
The impact of this philosophy is wide-reaching. “Because when you support a woman, you’re supporting entire families and communities, ultimately strengthening the whole country,” she adds.
Why women-exclusive?
Unlike most gig platforms, SITHA is intentionally women-exclusive. Swathi looks at this model as a deeper form of empowerment.
“Safety has become the baseline today,” she says. “What matters now is creating financial safety, family security, and professional growth. On SITHA, every earning goes directly into a woman’s bank account. That builds confidence and independence.”
For her, the model ensures equality in practice, not just in rhetoric. “When women are supported this way, they don’t just strengthen their own lives, they contribute directly to the country’s economic growth.”
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Like any ambitious venture, the entrepreneur faced hurdles in building SITHA. “One of the biggest challenges was making it inclusive for everyone: tech-savvy professionals, first-timers, and even women from rural backgrounds, without overwhelming them,” Swathi shares.
The solution was to focus on simplicity. The team adopted government-standard design principles while keeping the app modern and user-friendly. Most importantly, they listened closely to women partners and customers, introducing new features gradually, only when they were truly needed.
Powering opportunities with AI
Technology remains central to SITHA’s mission. Its AI-powered gig-matching algorithm helps women connect with the right opportunities quickly and effectively. “SITHA’s AI analyzes profiles, skills, location, availability, and preferences of both service providers and clients,” she explains. “This ensures the best fit, reduces search time, and improves outcomes. It helps women balance their work-life better while ensuring sustainable earnings.”
A turning point
Looking back, Swathi sees her move to the US as a defining moment. “Leaving my job in India and starting from scratch in the US brought new challenges, especially as a mother,” she reflects. “Facing employment barriers, particularly for women with career gaps or childcare responsibilities, became the driving force behind my entrepreneurial mission.”
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Despite her busy entrepreneurial life, Swathi nurtures her curiosity. “During COVID, I explored astrology, and now I’m learning about AI and reading stories of entrepreneurs,” she shares. She also enjoys documentaries on business and inspiring journeys.
Her favorite form of unwinding, however, is simple: “My stress buster is just unwinding at home. If there’s no work, you’ll always find me at home—that’s my comfort zone.”
Looking ahead
Swathi’s vision is clear: to make financial independence accessible to every woman, whether in urban centers or remote villages. With SheJobs continuing to connect thousands of women to professional opportunities and SITHA opening the doors of entrepreneurship to homemakers and non-traditional talent, she sees both ventures as complementary steps toward the same goal. “Inclusion is not just a goal, it’s a reality we’re building every day,” she signs off.
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yes it is true !
Like any ambitious venture, the entrepreneur faced hurdles in building SITHA. “One of the biggest challenges was making it inclusive for everyone: tech-savvy professionals, first-timers, and even women from rural backgrounds, without overwhelming them,” Swathi shares.