In the dynamic landscape of fashion, where trends come and go, one brand is carving its niche by championing inclusivity, sustainability, and entrepreneurial resilience. Aastey, a women’s athleisure startup conceptualized during the tumultuous times of the lockdown in 2020, is not just another apparel company—it’s a movement redefining the boundaries of athletic and leisure wear while fostering a culture of empowerment and environmental stewardship.
At the helm of Aastey’s journey is CEO Jeevika Tyagi, a visionary driven by a shared commitment to revolutionize the athleisure industry. Alongside co-founder Kanupriya Mundhra, Jeevika leads Aastey with a clear vision to transcend mere fashion; embodying a philosophy rooted in inclusivity and authenticity, offering athleisure clothing for diverse body types and celebrating the beauty of individuality.
The recent controversy surrounding Aastey’s appearance on Shark Tank India thrust the brand into the spotlight, exposing the challenges and misconceptions faced by emerging startups in the competitive business landscape. Jeevika Tyagi’s candid response to judge Namita Thapar’s critique of the startup’s marketing spending exemplifies the resilience and integrity ingrained in Aastey’s DNA.
Contrary to misperceptions, Aastey’s strategic allocation of funds encompasses not only marketing initiatives but also investments in inventory, business operations, and manpower—critical components in laying the foundation for sustainable growth and market expansion. Jeevika Tyagi’s unwavering commitment to transparency and accountability underscores her dedication to building a brand built on principles of financial discipline and strategic foresight.
Beyond its financial acumen, Aastey distinguishes itself through its unwavering focus on sustainability and environmental consciousness. In a world plagued by fast fashion and disposable consumerism, Aastey stands as a beacon of ethical fashion, championing responsible manufacturing practices and eco-friendly materials. With a mission to eliminate biases and stereotypes for women while making a positive impact on the environment, Aastey epitomizes the intersection of style and social responsibility.
Moreover, Aastey’s commitment to innovation extends beyond its product offerings to its business model and supply chain. With seed funding from CXXO, a Kalaari Capital initiative, the brand is poised to disrupt the athleisure market, leveraging India’s vibrant ecosystem for direct-to-consumer brands and tapping into the burgeoning demand for high-quality, domestically sourced athleisure wear.
As Aastey embarks on its quest to become a ₹100-CR brand, its journey is emblematic of the entrepreneurial spirit and resilience that define India’s startup landscape. With each sports bra and leggings meticulously designed and shipped with care, Aastey not only outfits its customers in comfort and style but also empowers them to embrace their uniqueness and embark on their own journeys of self-discovery and empowerment.
In a world craving authenticity and purpose, Aastey emerges as a beacon of hope—a testament to the transformative power of entrepreneurship, innovation, and inclusivity. As consumers increasingly seek brands with a conscience, Jeevika Tyagi’s Aastey stands poised to lead the charge, inspiring a new era of conscious consumerism and redefining the very essence of athleisure for generations to come.
