{"id":10837,"date":"2024-02-26T06:38:36","date_gmt":"2024-02-26T06:38:36","guid":{"rendered":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/"},"modified":"2024-02-26T06:38:36","modified_gmt":"2024-02-26T06:38:36","slug":"jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity","status":"publish","type":"post","link":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/","title":{"rendered":"Jeevika Tyagi’s Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity"},"content":{"rendered":"\n

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\u2014it’s a movement redefining the boundaries of athletic and leisure wear while fostering a culture of empowerment and environmental stewardship.<\/p>\n\n\n\n

\nhttps:\/\/www.instagram.com\/reel\/C3uX7FoPKn5\/?igsh=MXBmaDB2ZmgxNzRkZw==\n<\/div><\/figure>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Contrary to misperceptions, Aastey’s strategic allocation of funds encompasses not only marketing initiatives but also investments in inventory, business operations, and manpower\u2014critical 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

As Aastey embarks on its quest to become a \u20b9100-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.<\/p>\n\n\n\n

In a world craving authenticity and purpose, Aastey emerges as a beacon of hope\u2014a 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2014it’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\u2014critical 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 \u20b9100-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\u2014a 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.<\/p>\n","protected":false},"author":2,"featured_media":10836,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27,119],"tags":[59,129,54,60],"class_list":["post-10837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-local-news","tag-business","tag-local-news","tag-news","tag-trending"],"yoast_head":"\nJeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity\" \/>\n<meta property=\"og:description\" content=\"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\u2014it’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\u2014critical 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 \u20b9100-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\u2014a 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.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/\" \/>\n<meta property=\"og:site_name\" content=\"MY CIRCLE STORY\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-26T06:38:36+00:00\" \/>\n<meta name=\"author\" content=\"My Circle story\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"My Circle story\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/\"},\"author\":{\"name\":\"My Circle story\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#\\\/schema\\\/person\\\/7a939b9cf95fea5ca39b9c796ceab497\"},\"headline\":\"Jeevika Tyagi’s Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity\",\"datePublished\":\"2024-02-26T06:38:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/\"},\"wordCount\":517,\"publisher\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/img_3226.jpg\",\"keywords\":[\"Business\",\"local news\",\"News\",\"Trending\"],\"articleSection\":[\"BUSINESS\",\"LOCAL NEWS\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/\",\"name\":\"Jeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/img_3226.jpg\",\"datePublished\":\"2024-02-26T06:38:36+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/img_3226.jpg\",\"contentUrl\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/img_3226.jpg\",\"width\":600,\"height\":338},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/2024\\\/02\\\/26\\\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mycirclestory.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Jeevika Tyagi’s Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#website\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/\",\"name\":\"My circle story\",\"description\":\"My Circle Story - Stories of Business, Entertainment and Trends\",\"publisher\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mycirclestory.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#organization\",\"name\":\"My circle story\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/my-circle-story-1.webp\",\"contentUrl\":\"https:\\\/\\\/mycirclestory.com\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/my-circle-story-1.webp\",\"width\":742,\"height\":738,\"caption\":\"My circle story\"},\"image\":{\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.instagram.com\\\/mycirclestory\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/mycirclestory.com\\\/#\\\/schema\\\/person\\\/7a939b9cf95fea5ca39b9c796ceab497\",\"name\":\"My Circle story\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g\",\"caption\":\"My Circle story\"},\"description\":\"Elevating Narratives: Where Fashion, Art, Business, and Trending Stories Converge in the Pages of Imagination.\",\"url\":\"https:\\\/\\\/mycirclestory.com\\\/index.php\\\/author\\\/mcs\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Jeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/","og_locale":"en_US","og_type":"article","og_title":"Jeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity","og_description":"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\u2014it’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\u2014critical 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 \u20b9100-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\u2014a 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.","og_url":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/","og_site_name":"MY CIRCLE STORY","article_published_time":"2024-02-26T06:38:36+00:00","author":"My Circle story","twitter_card":"summary_large_image","twitter_misc":{"Written by":"My Circle story","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#article","isPartOf":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/"},"author":{"name":"My Circle story","@id":"https:\/\/mycirclestory.com\/#\/schema\/person\/7a939b9cf95fea5ca39b9c796ceab497"},"headline":"Jeevika Tyagi’s Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity","datePublished":"2024-02-26T06:38:36+00:00","mainEntityOfPage":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/"},"wordCount":517,"publisher":{"@id":"https:\/\/mycirclestory.com\/#organization"},"image":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#primaryimage"},"thumbnailUrl":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg","keywords":["Business","local news","News","Trending"],"articleSection":["BUSINESS","LOCAL NEWS"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/","url":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/","name":"Jeevika Tyagi's Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity","isPartOf":{"@id":"https:\/\/mycirclestory.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#primaryimage"},"image":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#primaryimage"},"thumbnailUrl":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg","datePublished":"2024-02-26T06:38:36+00:00","breadcrumb":{"@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#primaryimage","url":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg","contentUrl":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg","width":600,"height":338},{"@type":"BreadcrumbList","@id":"https:\/\/mycirclestory.com\/index.php\/2024\/02\/26\/jeevika-tyagis-aastey-redefining-athleisure-with-innovation-inclusivity-and-integrity\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mycirclestory.com\/"},{"@type":"ListItem","position":2,"name":"Jeevika Tyagi’s Aastey: Redefining Athleisure with Innovation, Inclusivity, and Integrity"}]},{"@type":"WebSite","@id":"https:\/\/mycirclestory.com\/#website","url":"https:\/\/mycirclestory.com\/","name":"My circle story","description":"My Circle Story - Stories of Business, Entertainment and Trends","publisher":{"@id":"https:\/\/mycirclestory.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mycirclestory.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mycirclestory.com\/#organization","name":"My circle story","url":"https:\/\/mycirclestory.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mycirclestory.com\/#\/schema\/logo\/image\/","url":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/my-circle-story-1.webp","contentUrl":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/my-circle-story-1.webp","width":742,"height":738,"caption":"My circle story"},"image":{"@id":"https:\/\/mycirclestory.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.instagram.com\/mycirclestory\/"]},{"@type":"Person","@id":"https:\/\/mycirclestory.com\/#\/schema\/person\/7a939b9cf95fea5ca39b9c796ceab497","name":"My Circle story","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c1a78e956a6c06120a6820659febdb5a263ab74508f4436c9af6b06abd004fc8?s=96&d=mm&r=g","caption":"My Circle story"},"description":"Elevating Narratives: Where Fashion, Art, Business, and Trending Stories Converge in the Pages of Imagination.","url":"https:\/\/mycirclestory.com\/index.php\/author\/mcs\/"}]}},"jetpack_featured_media_url":"https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg","jetpack_sharing_enabled":true,"rttpg_featured_image_url":{"full":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false],"landscape":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false],"portraits":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false],"thumbnail":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226-150x150.jpg",150,150,true],"medium":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226-300x169.jpg",300,169,true],"large":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false],"1536x1536":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false],"2048x2048":["https:\/\/mycirclestory.com\/wp-content\/uploads\/2024\/02\/img_3226.jpg",600,338,false]},"rttpg_author":{"display_name":"My Circle story","author_link":"https:\/\/mycirclestory.com\/index.php\/author\/mcs\/"},"rttpg_comment":0,"rttpg_category":"<a href=\"https:\/\/mycirclestory.com\/index.php\/category\/business\/\" rel=\"category tag\">BUSINESS<\/a> <a href=\"https:\/\/mycirclestory.com\/index.php\/category\/news\/local-news\/\" rel=\"category tag\">LOCAL NEWS<\/a>","rttpg_excerpt":"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\u2014it’s a movement redefining the boundaries of athletic and leisure wear…","_links":{"self":[{"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/posts\/10837","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/comments?post=10837"}],"version-history":[{"count":0,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/posts\/10837\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/media\/10836"}],"wp:attachment":[{"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/media?parent=10837"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/categories?post=10837"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mycirclestory.com\/index.php\/wp-json\/wp\/v2\/tags?post=10837"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}