Think of a fashion brand that promotes mindfulness, self-acceptance, and being present in every moment while also making amazing Athleisure and we have Aastey. Aastey is a contemporary lifestyle and performance fashion brand for women that embraces life fully, without comparison or pressure, and finding joy in both the big and small moments.
Genesis
Aastey was founded in 2020 by Jeevika Tyagi and Kanupriya Mundhra during the COVID-19 pandemic4.The founders realized that many women, including themselves, were losing sight of life’s joyful moments. Thus, “live aastey” became both a brand and a movement, encouraging women to be comfortable in their own skin and to live life authentically.
The Deeper Meaning of “Aastey”
The founders have been very mindful the brand name. They chose “aastey” as it connects to the ancient Indian principle of “asteya” (अस्तेय), a core ethical value in Hinduism, Jainism, and yoga philosophy. “Asteya” means “non-stealing”—not just in the literal sense, but also refraining from coveting or taking what is not rightfully yours, in thought, word, or deed. It is one of the five yamas (ethical restraints) in yoga, promoting honesty, contentment, and respect for others’ possessions.
Main Product Categories
1. Tops
- Namaastey T-Shirts (various colors)
- Crop Tops
- Tank Tops (Jellybean and Boomerang collections)
- Sweatshirts
2. Bottomwear
- Leggings (All Day, Evergreen, Extreme Uplift, Printed)
- Bootcut Pants
- Wide Leg Pants (AM-to-PM collection)
- Joggers (Get Cosy, Vibe Check)
- Cycling Shorts
- Jeans
- Skirts and Shorts
3. Dresses
- Everyday Dress (multiple colors)
4. Socks
- Glacier Invisible Socks
Features and Highlights
- Size Inclusivity: Extensive size range (up to 24 sizes and 3 lengths in some products) to fit every body type.
- Sustainable Materials: Products made from organic cotton, recycled polyester, Tencel, and other eco-friendly fabrics.
- Versatility: Designed for activewear, loungewear, travel (like their “Airport Looks” collection), and daily comfort.
- Ethical Production: Commitment to fair labor, minimal packaging, and reduced carbon footprint6.
- Trendy Colors and Prints: Wide choice of colors (e.g., honey peach, caramel magenta, ebony black, blue berry, spring green, etc.) and playful prints.
Special Collections
- Airport Looks: Curated outfits for travel comfort and style, including sweatshirts, joggers, and wide-leg pants.
- Athleisure and Studio Wear: Sports bras, yoga pants, gym jackets, and more for workouts and casual outings.
- Essentials: Everyday basics designed for layering and versatility.
Sales and Achievements
By late 2023, the brand had sold over 20,000 units—including leggings, sports bras, and tank tops—reaching lifetime sales of ₹3.2 crore.
In the three months leading up to their Shark Tank India pitch, Aastey generated ₹15 lakh in revenue, with product prices ranging from ₹1,200 to ₹2,500, positioning itself in the mid-luxury segment. The brand has built a loyal community, with over 200,000 women embracing the “live aastey” philosophy and a digital following of more than 280,000 on Instagram.
In early 2022, Aastey secured ₹10 crore in seed funding from Kalaari Capital’s CXXO initiative at a ₹40 crore valuation, fueling its growth and innovation. Their appearance on Shark Tank India Season 3 brought nationwide recognition and a significant sales spike, further cementing Aastey’s reputation as a trailblazer in sustainable, inclusive fashion.
Awards & Sustainability Impact
- Awards:
- Aastey won the “Sustainable Best Initiative of the Year 2023: Zero Carbon Emissions” award, recognizing their leadership in sustainable fashion and commitment to reducing environmental impact.
- Sustainability Impact:
- Uses 100% eco-friendly, recycled fabrics, resulting in 1.5 kg less carbon emissions per pair of leggings compared to regular alternatives.
- Pioneered size-inclusive activewear in India, offering products in up to 24 sizes and 3 lengths.
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