At 21, Jeevika Tyagi had the world at her feet. Armed with a prestigious degree and an impressive job offer from BlackRock, one of the top financial firms
At 21, Jeevika Tyagi had the world at her feet. Armed with a prestigious degree and an impressive job offer from BlackRock, one of the top financial firms on Wall Street, Jeevika seemed destined for success in the corporate world. The offer came with an H1B visa and a salary of ₹1 crore, a dream job for most young professionals. But for Jeevika, it was only the beginning of a much bolder journey — one that would see her leave behind the glitz and glamour of Wall Street to pursue her true passion in India: entrepreneurship.
Today, Jeevika is the Co-Founder and CEO of Aastey, India’s first sustainable and size-inclusive athleisure brand for women. What started as a small, ambitious dream has now grown into a successful business that offers stylish, eco-friendly clothing that caters to women of all body types. Aastey has become a pioneer in the Indian fashion industry, leading the charge for sustainable and inclusive fashion in the athleisure space.
The core philosophy behind Aastey, which means “take it easy” in Hindi, is a reflection of Jeevika’s personal values. She and her co-founder Kanupriya Mundhra wanted to create a brand that not only offered fashionable and sustainable activewear but also encouraged women to embrace a life free of societal pressures. In a world where women are constantly told to conform to impossible standards of beauty, body type, and success, Aastey encourages its community to let go of perfection and simply “take it easy.”
For Jeevika, the mission was clear: build a brand that helps women feel comfortable and confident in their own skin. From the very beginning, Aastey has been committed to inclusivity — offering high-quality athleisure that fits all body types. Aastey’s signature product, India’s first sustainable and size-inclusive leggings, has been met with widespread appreciation, making it a game-changer in a market that largely ignored plus-size consumers. The leggings are made from sustainable fabrics, ensuring that comfort and style don’t come at the cost of the planet.
Aastey’s growth has been nothing short of spectacular. Within just six months of launching, the brand achieved a 1 crore annual recurring revenue (ARR), a remarkable feat for any startup. But the real turning point came when Aastey appeared on Shark Tank India — a national platform that gave the brand a huge visibility boost. Following the show, Aastey’s growth accelerated at a 3x rate, making it one of the fastest-growing sustainable brands in India.
Today, Aastey has a thriving community of over 200,000 women across India who connect with the brand’s message of empowerment, inclusivity, and sustainability. Jeevika’s hands-on leadership has been pivotal in shaping the company’s direction. She’s involved in everything — from overseeing operations to designing the website and driving Aastey’s communication strategies. Her vision is to create a brand that feels personal to every customer, ensuring that the message of “taking it easy” resonates through every product and every interaction.
Jeevika’s journey is a testament to the power of resilience and the importance of following your passion. She didn’t just leave a secure corporate job — she took a risk to build something meaningful that would not only impact her life but the lives of others. Under her leadership, Aastey has become more than just a fashion brand; it’s a community of women who support one another, share their stories, and grow together.
In addition to her work at Aastey, Jeevika is also an advocate for women’s empowerment. Through the Live Aastey podcast, she and Kanupriya bring in inspiring women from various walks of life to share their journeys, struggles, and triumphs. Aastey’s marketing strategies reflect this commitment to inclusivity and authenticity, focusing on real stories that inspire women to live their best lives without the pressure of unrealistic standards.
With plans to expand further and continue disrupting the athleisure industry, Jeevika is determined to make Aastey a global leader in sustainable and inclusive fashion. Aastey’s journey is just beginning, and with Jeevika at the helm, the brand is set to redefine what it means to be fashionable, confident, and authentic — one pair of leggings at a time.
For Jeevika Tyagi, the road from Wall Street to entrepreneurship hasn’t been easy, but it has been incredibly rewarding. Through Aastey, she continues to inspire women everywhere to embrace their authentic selves, live life on their own terms, and, most importantly, take it easy.
