Jeevika Tyagi is the co-founder of Aastey, a pioneering athleisure brand in India. With a passion for consumer insights, content creation, and the creative space, Jeevika is dedicated to bridging the gap between commerce, and emerging technology, and fostering meaningful interactions between people and brands. She has worked on both brand and product marketing to help businesses thrive, and she has been a CXO, mentor, and consultant with many of them since their creation.
Jeevika brings a wealth of experience in brand and product marketing, having worked with renowned companies like JP Morgan, Chase, the New York Film Academy, and Zee5 before embarking on her entrepreneurial journey with Aastey.
Jeevika’s entrepreneurial spirit was ignited when she felt worn down by work and surrounded by the hardships of the pandemic. Together with her co-founder, Kanupriya, they realized they had lost touch with the joys in life and that the negative aspects had overshadowed the positive. As they bonded over their shared struggles with body image, Jeevika, and Kanupriya recognized the pervasive nature of body image concerns in society. Determined to make a difference, they decided to challenge the harmful culture of the “ideal” body type and shed light on the environmental impact of fast fashion. This led to the birth of Aastey, a slow-fashion athleisure brand focused on providing women with comfortable and sustainable clothing options.
In 2020, Kanupriya and Jeevika co-founded Aastey, India’s first size-inclusive and sustainable athleisure, activewear, and essentials company for women. Their mission at Aastey is to blur the boundaries between function, fashion, comfort, size, and fitness. By offering a diverse range of unique designs in categories such as basics, activewear, and athleisure, Aastey aims to transform women’s performance clothing into a more sustainable and inclusive experience.
Jeevika’s vision goes beyond just creating a brand; she has established a community where women are empowered to embrace their true selves. In addition to this, she has provided an alternative to the fast fashion culture through “Live Aastey,” encouraging individuals to cherish the small joys in life and live in the present moment. Jeevika’s dedication to cultivating a positive and mindful lifestyle shines through in her endeavours at Aastey.
