True connection comes from delivering consistent value and building meaningful relationships,” says Kanupriya Mundhra, Co-founder of Aastey, a sustainable athleisure brand designed for women. Launched in 2021 with Jeevika Tyagi, the brand offers over 200 SKUs that cater to all Indian body types. Kanupriya points out that Aastey blends athleisure with performancewear, offering a range of products designed for both relaxation and workouts. The collection includes sweatshirts, T-shirts and joggers as well as high-performance items like sports bras, leggings and cycling shorts.
“We also have lifestyle essentials like socks, hair ties and even an eye mask because rest and recharge are just as important as performance,” says Kanupriya while stressing that great design takes time and then asserts, “The journey from concept to market usually takes six months or more due to the extensive testing we do. For example, with our sports bra, we didn’t just focus on style or colour, we tested it on people of all sizes doing yoga, running and other activities to ensure the best performance.”
She further adds, “We focus on small but significant touches. Like making sure the pockets on our leggings are big enough to hold a phone—because, honestly, it’s frustrating when they’re not.”
With eight different sizes for each design, Aastey aims to provide inclusive options for all women. “Our goal is for customers to visit our website and feel represented,” says Kanupriya. “We want them to imagine how an outfit might look on someone with their body type-whether they’re very skinny, short, tall or plus-sized. That’s why we intentionally feature models of diverse body types in all our campaigns.” With a community of over 280K on Instagram, Kanupriya shares, “We maintain a strong digital presence but always keep our community at the forefront. Their feedback is crucial to us. For example, we personally called our first 100 customers to gather insights on our products.”
In 2022, the brand which was featured on season 3 of Shark Tank, raised US $ 1.3 million in seed funding from CXXO, a Kalaari Capital initiative. Kanupriya mentions that their customer base is diverse, with professional dancers and gym instructors relying on their performance-oriented apparel. In terms of revenue, the brand sees strong sales in cities like Delhi-NCR, Mumbai, Bengaluru and Hyderabad.
In an exclusive interview with Apparel Resources, Kanupriya shares about her journey so far and her strategies
for success.
AR: How did Shark Tank boost Aastey’s journey? Did it bring standout milestones or game-changing growth?
KM: Shark Tank was, without a doubt, one of the best things to happen to our brand. The exposure it gave us was unparalleled—imagine two to two-and-a-half crore people watching the show, not to mention the additional YouTube audience. It’s the kind of visibility that would cost a fortune through traditional advertising and we got it all in one go.
Our episode actually became the most viewed of last season, which was a huge milestone. Sales saw a significant spike, but what stood out even more was how many people already knew about us when they came to our website. They had seen our ads or heard of us before and Shark Tank acted as the perfect nudge to engage with us.
The platform really cemented that first touchpoint with consumers, making subsequent interactions far more impactful. For us, the exposure was phenomenal-not just in driving immediate sales but in helping people recognise and connect with the brand.
Interestingly, because our price points are higher compared to fast-moving consumer goods often featured on Shark Tank, it worked even better. The show brought us a highly relevant audience who appreciated what we offer. For any consumer-facing brand, Shark Tank is an opportunity like no other.
AR: What unique challenges did you face as women founders during the fundraising process and how did you overcome them?
KM: Raising funds came with its fair share of challenges, especially as a business led by two female founders. It’s an uphill battle – less than 0.1 per cent of businesses with two female founders secure funding and we felt the weight of that statistic. We knocked on countless doors and faced rejection after rejection.
What made it even harder was that many rejections weren’t about our business performance but were subtly influenced by gender bias. While the feedback was often delivered politely, it still stung. For example, we were told things like, “You don’t have anyone from IIT in your team, so why are we even having this conversation?” It was demoralising and left us questioning ourselves.
But we stayed resilient, focused on our vision and refused to let doubt stop us. The breakthrough came when we found the right partner Vani Kola (MD, Kalaari Capital). She not only believed in us as women founders but also truly resonated with our brand and its potential. That alignment was a game-changer. Looking ahead, we’re excited to explore more funding opportunities. However, we’re committed to partnering with people who align with our vision, understand the market we’re building for and share our long-term goals. Finding the right fit is key and it’s something we’ll always prioritise as we continue to grow.
AR: What key lessons did you learn during your fundraising journey?
KM: First of all, stay informed. The start-up world is constantly evolving and it’s important to be aware of trends, changes in the venture capital industry and what’s happening in the broader ecosystem. This knowledge helps guide smarter decisions and makes conversations with potential investors much more productive.
Patience is another key aspect. Fundraising can feel like dating, you’ll likely face rejection before finding the right VC partner. But it’s essential not to lose hope. Stay committed to your product and your vision, even when things get tough. Lastly, I would say that it’s important for founders to value themselves and their vision. Early on, I made the mistake of putting too much weight on what investors thought. I’d take their feedback as the final word. But the reality is, as a founder, you live and breathe your brand every day. You understand your community and product better than anyone else. Advice is valuable, but don’t let it override your own vision. Finally, after you’ve secured funding, it’s equally important to spend the capital wisely. Listing to VCs is must as they have gone through the process countless times and know how to prioritise spending across different areas of your business.
It’s easy to think that spending more money on ads or promotions will always solve problems or build customer loyalty. While that might have worked in the past, the environment is changing. Now, the focus should be on building a strong, sustainable business rather than relying on quick fixes like paid promotions.
The effort should be to create a brand that can thrive even without external funding in the future.
AR: How does Aastey integrate sustainability into its athleisure collections and what challenges have you faced in shifting your supply chain to India?
KM: Sustainability has always been at the heart of Aastey. Our goal is to use recycled materials in our products – ideally 100 per cent, but at least 95 per cent of our collections are made from recycled materials. For example, our leggings are crafted from recycled plastic, with each pair containing enough plastic to equate to 25 trash bags.
We also make sure to source natural fibres sustainably, focusing on ethical practices and certifications like organic materials. Moving forward, every collection will continue to be eco-friendly – that’s non-negotiable.
However, shifting our supply chain to India hasn’t been without its challenges. In the beginning, it was tough, especially with the low MOQs we had for sustainable fabrics. I remember having to work hard to convince vendors, including one in China who also worked with Lululemon. They often told me our orders were too small compared to what they would typically make for another brand. I had to plead with them, promising that as our brand grows, our orders would too. But as we grew, so did our ability to negotiate better rates and invest more in R&D for custom blends. As we continue to transition to local manufacturing, there are still some challenges. One of the key issues is the fragmented recycling system, which leads to imbalances in supply and demand. Another challenge is the gap in knitting technology – India is still catching up to be at par with more advanced hubs like Southeast Asia, Turkey and Brazil in terms of knitting innovation. I believe many of these challenges can be tackled with the right governmental reforms.
AR: How do you see India’s athleisure market evolving in the next 3-5 years?
KM: Looking ahead, one major trend I see is customisation, particularly driven by Gen Z’s preference for personalised products. We’re already seeing this through print-on-demand technologies, where customers can choose colours, prints and fabrics for their garments. As the demand for personalisation increases, I believe we’ll see more brands offering hyper-customised options, which will push the boundaries of fashion in a
new direction.
Another key trend is the diversification within the athleisure market itself. Now that athleisure is mainstream, we’ll see more niche segments emerging, with brands creating specialised lines for activities like golf, tennis or even travel. Performancewear will become more tailored to specific needs like sweat-wicking fabrics for runners or garments designed for dancers and yoga practitioners.
