Size-inclusive brand Aastey launches in India

By

Maverick Martins

Published
Jan 14, 2022

Aastey, a size-inclusive brand, has been launched in the Indian market by Jeevika Tyagi and Kanupriya Mundhra.
 

The brand is targeted at Millennials and aims to cater to all Indian body types. It has launched eight different sizes for each of its design and claims to be a 100-percent sustainable brand.
 
Aastey (which means to move slowly, gently and at your own pace in Hindi) sees huge growth potential in this segment and plans to diversify its product portfolio coupled with expansion in online/offline space to fuel its growth.

Commenting on the launch, Jeevika Tyagi, co-founder of Aastey in a statement said, “We were sick of our friends and us paying a premium and import duty on global brands when we knew a home-grown brand can achieve the same quality at competitive pricing. With Aastey, we wanted to create tangible benefits like offering in-between sizes and creating conscious products so people can take happiness in their own hands and live their best life.”
 
Kanupriya Mundhra added, “If the pandemic has taught us anything, it is to live in the now and be fully present, accepting each moment with grace. While we may go back to the carefree, frantic life we once had, this brand serves to remind us that you can create your own joy right here, right now in every moment when you live Aastey.”
 
The brand is currently sells exclusively through its website with pan-India delivery.