Empowering Diversity: Aastey Secures Sustainable Athleisure Funding from Kalaari Capital’s CXXO

Venturing into the world of sustainable athleisure, Aastey secures a hefty Rs 10 crore in seed funding from Kalaari Capital’s CXXO.

Based in Mumbai, Aastey stands out as a brand promoting sustainable athleisure tailored for women of diverse body types. The infusion of Rs 10 crore comes through CXXO, a Kalaari Capital initiative designed to empower women entrepreneurs with a dedicated $10 million fund.

Highlighting a prevalent issue, the company points out the historical neglect of a wide range of body types in India’s performance-wear market, exacerbating body image concerns. Aastey’s core mission is to challenge these norms and foster inclusivity in body representation.

Currently offering products in 16 different sizes, Aastey acknowledges the nuances of Indian body diversity and aims to streamline its sizing standards across the subcontinent.

Kanupriya Mundhra, Aastey’s cofounder & CCO, emphasizes the challenges in establishing a uniform size chart across such a diverse region, reflecting the brand’s commitment to accommodating varying body shapes.

Looking ahead to 2022, Aastey’s primary focus lies in community building and engagement, underscoring its dedication to fostering a supportive consumer base.

Speaking on the investment, Jeevika Tyagi, Aastey’s cofounder & CEO, notes the dearth of sustainable options in India’s athleisure market and highlights the potential for growth within the country’s burgeoning direct-to-consumer landscape.

Athleisure, a versatile category of clothing suitable for both athletic pursuits and casual wear, has witnessed a surge in demand during the pandemic-induced lifestyle changes.

Vani Kola, managing director at Kalaari Capital, expresses confidence in Aastey’s founders, recognizing their potential to revolutionize women’s fashion through sustainable practices and community-driven initiatives.