Hailing from a humble background, Life of Jeevika Tyagi is truly a story of resilience, vision, and an unwavering commitment to her values. Raised in an environment that emphasized authenticity and hard work, Jeevika developed a unique perspective on life early on. Her upbringing instilled in her a profound respect for simplicity and the importance of living in harmony with one’s surroundings—principles that later defined her entrepreneurial journey.
A Passion for Building Community
Jeevika’s natural curiosity and empathetic nature led her to explore ways to create meaningful connections with people. Her journey has always revolved around empowering women and fostering a sense of self-worth. She strongly believes in the idea of living authentically—embracing imperfections and rejecting societal pressures. This philosophy not only shaped her personality but also served as the foundation for her business endeavors.
The Genesis of aastey
During the pandemic, Jeevika observed a gap in the market for clothing that was both inclusive and sustainable. Along with co-founder Kanupriya, she launched aastey in 2021, a brand that perfectly encapsulates their belief in mindfulness and sustainable living. The name aastey, meaning “take it easy,” reflects her personal philosophy and serves as a reminder to live in the moment.
Balancing Sustainability and Size Inclusivity
While aastey has revolutionized the activewear market in India, offering clothing designed for all body types, Jeevika is proud of how it breaks away from fast fashion norms. Her efforts have created a community where women can feel comfortable and confident, prioritizing their well-being and the planet’s health.
Life Beyond Business
Jeevika’s life is not solely defined by her entrepreneurial success. She is an advocate for mental health, mindfulness, and the slow-living movement. Through her platform, she shares insights on navigating the chaos of modern life with calm and balance. Her hobbies include reading about sustainability, practicing mindfulness, and supporting initiatives that empower women entrepreneurs.
A Vision for the Future
Jeevika envisions a world where fashion is not just about aesthetics but a tool for empowerment and environmental stewardship. Her story serves as an inspiration for anyone striving to live authentically while making a difference.
Jeevika Tyagi’s journey is more than just a business success—it’s a testament to how one person’s passion and values can create ripples of change in the lives of many.
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