Kalaari Capital’s CXXO backs athleisure brand Aastey with Rs 10 crore funding

Efficiency put on in India has historically catered solely to a sure physique sort, not solely excluding a majority of ladies but in addition perpetuating physique picture points, the corporate mentioned in a press release. Aastey’s mission is to alter stereotypes and deal with the issue of physique inclusivity, the assertion added.

As of now its merchandise can be found in 16 completely different sizes, protecting in thoughts the variations in Indian physique sorts.

“Whereas we have now already optimised our merchandise to go well with the Indian market, we need to additional our motion plan to create a standardised dimension chart throughout the subcontinent. This can be a large problem due to the inhabitants range that this area boasts,” mentioned Kanupriya Mundhra, cofounder & CCO at Aastey.

In 2022, Aastey will concentrate on constructing and fascinating with its neighborhood, the corporate mentioned.

“India is crowded with athleisure manufacturers with nobody specializing in the sustainability facet. The nation has a robust ecosystem for homegrown direct-to-consumer ( D2C) manufacturers and there’s a big demand for high-quality athleisure put on in our nation. This funding will assist us construct our provide chain to scale aastey, whereas setting the inspiration for advertising our model to propel development,” mentioned Jeevika Tyagi, cofounder & CEO of Aastey.

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Athleisure, is a kind of clothes which is worn throughout athletic actions and in different settings as nicely. The demand for the class has seen a serious spike in the course of the pandemic as individuals stayed dwelling.

“Technological improvements in materials and the body-positivity motion are spurring demand for athleisure merchandise, a development that we consider will basically change ladies’s trend. Once we met Jeevika and Kanupriya, we really noticed them as changemakers who might create a vibrant life-style model and neighborhood centred on sustainable trend..,,” mentioned Vani Kola, managing director, Kalaari Capital.