Her Circle Bizruptors: Jeevika Tyagi - Founder, aastey

In this Bizruptor feature, we sit down with Jeevika Tyagi, the founder and CEO of aastey, India’s homegrown sustainable athleisure brand built by women, for women.

In this candid conversation, Jeevika opens up about the frustration and body-based insecurities that sparked aastey’s birth, and how the brand has grown into a purpose-driven movement redefining comfort, confidence, and conscious fashion for Indian women.

She takes us behind the scenes of aastey’s sustainability-first approach, from using recycled polyester and organic cotton, to ensuring every garment holds GRS certification, ethical manufacturing, and complete transparency. aastey’s leggings are designed to last for years, yet can be fully recycled back into the supply chain, completing the loop and proving that circular fashion in India is possible.

Awarded PETA India’s Vegan Athleisure Brand of the Year 2025, aastey continues to challenge industry norms by refusing to touch anything that harms people or the planet. But for Jeevika, this is far from a marketing checklist, it’s the brand’s core purpose.

Jeevika also reveals one of aastey’s biggest turning points: the moment the company ran out of cash despite former investor confidence. What saved the brand wasn’t capital, but the community. The aastey Tribe rallied around their purpose, showing that when a brand stands for something real, people stand with it.

Throughout the video, Jeevika reminds us that aastey doesn’t just sell clothes but also comfort, ease, confidence, and kindness. Whether or not you own an aastey product, if you’re choosing to be gentle with yourself and the planet, you’re already part of the movement.

Tune in to explore how aastey is rewriting the script for women, fashion, and sustainability in India, one mindful choice and one powerful community at a time.

Get ready to participate and compete in one of the biggest programs of 2025-26. Do you have what it takes to be the Her Circle Bizruptor?