Biography of Astha Katta Sirohiya: Founder & CEO of Shyle -Entrepreneur
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Shyle: A Jaipur-Based Silver Jewelry Brand Making Waves
Astha Katta Sirohiya, born and raised in Jaipur, always had
a keen interest in business and creativity. After completing her MBA in
Marketing from Nirma Institute of Management, she discovered her passion for
jewelry design. Instead of following a conventional corporate path, she decided
to blend her love for traditional craftsmanship with modern aesthetics. In
December 2017, with an initial investment of just ₹7 Lakhs, she founded Shyle,
a silver jewelry brand that celebrates Jaipuri artistry.
A Partnership Built on Strength
While Astha took charge as the creative head, her husband,
Radhesh Sirohiya, joined as a consultant. His expertise in business operations
complemented her design vision, helping establish a strong foundation for
Shyle. Together, they built a brand that stood out for its intricate designs,
authenticity, and affordability. Their goal was to offer jewelry that appealed
to every generation while keeping the rich heritage of Jaipur alive.
Craftsmanship Meets Innovation
Shyle specializes in 92.5% pure silver jewelry, skillfully
handcrafted by artisans from Jaipur. The brand introduced unique collections,
including silver rakhis, Natarbattu, and Mahamrityunjay Jaap lockets, which
merged tradition with contemporary styles. By focusing on in-house designing
and manufacturing, Shyle ensured premium quality and exclusivity in its
products, setting itself apart from mass-produced jewelry.
Navigating the Online Market
Selling silver jewelry online posed a challenge due to
customer concerns about authenticity and trust. However, Shyle overcame these
hurdles by maintaining transparency, offering certification for purity, and
providing top-notch customer service. With time, the brand gained a loyal
customer base and successfully established itself as a trusted name in the
industry.
Scaling New Heights
Since its inception, Shyle has processed over 1.5 lakh
orders and built a strong presence on social media, amassing 3.9 lakh followers
on Instagram. The company operates through multiple sales channels, including
its website and e-commerce platforms, allowing customers worldwide to access
its stunning collection. Despite being bootstrapped, Shyle has managed to
maintain a stable financial position, with ₹50 Lakhs in reserves.
A Commitment to Artisan Empowerment
At the heart of Shyle’s mission lies a deep commitment to
supporting local artisans. The company currently works with 30 skilled
craftsmen and aims to uplift 100 families in the next two years. By preserving
traditional handcrafting techniques and providing employment opportunities,
Shyle not only sustains heritage craftsmanship but also fosters economic growth
within the artisan community.
The Vision for Growth
Astha and Radhesh aspire to scale Shyle into a ₹100 Crore
revenue-generating company within the next two years. Their expansion plans
include setting up exclusive brand outlets while maintaining a strong online
presence. By balancing profitability with sustainability, they aim to position
Shyle among India’s leading homegrown jewelry brands.
Shyle’s Moment on Shark Tank India
Seeking to accelerate their growth, the founders decided to
pitch their brand on Shark Tank India Season 4. They asked for ₹70 Lakhs in
exchange for 1% equity, valuing Shyle at ₹70 Crores. Their presentation
emphasized the brand’s fusion of tradition and innovation, as well as its
ambitious expansion plans.
Biography of Astha Katta Sirohiya: Founder & CEO of Shyle -Entrepreneur# startup#age#net worth#investor#shark tank india#Shyle story#Astha s story
The Sharks Take Interest
Shyle’s unique approach and promising growth trajectory
caught the attention of the sharks. Anupam Mittal, impressed by the potential
for NRI engagement, offered ₹1.4 Crores for a 5% equity stake. Meanwhile,
Namita Thapar and Ritesh Agarwal jointly proposed ₹70 Lakhs for 1.5% equity,
along with a 1% royalty until their investment was recovered.
A Negotiation Twist
As discussions progressed, a moment of tension arose when
Anupam overheard the founders discussing the royalty agreement, raising
concerns about their commitment to the terms. This led to a brief conflict, but
Astha and Radhesh reassured the sharks of their integrity. Eventually, Namita
and Ritesh revised their offer, reducing the royalty to 0.5%, making it a more
favorable deal for the founders.
A Deal Sealed with Confidence
After careful consideration, the founders accepted Namita
and Ritesh’s offer. This investment not only provided financial support but
also brought valuable mentorship and strategic guidance to scale Shyle further.
With backing from two seasoned investors, Shyle was now poised for greater
success.
A Brand Rooted in Tradition, Ready for the Future
Shyle’s journey from a small startup to a growing jewelry
brand exemplifies the power of passion and perseverance. By embracing digital
platforms while staying true to traditional craftsmanship, the brand has
successfully bridged the gap between heritage and modernity.
An Inspiring Entrepreneurial Journey
Astha Katta Sirohiya’s story is a testament to the fact that
with determination, creativity, and the right support, dreams can turn into
thriving businesses. As Shyle continues to expand, it not only brings exquisite
silver jewelry to the world but also keeps the spirit of Jaipuri craftsmanship
alive for generations to come.
Timeline for story
2017 (Dec) – Astha Katta Sirohiya founded Shyle with ₹7
Lakhs.
2018 – Radhesh Sirohiya joined as a consultant.
2019 – Launched unique silver jewelry collections.
2020 – Overcame online trust challenges with certifications.
2022 – Processed 1.5 lakh orders and gained 3.9 lakh
Instagram followers.
2023 – Built ₹50 Lakhs in reserves, supported 30 artisans.
2024 – Pitched on Shark Tank India Season 4, seeking ₹70
Lakhs for 1% equity.
2024 – Accepted ₹70 Lakhs for 1.5% equity from Namita Thapar
& Ritesh Agarwal.
2025 – Plans to scale Shyle to ₹100 Crore revenue and expand
retail presence.
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