Astha Katta Sirohiya, an MBA graduate from Nirma University Ahmedabad, and her husband Radhesh Sirohiya, together for nine years, co-founded Shyle in Jaipur in December 2017 with just ₹7 lakh. Bootstrapped and profitable, the brand serves 2.5 lakh-plus customers, grew from ₹13 crore in FY22 to ₹18 crore in FY24, has 407,000 Instagram followers, and secured a ₹70 lakh deal from Namita Thapar and Ritesh Agarwal on Shark Tank India Season 4.
Nirma University, Gurgaon, a 9-to-5 That Did Not Fit, and a Collection That Broke Even in Three Months
Astha Katta Sirohiya grew up in Jaipur in a business-oriented family, absorbing the city's extraordinary culture of craftsmanship, art, and entrepreneurship from an early age. She pursued her MBA from Nirma University in Ahmedabad in 2015 and after her engagement to Radhesh Sirohiya, the couple who have been together for nine years, she moved to Gurgaon and joined a real estate startup. The corporate world was comfortable but ultimately wrong for her.
She decided to test herself. She launched a small collection of 92.5% pure silver jewellery, designed with the traditional Rajasthani craftsmanship she had grown up around, incorporating techniques including thappa, mandari, kalam, dayi, rava, and chitai, translated into designs that felt contemporary and wearable without losing their cultural roots.
In October 2017, she launched Shyle at an exhibition in Jaipur. In early 2018, she took the brand to Instagram. The account @shylebyastha became the brand's primary storefront. With an initial investment of just ₹7 lakh and Radhesh joining as consultant and photographer, Shyle hit break-even within three months of launch, an extraordinary milestone that confirmed both the demand and the model.
"I would style myself up and shoot early in the morning as Radhesh would photograph me before leaving for office," Astha says.
When COVID-19 hit, the brand experienced an 80% dip in revenues due to operational delays and production halts. Rather than retreating, Astha used the time to improve the website, ideate new designs, and master digital marketing. When things opened up, Shyle witnessed growth of more than 200%, confirming the brand's genuine resilience.
407,000 Instagram Followers, ₹18 Crore Revenue, Shraddha Kapoor as Co-Founder, and 90% D2C
The boldest creative decision Shyle made was to build a design language so distinctive and so India-specific that it could be recognised anywhere as unmistakably Shyle. Designs like the Retro Ketli Chai Ring and the Vintage Telephone Earring, which features a movable dial and a wearable receiver, became cultural conversation pieces rather than ordinary jewellery.
That design philosophy drew celebrity attention organically. Madhuri Dixit Nene, Shraddha Kapoor, Shweta Tripathi Sharma, and Gauhar Khan, who wore Shyle in the series Kaali Peeli Tales, all became brand wearers. In 2024, Shraddha Kapoor joined as co-founder, a milestone that significantly boosted category awareness and strengthened consumer trust.
The brand's Instagram following surged from 10,000 to 407,000 by February 2025, a 20% annual growth rate maintained alongside profitability. The revenue model confirms the digital-first approach: 90% of business is generated through the brand's own website with the remaining 10% split across Amazon, Myntra, Eternz, and Ajio.
Revenue grew from ₹13 crore in FY22 to ₹15 crore in FY23 to a projected ₹18 crore in FY24 with ₹11 crore already achieved by November 2023, a consistent and profitable growth trajectory that confirmed bootstrapped discipline.
The brand currently employs 40 artisans and aims to scale to 400 within three years. The mission is explicit: support the artisan community, ensure sustainable employment, and create meaningful societal impact through commerce.
A boutique studio in Jaipur is planned for 2025, along with selective shelf space in premium multi-brand outlets, as Shyle begins exploring its first meaningful offline presence.
1.Brand Inception & Early Traction (2017–2018):Launched in Jaipur in October 2017 with ₹7 lakh initial capital; hit break-even within three months by driving organic engagement on Instagram via @shylebyastha.
2.Resilience & D2C Dominance (2020–2023):Overcame an 80% revenue drop during COVID-19 to bounce back with 200%+ growth; scaled D2C operations to generate 90% of sales through their native website.
3.Celebrity Co-Founder & Corporate Incorporation (2024–Feb 2025):Welcomed Shraddha Kapoor as co-founder in 2024; incorporated Shyle Fashions Private Limited on February 7, 2025.
4.Shark Tank India Deal & Series A Expansion (2025 Onward):Secured a ₹70 lakh deal on Shark Tank India Season 4; raised a post-pitch Series A round targeting ₹100–150 crore Indicorn status and 400 artisans.
The Shark Tank Moment — ₹7 Lakh to ₹70 Crore Valuation, Anupam's Challenge, and Namita and Ritesh Say Yes
Astha and Radhesh appeared on Shark Tank India Season 4 seeking ₹70 lakh for 1% equity at a ₹70 crore valuation. The brand arrived as a bootstrapped and profitable company with ₹50 lakh in bank reserves, confirming financial discipline.
Anupam Mittal challenged the founders on specific aspects of their pitch. After a spirited discussion, Namita Thapar and Ritesh Agarwal jointly invested, closing the deal at ₹70 lakh for 1.5% equity plus 0.5% royalty until the principal is recouped. Shyle Fashions Private Limited was incorporated on February 7, 2025 with CIN U32111RJ2025PTC099890, formalising the brand's next growth chapter.
"This deal is about aligning with mentors who truly understand our vision," Astha said. "Namita and Ritesh bring a wealth of experience that will help us take Shyle to the next level."
A Series A funding round followed the Shark Tank appearance, enabling further scale toward the Indicorn target of ₹100 to 150 crore in profitable revenue.
Scale and Real-World Impact
| Parameter | Details |
| Co-Founders | Astha Katta Sirohiya (Creative Head, MBA Nirma University 2015) & Radhesh Sirohiya |
| Headquarters | Jaipur, Rajasthan |
| Launch Date & Seed Capital | December 2017 (Initial investment: ₹7 lakh; broke even in 3 months) |
| Financial Trajectory | FY22: ₹13 crore | FY23: ₹15 crore | FY24: ₹18 crore (₹11 crore hit by Nov 2023) |
| Current Target Status | Targeting "Indicorn" status with ₹100–150 crore in profitable revenue |
| Audience & Base | 2.5 lakh+ customers served | 407,000 Instagram followers (as of Feb 2025) |
| Distribution Mix | 90% D2C website | 10% Marketplaces (Amazon, Myntra, Eternz, Ajio) |
| Product Specifications | 92.5% pure silver with traditional Rajasthani techniques (thappa, mandari, kalam, dayi, rava, chitai) |
| Key Milestones | Shraddha Kapoor joined as Co-Founder (2024); Incorporated Shyle Fashions Pvt Ltd (Feb 7, 2025) |
| Shark Tank Investment | ₹70 lakh for 1.5% equity + 0.5% royalty until principal recouped from Namita Thapar & Ritesh Agarwal |
| Valuation & Total Capital | Pitch Valuation: ₹70 crore | Total funding: $81,000 (followed by post-pitch Series A) |
| Impact & Artisan Network | Currently employs 40 artisans with a target to scale to 400 within three years |
| Competitive Standings | Ranked 24th among 182 active competitors (GIVA, BlueStone, CaratLane) |
The Most Powerful Jewellery Brands Are the Ones Built by Founders Who Wear Their Conviction Every Single Day
The sharpest lesson from Shyle's journey is this: the most defensible and most authentic consumer brands are the ones where the founder is genuinely the first customer, the first model, the first stylist, and the first believer, every single day before the rest of the world wakes up.
Astha Katta Sirohiya styled herself at dawn and shot her jewellery before her husband left for work. She invested ₹7 lakh when most people would have waited for more. She broke even in three months. She used COVID lockdowns to improve her digital marketing. She built 407,000 Instagram followers and ₹18 crore in revenue before walking into Shark Tank. And she walked out with both Namita Thapar and Ritesh Agarwal.
"Our core mission is promoting Jaipuri craftsmanship while supporting the artisan community," she says. "Our ultimate goal is establishing Shyle as an Indicorn brand, proudly Indian, simultaneously improving artisans' livelihoods, ensuring sustainable employment, and creating meaningful societal impact."
From ₹7 lakh to 2.5 lakh customers. From 10,000 Instagram followers to 407,000. From a Jaipur home to Shraddha Kapoor as co-founder. From bootstrapped to Shark Tank to Series A.
Silver has never shone brighter.
Sources
FashionNetwork
Retail Jeweller India
YourStory
Indian Retailer
LinkedIn
Startup Hyderabad
Tracxn
Shark Tank Audits
