Leaders

There once was a time when Indian consumers would go gaga over international brand being available at our door or in local malls, but things have drastically changed now. There is a new crop of home-grown western wear brands that are giving established international brands some strong competition with their runway-inspired collections. Indian brands are no longer limited to ethnic wear; they also feature stylish western clothing collections that can compete with the best global brands, and one such brand is Athena Lifestyle.

Athena is a premium high street western wear brand in India. The brand offers latest and trendy fashion for the new woman of world. Women opt for Athena when they, especially, want product quality that matches international standards. The brand adds class and comfort in simplistic and minimalistic designs that are inspired by the international runways and global street scenes.

Athena Lifestyle is the brainchild of Shally Bhasin. It’s interesting to note that when Shally cofounded Athena Lifestyle, she had no prior expertise in the fashion industry. However, because of her enthusiasm for fashion, Athena has gained a strong market presence. Shally has played a key role in making Athena Lifestyles the highest revenue grossing brand on e-commerce platform, Myntra last year.

An astute business leader, Shally draws inspiration from role models such as Sudha Murthy owing to her spectacular work in terms of advocating for women's rights and being a pioneer in educational advancement. Shally Bhasin outlines her entrepreneurial journey and the company's new growth phase in an interview with Women Entrepreneur India.

Introduce us to Athena Lifestyle. What are some key features about the brand that make it unique?

Athena Lifestyle is a premium high street western wear brand offering latest and trendy fashion for dressed up occasion for the new woman of world. Inspired by the international runways and global street scene we offer affordable fashion right at your doorstep.

Athena which represents Greek Goddess of beauty and wisdom is built up talents and personalities with combined industry experience of over 20 years. ATHENA Lifestyle eliminates the middleman and passes the savings directly to the customer and provides them with product quality that matches international standards.

Take us through your early educational journey and the prior industry experience that you bring to the table.

I had no prior fashion industry experience. I have a master's degree in physics, and prior to being married, I worked as a teacher. While this was going on, I had a lifelong fascination for stylish clothing, which I followed, eventually inspiring me to create the company Athena Lifestyle.

Take us through Athena Lifestyle’s foundation journey. What led to you establishing Athena Lifestyle?

We started off as exporters and predicted that online marketing would become a major trend in India as early as 2010. Our customers were selling clothing online while we were selling and shipping clothing. We were prepared to create our own brand when the Indian online market opened up in 2011, and we were among the first few fashion businesses to do so. This is the backstory of how a brand was created online. The fabrics and unquestionably the effort we put into making our clothes are the most prominent features of our brand.

What are some of the most critical business challenges you face in terms of leading the brand’s growth? What are some of the most significant milestones that the brand has achieved under your guidance?

Initially the online industry was thought to be driven by discounts and returns. However, becoming a stylish company with affordable prices was extremely challenging. I think that the effort we had put forth had truly paid off.

It's overwhelming to see how many consumers adore this brand. My friends and clients frequently told me that they can't buy dresses like Athena anywhere in the market. That enormous compliment, which we receive almost daily, feels like a great accomplishment to me.

Additionally, we were the brand with the highest revenue in Western Wear Category on Myntra last year. Together with Myntra, we got the opportunity to exhibit our products at the IIFA Awards in 2018.

“The fabrics and unquestionably the effort we put into making our clothes are the most prominent features of our brand”

What is your vision for Athena Lifestyle’s next growth phase? What roadmap have you set for the brand in the days to come?

We will soon be launching a few stores, and after that, we have plans to expand this brand overseas. We will also be launching a designer clothing line soon. We will be introducing a few more categories, including plus size, kids' apparel, and jeans. We are eager to establish ourselves as Gen Z's first affordable fashion company.

Drawing from your experience as business leaders, what would your advice be to young women and girls who also aspire to become business leaders and entrepreneurs in the future?

Have trust, have confidence in your ambitions, and don't be scared to take chances. Don't be frightened to accept the challenge if you have the chance since you won't know your capabilities unless you attempt. Everyone has a place; all you need to do is believe in yourself and take the first brave step. Follow your instincts, put forth the effort to learn and work hard, and follow your dreams. We ought to continually be making progress.

Shally Bhasin, Co-Founder, Athena Lifestyle

A teacher turned entrepreneur, Shally co-founded Athena Lifestyle, with no prior expertise in the fashion industry. However, her enthusiasm for fashiondrove the brand’s growth trajectory higher. Athena Lifestyle has gained widespread reputation in the industry and was the brand with the highest revenue in western wear on Myntra last year.