As a monk in a Shaolin Temple in China, Devangi Nishar Parekh camped in Antarctica for seven nights without taking a plane, and drove from Vienna to Istanbul without using one. The more adventures the entrepreneur takes, the more she expands her mind, enabling her to improve her business and personal life.
Devangi Nishar Parekh, Managing Director of Aza Fashions, has immersed herself in extraordinary experiences globally, such as living like a monk in a Shaolin Temple, camping in Antarctica for seven days, and undertaking a journey from Vienna to Istanbul without flights. Each adventure proves transformative, enriching her personal and professional growth. In Antarctica, she recalls building tents and cooking on ice alongside 40 other campers, while her Kung-Fu training in China further shaped her resilience.
In 2024, Devangi successfully launched three new Aza stores, marking notable expansions in Ahmedabad, Surat, and New Delhi. She also enhanced the Aza app, introducing features like video shopping and AI recommendations to improve user engagement. Founded in 2015, Azafashions.com aims to allow clients to access Indian fashion worldwide, offering curated collections from over 1000 Indian designers. The platform, which serves clients in over 75 countries, was inspired by Devangi's experiences growing up in the US, where traditional attire helped the Indian diaspora maintain cultural connections.
Realizing the need for quality ethnic wear among NRIs, Devangi built an e-commerce platform to fill the gap she identified in the market. With her mother, Dr. Alka Nishar, launching Aza stores in India, the mother-daughter duo leveraged both local and global markets. Today, Aza reports that 50% of its revenue is derived from e-commerce, with a substantial portion from international sales, thanks in part to the warehouse set up in the US for efficient logistics.
Aza's market has grown to include not only the Indian diaspora but also non-Indians participating in significant cultural events, making the platform widely accessible. The company employs a team of stylists to assist customers in choosing outfits based on their preferences, body type, and budget. Devangi's expertise encompasses omni-channel retail, integrating online and in-store experiences, as well as areas such as business development, merchandise planning, social media, and marketing.
Despite initial hesitance from designers about showcasing their creations online, Devangi's persistence and proof of sales success overcame those barriers, leading to further expansion in both physical and e-commerce avenues. Born in Mumbai, her early curiosity often led to challenges in the traditional Indian education system. However, her relocation to the US in 1997 marked a turning point, allowing her to thrive academically in an environment that encouraged inquisitiveness and diverse learning.
Devangi graduated from The Wharton School of the University of Pennsylvania with an MBA, where she encountered a melting pot of ideas and cultural perspectives. Notably, she camped in Antarctica during a leadership program and participated in a culturally immersive challenge that required traveling from Vienna to Istanbul without flights. These experiences shaped her leadership skills and contributed to her growth.
Having graduated cum laude from Cornell University with dual degrees in Applied Economics & Management and Communication, Devangi actively engaged in extracurricular activities and internships, which further clarified her ambitions. Her time at Deloitte Consulting honed her analytical and structured thinking skills, giving her insights into cost management and the intricacies of the financial sector while affirming her desire to move into retail.
Balancing her professional pursuits with family life, Devangi is a mother of two young children and strives to maximize time with her family amidst travel commitments. She maintains her passions for dance and spirituality, continuing to explore various dance forms and aerial arts, along with daily meditation practices to enhance her well-being.
As a strong advocate for the Make in India initiative, Devangi sees immense growth potential and opportunities in the country, affirming the golden era for businesses and contributors to the movement. Active in organizations like the Young FICCI Ladies Organisation (YFLO), she shares her insights at various business conferences, inspiring others with her journey and approach to entrepreneurship in the evolving landscape of Indian fashion.
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