Women leaders are reshaping India’s fashion retail landscape with bold innovation, strategic foresight, and a deep understanding of evolving consumer needs. Across segments—from luxury and fast fashion to D2C—these trailblazers are championing growth, sustainability, and inclusivity, while leading the charge in brand storytelling and digital evolution.
Overcoming challenges such as gender biases and work-life dynamics, they continue to raise the bar and elevate India’s presence on the global fashion map. This special feature celebrates dynamic women who have reimagined business strategies, introduced game-changing innovations, and driven their brands to new heights.
In this edition, we spotlight Maya Varma, Co-Founder & Chief Brand & Product Officer, Joker & Witch & Teejh,
With a strong foundation in design, Maya Varma’s transition into the fashion and retail industry was a natural progression. She began her journey as a product designer and gained valuable experience in brand management, offline retail, and online marketplaces, particularly in the accessories category. This diverse exposure across design, branding, and retail—both online and offline—played a crucial role in shaping her entrepreneurial path.
As the co-founder of Joker & Witch and Teejh, Maya oversees the brand and product aspects of both businesses. Her responsibilities span design, buying & merchandising, creative direction, social media marketing, PR & influencer collaborations, and key HR functions.
Maya holds a Bachelor’s in Fashion & Lifestyle Accessories from NIFT, New Delhi, bringing a strong design sensibility and strategic vision to her brands.
Challenges & Triumphs in Leadership
Maya was fortunate to work in environments where women held senior positions and were valued for their contributions. Her biggest challenge came with motherhood—balancing the demands of raising a child while pursuing her ambitions and growing her brands was truly overwhelming.
Key Strengths & Areas for Growth
- Strengths: Creativity; Diligence; Empathy
- Area of Improvement: Efficient work delegation
Game-Changing Decisions for Brand
When Maya first launched Joker & Witch, securing branding for the watches was a challenge due to high minimum order quantities and limited capital. In 2019, she took a ₹20 lakh loan to invest in manufacturing watches along with the branding —a decision that significantly transformed their journey.
Career Aspirations & Future Goals
To contribute to a social/environmental change in some way through my work.
Essential Skills for Success
- Creativity to differentiate your work and stand out amongst the crowd.
- Curiosity to learn new things that are beyond your comfort zone.
- Courage to take risks and jump into the world of entrepreneurship.
Top 3 Emerging Trends & Technologies Shaping Retail
Omnichannel strategy, Artificial Intelligence dominance and Sustainability.
3 Career Learnings
- Chase passion not money.
- Success comes only after failure.
Advice for Aspiring Women Leaders
To trust your passion, be on top of your numbers; be resilient and perseverant as true success takes time and a lot of hardwork.
Vision for the Future
In the coming years, Indian brands are poised to expand globally and establish a strong presence on the international stage. The retail industry is also expected to evolve, leveraging commerce as a catalyst for meaningful social impact.
Life Mantra
You receive what you send out!
