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 Veena Ashiya, Founder & Chief Energy Officer, Monrow Shoes & Accessories, the driving force behind Monrow’s comfort-first fashion revolution.
A graduate of the National Institute of Fashion Technology (NIFT), India, Veena Ashiya’s journey in fashion began with a personal struggle—her love for style clashed with the discomfort of footwear. Upon returning to India, Veena identified a significant gap in the market for stylish yet comfortable footwear tailored to Indian women’s needs. This led to the creation of Monrow, a brand born from real consumer insights and backed by research. Her journey has been one of continuous innovation, learning, and resilience. Today, Monrow stands as a game-changer in the industry, redefining footwear by blending fashion with all-day comfort.
Current Role & Responsibilities
As the Founder & Chief Energy Officer of Monrow, Veena drives the brand’s vision, fosters innovation, and ensures that every product stays true to its core promise—where fashion meets comfort.
- Product Design & Innovation – She collaborates closely with the design team to push creative boundaries.
- Brand & Retail Expansion – She leads Monrow’s growth across D2C, marketplaces, and retail stores.
- Building a Strong Culture – Believing that businesses thrive when people grow, she prioritises a high-energy and positive work environment.
For Veena, retail goes beyond selling products—it’s about crafting experiences. Her goal is to establish Monrow not just as a footwear and accessories brand but as a lifestyle movement for women.
Challenges & Triumphs in Leadership
One of the biggest challenges Veena faced was entering an industry dominated by legacy players and earning credibility as a young woman entrepreneur. She overcame this by consistently showing up and immersing herself in every aspect of the business—design, sourcing, retail, and finance—establishing undeniable expertise. Another major challenge was to balancing growth with profitability and she tackled this by maintaining a data-driven approach, staying consumer-focused, and remaining highly adaptable.
Key Strengths & Areas for Growth
- Strengths: Resilience | Empathy | Creative problem solving
- Area of Improvement: Learning to pause and reflect
Game-Changing Decisions for Brand
Veena led the initiative to map 3,000 Indian women’s feet, revolutionising footwear design tailored specifically for Indian women. This breakthrough reshaped Monrow’s design philosophy, improved product fit, and significantly enhanced customer satisfaction.
Career Aspirations & Future Goals
- To make Monrow India’s most-loved comfort and functional footwear and accessories brand.
- To mentor more women entrepreneurs and help them navigate their journeys.
Essential Skills for Success
- Observational Skills
- Storytelling & Branding
- Adaptability
Top 3 Emerging Trends & Technologies Shaping Retail
- AI & Personalisation
- Sustainable & Ethical Retail
- Phygital (Physical + Digital) Experience
3 Career Learnings
- No substitute for hard work
- Your network is your net worth
- Fail fast, learn faster
Advice for Aspiring Women Leaders
Own your voice. Own your space. You don’t have to fit into the mold; create your own mold. Speak up, show up, and don’t let anyone tell you that you don’t belong.
Biggest Role Model & Why
Veena’s father has been her greatest inspiration. He built his business from the ground up with integrity, perseverance, and an unwavering work ethic. His resilience and determination continue to inspire her every step of the way.
Life Mantra
Keep walking, no matter what.
