As an integral part of the esteemed TheGlitz 2025 Catalysts, Devangi Nishar Parekh is a force to be reckoned with in the fashion world. This Mompreneur and Managing Director of Aza Fashions has seamlessly blended her sharp business acumen with a keen creative eye to transform Aza into a global fashion powerhouse.

Under Devangi’s leadership, Aza Fashions made a groundbreaking leap into the digital realm with the launch of Azafashions.com, a premier e-commerce platform that brings the best of Indian and contemporary fashion to style connoisseurs around the world. With curated collections from over 1,000 Indian designers, the platform has served discerning clients in more than 75 countries, revolutionizing the way the world shops for Indian couture.

Armed with an MBA from The Wharton School at the University of Pennsylvania, Devangi has driven the company’s rapid expansion while keeping her sights firmly set on scaling the brand to new heights. Her vision for Aza Fashions is not only to continue its meteoric rise but to make it a lasting legacy for her children—a true testament to her entrepreneurial spirit.

Over To Devangi Nishar Parekh

Aza Fashions has become a global platform for Indian and contemporary fashion. What motivated you to take the leap into e-commerce, and how did you envision Aza’s digital growth?

Devangi: Growing up in the US, I saw first-hand the importance that traditional clothing played in helping us feel connected to our roots, to the Indian community and each other. Being so far away from home, we used to celebrate every Indian festival possible, and watch all Bollywood movies, which we used as a reference for fashion trends. That’s when I realized that there’s a genuine need for access to good quality ethnic wear for NRIs living abroad – the products available locally were out-dated in terms of style, overpriced and low quality. That was the genesis of my idea to launch a web platform which would ship India’s beautiful fashion and craftsmanship globally.

While I was in the US, my mother launched Aza stores in India, and I knew that I would take that platform online one day. Our goal is to make the finest Indian and contemporary fashion accessible to a global audience while maintaining the personalized service and curated approach Aza Fashions is known for. Today, 50% of our revenue comes from our e-commerce platform, and 70% of that is international revenue, including markets like the US.

We are constantly innovating to ensure our Aza app experience mirrors the exclusivity and elegance of our offline presence. Today, our e-commerce platform not only caters to shoppers globally but also allows us to tell the stories of talented creators, their craftsmanship, and the cultural richness of India in a way that resonates universally.

With over 1,000 designers featured on the Aza platform, what’s your process for curating these collections, and how do you ensure a balance between traditional and contemporary Indian fashion?

Devangi: At Aza Fashions, our curation process is deeply rooted in a commitment to showcasing the best of Indian craftsmanship while keeping in mind the evolving tastes of a global audience. Over the years, we’ve grown to proudly represent over 1,500 designers on our platform. The process begins with identifying designers who bring something unique to the table—whether it’s innovation in design, a strong narrative, or exceptional craftsmanship.

We focus on maintaining a fine balance between honouring India’s rich traditions and embracing contemporary trends that resonate with today’s fashion-forward customers. Our collections are thoughtfully curated to cater to a wide spectrum of occasions, preferences, and budgets. Whether it’s bridal finery steeped in heritage or modern silhouettes that redefine Indian fashion, we aim to bring diversity and inclusivity to our platform. By working closely with designers, we ensure that their stories and artistry are authentically represented, creating a space where traditional and contemporary sensibilities coexist seamlessly.

As a Mompreneur, balancing family and business must be quite a challenge. What have been the key strategies that have helped you thrive both as a mother and a leader?

Devangi: Balancing family and business has undoubtedly been one of the most rewarding yet challenging aspects of my journey. As a mompreneur, I’ve learned to prioritize my time (obsessive scheduling), say no to things I don’t align with, and rely on a strong support system. One of the key strategies that has helped me thrive is setting clear boundaries. I ensure that when I’m working, I’m fully immersed in the business, but when I’m with my family, I give them my undivided attention. Unless I’m traveling, I am always present for the kids’ bedtime no matter what, and there are no phones during this time. This has allowed me to manage both worlds without feeling overwhelmed or guilty.

I delegate and don’t hesitate to ask for help when required. I’m fortunate to have an incredibly talented team that shares my vision for Aza Fashions, and I’m also blessed with an amazing husband and family that support my work and step in whenever required.

Lastly, I carve out time to meditate every day, which helps me gain a lot of clarity and keep calm regardless of how stressful things get; I’m able to achieve a lot more as a result of this practice. Every day brings its own challenges, but I stay grounded by reminding myself of the bigger purpose — building something meaningful while being present with my loved ones. I realize that the balance will never be perfect, but I’m grateful for the learnings along the way.

You hold an MBA from The Wharton School, which is known for shaping business leaders. How has your education there helped inform your approach to growing Aza Fashions and navigating challenges in the competitive fashion industry?

Devangi: Apart from being best in class for academics, the MBA program at Wharton is a melting pot for very interesting and dynamic people with fascinating journeys. The program really expands your mind and enables you to think differently – there’s a massive exchange of ideas. I had some unbelievable experiences while at Wharton, including a leadership venture in Antarctica, where 40 of us camped in Antarctica for 7 nights with a new challenge each day. We carried everything of our own, built our own tents (and igloos), cooked our own food (on ice!) and slept on the glaciers.

Another fantastic experience was modelled after The Amazing Race – in teams, we made our way from Vienna to Istanbul without taking any flights (via cars and trains), accumulating points in each location along the way while completing different tasks. It was a highly immersive way to learn about different cultures. These experiences shaped my leadership style tremendously, because I learned to see things from new perspectives, and problem solve on the ground. While I regularly put into practice the academic knowledge I acquired at Wharton, the grit, people skills and lifelong-learner mindset I gained through these experiences is what continues to help me navigate challenges in a competitive landscape.

Aza Fashions caters to clients in over 75 countries. What are some key challenges you’ve faced in scaling the brand internationally, and how have you overcome them?

Devangi: Scaling Aza Fashions internationally has been a rewarding journey, but it hasn’t been without its challenges. One of the primary hurdles has been understanding and catering to the diverse preferences and expectations of clients across over 75 countries. Each market has its own cultural nuances, aesthetic preferences, and shopping behaviours, so we had to ensure that our offerings felt relevant and desirable to a global audience while staying true to our identity.

Logistics and operations presented another significant challenge, especially in ensuring smooth shipping, handling, and returns across borders. To overcome this, we invested heavily in building a robust supply chain and partnered with trusted logistics providers to deliver a seamless experience for our customers, no matter where they are. Communication was also key.

We focused on creating a strong digital presence that could tell the story of Indian and contemporary fashion in a way that resonated globally. From ensuring our Aza website and app are user-friendly and accessible to creating localized marketing campaigns, we make a continuous effort to connect with our international clients on a personal level. Ultimately, the biggest lesson has been to remain agile and customer-centric. By listening to our clients, adapting to their needs, and consistently delivering high-quality products and experiences, we’ve established Aza Fashions as a trusted global platform for Indian fashion.

Looking ahead, what is your vision for Aza Fashions in the next five years, and how do you plan to continue building it into a legacy for your children?

Devangi: Looking ahead, my vision for Aza Fashions in the next five years is to further solidify our position as the leading global platform for Indian creativity and design. I want Aza Fashions to continue being synonymous with innovation, quality, and a celebration of craftsmanship while expanding our reach to even more cities within India, countries outside India, and newer audiences.

A big part of this vision involves embracing technology to enhance the shopping experience. From personalized styling recommendations to leveraging AI for better customer insights, I see immense potential in combining luxury fashion with cutting-edge digital solutions.

I definitely envision building Aza Fashions into a legacy that blends tradition, innovation, and impact. I hope that I can serve as an example for my children, teaching them strong leadership and problem-solving skills, and helping them gain the tools necessary for them to thrive in any endeavour they choose. I want them to see Aza as an embodiment of passion, purpose, and hard work.

By creating a brand that not only thrives commercially but also empowers artisans, supports talent, and inspires customers, I hope to leave behind something meaningful that they can be proud of. Ultimately, I envision Aza Fashions evolving into a timeless brand that continues to celebrate India’s rich heritage while keeping pace with the future.