Rajshree Upadhyaya | Business Remedies | Astha Katta Sirohiya and Radhesh Sirohiya established their identity by building Shyle, a modern silver jewellery brand inspired by Jaipur’s traditional craftsmanship. The journey of Shyle began in December 2017 in Jaipur when Astha decided to turn her fascination with traditional jewellery into a business connected to India’s rich heritage of craftsmanship.
After completing her MBA from Nirma University, Astha returned to Jaipur and realised that while the market was dominated by gold and imitation jewellery, handcrafted silver pieces rooted in traditional artistry were not being presented in a modern and easily accessible way. Seeing this gap as an opportunity, she launched Shyle with an initial investment of around Rs. 7 lakh.
The idea was to create a contemporary jewellery label that celebrates Jaipur’s centuries-old silver craftsmanship while making it appealing to modern customers across India. Later, her husband Radhesh Sirohiya joined the venture and played an important role in managing operations and helping the young startup grow.
From the beginning, the founders positioned Shyle as a brand that blends the artistry of traditional craftsmen with modern design sensibilities. The company focused on handcrafted 92.5 percent pure silver jewellery, carefully made by skilled artisans in Jaipur using techniques passed down through generations.
Instead of creating highly ornate or heavy pieces, the brand leaned towards elegant and wearable designs that could be styled for everyday wear as well as festive occasions. Over time, the catalogue expanded to include silver earrings, rings, necklaces, bracelets, pendants, rakhis and spiritual jewellery. Each piece was designed to retain the charm of traditional craftsmanship while fitting effortlessly into contemporary fashion trends.
Strong Focus on Purity and Craftsmanship Transparency
Like many early digital brands, Shyle initially faced the challenge of building trust among online buyers. Jewellery purchases often require confidence in both quality and authenticity. To address this, the founders placed strong emphasis on transparency regarding purity and craftsmanship.
The brand adopted a direct-to-consumer digital model, selling primarily through its own website while also reaching customers through online marketplaces. Social media gradually became a crucial growth engine, helping the company connect with younger customers who prefer minimalist silver jewellery and handcrafted designs. At the same time, Shyle developed strong relationships with local artisans in Jaipur, creating a network that supports traditional craftsmanship while maintaining consistent product quality. As the brand gained popularity, its customer base expanded rapidly across India.
Over the years, Shyle has completed more than 150,000 orders and built a strong digital community through engagement and storytelling around Indian craftsmanship. This growth has also been reflected in the company’s financial performance. Shyle reported revenue of around Rs. 13 crore in FY 2022 and approximately Rs. 15 crore in FY 2023, demonstrating steady progress for a bootstrapped jewellery startup.
Much of this growth came from the brand’s direct-to-consumer approach, which allowed it to control quality and pricing while maintaining close relationships with customers.
Expanding Its Presence Across India
A major milestone in the company’s journey came when the founders appeared on the television business reality show Shark Tank India. They sought Rs. 70 lakh for 1 percent equity, valuing their company at Rs. 70 crore.
During the discussion, the founders shared their vision of taking Jaipur’s silver craftsmanship to a global audience and building a large digital jewellery brand. After negotiations, investors Namita Thapar and Ritesh Agarwal offered Rs. 70 lakh for 1.5 percent equity along with a 0.5 percent royalty until the investment amount was recovered. The founders accepted the deal, gaining not only capital but also mentorship that could help accelerate the company’s growth. Beyond revenue and funding, Shyle’s core mission has remained consistent since its inception. The brand aims to preserve traditional silver craftsmanship by working closely with artisans and showcasing their skills through modern jewellery collections.
By blending heritage techniques with contemporary design and digital retail, the company has created a platform that keeps traditional art relevant for today’s consumers. Today, Shyle operates as an active and growing jewellery brand headquartered in Jaipur. The company sells its handcrafted silver jewellery collections through its online platform and continues expanding its reach across India. What began in 2017 with a small investment and a strong belief in the beauty of traditional craftsmanship has gradually grown into a well-known direct-to-consumer jewellery brand that celebrates Jaipur’s timeless artistry while adapting it to modern lifestyles.
