Shyle, a Jaipur-based silver jewellery brand, is transforming the way people view traditional jewellery by blending heritage craftsmanship with modern aesthetics. Founded in December 2017 by Astha Katta Sirohiya and her husband Radhesh Sirohiya, the brand has quickly gained popularity for its authentic and affordable silver jewellery, made with 92.5% pure silver. Beyond just selling jewellery, Shyle is on a mission to promote Jaipuri art and craftsmanship globally while creating meaningful livelihoods for artisans.
Astha, who was raised in a business-oriented family in Jaipur, discovered her passion for jewellery after completing her MBA at Nirma University in Ahmedabad. Upon returning to Jaipur, she decided to channel her love for jewellery into a startup that celebrated the local artistry. With an initial investment of just ₹7 Lakhs, Shyle was born. Radhesh, her husband, joined the venture as a consultant, helping build a strong foundation for the brand. Together, they focused on creating a brand that resonated across generations, offering unique designs like silver rakhis, natarbattu, and Mahamrityunjay Jaap lockets.
Since its inception, Shyle has processed over 1.5 lakh orders and built a loyal customer base, amassing a social media following of 3.9 lakh Instagram followers. Shyle’s revenue breakdown is impressive, with 82% of sales from their own website, 8% from exports, 7% from Amazon, and 3% from other marketplaces. With a 15% repeat customer rate, Shyle has managed to carve out a niche in the competitive jewellery market, known for its high-quality, handcrafted silver pieces.
Shyle remains a bootstrapped startup, holding ₹50 Lakhs in the bank while steadily growing. The company currently works with 30 artisans and has plans to impact 100 families within the next two years. By merging traditional handcrafting techniques with modern designs, Shyle not only preserves Jaipuri art but also uplifts the artisan community.
The founders have ambitious goals, aiming to reach ₹100 Crores in revenue within two years, a target that would place Shyle among India’s Indicons—startups with revenues exceeding ₹100 Crores while maintaining profitability.
Shyle made its Shark Tank India debut, seeking ₹70 Lakhs for 1% equity, valuing the company at ₹70 Crores. Their pitch highlighted their unique fusion of tradition and innovation, as well as their plans to expand into exclusive brand outlets. The sharks were impressed by Shyle’s story and potential, resulting in multiple offers:
•Shark Anupam Mittal: Offered ₹1.4 Crores for 5% equity, citing his expertise in connecting with NRIs and expanding brands internationally.
•Sharks Namita Thapar and Ritesh Agarwal: Initially offered ₹70 Lakhs for 1.5% equity and a 1% royalty until the investment was recovered.
After further discussions, Namita and Ritesh revised their offer, reducing the royalty to 0.5%. The founders decided to accept this revised deal, marking a significant milestone for Shyle’s growth and future expansion.
With the backing and mentorship from Namita Thapar and Ritesh Agarwal, Shyle is well-positioned to continue growing, scale its operations, and reach a global audience while supporting the artisan community and preserving Jaipur’s rich jewellery heritage.
