In an exclusive interview with Indian Startup Times, Zeeshan, co-founder of ANA, explains how a personal struggle to find a premium hijab in NCR evolved into a growing modest fashion brand. Founded by his wife, Asma, in 2018, ANA is built around sustainable fabrics, culturally resonant design and a community-first approach to women’s modest wear.
From a personal gap to a brand
ANA began when Asma struggled to find quality hijab in NCR that balanced modesty with professional aesthetics. The brand was created to fill a market gap for modest fashion that is neither too cheap nor overly luxurious. Based in a tier-three city Mau in Uttar Pradesh, located between Varanasi and Gorakhpur, the company focuses on providing sustainable, comfortable and culturally resonant modest wear. Asma has a strong fashion designing background. She is a NIFT Kolkata alumni with 10 CGPA and awardee of Best Graduation Award 2017, Asma started the brand with an emotional vision to support cultural identity. The name “ANA” reflects her initials and represents “pride of a women,” a philosophy that continues to shape the brand’s identity and product direction.
A partnership built on clear roles
Zeeshan and Asma manage the company through clearly defined boundaries and departmental roles. Asma takes primary decisions regarding product design and creative direction, while Zeeshan oversees marketing, operations and business strategy. The company employs dedicated staff members to handle operations and social media management. Their partnership as a couple allows for deep mutual understanding within the business. That alignment, Zeeshan notes, has been important in building a brand where design decisions and commercial strategy move together rather than in silos.
Differentiating through culture, sustainability and unique dresses
ANA differentiates itself by offering modest office wear inspired by Indian culture rather than just western trends. The brand focuses on using sustainable fabrics, such as cotton and linen, to cater to different regional climates in India. It also leverages a first-mover advantage by launching unique products before competitors can copy them. Content creation is a core part of the strategy to build a connection with customers. Beyond selling products, the company focuses on building a community of women who value modesty and quality. It hosts digital webinars for women to create a safe space for sharing lifestyle and personal growth experiences. The mission is to provide clothing that resonates with a woman’s identity and boosts her confidence.
Growth milestones: Shark Tank exposure and industry recognition
Early challenges included managing labor stability and significant freight costs due to the company’s location. A significant milestone was appearing on Shark Tank India, which led to a major surge in revenue and public awareness. Zeeshan highlighted that despite not securing a deal on the show, the exposure was highly beneficial for the brand. The company has received various accolades, including “Outstanding Woman in Textile & Fashion” by FICCI FLO UP Women’s Awards in 2021-22 and “Woman Entrepreneur of the Year” by Women Leaders Forum. Today, women make up over 50% of the workforce across both of their factory and office operations. It has also built a digital community for women through webinars and social media, fostering connection beyond just product sales. Major customer clusters have emerged in cities like Mumbai, Bangalore, Hyderabad and New Delhi.
Future strategy: profitable cities, exports and operational scaling
Looking ahead, Zeeshan aims to scale the business by expanding its reach and diversifying its offerings. The company’s priority is to identify and expand into more profitable cities and states across India, optimising logistics around high-revenue clusters. It also plans to establish an export channel through strategic value partners to grow its international presence. Future strategies include setting up more efficient factory systems to support long-term growth, addressing challenges around local labor stability and freight costs, and continuing to leverage first-mover advantages in niche segments like modest office wear. The brand will continue to utilise sustainable fabrics like cotton and linen as it expands.
Why does ANA matter in modest fashion?
For many Indian women, modest fashion has often meant choosing between affordability and quality, or between cultural resonance and professional aesthetics. ANA approaches sustainable fabrics, culturally rooted design, community building and a focus on modest office wear aims to turn modest wear into a category that is both aspirational and practical. In speaking to Indian Startup Times, Zeeshan made clear that ANA is not trying to be another generic apparel brand. It is trying to build a brand that grows with women through their identities, their careers and their communities while staying rooted in culture and quality.
Interview By: Sejal Thakur
