Apurvi

Apurvi brings over 23 years of experience in launching, scaling, and managing some of India’s most iconic fashion brands, including Levi’s, Allen Solly, Myntra, and Paytm. With a strong background in category management, marketing, and business strategy, she has honed her expertise across multiple facets of the fashion industry. At Hella Fashions, she oversees the business, category development, and marketing, ensuring the brand stays true to its vision of blending India’s rich cultural heritage with modern aesthetics.

 Nicholas Dias
 Nicholas has 25 years of extensive experience in the fashion retail industry, having worked with renowned brands like Allen Solly, Louis Philippe, Van Heusen, and Peter England. Specializing in retail and warehouse operations, he plays a key role in streamlining Hella Fashion’s logistics and ensuring efficient warehouse management. His expertise ensures that every Hella Fashions product reaches customers with the utmost care and quality. 

 The Founders’ Vision 

Together, Apurvi and Nicholas bring almost 50 years of combined industry experience to Hella Fashions. Their shared vision is to preserve India’s rich artistic traditions while making them accessible to modern women worldwide.