Why would anybody give up a promising corporate career, and all the comforts it entails, to embark on the hard and rocky road of entrepreneurship? Well, sometimes one just has to do what one has to do! Frequent travel, daily yoga and an exceptional eye for spotting timely needs were the inspiration behind Pavithra Yogesh’s first attempt at going it alone: two utilitarian products (yoga mat bags and sanitary napkin pouches) under the brand name ‘Yoge’. Sold online, the products’ value for money and exceptional quality saw them zoom up Amazon’s featured best-sellers’ list.

But the drive to expand continued. Pavithra founded Studio Y (a concept store). Initially, Studio Y housed a clothing brand along with Yoge’s sanitary napkin pouches and yoga mat bags. But Pavithra was always aware of the bigger picture. She believed in backing curated products for the store and building an able team to run the business. Out of necessity, Studio Y launched its own clothing labels 'Label Y' for women and 'Baby Y' for kids, brands solely created for everyday clothing in breathable fabrics — the ability to understand customer needs and market changes still keeps this business alive and relevant.