Every Woman’s Shoe Story: Veena Ashiya’s Bold Steps with Monrow
In a world where fashion often overlooks functionality, Veena Ashiya, the passionate founder of Monrow, is rewriting the rules – one step at a time. After an international stint with Versace in New York, Veena returned to India with a clear entrepreneurial vision: to build a startup that solved a real, daily discomfort that women had silently endured for far too long, choosing between fashion and foot comfort.
With Monrow, a direct-to-consumer footwear brand tailored for Indian women, she didn’t just create a product; she started a movement. Monrow blends style with scientifically-backed design to fit Indian feet, climates and lifestyles. Built on empathy, innovation and sustainability, Monrow’s journey is a masterclass in intentional entrepreneurship, where storytelling, design and user experience intersect.
We sat down with Veena Ashiya for an in-depth founder’s interview to dive deep into her inspiring story, product innovation, challenges and Monrow’s mission to redefine comfort – inside out.
TFS: Hello Veena! It’s such a pleasure to have you with us today. Monrow has been on our radar for how it’s beautifully merging style and science for Indian women. Let’s start from the beginning.
Veena Ashiya: Thank you so much! I’m thrilled to be here and to talk about this journey that’s so close to my heart. Monrow isn’t just a brand to me, it’s an expression of a real problem many of us women face, every single day. I’m glad we get to explore that story today.
TFS: Monrow was beta-tested from 2017 to 2019 before its official launch. What made you take the slower, more deliberate route and what did you learn during that phase?
Veena Ashiya: When I left Versace in New York and returned to India, I knew I wasn’t interested in launching a startup that only looked good on paper. I wanted to create something that truly mattered. The inspiration for Monrow came from my own experience and the stories of countless women I observed constantly switching between pretty shoes that hurt and comfy backups that looked dull.
This dilemma sparked a question in my mind: why must comfort and fashion be mutually exclusive for women? I took the slower route, beta testing Monrow from 2017 to 2019, because I wanted to listen first. I wanted to hear from real women and understand their daily footwear frustrations. These two years felt like product therapy: we tested, failed, retested, redesigned and refined over and over again.
It wasn’t linear. It wasn’t glamorous. But it was authentic. That phase taught me that true innovation is slow, thoughtful and deeply empathetic. It gave Monrow a soul rooted in listening and evolving.
TFS: Your brand promise, “Fashion + Comfort = Monrow,” is bold and memorable. What are the real challenges in delivering both – especially for Indian feet and climates?
Veena Ashiya: Fashion moves fast. Trends evolve overnight. Comfort, on the other hand, demands thought, testing and precision. Bringing both together in a single product line is no easy task, especially in India where our foot anatomy, terrain and climate differ from global standards.
Indian feet are broader, particularly at the forefoot. Our weather is humid, our roads uneven and our seasons unpredictable. These conditions make shoe design incredibly complex. So we had to rethink everything, right from the last shapes to fabrics and foam density.
We’ve engineered our products specifically for Indian realities. Every design challenge comes down to one central question: how do we make something she wants to flaunt yet forget she’s even wearing it after hours of walking? That’s where our obsession lies, not just in how the shoe looks, but how it makes her feel.
TFS: Monrow is designed by technical experts for Indian feet. Could you share insights into the R&D behind your products and how Indian foot anatomy influences your design decisions?
Veena Ashiya: Absolutely. Our product development is deeply rooted in research. We didn’t assume, we measured. We mapped over 3,000 Indian women’s feet across regions, age groups and lifestyles. The consistent insight – Indian feet are broader, especially in the toe box.
So we redesigned the rules. We created broader soles, flexible uppers and tested for pressure points at every stage. But it wasn’t just about biomechanics. It was emotional R&D too. We studied how women feel wearing our shoes after long workdays, weddings or travel.
Every iteration considers emotional well-being as much as engineering. That’s why we don’t just deliver shoes – we deliver relief, confidence and joy. And that’s the power of purpose-driven design.
TFS: “Imagine being comfortable” is a recurring theme across your brand. What does comfort mean to you personally and how does that reflect in your leadership and company culture?
Veena Ashiya: For me, comfort is about being at peace with who you are, with the choices you make and with the environment you’re in. That personal definition has become central to how I lead Monrow.
Our team culture is built on psychological safety and openness. We meditate together. We discuss mental health with honesty. We celebrate birthdays, delays, progress and failures with the same energy. The idea is to build an environment where people are not just productive but genuinely happy to show up every day.
Comfort isn’t limited to the feet. At Monrow, it’s also about how our people feel. When you create a culture of emotional comfort, the product naturally reflects it.
TFS: As a founder, was there a moment of doubt or personal vulnerability that helped shape Monrow’s identity or mission in a lasting way?
Veena Ashiya: Definitely. One moment I’ll never forget happened during a vendor visit. I was leading the project, but the factory owner addressed all his answers to my male colleague, even though I was clearly the decision-maker.
I drove home in silence that day, asking myself, “Do they even take me seriously?” That sting was real. But instead of letting it break me, I let it shape me. That experience made me double down on my mission: to build a company where women don’t have to fight to be heard.
That’s the heartbeat of Monrow – a startup built to amplify women’s needs, voices and everyday realities. We don’t just cater to women; we center them.
TFS: Your brand’s voice is conversational and warm, rare in the fashion industry. Was that intentional from the start or did it evolve over time with your audience?
Veena Ashiya: It was instinctive from day one. I’ve always felt that fashion can be aspirational without being intimidating. I wanted Monrow to feel like your stylish best friend – one who cheers you on, not judges you.
So our tone has always been warm, real and a little cheeky. We talk like humans, not brands. And that authenticity has paid off. Our customers write to us with heart emojis, voice notes and personal stories.
Over time, that tone became more than marketing, it became our heartbeat. And it allows us to stay deeply connected to our community.
TFS: How is Monrow approaching sustainability when it comes to materials, manufacturing and packaging? Are there specific goals or milestones you’re working toward?
Veena Ashiya: Sustainability is not a one-time campaign, it’s a daily commitment. We’re proudly 100% vegan, meaning we use no animal leather. Our packaging is recyclable and we’re actively reducing water usage and chemical waste in our supply chain.
Our next big milestone is a take-back program where customers can return worn-out shoes. We’ll then recycle or repurpose them responsibly.
We want our customers to not only feel good in our shoes but feel good about them. This journey is ongoing, but every step counts.
TFS: What innovations or practices has Monrow adopted to reduce its environmental footprint, especially in terms of waste, emissions or circularity in footwear design?
Veena Ashiya: We’ve started adopting low-waste pattern cutting and modular design systems that minimize leftover materials during manufacturing. We’re also introducing mono-material footwear, which makes shoes easier to recycle.
From a logistics angle, we’ve implemented zonal warehousing – meaning products ship from the nearest location, cutting emissions and delivery times.
Circularity is a long-term vision, but we’re laying down the groundwork today. We’re constantly asking ourselves: how can we create impact without leaving a harmful footprint?
TFS: From an ESG perspective, how are you ensuring ethical sourcing, fair labor conditions and transparency within your supply chain?
Veena Ashiya: ESG is at the core of our sourcing and operations. We partner only with vendors who clear a stringent ethical audit. That includes fair wages, safe work environments and zero tolerance for labor exploitation.
We don’t chase the lowest price, we chase long-term value – both human and economic. We’ve also built a system of regular check-ins with our suppliers to ensure consistency and fairness.
For us, every product should tell a story of respect, not compromise.
TFS: How is Monrow embedding inclusivity into its product range, internal team culture and customer engagement strategies?
Veena Ashiya: Inclusivity is woven into our DNA, not just marketed externally. Product-wise, we design for real diversity: broader fits, age-inclusive styles and flexible sizing. We don’t design for perfection, we design for reality.
Our internal team reflects the same philosophy. We hire across age groups, backgrounds and life stages. Diversity of experience brings unmatched innovation.
And perhaps most importantly, we listen. Every month, I and other leaders personally speak with our customers. These raw, unscripted conversations guide our next product drops, customer care policies and even internal decisions. Listening is our superpower.
TFS: In a highly competitive Indian footwear market, what do you believe is Monrow’s true differentiator – technology, storytelling, design philosophy or values?
Veena Ashiya: All of those elements matter. But if I had to name one true differentiator, it’s empathy. We don’t just make shoes. We solve problems women have normalized for years. We deeply care and it shows.
From how we greet our customers on Instagram to how we design the arch in a sneaker – it all comes from listening, understanding and honoring her lived experience. Empathy is not just a value. It’s our operating system.
TFS: You achieved an NPS of 4.8/5 during beta testing, which is rare in retail. How do you plan to maintain or even improve that level of customer satisfaction at scale?
Veena Ashiya: We treat feedback like gold. We respond to every review, reply to every DM and take each complaint seriously. Our customers are not just buyers, they’re co-creators of Monrow.
As we scale, we’re investing in systems that help us stay close to our community. This includes better CRM tools, faster feedback loops and localized content. Growth won’t dilute our intimacy – it’ll enhance it.
TFS: Footwear is a tactile, comfort-driven product. In a digital-first retail environment, how do you help customers experience Monrow’s comfort before they buy?
Veena Ashiya: Great question. Since day one, we’ve used detailed videos, customer testimonials and hyper-informative product pages to bridge the sensory gap.
We also offer a flexible return policy to lower the purchase barrier. And soon, we’re launching experience stores and pop-ups where women can try the shoes and feel the comfort in person.
Once a customer wears Monrow, they come back. That’s the magic we strive to deliver.
TFS: What role does customer feedback play in Monrow’s product iteration cycle? Can you recall a time when user insights led to a major product or business pivot?
Veena Ashiya: Customer feedback drives everything. A perfect example is our sneaker collection. After our initial drop, we personally spoke to our first 100 buyers. The comfort reviews were glowing, but they also wanted more color options.
So we redesigned the line and added bolder, playful shades. Similarly, our upcoming monsoon collection is the result of repeated customer messages saying, “What about stylish shoes for the rain?” That constant input made us realize a huge unmet need.
Our customers are not on the sidelines, they’re at the drawing board with us.
TFS: Looking ahead five years, what does success look like for Monrow – not just in terms of growth, but in terms of purpose, sustainability and social impact?
Veena Ashiya: Five years from now, I want Monrow to be synonymous with empowered movement. Not just for feet, but for lives. I want us to be the go-to brand for women who want to move through life confidently, comfortably and consciously.
That means expanding our range, making sustainable choices and empowering more women, whether it’s through employment, mentorship or product design.
If a young girl five years from now says, “Monrow made me feel seen,” then we’ve succeeded.
TFS: Veena, thank you for such an honest and deeply inspiring conversation. Your journey as a founder and the story of Monrow, truly redefines what it means to build with empathy and purpose.
Veena Ashiya: Thank you! I’m grateful for the opportunity to share this journey. It’s been built step-by-step, literally, with the support of incredible women, passionate teams and a community that believes in what we’re doing. Here’s to walking further, together.