40 Under 40 - Making Of A Clothing Brand
BW Businessworld|October 05, 2024
Shivkumar is looking to make WhySoBlue a sustainable fashion brand with international reach
Abhinav Kumar Jha
40 Under 40 - Making Of A Clothing Brand

Shweta Shivkumar, co-founder of the online fashion portal WhySoBlue, embodies resilience and creativity. Her journey into entrepreneurship was not a planned path but rather a response to life’s unexpected turns. After the passing away of her father in 2012, Shweta and her mother, Jaya, found themselves at a crossroads, leading them to create something meaningful together.

After her father’s demise, pursuing higher studies felt impractical. Instead, she took a job in ad sales at Outlook magazine, marking her first step into the professional world. However, after a brief stint in media planning, she realised that the corporate world wasn’t for her.

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