About Us
Usha, Vidya, and I… Ushvii
When I was searching for a name for our brand, I wanted it to hold a deep personal connection—to honor the memory of my late mother and Nani (maternal grandmother). I explored many options, but trademark constraints or other challenges kept coming up. That’s when the name Ushvii struck me.
Derived from my mother’s name, Usha, and incorporating the first two letters of my grandmother’s name, it beautifully reflects the two most inspiring women of my life. Allow me to introduce them to you:
My Mom
A symbol of intelligence, empathy, and strength, my mother never gave up, even in the hardest times. She was a mathematics genius, solving the most complex problems in her head without needing a pen. A fine artist who mastered embroidery, sewing, and embellishments. A gifted cook whose legendary dishes are still cherished by our family. And above all, a devoted mother who poured her love and creativity into everything she did.
Thanks to her, we never needed tuition during school, and I didn’t wear ready-made clothes until my twenties—each piece was lovingly crafted by her hands.
My Grandmother
On the other hand, my Nani was a loving, hardworking, and homely woman with a natural talent for nurturing those around her. She was an avid reader, finding time every single day to immerse herself in her favorite novels. She not only raised her own nine children but also stepped in to care for her siblings’ children whenever they needed support.
Despite the endless daily chores of a housewife, she never showed a strain on her face. Whether sharing a cuppa tea with friends or diving into her favorite books, she always found ways to balance life’s responsibilities with grace and joy.
An Ode to My Favorite Women
Both my mom and Nani were multi-talented women who not only inspired but also empowered me to believe in myself and pursue my dreams. Ushvii is my heartfelt ode to these incredible women—my favorite women on this earth.
The Story Behind the Logo
When I asked Antara to design a logo that captures the essence of our rich cultural heritage, she created something that brought tears to my eyes. The logo instantly resonated with me because it was identical to my mother’s picture from her wedding.
The woman in the logo stands tall with her head held high, symbolizing confidence and self-assurance. Her adornment in traditional Indian clothing and styling signifies pride in her rich cultural heritage—a celebration of timeless traditions and artistry.
This was the perfect representation of what I envisioned for Ushvii. Through this brand, I aim to bring the rich textile and fashion art forms of India to today’s consumers. In doing so, I hope these treasures of our heritage don’t fade into oblivion but instead become accessible and celebrated by modern women—many of whom may not yet know the beauty of our traditions.
About Us
Apurvi Dias
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 Ushvii, 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 Dias 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 Ushvii’s logistics and ensuring efficient warehouse management. His expertise ensures that every Ushvii 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 Ushvii. Their shared vision is to preserve India’s rich artistic traditions while making them accessible to modern women worldwide. Ushvii is their passion project, combining their individual strengths to celebrate India’s timeless art forms and ensure their legacy lives on.
