Onika Maheshwari

Asma Nafis Ansari from Mau district of Uttar Pradesh is the second Muslim woman entrepreneur to be invited to Shark Tank, a popular business reality television show, in which entrepreneurs pitch their business ideas to a panel of investors (Sharks). The first one was Sana Farheen, founder of Forever Modest, an apparel brand.

Asma Nafis Ansari and her husband, Zeeshan Kareem, presented ANA Apparels, a Muslim women's clothing brand featuring niqabs and abayas. The revenue of  ANA  Apparels grew from ₹39 lakh in FY23 to ₹2 crore in FY25.

In an exclusive conversation with Awaz-The Voice, Asma, who is in her early thirties, says, “It was through the production of these very niqabs and abayas that I made it to Shark Tank.”

However, reaching one of India’s biggest business platforms, Shark Tank India, was not easy for this small-town woman. There is often a perception that one must move to a big city to achieve major success. However, Asma, who wears the hijab and niqab, has proved that turning dreams into reality requires strong determination and courage.

Asma Nafis Ansari as a model for ANA Apparels

Asma completed her degree in fashion designing from the National Institute of Fashion Technology (NIFT), Kolkata, in 2017. She bagged the Best Graduation Award.

After her studies, she worked as a designer with a well-known children’s clothing brand in Gurugram. Asma Nafis Ansari and her husband Zeeshan Kareem

Her career was going in the right direction, but an incident in Gurugram changed her outlook to life. She faced uncomfortable comments about her veil and attire, and it deeply affected her self-respect.

Asma Nafis Ansari with her husband Zeeshan Kareem on the sets of Shark Tank India

She realised that what a woman chooses to wear is a matter of personal choice. Clothing can never determine a person’s abilities or talent. She decided to leave her corporate job and carve out her own path.

Asma returned to her hometown of Mau. There she studied Islam and religious texts. While reading the tafsir of Surah An-Nur in the Quran, she came to understand that modesty and hijab were not signs of weakness, but symbols of dignity and self-respect.

Inspired by this belief, she decided to launch her own brand of modest clothing. In October 2020, she laid the foundation of ANA.

In Urdu, “Ana” refers to a woman’s self-pride and self-respect. The name perfectly fitted Asma’s vision for the brand.

What began as a small customised project soon grew with the involvement of Asma’s two younger sisters, Zohra Nafis and Bushra Nafis. Together, the three sisters recognised the potential of social media, particularly Instagram, and began showcasing their unique designs on digital platforms.

Asma Nafis Ansari in niqab

Before long, young women from across India and even abroad began connecting with their brand. Later, Asma’s husband, Zeeshan Karim, also joined the venture, providing greater strength to the company’s management.

The startup, which began in Mau, now employs more than 30 people.

Her initiative has also received recognition at the national level. Former Railway Minister Suresh Prabhu honoured her with the FICCI FLO UP Woman Award. She has also received the title of Woman Entrepreneur of the Year 2023 at the Women Leaders Forum.

Reaching the Shark Tank India stage was nothing short of a dream for Asma especially after being rejected three times.

“My application was rejected every year, but instead of giving up, I learned from my mistakes each time and worked to improve my designs,” she said.

Finally, in the fourth year, ANA presented its business on Shark Tank where some of Indiantry’s leading investors were impressed by her determination and entrepreneurial spirit.

An advertisement of ANA Apparels

Today, ANA Apparels is increasingly becoming a preferred choice among young women. The brand not only creates traditional hijabs and abayas but also focuses on contemporary designs and modern aesthetics.

The black closed abaya with pleated sleeves and the grey open abaya featuring delicate embroidery have become among the brand’s signature designs.

Despite offering premium-quality products, the brand keeps its clothing affordable and also provides customisation based on customers’ requirements.

Asma does more than sell products. She interacts with women and also provides fashion consultations.

Asma believes that an abaya is not merely a garment used to cover the body. It is also a means through which a woman can express her culture, personality and confidence.

What began with a small shop in Mau is now moving towards opening flagship stores in major cities and becoming a global brand.

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The story of Asma Nafis Ansari proves that when determination is strong, no obstacle can stop a person from reaching new heights of success.