Former CEO of Hero Realty, Dr. Dharmesh Shah, launch apparel brand FREYAA

Dr. Dharmesh Shah, former CEO of Hero Realty, and his wife Vibha Shah, have launched Indo-western apparel brand FREYAA. The launch was on the 17th of June.

Most recently, Shah was serving as the CEO of Hero Realty. He was also President - HOD, Sales, Marketing & CSD at Puravankara, Vice President - Sales, Marketing & CRM at Adani, and Deputy Vice President Sales at LODHA.

“As a corporate professional for over 25 years, I've decided to take the leap into the world of entrepreneurship!(Finally a true Gujju coming out) I want to extend my thanks to the amazing team at Hero Realty for their encouragement and support throughout the years. It's been a great journey, but I'm eager to move on to new endeavors. ” - Dr. Dharmesh Shah, ex CEO - Hero Realty

Dharmesh Shah plans to use his rich corporate experience from the real estate sector to launch FREYAA to new heights. His strategic vision, honed through years of leading sales pan-India for major organizations, will be instrumental in establishing FREYAA's presence in the Indian markets. From serving the corporate world of Real Estate for more than 25 years and managing a team of 170+ across Sales, Marketing & CRM (SMC) at Puravankara Ltd. to overseeing the top line operations of more than 3000Cr+ at Lodha, Dharmesh’s expertise ensures that every aspect of this new brand is meticulously planned, executed and strategized.

Furthermore, the keen-eyed Dharmesh with the help of his wife, handpicked the team behind Freyaa. They found the right partners for the brands Digital, Website and Marketplace segments in AGENCY09, an imaginative Merchandizing & E-commerce manager in Priya Tewari and only the best stakeholders in his friends.

Dharmesh and Vibha Shah’s journey into fashion has been fuelled by their long-standing love for the industry. As avid connoisseurs of fashion, the couple have always dreamed of creating a brand that embodies elegance, tradition, and modernity, just as they see the world. Their vision has been brought to life with the support and encouragement of their friends Shrenik Lakhani, Nilesh Jagad, and Vishal Shah, who have been instrumental in the establishment of FREYAA and hold the positions of Directors at the company. Together, they bring over two decades of friendship and shared passion to this exciting new venture.

“We are thrilled to introduce FREYAA to the world. This brand is a reflection of our love for fashion and our desire to bring something unique to the market.” - Vibha Shah, Director FREYAA.