From Vision to Venture: The Rise of Aastha Almast
It was 3 a.m. in Delhi, and Aastha Almast needed something as simple as a snack and a bottle of water. But nothing was open. That single moment sparked a powerful idea: what if India had its own 24/7 chain of modern convenience stores?
By the time most people woke up, Aastha had already started sketching out what would become The New Shop.
The Birth of a 24/7 Revolution
Founded with co-founders Kuldeep and Vimal, The New Shop isn’t just another kirana makeover. It’s a digital-first, always-open, highly scalable convenience store chain tailored for urban India.
What sets it apart? The blend of tech innovation, localized products, and relentless customer obsession. Every store uses real-time inventory management, dynamic pricing, and hyperlocal supply chains. Customers get what they need, when they need it—day or night.
Solving Real Problems, One Store at a Time
India’s growing urban population needed retail to catch up with their lifestyle. Aastha and her team understood that convenience wasn’t a luxury—it was a necessity.
They focused on locations that matter: transit hubs, college campuses, and busy neighborhoods. Each store became a micro-ecosystem: a place to grab essentials, hot snacks, phone chargers, or even over-the-counter meds.
A Female Founder Breaking Barriers
Aastha Almast’s journey isn’t just about building a brand. It’s about breaking the mold for women entrepreneurs in a male-dominated sector.
Instead of following traditional playbooks, she challenged them. Her leadership style is transparent, fast-paced, and deeply people-centric. She hires for attitude, not just skills. She listens more than she speaks.
And she’s proving that grit, empathy, and a sharp business mind can scale even the most ambitious dreams.
Why Startup Founders Should Watch The New Shop
1. Tech + Retail = Scalable Impact
Aastha didn’t treat tech as an add-on. It’s the backbone of every store. From predictive stocking to mobile orders, innovation drives efficiency and delight.
2. Customer First, Always
Feedback loops are built into operations. Products change based on local preferences. This agile model keeps The New Shop hyper-relevant.
3. Think Fast, Start Lean
The New Shop launched quickly, iterated constantly, and avoided analysis paralysis. Aastha believes that speed wins in modern retail.
The New Shop Today
From a handful of stores to over 100+ locations and counting, The New Shop is quickly becoming India’s answer to 7-Eleven. The company is expanding through franchise models, inviting new-age entrepreneurs to grow alongside them.
It has also caught the attention of investors and media, making it a startup worth tracking on platforms like Venture LinkUp, where real founder stories come to life.
Final Thoughts: Build What You Need
Aastha Almast didn’t wait for someone else to solve the problem. She built the solution. And in doing so, she inspired a new generation of founders to think big, move fast, and serve real needs.
If you’re dreaming of building your own startup, let her journey be your blueprint.
And if you want more such stories of modern-day trailblazers, check out the 100Cr Club on VentureLinkUp.com.
