Aastha Almast is the Founder of The New Shop, India’s largest tech-enabled convenience retailer. Aastha is a true born entrepreneur and has previously founded 2 technology startups. She was a student of Economics from the prestigious Hindu College of Delhi University after which she studied PGDM in Fashion Marketing from Pearl Academy of Fashion to pursue her passion in retail and branding. She is also an alumni of Indian Institute of Management, Calcutta. She is a serial entrepreneur, who is always looking for solutions to simplify businesses - making them more productive and efficient. Prior to launching The New Shop, Aastha spearheaded a series of startups across diverse industries such as mobile gaming, online reputation management and consumer retail. She has previously also worked in Bankof America and Standard and Poor's Capital IQ. While studying for a Bachelor's, she joined her father’s stock broking firm making her one of the youngest certified stock-brokers from National Stock Exchange. She has lived an adventurous life and has amassed 15 years of diversified experience in entertainment, finance, branding, and retail. She has also acted in a Bollywood film as a Child actress. Her interests and pursuits are also reflected in her well-rounded personality.