Roshni Assomull | Bella Kinesis

Roshni Assomull Bella Kinesis

Roshni, 27, is the co-founder of the ethical women’s sportswear brand, Bella Kinesis. For each item of sportswear sold, the brand funds one month’s business education for a woman in rural India. Roshni and her business partner, Shaleena, started the business because they felt that most activewear available was designed by fit people, for fit people. As women who were never previously sporty, they felt a bit intimidated by brands that seemed to only target women with ‘perfect’ athletic figure. They wanted to create a friendlier, more inclusive brand with which women could identify more easily and one that would encourage women to give fitness another try. Both partners have very different body shapes, so specifically designed each piece to flatter different figures. All Bella Kinesis garments are made in Britain, using premium performance Italian fabric.

Bella Kinesis has recently been featured in Vogue India, Glamour and the Guardian. The company was also awarded a PEA Award for promoting conscious consumerism and were shortlisted for the Great British Entrepreneur Awards for Social Enterprise (International), Micro Business and Manufacturing. Bella Kinesis also won Theo Paphitis’ #SBS Challenge in December 2015.

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