Asmara Group has appointed Shachi Chawla as Senior Manager – Merchandising, strengthening the company’s merchandising leadership as it expands into new and emerging product categories. In her new role, Shachi will be responsible for building and scaling the travel and luggage category, with a focus on driving excellence across sourcing, merchandising, and vendor partnerships.
Shachi brings with her extensive experience across merchandising, business development, and operations management. Prior to joining Asmara Group, she headed the Home and Accessories division at Fusion Group, where she led end-to-end merchandising operations, strategic sourcing, and team leadership. Her ability to manage diverse product categories and deliver operational efficiency has been a strong differentiator throughout her career.
Earlier, Shachi held multiple leadership roles at Qalara, progressing from Senior Merchandiser to Team Lead and Merchandise Manager. During this time, she was instrumental in merchandise planning, e-commerce coordination, vendor management, and team development, contributing to business growth and operational scale. She has also worked with leading organizations such as Orient Craft Limited, Heutig Fashions, and Ethereal Crafts, gaining deep exposure to textile merchandising, business development, and cross-functional operations.
With over a decade of industry experience, Shachi is known for her strategic approach, hands-on execution, and strong leadership capabilities.
