Tvarita Phones Pvt Ltd
Winner of India 500 Startup Awards 2019

Tvarita Phones Pvt Ltd
Winner of India 500 Startup Awards 2019

Award Category Photo


Registered Company Name
Tvarita Phones Pvt Ltd
Registration Type
Private Limited Company

Business Category

Establishment Year
Number Of Employee




CEO Details

Client Pic

Niyateey Shah
MBA - Kenya Institute Of Management

Coming from a Gujarati Jain family, Niyateey Shah always intended on working for self and building her own wealth. She wanted to spend time with her kids and utilize her entrepreneur skills without anyone else dictating terms. Thus, with a great self motivation push, Shotformats was formed in the year 2007. With her zeal of always staying ahead of time and her rich experience of over 15 years in the entertainment business across mediums ranging from record labels and satellite to Internet and mobile, she turned Shotformats into what it is today – one of the top two digital entertainment and VAS companies in India.

“It’s my passion. I breathe and live Mobility”, says Niyateey, the MD & CEO of one of the most sought after companies in the industry. Niyateey influences the overall management of the organization and is responsible for ensuring an admirable profit and business leap on a YOY basis. She primarily influences the finance, content acquisition and innovation of the products in the company. She dedicates her time in innovating, taking decisions for the progress and the future of the company, and as the main pillar, brings in aggression, perfection, determination and smart performance to Shotformats’ culture. Under her leadership, mobile insurance was launched at Vodafone and Idea. These products have grown on to become White labelled products in both operators. She also pioneered in creating India’s first offline digital retail network. With this network as its backbone, Niyateey conceptualized the idea of launch of refurbished phones in India. This network has over 5000 retail stores in India. For the first time in India, Tvarita would be launching refurbished phones with one year warranty. 

A Kenya Institute of Management graduate, her urge to determinedly conceptualize challenging ideas that are way ahead of time, has time and again ascertained her instrumentality in launching major brands such as Zee Music and India’s first rich media site Sify Max in the country. Before Shotformats, she has been instrumental in scaling up revolutionalizing business brands such as Zee, Universal India, Sify, Yahoo and Tips Industries, and has proved her metal by designing successful marketing campaigns for over 60 Bollywood films.

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