Ayushi agarwal
In this exclusive interview, we spotlight the extraordinary Angel Arya, co-founder of Go Devil, the innovative fashion brand that recently captured the attention of viewers on Shark Tank India. This visionary entrepreneur, just 21, shares her insights into managing a brand at a large scale, her Shark Tank experience, and her ambitious plans for the future of Go Devil.
Interview by Ayushi Agarwal
Q How does it feel to be a co-founder of such a big brand at such a young age? How do you manage with studies and everything else?
A It is empowering! It has pushed me to grow fast creatively and professionally. It’s all about balance and priorities. I treat both my studies and Go Devil like they matter equally, because they do. What I learn in class often feeds into the brand, and vice versa. It’s a hustle, but one I genuinely love.
Q What was it like being on Shark Tank?
A It was a game-changer. It pushed us out of our comfort zone and into the spotlight. Pitching Go Devil on national TV was nerve-wracking but also incredibly validating, because we got to show the world what the brand truly stands for.
Q When did you realise that, ‘Okay, this isn’t just my dad’s thing anymore – this is mine too’?
A I think that moment hit when I started making creative calls that shaped the brand’s identity styling, and campaigns. Then being on Shark Tank India made it even more real. That’s when I realised Go Devil wasn’t just something I was helping with – I wasn’t just contributing, I was building something of my own.
Q Was there ever any pressure in stepping into something already so big or was it more like slipping into your element?
A Of course, there is pressure, especially when working alongside my dad. I want everything to be perfect, and this is my chance to prove to myself that I can turn my thoughts and visions into reality. But at the same time, it felt like slipping into my element. It’s about embracing the challenge and bringing my unique perspective to the brand.
Q If your journey with Go Devil were a movie title, what would it be? And what’s something you’ve personally brought to Go Devil?
A ‘The Devil’s Angel’! It’s ironic, given my name, but it reflects my bold journey with Go Devil, a journey embracing rebellion and creativity. I’ve brought a bold creative vision, focusing on unconventional styling. From the very beginning, it was clear we weren’t just selling clothes; we wanted to make a statement, to create a brand. It’s all about clothing with an attitude and pushing boundaries with every piece.
Q Tell us about a recent ‘pinch me’ moment with Go Devil…
A There have been a couple of recent ‘pinch me’ moments. One was when we were featured on Shark Tank India – that was surreal! And the other was seeing Go Devil ‘walk’ the runway at Times Fashion Week 2025. Watching the brand on such a prestigious stage, knowing the hard work that went into it, was honestly a dream come true. It was a huge milestone for us and really showed how far we’ve come.
Q What was your most nerve-wracking moment on this journey – and how did you power through?
A It was definitely when Go Devil was featured on Shark Tank India. It was a huge opportunity, but also a lot of pressure to perform, especially in front of such a high-profile panel. What made it even more intense was everything we’ve been through as a family to get here. I had to remind myself that we’ve already overcome so much, and that gave me the strength to power through. I focused on staying calm, sticking to our vision, and trusting the hard work we’d put into Go Devil. It was all about believing in the brand and what we’ve built together.
Q What’s something your dad said that stuck with you as a lesson in business, or in life?
A Since I was a child, my dad has always told me to be proactive – ‘do more, but don’t do less’ – to stay consistent, and to always be prepared. That lesson has stuck with me because it’s not just about working hard, it’s about pushing myself to go the extra mile every day and always being ready for whatever comes next. Now, as I am growing up, I really feel like I’m understanding what it truly means, and how powerful that mindset is in life.
Q You’re 21. The brand’s booming. What’s your vision for the next chapter?
A At 21, I’m excited to see Go Devil growing, but this is just the beginning. Our vision for the next chapter is to take the brand global and build a strong international presence.
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