The move reflects the company’s focus on sharper financial planning and sustained growth in a highly competitive retail market.
With 15+ years of experience, Ashish brings a data-driven and future-focused approach to finance. He is known for building scalable business models, enabling growth, and driving financial transformation across complex organizations.
Before joining Bestseller India, Ashish served as Chief Financial Officer (India) – Ecommerce, Wholesale & New Business at Decathlon. In this role, he led financial strategy across India’s omnichannel ecosystem. He managed P&L responsibilities across e-commerce, wholesale, and marketplace operations, while also supporting product and technology roadmaps, new business models, and digital growth initiatives. His work helped integrate financial controls across physical and digital platforms, creating a unified view of profitability and operational efficiency.
Earlier in his career, Ashish held key roles at EY and Amazon. At Amazon, he was part of the India Payments Controllership team, where he managed complex accounting structures and ensured regulatory compliance within the evolving digital payments ecosystem.
Ashish also spent over 10 years at PwC India, where he rose to the position of Associate Director. During this period, he led large, multi-location audit engagements across sectors such as retail, pharmaceuticals, and manufacturing. He developed strong expertise in IFRS, Ind AS, SOX compliance, and financial reporting, and worked closely with senior leadership and boards on critical financial and governance matters.
His appointment marks a strategic step for Bestseller India as it strengthens its financial foundation to support long-term, sustainable growth.
Also read: Viksit Workforce for a Viksit Bharat
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