Meet Our Founder

Jignesh Jhaveri's introduction to the automobile business was accidental. Before this, he ran an ad agency — a chapter with no bearing on what came after. Around the launch of the Suzuki Esteem in the mid-1990s, he was asked, spontaneously, to start a car dealership by contacts in the trade — and improvised the name Asha Auto on the spot.

Asha Auto grew through the allotment-card era of Indian car sales, expanding into Mercedes-Benz bookings by 1993-94, and built its reputation on transparent, upfront pricing at a time when many dealers manipulated RTO tax and octroi charges to undercut competitors before surprising customers at delivery.

As car volumes grew through the late 1990s, a structural gap emerged: manufacturer service centers lacked the space and appointment capacity to serve the post-warranty market, and few customers bought extended cover. Jignesh initially tied up with outside multi-car workshops to manage this — until he discovered drivers and workshop staff colluding to inflate customer bills without his knowledge. That discovery led directly to building his own workshop: Diviyaa Motors, near Opera House.

In parallel, a 1998-99 trip to the UK introduced him to car detailing, a category with no Indian equivalent at the time. He launched Car de Beaute, importing specialized equipment, but the market was years ahead of its time; the business was later narrowed to clients who specifically wanted premium detailing, rather than competing in what eventually became a commoditized category.

At Diviyaa Motors, Jignesh spent years inside manufacturer service centers learning technical patterns across brands and models, and built the workshop's policy around documentation-first, repair-before-replace principles. Beginning around 2016, he researched the broader gap between what a dealership sells and what a car owner actually needs, meeting clients he'd sold cars to over two decades to validate the idea. A-CARS launched in 2021 as a fully distinct company, separate from Diviyaa Motors, which continues to operate independently as the workshop business.