In Conversation with Alefiya Singh – Founder, Iris Reps
Editor’s Note by Payal Sahni
There are journeys that follow a plan—and then there are journeys that unfold with instinct, courage, and quiet resilience. When I sat down with Alefiya, what stood out wasn’t just her professional trajectory across some of the most respected names in travel and aviation—it was the honesty with which she spoke about pauses, pivots, and starting over. From a protected upbringing to building a globally respected representation company, her story is not just about success, but about self-belief. In an industry that is constantly evolving, Alefiya reminds us that growth isn’t linear—it’s deeply personal.
This conversation is not just about travel. It’s about conviction, reinvention, and the power of creating your own path.
Beginnings & Early Life
I grew up in a very protected environment, studying in an all-girls school just a short walk from home. Travel, at that time, wasn’t even a thought—it felt distant, almost unrealistic. Coming from a business family, it was always assumed that I would eventually step into the family’s printing and boutique business.
Academically, I was fairly average, but my heart was always in dance. I was a trained Bharatnatyam dancer—something not many people know—and it was a huge part of my identity growing up.
Travel came into my life quite unexpectedly during my graduation when I pursued an IATA course. Travelling alone for classes became my first step towards independence, and from there, my journey in travel began.
The First Dream
Dance was always my first love. I envisioned myself performing and exploring various classical forms like Kathak and Odissi. I was also fascinated by rhythmic gymnastics and expressive movement. While life took a different direction, that passion for storytelling through movement has stayed with me.
A Defining Turn
Meeting mentors like Mr. Katgara and Mr. Peter Kerkar shaped my journey. Their passion for travel was infectious—it made me realise this industry had depth, emotion, and purpose. That’s what drew me in and made me stay.
The Early Hustle
My journey began with Marvellous Mumbai, followed by Eurail sales, and then MICE and operations at Cox & Kings. Each role added a new layer of learning. Taking a five-year break during pregnancy was a defining phase. Restarting wasn’t easy, but it gave me clarity. Later, working with airlines like Turkish Airlines, Air New Zealand, South African Airways, and Emirates felt like life had come full circle.
Lessons That Stayed
Dreams don’t just happen—you build them with belief, effort, and consistency. I started from the ground up, without legacy or shortcuts, and every step shaped who I am today.
The Birth of Iris Reps
Iris Reps was born from a simple conversation after I stepped away from Emirates. Walking away from comfort to start from scratch was the biggest risk—but also the most rewarding decision of my life.
Building a Brand with Purpose
We started small, with just three people and a vision. Today, Iris Reps stands for credibility, strategic thinking, and meaningful partnerships in the travel industry.
Leadership & Personal Philosophy
Leadership, for me, is about responsibility, not authority. I value integrity, empathy, and resilience. Balance in life is not about perfection—it’s about alignment and purpose.
Navigating today’s Challenges
The travel industry is highly sensitive to global changes. Adaptability is key. We focus on evolving strategies, digital storytelling, and maintaining credibility in a competitive landscape.
The Human Side of Travel
Travel is deeply personal for me. It’s about experiences, people, and perspectives. Every journey leaves a mark. Every journey, whether big or small, has shaped me in some way, making me more open, resilient, and grounded. There have been many memorable experiences, but more than a single destination, it is the cumulative journey that has transformed me—meeting people from different parts of the world, understanding their stories, and realizing how travel connects us all beyond boundaries. Every journey leaves a mark—travel has shaped who I am today.
Looking Ahead — The Vision
My vision is to build Iris Reps into a globally respected brand while mentoring future leaders and creating long-term impact.
The Future of Travel
Travel is shifting from transactional to transformational. Personalisation, sustainability, and digital storytelling are redefining the industry.
Coexistence & Collaboration
The future of travel belongs to those who collaborate. Growth is stronger when it’s shared.
A Note to Aspiring Professionals
Believe in your journey—even when it doesn’t look perfect.
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