Novashni Chetty is the chief operating officer at The Sharks.
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In South African rugby circles, Novashni Chetty is a prominent figure, serving not only as the chief operating officer (COO) at The Sharks, but also as a beacon of inspiration.
Chetty, 42, of Morningside, has carved a remarkable path, turning her childhood love for sports into a career spanning more than two decades.
She shared her journey, from interning to climbing the ladder.
Chetty was born in Phoenix and later moved to Mayville.
She said her passion for sports started at a young age.
“I have always loved all types of sports while growing up, especially cricket. My family and I often went to Kingsmead Stadium to watch the matches. We also watched various sports matches on television. Now, I feel it has come full circle whereby I have ended up being in a sporting environment. My passion has turned into my profession.”
Chetty was introduced to rugby during the 1995 World Cup in South Africa.
“During that time, Edgars was selling clothes with player cards attached to them. I used to collect the cards and even made a scrapbook. From then on, I became interested in rugby and started following the sport.
“The most interesting thing for me about rugby was how it unified the nation. I remember watching Madiba (Nelson Mandela) join Francois Pienaar, captain of the Springboks, as they lifted the trophy after winning. It was a proud moment for South Africans,” she said.
As a young girl.
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Chetty attended Northlands Primary School in Phoenix, and thereafter Bonela Primary School. She matriculated from Bonela Secondary School in 2001.
She earned a national diploma in public relations and communications from the Durban University of Technology (DUT) and graduated in 2004.
A year later, she graduated from DUT with a Bachelor of Technology in public relations and communications.
Chetty also completed a new managers’ programme at Wits University, and recently, an advanced leadership programme through the Gordon Institute of Business Science (GIBS).
With Siya Kolisi, captain of the Springboks, during a match day.
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Her journey at The Sharks started with an internship in 2004.
“As part of the national diploma requirement, we had to complete a three-month internship. However, three months has become a lifetime experience. As an intern, I worked in the public relations department, mainly shadowing the team. I was gaining experience and also interacting with the players working on their appearances.
“However, the three months turned to six months, then a year, and here I am today. After completing the internship, I was asked to stay on because of the season ticket renewals campaign. I was asked if I had other plans when I left, and if I did not, I could work in the ticket office and earn some pocket money during that period. I agreed.
“I was only supposed to be there for the ticket renewal period. However, a position came up in stadium management, and again I was asked whether I would like to take up the position, and again I agreed. I was employed as an administrator. During that time, we held all soccer matches and major concerts at our stadium because the Moses Mabhida Stadium had not been built yet.”
Chetty was subsequently offered the position of advertising manager in the marketing department.
She was appointed public relations and communications manager, and later held the dual position of marketing manager.
In 2023, she was promoted to general manager, before being appointed COO in January 2025.
“I am proud of my success and the acknowledgement. However, it comes with a lot of hard work. In my roles as general manager and now as COO, I oversee the operations of the business, including communications, match-day event planning, handling the players' appearances and media responsibilities, as well as other related aspects.
“My day often involves meeting with teams from different departments, especially during match season. We discuss various operations aspects and how we can contribute in our respective roles to effectively deliver a world-class event, and deliver in terms of the brand’s mission,” she said.
During a South Africa Rugby Awards. She is seen with players from the Springboks.
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Chetty said when she first joined, there were few women in the industry.
“It was male dominated. When I came in, it was either you sink or swim. I chose to swim. This was due to my character, as I am someone who will take on a task whole-heartedly and aim to achieve success in all that I do. Although there were stumbling blocks along the way, I never wanted to focus on them. Instead, I trusted my ability. I also believe there is no substitute for hard work.
“I am passionate about what I do, and driven by my goal to give my family and myself a good life. I want to be proud of who I am and what I can achieve,” she said.
Having tea at the Ritz hotel in London.
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While she has had many highlights in her career including travelling to numerous destinations such as London and Dubai, and the team's success, Chetty said seeing people's smiles was at the top of the list.
“I really love working with a brand like The Sharks, which is centred around giving back to communities. Through The Sharks Foundation, we have had several initiatives in under-privileged communities, schools and children’s homes, and seeing the smiles on people’s faces and the joy it brings them when interacting with the players, are priceless. These special moments have left a lasting impact on my life.”
Chetty, right, with her mother, Jane, and sister, Meryl.
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Chetty said she was inspired by many people.
“There is no one person who I am inspired by. I have met people from all walks of life, and through simple interactions many have inspired me to be a better person. It is such interactions that give you the greatest life lessons. You also never stop learning.”
Chetty added that she was grateful for her strong support structure, which included her parents, Ronnie and Jane Chetty; her sister, Meryl; her brother-in-law, Trishalan; and 9-year-old niece, Gitish; as well as extended family members and friends.
“My family, especially my sister, who is my backbone, have always been my biggest supporters in everything that I do. I feel a sense of fulfillment knowing that I have made them proud. My niece is also my driving force as I want to make her proud, and be able to spoil her.”
With her niece, Gitisha.
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Chetty's advice to people, especially the younger generation, was to “never restrict yourself and never settle”.
“You can achieve anything you want, but it depends on how far you are willing to go. People often make excuses in life such as there is some obstacle that will prevent them from achieving what they want. But rather than making excuses, I say think of a plan on how you can overcome it.
“While there will be obstacles and life is not always easy, I say start small and have an end goal. Rome wasn’t built in a day and people don’t often reach the top overnight. Never stop believing in yourself.”
Chetty added that her goal was to be the best version of herself.
“I just want to be happy and healthy. I often say we live in a world that is harsh at times and lacks kindness sometimes. I feel a smile or a hello can make such a difference. I try to be kind to others and give them what I have received.
“In respect of my career, I say whatever is meant to happen, will happen. I will just continue to work hard, as it does pay off in the end.”
Chetty said to unwind, she enjoyed spending time with family and friends, and watching sports on television or attending matches.
“However, sometimes I enjoy ‘me time’. I like to spend some quiet time at home.”