A Novel Ex­pe­ri­ence: The Pink Post Inc

The Pink Post INC(TPPI) is the brain­child of Shar­namli Mehra Ad­har and Mi­tali Wad­hwa, both with ex­pe­ri­enced back­grounds in the fash­ion and lux­ury mar­ket in In­dia. Af­ter com­plet­ing their Mas­ters from the UK and work­ing in the fash­ion space in In­dia, they d

Shoes & Accessories - - Contents -

To­day, The Pink Post Inc has be­come a brand syn­ony­mous with novel ex­pe­ri­ence-based events, dis­cov­er­ing young, fresh tal­ent, and so­cial me­dia mar­ket­ing in the field of fash­ion, lux­ury and life­style. Mi­tali and Shar­namli, cu­ra­tors of Pink Post Inc, one of its kind trunk show pre­sent­ing the trendi­est de­sign­ers share their views with S&A’S

Dipika Cho­pra.

What in­spired you both to launch your busi­ness?

We felt that there was a mas­sive chasm between young brands and buy­ers. There were no places to shop for, ex­cept malls. And in malls too there were hardly any home­grown brands that we got to see. So we felt the need to cu­rate a space that is suitable for the young de­sign­ers of the coun­try and bring them closer to their po­ten­tial pa­trons.

Re­flec­tion on your jour­ney since the brand’s in­cep­tion.

The jour­ney seems like a never end­ing path of de­vel­op­ment. The best part is that we get to work with so many dif­fer­ent brands on so many new things that we are con­stantly learn­ing and grow­ing as a com­pany. We’ve cer­tainly come a long way, how­ever, we still have miles to go be­fore we sleep!

Do you con­sider your­self suc­cess­ful and how do you mea­sure suc­cess?

We mea­sure our suc­cess with the kind of feed­back we get from our brands and the shop­pers who come for our events. When we are able to con­trib­ute in any way to the suc­cess of the brands that col­lab­o­rate with us, it’s the most fruit­ful feel­ing. Our good­will pre­cedes our ac­tions and that we feel is the best mea­sure of our suc­cess.

What’s the most ex­cit­ing thing on the hori­zon for you both?

We plan on ex­plor­ing and tak­ing TPPI to newer ci­ties and coun­tries. So that’s the most ex­cit­ing thing on the hori­zon for us. Each place brings along a new and in­ter­est­ing chal­lenge which makes the ex­plo­ration all the more in­ter­est­ing.

Do you have any re­cent suc­cess sto­ries that you’d like to share with our read­ers?

So our last event was planned on the 2nd day of Navra­tras on the 10th of Oc­to­ber at Hy­att Re­gency. How­ever the dates changed and it so hap­pened that 10th of Oc­to­ber be­came the first day of Navra­tras.

It was too late to post­pone the show and can­celling was never an op­tion. So we went ahead with it and we were sur­prised how Delhi came out in num­bers for the show! It didn’t feel like we’re host­ing the event on a wrong day and that put a big smile on our faces!

What has been your big­gest chal­lenge as a busi­ness owner and how have you met it?

We’re two women run­ning a busi­ness with an all girls team. So in a male dom­i­nated so­ci­ety we have had our ups and downs when it comes to peo­ple tak­ing us se­ri­ously. How­ever, we have been lucky to have as­so­ci­ated with some good ven­dors who have de­creased the in­ten­sity of the chal­lenges we face. And of course our fam­i­lies have been the strongest sup­port in our en­deav­ours.

Did you face any unique chal­lenges when you started out ?

One unique chal­lenge was to break the mind­set of the shop­pers who thought we are a wed­ding ex­hi­bi­tion. At the time we started out there were a lot of (and still are) bridal events, cater­ing to wed­ding cen­tric themes. When TPPI came on the scene, it was dif­fi­cult for the peo­ple to un­der­stand that we were not just lim­ited for wed­dings, but we have some­thing for ev­ery­one and for all oc­ca­sions or even for peo­ple who want to ca­su­ally/in­dul­gently spend on them­selves. Redefin­ing lux­ury shop­ping for all kinds of needs were a con­cept that we felt was an ini­tial chal­lenge.

What do you en­joy most about your role?

Apart from be­ing boss babes? We’ve seg­re­gated our work de­pend­ing on the ar­eas of our in­ter­ests. So Mi­tali takes care of the op­er­a­tions and the busi­ness de­vel­op­ment side of the com­pany and I head the mar­ket­ing and brand man­age­ment /PR for the com­pany.we get to choose the field we like, we are our own bosses and we give a plat­form to young home­grown com­pa­nies to de­velop into a brand, all of this is the most en­joy­able amal­ga­ma­tion of our re­spec­tive roles.

What do you make of the chal­lenges in the in­dus­try gen­er­ated by the reg­u­la­tions that keep chang­ing?

Ever chang­ing reg­u­la­tions keep us on our toes at all times! The fact that we have to keep mould­ing our busi­ness ac­cord­ing to them, brings fresh­ness into our work and we’ve been do­ing this for 5 years now. Luck­ily, these chal­lenges make our work any­thing but mo­not­o­nous.

What ad­vice do you have for other en­trepreneurs and busi­ness own­ers? What do you wish some­one told you?

There can never be a blan­ket rule for every­thing. One has to con­stantly re­search be­fore tak­ing de­ci­sions. Don’t take the rashly and plan ahead of time al­ways.

Do you think it’s im­por­tant to find a healthy work-life bal­ance? How have you in­te­grated this prac­tice into your firm’s cul­ture?

It’s im­per­a­tive for women to find that bal­ance. Be­cause fam­i­lies come first al­ways and it’s with their sup­port that we can reach greater heights in our pro­fes­sional en­deav­ours. We as bosses as well as women un­der­stand the pres­sure that women who step out to work face. Which is why we en­sure that our team doesn’t have to sit in of­fice for 5 days a week. We work from home and meet as per re­quire­ment. We feel this gives enough respite to our team and us to bal­ance our per­sonal and pro­fes­sional lives with ease.

How in­flu­en­tial was your fam­ily through­out your ca­reer as you chased your dream?

A busi­ness can’t flour­ish with­out a sup­port­ing fam­ily be­hind it. We both have been blessed with peo­ple who have un­der­stood our dreams, mo­ti­vated us, been ex­cep­tional guides and called a spade a spade with­out minc­ing any words. That kind of gen­uine sup­port only comes from a per­son’s fam­ily. And we both owe a lot to them for their con­tri­bu­tion in our busi­ness.

Where do you en­vi­sion your com­pany in 5 years, 10 years?

In 5 years we will take over In­dia and in 10 we might take over the whole world! Who knows?

What are some of the most in­no­va­tive ways you’ve seen en­trepreneurs lev­er­ag­ing busi­ness to create so­cial im­pact?

Toms shoes is a great ex­am­ple or the ini­tia­tive taken by Te­jshree Savara through Wex­ist. Foun­da­tion is also a com­mend­able way to amal­ga­mate a so­cial cause with a busi­ness en­deavor.

What do you think is the key to pro­fes­sional suc­cess for women in In­dia?

Ed­u­ca­tion is the key to pro­fes­sional suc­cess for women in this coun­try. Not just ed­u­ca­tion for women but ed­u­ca­tion for the fam­i­lies and for the so­ci­ety. Be­cause with ed­u­ca­tion comes un­der­stand­ing, and per­spec­tive.

What would be the theme for your next show?

You’ll have to wait to find out!

Life­style ex­hi­bi­tions con­tinue to of­fer ex­hibitors ex­pand­ing op­por­tu­ni­ties. What spe­cial of­fers would you create this year?

We would like to take TPPI and its ex­hibitors to newer ci­ties so that they have a chance to ex­plore new mar­kets.

Does TPPI of­fer a highly par­tic­i­pa­tive process to ed­u­cate and in­spire par­tic­i­pants. Any sem­i­nars ?

No TPPI does not or­gan­ise any sem­i­nars. How­ever, we are an ap­proach­able team and we make sure we guide ev­ery­one who reaches out with the proper se­lec­tion process and cri­te­ria. How TPPI is help­ing the in­dus­try’s value chain pre­pare for the fu­ture? We fo­cus a lot on the trends that may do well in fu­ture, but not as a gen­eral fore­cast but fore­cast­ing preva­lent in the re­tail sec­tor. We think ahead of the times and hence pro­mote brands that have a dif­fer­ent ap­proach to the on go­ing fash­ion sce­nario.

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