Meet This Design Freaky, Color Obsessed Entrepreneur Pallavi Das & Her Venture Aalthaa

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Designing & Creativity is something we all need in our life. Everyone wants to look different from others and get recognized in the mass of people.

Excellent designs whether in terms of cloths, garments, jewellery, interiors is craved for by humans since ages. We spent our hard earned money for better designs for the sake of looking good, branding & recognization.

Recently many corporates have also changed their logos in order to get themself better positioned in the eyes of their customers and also to freshen up their old looks.

We alwasy admire new design cars, cloths, hand bags, garments etc. Human eyes are always hungry for new designs.

Today we are introducing Pallavi Das the founder of Aalthaa. Aalthaa (usually spelt alta) is east Indian term which is the red bright dye that women apply in the form of a dot or smear, on any festive or auspicious occasion in bengal such as classical dance or marriages and pujas to celebrate ​the adornment of female beauty.

Pallavi who is the sole founder of the venture named Aalthaa creates textile , fashion, graphics design for any and every Industry. Pallavi says she is very obessed to colors and love to play with colors. She always loves creativity and her designs are recognized not just in India but Internationally.

Lets Meet this Bubbly, Creative, young Entrepreneur from India and see what Aalthaa is, how Aalthaa started and where can we see Aalthaa in the near future. Lets go through her journey till now in her own words.

1.What is the Name of Your Venture? Any specific reason for this name?
​I have two ventures.
a) AALTHAA DESIGN SOLUTIONS which is a design company that offers design services to people.
b) AALTHAA WARDROBE SOLUTIONS which is the company that holds my private label called aalthaa bypallavidas

Aalthaa (usually spelt alta) is east Indian term which is the red bright dye that women apply in the form of a dot or smear, on any festive or auspicious occasion in bengal such as classical dance or marriages and pujas to celebrate ​the adornment of female beauty. The red dot is a very bold, simple yet effective symbol that resonates our design philosophy.

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2.Who is your target Audience/clients?
​ADS​ (aalthaa design solutions) sells design ideas. We sell textile , fashion, graphic design files and ideas to whosoever is looking out for it. We have garment manufacturing giants who seek our design ideas in ethnic wear as well as individuals who want to buy our concepts to capitalise on them.
3.Where is your venture based (city, state, country) & What are your geographical target areas?
Mumbai ​,India . We have absolutely no geographical limitations. Our design concepts can reach places where the Internet can reach 🙂 , also in places where just human beings can reach.
4.What problems does your venture resolve? What are your products or services?
My fave question: I realised , India is ready and pretty hungry for aesthetics and good design . The consumer is evolving and a large section of the indian population are travellers. There is abundance of good talent in the country which, if channelised can offer amazing design solutions . ADS is merely a design desk that offers good design to companies and individuals who are looking out for it.We offer textile , fashion, graphic design ideas. We offer design consultation, styling services, conceptualisation of fashion shoots.
5.Share the idea or story behind the venture. How did it came to an existence? What motivated you to start your own venture?
I was formerly heading SATYAPAUL design ​as their Creative Head. I wanted to open up my design expertise to a larger band of people. I realised that I wanted to work for a cause, not just “sell product”. I wanted to offer dressing solutions to the mass market population who needs it the most. I wanted to contribute design talent to where there was a need.

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6.Who are your biggest competitors and how do you differentiate yourself from them?
There are many such design agencies who offer design excellence to others but none are my competitors​ because we are just so nascent. Also, my goal is not to enter competition. My vision is to offer good design to the world, to ensure beauty prevails in everything we come across day to day. Whether it be me, or someone else who works towards it .. its going to be a win win situation .

7.How did you identify your co-founder? Tell us some thing about your co-founder/s
Im the sole founder. However , if not for Mr. Amit Choudhary who also happens to be my husband , this would have taken much longer to establish. He has a very strong background in setting up and running businesses for companies. He helped me lay the foundation of the company.,

8.How did you hire ​your first team members? What skills Do you want in your employees/team?
I think one of the ​strengths I have as an individual is to simplify things. I don’t like to complicate. The selection procedure of employees was simple too. I had moved to Mumbai one year back. I used to work out of a collapsible desk from my bedroom. I conceptualised the structure and identified that I would require exactly two people to start the venture with.
I looked through some CVs , and made few calls. Many people showed excitement towards the vision I shared with them, but two of them made it to the bubble. Talent is tablestakes. However, the most important thing after talent that I look for is sincerity and honesty in my employees.

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9.What expansion plans are you looking for the next 2 years, next 5 years?
​I hope to go slow but sure. Everyday we ourselves are discovering newer ways of developing design, more innovative techniques etc. I want to be able to establish some real happy and loyal clients in the next few years.​

10.Where do you want to see yourself in next 10 years?
As a GO-TO-STUDIO for good design.

11.What are your goals over the next 1, 3, 6 and 12 months?
​One of the giants of Surat garment wholesalers- Vishal House has joined hands with aalthaa design solutions to create a new brand of ethnic wear.​ Thats our main focus​ for the next few months and years.​Bettering Design, bettering product​, making a difference.​
12.Have you raised any funding? Or have any plans for the funding?
Yes , as mentioned, above. The big project that we are working on right now is a funded project by Vishal House of Surat.​ The rest is through personal savings.

13.What were the problems you faced during the starting days and how did you resolve them?
Problems were space for staff. It was very very small a studio but functional.​It was a new city so everything was new for me.It took me a while to get familiar with markets. I strengthened it up slowly. Even internet, computer, technical ,housekeeping issues were all my problem, contrary to how I have worked before where all issues were addressed by separate departments.

14.What was the most challenging part of your journey till now? How did you overcome those challenges?
Clients want all kinds of things and they all think differently. The challenge is to mould your design offering into various ​situations, sizes, shapes and still ensure the job is done. I think its still easier to sell what you make than to make what sells. Our job is to make what sells as well as sell what we make.

15.Are you married, single or in a relationship?
Yes, married.​
16.What are your hobbies? What do you do in your non-work time?
Im an internet buff. There is hardly anything called non – work time for designers . Because your mind is on an alert 24/7 and on the lookout for constant inspiration.
However, on the parallel I love watching netflix and goofing around with my daughter and listening to EDM.

17.Whats your favourite food & holiday destination?
I love pani puri.All chaat items under the sun(or rain) actually.​ Holiday destination- Im dying to visit Mykonos and Switzerland.

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18.Whom do you consider your idol or biggest motivator?
My brother. He is my biggest critic.
19.What do you feel is the major difference between entrepreneurs and those who work for someone else?
Freedom of expression and the power to exercise your vision.

20.If you had the chance to start your career over again, what would you do differently?
I would start this venture way earlier​ ​​or at least 2 years earlier.


21.How has being an entrepreneur affected your family & Social life?
No I have quality time to think of so many creative things over a relaxed cup of​ coffee, which I NEVER had before. Since I have moved to Mumbai , half of my family and friends have visited me and I love to play host to them.

22.Anything, you would like to say to our readers or upcoming entrepreneurs?
Work for the man or Be the man!

23.Tell us something about your education & family background.
I was born in New delhi , soon after which my dad shifted base to Japan where I was exposed to an international atmosphere, students, cultures, Japanese aesthetics … These were my formative and thus strongest impressionable years of ​ my life. These aesthetics never really left me till date.
My schooling was in Tokyo, Calcutta,New Delhi and fashion education was in NIFT year 1998 -2001
I worked with organisations like ISEX fashions, TCNS clothing and SATYAPAUL…learnt various things throughout my life and it seems like just the start.

My parents live in Delhi. My brother lives in USA, My sister lives in South Africa, I live here in Mumbai with my husband and daughter who is 7 years old.

24.What is your USP which makes it unique & different from other start-ups in similar domains.
If anything would make us standout , it would be our signature of print design . quality over qty.

25. What do you think is the biggest threat to the success of small businesses & Start-ups today?
The speed of imitation..

26. Do you consider yourself successful and by what means do you measure success?
You feel successful when you have achieved an aim in life.
My aim was to contribute to the field of design in whatever way I can to make a difference.​I feel Im on the right path,, though there are miles to go before I can call myself successful.

27.Please share complete name, address, phone number, email id & website of Your Business & Contact Person
PALLAVI DAS
904, C-wing, kailash business park,parksite road,HMPL Surya Nagar, Vikhroli west,Mumbai. Previously studio was located in heera panna mall Powai.
[email protected]
www.aalthaa.com

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