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Female Entrepreneurs: Neesshi Oza & Karishma Shah Founders of Decography

Nee & Kari at PBFDECOGRAPHY is co-founded by two opposite poles. One that lives a life of organised chaos and the other, of chaotic organisation. Their products reflect these opposites. They are bold, as well as subtle and quirky, as well as simple. At Decography, they create, design, curate and style an eclectic mix of products. They have something for everyone.

We believe every house has a story. And we would like to help each one write theirs.

What drove you to become an Entrepreneurs ?

Neesshi, a graduate of BBM was working in the TV industry for eight years and decided to quit her plush job to start her own firm as an interior designer. Much against people’s opinions, she started taking on smaller but meaningful interior projects with clients she could emotionally connect to. She realised that the fulfilment from designing and creating that you can call your own was far more than getting a big paycheck.  This eventually led her to co-found Decography, a home accessories line.

After seven years, two degrees and uncountable destinations explored, Karishma moved back to Mumbai where she felt rooted. While trying to find her footing in the city again, she started teaching French for travel and business. She met many people through that who were looking for a certain finesse in their homes, which they couldn’t find. She decided to join forces to co-create Decography in order to provide people with products that they feel they can only get abroad or spot on the internet while browsing.

What has been your greatest achievement so far?

Though the products in themselves are simple, they add a lot to peoples’ homes. Our greatest satisfaction as a team comes when we can execute something a customer has demanded. Ideas can be conceptualised, but being able to execute them correctly and much to peoples’ satisfaction, has been our greatest achievement.

Tell us about the company you have set up – when did you set it up, what products or services do you provide, what is your target market?

We got together over a cup of coffee on June 14, 2013 and launched our line on September 26, 2013, just about three months later. We launched with tableware initially and from then on have moved to magazine racks, mood frames, peekaboo frames, tissue boxes, watch boxes, vanity cases etc.

Our target market includes people who are ready to welcome change in their homes. Our products are bold and bright, with a dash of simplicity and subtlety. They are made to serve a dual purpose; add some colour and happiness while providing some maximum utility.

What has been your biggest challenge in achieving your success?

Trying to run a successful business with only two heads and four hands. It’s been difficult to be the creative’s heads, as well as the financial, the packaging department the delivery boys and the QC checkers. Taking on multiple roles and performing them successfully has been tough.

What advice do you have for women starting out on their own?

For all the women out there who plan to start something of their own, just remember that starting your own business is like raising a child. We all are born with the hidden strength to not only endure the painful process of child birth, but also have been blessed with the patience to see the child grow, and similarly, your own business.

A few simple rules that we try and follow are:

  • Co-relate that to a business, small or big
  • Have the strength to sail through the tougher times with a smile
  • Have the faith to believe that tomorrow is going to be better
  • Remember that fear (of not being able to make it) is what is holding you back. Remember ‘Success lies one step ahead of the Imaginary line of Fear. It’s only about taking one step ahead and crossing it and making it happen.

These rules are from our experience, totally tried and tested!

If you could ask for one thing to help propel your business what would it be?

Investment! Investment! Investment!

What does the future hold for you?

At Decography we believe that we learn from our failures and hence we never hesitate to create new and unique products. The future sees us creating a demand for products that people could not imagine their homes would have.

We Dream, We Dare and We DO!!!! #Decography

Decography Logo

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