Startup Story # 24: Ptaara – Opening Aditi Gudda’s box of Quirky Fashion

January 16, 2017

“Once you decide to start something, you should just do it. Even if you have just Rs 100 in your pocket, just go ahead with your ideas,” says the confident Aditi Gudda, who started Ptaara, her label of clothing and accessories. Ptaara is just over three months old and has created a niche for itself by having quirky designs and patters that are block printed onto pure cotton.

The 28-year-old entrepreneur and designer started off as a journalist and worked for various broadcast channels. But, her great taste in fashion pulled her towards styling when she interned with NDTV Good Times. Aditi later worked with several designers and most recently, she was the Regional ‘Head Stylist’ for Tommy Hilfiger in Hyderabad. Her instincts told her that it was time she started her own venture. “It was my birthday and after I celebrated, I just told my mother and my husband that I am going to do this. It just felt like the right time for me and felt that I could do it!”

The name, Ptaara, means a chest that contains a bunch of goodies and eccentric items. This curious box also signifies Aditi’s creations, which are not only limited to clothing but also extend to items like handmade earrings, painted bottles, key holders, badges and jewellery. “I design western wear with Rajasthani block prints on them. My clothes are very stylish yet comfortable. From a 16-year-old to a 60-year-old, my clothes will suit anyone. Some of them can be worn in various ways like a dress, a coat and can even be converted to Indian wear.”

Challenges

Going solo on this venture, Aditi is rather satisfied that she does not have to work with a partner, “I work best on my own, of course I have people who help me out but if I had a partner I’m sure it would lead to tiffs and disagreements later on,” says the designer who put in her hard earned money as the starting capital.

As a creator of several different styles of clothes and jewellery, Aditi is also facing the challenge of her work being plagiarised by other designers. But can this stop? “You can’t stop it, but at the same time, you can’t stop yourself. I have stopped caring. In fact, I take it as an encouragement that others have taken a liking to my work and copy it!”

Being new to Pune, establishing a network for herself has also been a difficulty but her bubbly personality makes up for it.

Key aspects

Aditi explains, “As soon as I decided that I wanted to start Ptaara, I went and got the domain registered. I made sure that I registered the name for dot com and not dot in. That was very important!”

Apart from this, she keeps in mind that her clothes but be comfortable for everyone to wear, “My clothes should be designed for everyone to be able to carry them off. I also price it very reasonably. People should get their money’s worth while paying for my creations. I make sure I use good fabric that can last long.”

Working with Rajasthani block prints also takes this young woman to Jaipur where local artisans assist her to bring her ideas to life. “I believe that the artisans should grow with the designers. I make sure they get paid more than what others offer. They should evolve and be involved the stream of fashion.”

To make her style unique, Aditi does not produce more than five pieces of the same garment. This leads her to come up with more designs and innovate with different ideas.

Advice to budding entrepreneurs

“You have to constantly learn and grow. You can easily start something of your own as long as you have the zeal to do it and take it forward. Don’t venture into something if you are confused about it.”