Startup Terminal interview series to mark the occasion of ‘International
come from a rooted family based in a small village Karanja close to JNPT Uran
and have spent my childhood amongst fisher folk. It’s my parents who were
extremely progressive and nurtured the best qualities in me and my siblings.
They went out of their way to enable us to pursue the paths that we chose. This
meant I had to step out of my hometown post SSC to pursue design education. They
took up the courage to take in all the flak in the society for shaping their
daughters into independent individuals. I used to travel for 2.5 hours to
Sophia College by boat for almost a year, post which I started staying with a
relative in Mumbai.
|Deepti Kshirsagar, Partner & Executive Director, WOW Design|
out of my parents reach. I made most of the opportunity I got and pursued my
a few months, I realized that my passion was more towards design.
houses and finally joined Yellow. Yellow was an offshoot of now Dyworks and
erstwhile DMA. It was there when I got the most challenging projects and brands
to work on. FMCG was an emerging sector then and I got a privilege to work with
the Godrejs, Cavinkare, Pillsbury & ITC. I learned the nuances of branding
and its direct impact on the consumers as I used to spend a lot of time
interacting with the brand managers in an ode to learn more. It was here that I
decisively stepped out of my creative shoes at times and put myself in the
shoes of the marketers. This really helped me to gain a strategic perspective
towards branding and Design. I used to travel a lot for projects and researches
thus developing an interest in knowing the consumer and decoding the semiotics
to apply them in giving great solutions.
and that always played a big role in the decisions I took. That’s what
triggered the idea of starting WOW Design.
my life for imbibing values of Independence and humility at the same time and for
showing us how to live life to the fullest in all aspects and in connection
with the family.
from Sandhana Amte, Prakash Baba Amtes wife who accepted the big change in life
and decided to stand in the great saga undertook by her Dr. Husband for leprosy
ridden people in the remote village to the Chanda Kocher who execute powerful
decisions sitting in the cabin that influence impact many lives in a positive
subtle yet solid inner strength to face adversities and challenges to enrich
lives of 1000 and millions of people at grass root level by standing shoulder
to shoulder with her life partner in a setting completely adversary and
primitive. No issues of feminism, power, pure willful decision towards a life
of absolute dedication.
glass ceiling and reaching a position
from where she could exert her power of breakthrough thoughts,knowledge
and experience in finance Sector impacting and influencing the way people
looked and operated banking transactions. A domain where the male bastion was
known to rule saw her ruling it like a queen.
you face in your day-to-day professional life, if any?
heart and the excitement of applying it for the brands we work on, is what I
wake up with. However, even today many a times I find it challenging that not
many clients are willing to take a strategy led radical approach for their
brand and settle down for something that is safe and that which the consumers
can find familiarity with. Whereas I believe, brands have the power to evolve,
shape, consumer behaviour in a progressive manner, many have done that in the
past. I just hope the tribe of such brands grows.
next 5 years down the line?
asked me and I don’t see life from such a distance. I believe in doing it now
and living it now. Except a couple of things that I am passionate about and
i.e, Design, Travel and food, I get bored very quickly. SO even after five years,
I would be exploring life as a whole with much curiosity and without much
attachment to anything in particular. I would definitely be exploring design at
a new level.
on ‘International Women’s Day’?
these particular days. Every day is for women and it’s completely in our hands
to make it the best day in our lives. Love your near and dear ones fiercely but
don’t forget to love yourself. Be their strength and they will make you
stronger. You have the superpower of taking Avataars from Saraswati to Durga,
so do not hesitate to take any when the situation demands. Go
fearless on your dreams. Give it your best shot, create a support system, and
motivate yourself and others around you.