At BrilliantRead Media, we always strive to bring some of the meaningful and powerful stories from around the world to empower and motivate our growing community. This week we invited yet another passionate entrepreneur and leader Shruti Kushwah to know more about her interesting entrepreneurial journey and the way forward. She is the Founder and CEO at Crealoons Innovations and Co-Founder at FountainHead Innovations LLC. Shruti is a marketing strategist, startup consultant, mentor and business leader. Her startup Crealoons Innovations provides one-step solution from Idea to Active Product Prototyping through Industrial Design, Engineering and Prototyping. Crealoons Innovations is now being rebranded as Innovous. Let’s learn more about her inspiring entrepreneurial journey, way forward and her advice for our growing community!
Excerpts from our exclusive interview with her;
Talk us through your background and your journey as a women entrepreneur, please;
I started my journey accidentally actually, my plan was to start or begin something after I hit the 30 marks in the age chart, but as they say, everything happens for a good reason.
It was during my Executive MBA classes that I realized starting something early is always better to test than regretting to begin and as such, there is no right or perfect time of doing things.
I believe once we begin our small actions on any journey, the path keeps being created and you start opening those locked, unseen doors to your destiny.
This happened exactly in my case. My plan was to gain expertise with what I was doing as a Medical Advisor, finish my executive MBA from an IVY league college & then begin something of my own. It was sometime around June 2015 when I was sitting with a friend who runs a project management firm in the US and we started penning down some ideas in a niche category. I was quite naïve at that time and wasn’t sure that it’s best to start with something you already know.”
On the contrary, I plunged myself to a world of Art, Design, Crafts and Traditional India and started researching more and more.
During the course of 1.5 years of exploration, I did not have a concrete business idea and was kind of juggling between something in e-commerce or Online education or cross country exchange program. I tried almost 7-8 business models but something inside wasn’t kicking me or giving a strong voice. I met hundreds of people and took their expertise in this exploration journey.
The exploration journey helped me carve my mindset to be prepared for taking a non-returnable turn in Entrepreneurship.”
After almost 1.5 years of exploration, I understood what I wanted to do & we pivoted the company from a Multi-disciplinary Design House to now just an Industrial Design & Engineering Company.
My journey of almost 5 years made me realize some of the foundations of Entrepreneurship with some genetic inspirations from my Grandfather who was quite a famous business person in his fraternity.
It’s been almost 4 years now that people have started recognizing us for things we have done, we can do or we are doing. Overall, my accidental journey led me to probably something I was always made for.”
To justify the “women entrepreneur” part, I would say the journey is almost the same with men or women, it depends on how much this journey is important to them and their determination.
Why did you choose entrepreneurship over a corporate career?
My corporate career was very enriching, it taught me some very important lessons on knowing psychologies of people, training the minds, expressing what you would aspire in a subtle way. I could go on and on & it was quite an enriching experience for me at a very young age. I have never waited for the right time to do the right things. A sudden realization came during those years and I decided to pursue my IVY league admission. I wanted to move out to learn something beyond my corporate life & its responsibilities, it wasn’t an abrupt decision though.
My sole purpose of moving out of my corporate career was to give a chance to things I always wanted to do and test my mettle instead of spending my life and regretting it.”
How is your product different from traditional products? Tell us more about your product and your startup’s journey this far?
We are a service-oriented company, we develop innovations for companies through research and development in engineering and design. The best part of our company is that every project makes us feel like a new beginning and gives a thrush to move forward, we defy monotony & bring perspectives that makes me and my team learn a lot in the process. We started as a Multidisciplinary design and creative firm. As in an industry that is either full of designers or engineers who went from consultant to company, it was very difficult for us to penetrate. There is an entire lobby of senior designers who would see you from an odd eye when you introduce yourself as a non-designer while running a design firm. We gradually moved to just engineering and industrial design with machines, sensors & appliances because that completed scientific background mixed with curiosity and huge aspirations. For almost 3 years now, we are only taking projects in our expert domains like Healthcare, Security, Appliances, Smart automation & systems.
Please share with us some of the challenges you faced in your journey;
The biggest challenge I personally faced was the question “Are you an engineer or designer?” I believe, to become a good business person, you don’t need the ground level skills, but a deeper connection with the allocation of resources, sales psychology and never-ending confidence along with emotional intelligence about situations and people. There are so many people in construction, with no actual Civil Engineering or Civil Technology background, There are so many leaders in Pharmaceuticals, who are neither a pharmacist nor a doctor running successful pharmaceutical companies. I could probably give thousands of such examples, but it is said, it starts from somewhere.
The second challenge that we faced was My Gender & Age, I was taken as a novice, young woman with less serious business stuff. Women in our country aren’t seen in Manufacturing assistance or research, they would consider me as someone who doesn’t understand the dynamics of a huge project handling. Slowly and gradually we proved our mettle & once we started working and putting more value to each project, that is where we developed a long relationship with our customers. In some areas & traditional businesses, we still face that challenge, but it’s momentary now.
Rest all hurdles were either of my own inner self or operational, as you grow more and more, you keep shredding layers on to you & embracing a new self.
What is your Business Mantra: Money or Emotions?
I think Business is a meditation, so probably I’d choose emotional well being, My Mantra would be to meet people, go places and absorb experiences that would help you build yourself. Doing business is a journey to your own self because you are making a path that might be similar to everyone but you are the bandwagon and torchbearer both to it. Use monetary gains to lift up yourself I would say, but any motivation that comes from tangible sources can also be tangible.
Hence, I would rather prefer my business to take an inspiration that seems to stay and impact deeper than consumables like wealth and status.
How do you handle the pressure and manage stress?
I speak to my friends about it. If it’s something that I am not comfortable sharing with anyone, writing is my way of venting it out. I keep a diary & write or probably create poetries of those expressions. I sometimes also go for a drive, listen to podcasts when I am on mind mapping situations. Majorly I sit & map the stress inducers of any situation, bring out the possible solutions, seeking solutions that solve my problems is a relief, the knowledge about the solution gives the power to combat the stress.
What has worked well for you so far?
The ability with which possibly I connect with people, irrespective of who they are, being real to myself and them, has worked every time with me. I take pride in being where I am and what I do. It was truly my own hustle, amidst a lot of ideas & struggle and it feels good to owe the failures and success without having anyone on my head. I suggest everyone to be real & test every idea that comes to you. No business or Idea is good or bad unless it is executed well under good leadership.
In your opinion what are the keys to success?
Undying perseverance, Determination of making it happen no matter what the costs are, Being Original & Emotional Intelligence
We would love to know your advice for all those starting out as an aspiring women entrepreneur?
I have only one advice, treat your business, just like you treat your husband, parents or child. It needs your constant nourishment. Only if you can do this, enter the business, else being where you are exploring is a good space to be in. I have seen women who compromise on business due to family, I don’t think they need to do that, because the right people will support you no matter what.
Given the rapid pace at which the world is changing, what are the leadership traits that are necessary for success?
1 – Deeper understanding of the human mind & psychology
2 – Lead by example quality
3 – The way you do one thing, is the way you do everything sort of principle
4 – Curious & Disruptive
What are the business mantras you have embraced as you sought to establish your success story?
1 – Do everything as a customer-first before selling it, to understand what would a customer think or trust
2 – I strongly follow my principle- The way you do one thing, is the way you do everything.
3 – Just be hungry, determined & be the showstopper.
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
