Brand Boosters - Mitali Wadhwa and Sharnamli Mehra Adhar talk with You & I

Providing a platform for new and artisanal homegrown brands to showcase their products, The Pink Post Inc is a name synonymous with exclusive and addictive shopping. Owners of the exhibition – Mitali Wadhwa and Sharnamli Mehra Adhar – never compromise on offering the best brands and fashion to their discerning customers. They’ve organised the fair in cities like Delhi, Mumbai, Chandigarh, Ahmedabad, and Hyderabad, to name a few. In doing so, they clearly show that shopping doesn’t always have to mean malls, and designer wear doesn’t necessarily have to be purchased at clothing and jewellery boutiques. The duo talks to us about how they come out in flying colours after every meticulously-planned show.

MITALI WADHWA

How different is fashion in the UK from India?
I observed that people in the UK experimented with layering in the way they dressed. I feel this is their way of adapting to the weather while making the most of their wardrobes. Also, their colour schemes are more subtle compared to most of the street style trends here in India. 

What prompted you to get into organising exhibitions?
Shortly after coming back from Warwick, we observed that it was actually quite difficult for people to shop in India. With the prevalent mall culture and the scattered shops/studios in various parts of Delhi, shoppers felt they were wasting time travelling up and down. So we thought of creating a one-of-a-kind shopping experience for those serious shoppers who are looking for everything under one roof.

While curating an exhibition, what type of customers do you keep in mind?
Our patrons are mostly women who are young at heart and fearless. They don’t mind experimenting and have the spending power to invest in good quality merchandise.

How do you divide the work between the two of you?

We divide our work into two important areas. Sharnamli handles marketing, since she has always had a keen interest in branding and image development. And I look after operations.

What are your hobbies and interests?
My work is my hobby; I’m a total workaholic! Otherwise, I love travelling, watching new television series, shopping, and spending time with my dogs.

SHARNAMLI MEHRA ADHAR

How do you set yourself apart from all the other exhibitions out there?
Our shows are not theme-centric, unlike our competition. Though we consider specific seasons – like the holiday season, wedding season, or the festive season – we don’t really limit our list of brands to the particular season during which we are hosting the event. Our aim is to provide something for everyone; everyone coming to our show should be able to pick up something for themselves and their loved ones. We also focus a lot on youth-centric designers who are new and experimental in their creations. So the variety that you find at ThePink Post Inc is full of vibrancy and has a contemporary edge to it.

What challenges do you face in your work?
We’re two women running this business. It’s been five years now. We face multiple challenges when it comes to the ever-changing government norms and aspects that we have no control over. We also like to come up with innovative ways to improve our business. This gets tough sometimes, considering there are so many exhibitions today!

What are your upcoming projects?
We recently added two new cities to the list of places we wanted to take TPPI to. We plan on going to three more cities by the end of this year or early next year, and we’re working towards some international projects as well.

What do you look for in a brand before collaborating with them?
We like brands that love to experiment without compromising on quality, and those that create innovative things that our patrons may not easily find in other places. Most of all, we want to work with those brands that we can have a respectful working relationship with and are loyal to us. 

What do you do when you’re not working?
I have a child, so there’s only one other thing to do when I’m not working: spend time with my child and family. It’s the most fulfilling consumption of my time!                  -- as told to Sumana