‘There should be more India-based initiatives in the creative sector’

After an 18-month search, Priya Patil was crowned India’s Creative Future 2007 at a special ceremony in Mumbai on 8 February. She tells us why she believes in India’s potential as a creative economy.

How has the Creative Future programme helped you hone your business skills?

I loved the whole idea of the Creative Future program and their affiliation with the Indian Institute of Management Bangalore. Coming from a creative background I needed this program to get clearer on the business side of running a brand. Just being selected as one of the 20 to attend the IIM School in Bangalore was an unforgettable experience for me. The school helped me channel my business idea and after meeting CEOs of various top companies and sharing their journey, it made me hold on to my vision of pursuing my brand and finally making the dream a reality.

Having won this contest is an amazing experience for me and furthermore, having it covered by the BBC radio has done my brand a lot of good. I am hoping that holding the title of India’s Creative Entrepreneur 2007 would generate more awareness among potential investors taking note of my brand.

What lessons can you share from your creative journey over the past 18 months?

I've learnt to never give up! After our two-week course in IIM Bangalore, three candidates were to be chosen to go to the UK to pitch their ideas to investors. It was a bit disappointing for me when I didn't make it in the final three because one of the major target markets for my product is Europe. I felt I really lost out on what could have been a huge opportunity for getting my brand some good recognition. Nonetheless, I used the time I was in India to concentrate and develop on the right sourcing agents and production facilities. In the end, my efforts were noticed and appreciated. The most important lesson of all - I now know exactly how to make a business plan!   

Do you think there is potential in India to turn into a creative economy? What would be the benefits?

The scope for Creative Industries in India is phenomenal and I appreciate the initiative of the British Council to present a platform for people to take notice of this important and lucrative sector of the economy. There should be more India-based initiatives as well. India is a melting pot of diverse forms of art and culture and it’s time the world sees its potential as a Creative Economy.

What areas in the Indian creative sector should investors explore?

Begin a design student I'd definitely say fashion and textiles first. I am sure there must be plenty of young designers like me who are seeking funding to begin their own designer brands. The games development industry is a huge sector waiting to be explored as well, followed by the music industry. It is sad to see few people investing in this sector.

What expectations did you have when you had initially applied for the programme and how has the experience been?

In the beginning, when a friend of mine told be about this contest, it didn't really sound that exciting. But after going to IIM Bangalore, It was a whole new experience for me. I never really took my brand idea that seriously until I was short-listed for this programme. It made me sit back draw up my vision for the brand and what I could make of it and myself if I pursued it. Even I didn't know the scalability of the project until I penned it down at IIMB. And in the end, I took home some beautiful friendships... so it was all worth it!

How did you venture into fashion/accessory design? Why did you choose this particular field?

I am a fashion designer by profession and drifted into the accessory market a few years ago. To be honest, designing apparel wasn't challenging enough for me. I found the field a bit too vast with too many designers doing too many things. But on the other hand, designing accessories is like spicing up one's wardrobe. It was during my Masters Degree Programme at Nottigham Trent University that I began to study this sector of the market and decided that I was going to stick with it.

What projects are you currently working on?

I am currently a stylist for Gratzia magazine. I will also be working on various styling projects for ad films and short films. Alongside, I am constantly working on my own accessory brand and am in the middle of planning my new collection which should be finished by the end of April.

What are your future plans?

I am currently meeting potential investors and looking to tie up with the right venture capitalist. Regardless, this brand is on its way and I am extremely excited to see it go places and make a positive difference in the lives of all women. I believe in it with all my heart and can't wait to see the vision fulfilled.

Priya won £3000 and a specially commissioned glass bowl designed by Gillies – Jones.

What the judges say about Priya:

Priya is a talented entrepreneur, who has already proven herself in the tough Manhattan fashion market. Her elegant designs and innovative manufacturing process provide her with a significant competitive edge. She is obviously committed to delivering her business idea and to developing a strong brand that engages with the aspirations of women everywhere.