The business of design

Published Nov 20, 2015, 3:51 am IST
Updated Mar 27, 2019, 1:25 am IST
Nishtha Yogesh talks about the one-of-its-kind e-commerce portal for fashion students

Nishtha Yogesh, daughter of Ajita Reddy, director of Hamstech, was only 12 years old when she started working. While there are no prizes for guessing where, it’s the “what” that will surprise you.

“My father refused to let me sit at home and do nothing, so I started interning with Hamstech during summer and my first job was that of a receptionist. I held that post for two and a half months at the Secunderabad branch. I also interned as a counselor, management trainee and a secretary,” she says.

Nishtha’s vocational trajectory is as interesting as the jobs she did growing up. Having graduated in B.Com from Badruka College, Nishtha did her CA training and also worked with one of India’s leading financial consultant firms, KPMG. “I was passionate about business and finance. Designing, on the other hand, is not for me because I am not creative,” says Nishtha, who also operates her own business, where she provides CA training.

Even though an apple doesn’t fall far from the tree, it sometimes gets tossed around until it finds its way back home. And in Nishtha’s case, it eventually came down to what she loves most, clothes. “I have always been obsessed with clothes, even though I don’t like making or designing them. Our students are excellent in that area, but the fact that there were no opportunities for them to grow  is what astounded me.” And that’s where comes in. “Graduating students from each batch get to showcase their work on the website, it’s an e-commerce portal just like Flipkart and Myntra. During my research I found out that websites either sell expensive designer clothes, like Pernia’s, or the every day, casual clothes as sold by Flipkart or Myntra. bridges the gap, it showcases clothes that are not only affordable but are also designer wear,” she says.

The prices range varies between Rs 1,500 and Rs 8,000 and this year there will be work put up by 137 designers when the e-commerce portal is officially launched on November 25.

“There will be a fashion show and a sale, which will comprise clothes students have showcased. There is a sequence based on Game of Thrones, one inspired by tiles... the designs are very creative and there is something for everyone.”




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