Tomador de Riesgos – ‘Susanta Misra’

As we end 2014 and step into 2015, we also end this guest series called ‘Tomador de Riesgos’ which is Spanish for ‘risk taker’. So far we’re read about different perspectives from different entrepreneurs and most of the featured entrepreneurs are fairly young and new to the game. Today I present to you a completely different perspective on entrepreneurship. As a curator and knowledge seeker, I believe it’s important to view something as a whole- a 360 degree view. In this last post FDB is featuring an inspiring entrepreneur who has a very rich library of knowledge to share. He is also a very important person in my life. He’s my mentor, uncle, friend, sounding board, and teacher all rolled into one.

I hope that this guest series has been useful in some way to you guys. If you’d like to see more of these or similar series, comment below or drop me an email. Happy new year!


Sunayana asked me if I would oblige to write about my journey as an entrepreneur. It was like asking a child, would you mind to have a chocolate or an ice cream ?  At the age of 45, I was a budding entrepreneur and at the age of 50, I am a budding author.  I am happy to write and I am happier to share my writing..

Incidentally, I just finished my first book ‘Ready  To Fly’. It is now available in the market. Will talk more about the book at a later point of time. You can also visit to know more about it.
Ready To Flye

‘Ready to Fly’ written by Susanta Misra

Contrary to popular belief, entrepreneurs are very lonely people. Many of them are known for building great organizations and great teams. But they, themselves are very lonely. Dreaming is one of the few things that cannot be done in a team. Dreams are very personal and if you cannot dream, you may not have a great chance in enjoying your entrepreneurial journey. Not all dreamers are entrepreneurs but almost all entrepreneurs are dreamers.
So, what dream did I have or do I have?
Let me first tell you what dream I didn’t have.  I never had a dream of becoming a billionaire or being in the cover page of a popular magazine or having a business empire.  My dream actually started from a nightmare.! I had many sleepless nights wondering where were we going with our jobs and careers. The stress levels were mounting with the uncertainties in jobs, growing imbalances in work-life balance, deterioration in health and financial stability. There came my dream — a dream of a world where everyone enjoys the right to work based on his/her strength and interest. In my dream world, no job is good or bad, it can only be right or wrong for you based on your strength, interest and the context of your life at that point of time. It was an ‘aha’ moment when I coined the word NICEFIT to represent my dream.
That’s how it started. If you wish to be an entrepreneur, you need to have a dream. Again, there is no right or wrong dream — a dream that is very personal to you and you must be honest about it (at least with yourself).
As you must have heard, a journey of a thousand miles starts with a single step. I decided to step out of  a cushy, respectable  and high paying job in  Motorola to take that first step — perhaps the most important step I have taken. Before taking that step I had a 17 yrs long career in Motorola and I shall remain grateful to Motorola for all the learning I had while working in Motorola.
Steps 2-3-4  were easy but exciting nonetheless. We got registered as a private limited company, created a logo, got a website done. Thanks to some wisdom and experience (that comes with age), I didn’t spend any time creating business plans and business spread-sheets. Business spread-sheets are one of the most dangerous addictions an entrepreneur can have. A spread-sheet gives you unlimited freedom to project your revenue, expenses and profit. In my view, it is a total waste of time at the beginning.
To do business, you need to have just two things –a defined product/service and a specific target market. I had neither. It’s easier to follow a road than defining it. NICEFIT as a concept was very new (and even today it is new) and I was repeatedly asked — ‘what service do I provide — training or recruiting?’ The market gets used to existing products/services and often it is reluctant to accept a new one. You would need patience and faith to survive rejections of new ideas — not once but many times.
It was not even clear to me how we will make NICEFIT happen.  I thought, Training can help, Recruitment can also help but both are incomplete as a solution. So, the journey started in search of the solution and is still continuing.
If you are curious about entrepreneurship, please do remember that Entrepreneurship is not always about making money, it’s often about solving a problem or pursuing a dream.

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 In case you’re new to this blog and are wondering what this series is about, make sure you read the introductory post and other posts written by MrinmayeeSarojini & the Postbox duo.

Tomador de Riesgos – ‘Sarojini Dantapalli’

In the last post on this series we had a lovely young textile designer write about the thought process behind choosing between gathering knowledge of the work under an established designer and starting her own venture. In this new post we see that there’s more to a ‘title’ than just the literal definition. There is a primary skill associated with every job, but then there’s that one thing beyond it that makes you great. Think Steve Jobs, Mark Zuckerberg, Richard Branson.

The perspective shown in this post by a young design practitioner Sarojini Dantapalli is a brilliant one. Having co-founded a firm called Design Experiment with designer Abhitej Velore, she shares with us what she believes is the most important lesson the last two years of her journey taught her. We hope that it helps you find the spark that brings you greatness.


The designer and the story teller

“For a young design practice the only thing more dangerous than lying about what they do, is to not talk about what they do.”

One of the most important aspects of being a designer is to observe people – what they like, what they don’t, how they move, how they use what we give them, and how their surroundings can be improved. As engrossed as I was in studying interactions of human beings with the world around them, it’s the subtleties of human interactions that evaded me – the interactions between people.

As a child I remember being very bogged down by the constant nag of “what will people think?” (Watch how you behave, watch what you say, be careful how you speak, so on and so forth.) Not knowing how to deal with this array of uncertainties, I decided to lock those voices out. I told myself they didn’t matter and shunned them all out.

It wasn’t until I ventured out on my own, trying to sell what I believed was the “genius of great design”, that I began to take interest in people again. I learnt with time that the important question is not “what will people think?” but “what do we want, people to think?”

Let me confess that when I first started out I was just a silent observer of the world spending most of my days solving design problems or making products come into existence. I very naively presumed that when I do good work, the world will be my stage and I’ll have a very enthusiastic audience craving to know what I have for them. Hell! Of course that was far from reality. Well it is true that the world is your stage, however, the audience in question are the ones we need to earn.

This is how I understand the world- we are all creators, with different perspectives and perceptions; we all have our notions of right and wrongs, what should be and shouldn’t. We all have our stories to tell. We all play the audience and the performers at some level or the other.

The few people that stick out in our heads however, are the few performers that excelled at what they did. Not always because of the inventive products they made or the creative work they put out, but many times because of the brilliant stories they said.

I started to notice that most of the popular architects/designers/inventors were more often than not known for something beyond their products. People loved their work but more importantly, people loved them. I loved them. They inspire me because they show me not only their work, but they share with me their stories, their struggles, their beliefs, their aspirations and of course their successes.

I realized it’s important to take out time to speak your mind. People like to know about other PEOPLE. They like knowing about great work, but they LOVE knowing about great people.

This has till now been easier said than done.

Realizing my shortcomings, I started to observe all the designers/inventors who were great presenters and what they did right. Gradually it started to make more sense. The key, I noticed, was that every step of the way they not only thought about how people would use what they make, or the difference their work would make, but also what is the impact they want to make on the world. How do they want people to perceive them and their work?

Observing some of my favourite presenters from different fields, from how they drove their point in, to how they unveiled their ideas. How they explain and imprint the greatest strengths of their theories and stories in our minds, It slowly became apparent to me, that presentation was much like design. It relied heavily on understanding people. While designing they’re your users; while presenting, your audience. You need to understand what they are looking for, what their tastes are, what they would find enticing, and what they would overlook.

Presentation is basically like storytelling or movie making or choreography. You think about how you start, how you build and how you end. You need to know what points would excite the viewer and what would put them at ease. You need to make sure these absolute high energy points are separated by a sense of calm otherwise their impact would not be felt. You need to make sure that you build an expectation, let the audience know something is coming, and then give them the satisfaction of being right. You need to make sure you maintain the emotion you want throughout the presentation. You need to make sure you end with a lasting impact. At every point in choreography, you need to put yourself in the audiences’ shoes and think about how they would feel – just like how you would in design. Good presentation can only come out of a good understanding of people. The only way you can understand people better is to put yourself amongst them and embrace their presence.

I’m not saying presentation is everything. Design, in the end, is ultimately what satisfies or dissatisfies a user. However it is presentation which converts a viewer into a user in the first place. Presentation is what gives you a chance. For emerging designers, chances are vital.

Here is where my struggle from being a passionate designer to an aspiring story teller begins.

Blog - Sarojini - alternate


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In case you’re new to this blog and are wondering what this series is about, make sure you read the introductory post.

Tomador de Riesgos – ‘Mrinmayee Dhobale’

TUNI- Textiles, yoU aNd I, is an enterprise aiming to focus on bridging the gap between textile and interior design. Mrinmayee Dhobale, an alumnus of NIFT and London College of Fashion, began the conceptualization and planning of TUNI in early September of 2013. Finally, TUNI Interiors Pvt. Ltd. was born on 29th January 2014 and had its successful debut exhibit in March 2014. Nine months into business, here’s a peek into the journal of Mrinmayee….


I started out with what seems like a basic debate between campus placements and self-employment. Most young entrepreneurs (I would assume) have been through that dilemma. There was some scepticism, some support, lot of perspectives on the business model, advice from the well-wishers and the not so well-wishers. The most common advice I received was “work for 2 years and then start your business”.  At first, I had no idea how that was relevant. My response to that was “Will 2 years of work experience guarantee success at my business?” Being stubborn as I am, I was looking for a yes or no kind of answer to that. In my opinion, today or 2 years from now, the risk was going to be the same. Learning on a jobwould definitely have its own advantages, but it just wasn’t me. I didn’t see myself investing 2 years in a job while I could invest it in TUNI. For me, it all came down to that and the debate finally ended. Half the battle was won when the result was in favour of “start your own venture”. So, a lot of scribbling pads, unsent emails, business proposal drafts and broken pen nibs later, TUNI was born. And here I am today writing for a blog titled ‘From the desk of a Businesswoman’!

It took only a few days to realise that it was just half the battle. There I was, rather proud of myself for taking the leap, when feasibility and logistics entered the scenario.  I had things all planned out from the design to execution to when the first event would be; a rather elaborate party in my head. But then again, the plan in my head was far from reality. As my friend called it, “my bubble had burst”! I started planning this venture in September 2013 in Kolkata. Yes, ‘in Kolkata’ is an important part. Everyone who has been to the city at that time of the year knows the festivities that take on the city. It was not the best time to get work done or even started. And having just moved to the city didn’t help much either. The city looks beautiful that time of the year, and there’s most certainly an awesome vibe through the pujas. But the unstated fact is that work pretty much comes to a stand still. It’s like trying to find a cab in London on Christmas day (no exaggeration)! Except imagine a month long Christmas. There wasn’t much I could do than wait for people to resume work post pujas.

 When people were finally back to work there it was, the switch from “good luck, beta” to “’I don’t know’ is not an answer”. This hit me when, while planning TUNI’s first exhibit cum sale, I told one of the organisers I didn’t know the answer to what he was asking (it was a basic VAT query). That was rather politely tailed by “Then whom can I ask ma’am?” followed by complete silence from my end of the phone call. That’s when I realised I had to learn and I had to learn fast. These many months into TUNI, the primary thing I’ve learnt is that from the tailor to the teller, no one will take ‘I don’t know’ as an answer! Having said that, as much as I have grown in these months, when it’s not the best day at work, crocodile tears are in order and I have no qualms in admitting it! Everyone on the receiving end of this is probably nodding right now.

 It would be naïve to believe that the learning curve isn’t steep in a business. I could ramble on for pages about things I’ve learnt at TUNI, but the most important of all has been accepting accountability. I remember when the very first event went well; I was ecstatic! But when another didn’t, I realised I was quickly looking for things to blame (yes, not very professional, I know). I blamed the marketing strategy, the choice of venue, the day of the event, the collection, the choice of city and a lot of other such things, only to realise all those decisions had been mine. That’s when I realised I couldn’t just be popping champagne after successful events; I am equally responsible for the failures. There definitely is a huge difference between knowing it and realising it. Everything said and done, at the end of the day the pride in calling this venture MINE is what drives me. I wish I could share more, but there really is nothing more to why I wake up and look forward to work every single day!


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Marketing Gyaan #1

You know how smart people say that you learn more while on the job than you do in the classroom? They are absolutely correct. (Read carefully you MBA-crazed robots.) I figured this out for the first time in my first year at Facebook and this week once again I realized that my decision to work instead of jumping into an MBA immediately after college was a really good decision I made. Anyway, I thought that I would share some of the marketing gyaan a.k.a knowledge that I receive from various avenues.

The first gyaan that I want to share is about hoardings. In my current job as the marketing head, I have to consider multiple things such as media channels, investment in each channel, ROI, schedule, etc. My company is launching a new property and this month onwards we will start a marketing campaign. And I had to look for hoardings in key locations for this. So the other day I took the car and driver and drove all around the property noting down hoardings that I liked and taking photos of them. This is the first time I’ve ever had to do this so obviously I didn’t know how to do it and what factors to consider. So I called my Marketing Director a.k.a my father and got some valuable gyaan on this topic from him. Here’s a list of factors to consider when choosing a hoarding:

  • The obvious factor to consider is the eyeballs that it can gather. It has to be in a prime location, some place that has  mid to heavy traffic.
  • Hoardings should ideally be on the left side of the road (For countries where it’s right-side steering). Because you drive on the left side it’s easier to view. Also in case there’s a high divider or trees or a flyover in between the two sides, hoarding on the right side will be hidden.
  • The elevation (height) of the hoardings should neither be too low nor too high. If it’s too low, you can view it only from a few feet away. If it’s too high, your info needs to be in massive letters which means you are left with little space for other info. It should be in the middle- it should be visible from a distance and have just the right amount of info.
  • If you can place a hoarding at a signal, there’s nothing like it. When people are driving, they have barely a second to look at a hoarding. But when they’re waiting at a signal, they have enough time to take in the info.
  • The orientation- horizontal or vertical -also is a thing to consider. If you already have an ad creative then your choice of hoardings becomes limited due to the orientation. In my case we decided to pick the hoardings first and design the creative later.
  • Illumination is a relatively recent addition to outdoor media. While hoardings with illumination are generally more expensive, it’s worth it because it’s visible even at night so you don’t miss out on the rush hour traffic post sun down.
  • And finally, it’s not wise to fill the hoarding with content. Like I mentioned above, people can barely focus on a hoarding for a second while driving so filling it with too much content will put them off. The ad has to be succinct, visually attractive and easy to recall.

I’m sure there are marketing folks out there who are more knowledgeable than me about this so would love to hear your thoughts on this. Keep those comments coming!


P.S.: I’ve included a couple of examples of good and bad hoarding I came across.

There's way too much information on this hoarding and not enough time to take it all in.

There’s way too much information on this hoarding and not enough time to take it all in.

While I hate that I chose a TRS hoarding, this is an example of a good hoarding - good height, illuminated, simple and to the point.

While I hate that I chose a TRS hoarding, this is an example of a good hoarding – good height, illuminated, simple and to the point.

First Priority: Health

For 23 years I’ve known my parents to be workaholics and socialites. I’ve always seen them starting their day at 6 AM and end it….. I don’t even know when their day finishes because I’m always asleep by then. Which is why it comes as a surprise that I would be so particular about my work timings. There was a short period in my career when I pulled all-nighters; I’ve even slept at office a few times. I’ve been told by some people (who are career oriented) that this is the ideal life. Hell no.

Sorry, but I just don’t believe in the approach of work-like-there’s-no-tomorrow-so-you-can-relax-when-you’re-old. Sorry but that’s just BS. The habits that you cultivate in your early career/20s remain constant for the rest of your life. You won’t be able to shed it later which is why it’s crucial to set expectations for yourself and the people around you at this age itself. Going back to my parents, while they’re guilty of the aforementioned approach, they’re clear on their first priority- Health. My father still tells me occasionally, “If you don’t have good health, everything else is a waste”.

Owing to the fact that I’ve entered an unforgiving industry and in a position with immense responsibility, I’ve been dealing with loads of stress and anxiety. As a result I’m experiencing break-outs on my skin, insomnia, constant fatigue and some more effects. Which is why I’ve started taking some measures to work myself into a disciplined schedule focusing on my health. There are five major things I do to stay healthy (Mentally and Physically):

  1. Yoga– I was never a fan of yoga until two months ago but after my first ever session I got addicted to it. I don’t do lengthy yoga sessions; I do just 20-30 minutes’ sessions. I neither have a trainer nor do I go to the gym. I simply follow videos on YouTube. I have a playlist of some really good tutorials and I switch it up everyday. I also do a quick yoga session before sleep on days when I’m stressed to have a deep sleep.
  2. Socialize– While I avoid going out on weekdays I make it a point to go out with friends on Saturday nights (which is when my work week ends). It need not be a huge party, just getting together with friends really helps with getting my mind off work. Come Saturday evening and I feel super energised just at the thought of meeting people.
  3. Write– I like writing which is why I have a journal that I write in occasionally. I don’t really have anybody to talk to about work related issues & not being able to get it out of my system can get really unhealthy. So on days when I’m super stressed or upset, I write it down in my journal, get it out of my system and move on. This was actually how this blog even started.
  4. Chores– This may sound crazy but yeah, doing chores is actually a stress-relieving activity for me. I have a whole weekly system of washing and cleaning. And I don’t even live on my own! Doing chores (or maybe it’s the routine nature) somehow really calms my mind and relax and also involves a little bit of good physical activity .
  5. Pinterest This may sound even crazier! I don’t know what it is about Pinterest but it’s a part of my routine now. Before going to bed I HAVE to browse through Pinterest otherwise I get very restless. There’s something so soothing as well as energising about it. I love Pinterest!

So these are some of the most important and constant aspects of my routine which I swear by and would recommend to everybody living a high-stress lifestyle. Like I said earlier, don’t take your 20’s lifestyle for granted. Once it becomes a habit, it becomes a part of you and finally, it becomes you. And you will not be able to shed it when you’re 40 years old. So live smart.

Sunayana Sen