Zarini Nirula

Entrepreneur Name: TARINI NIRULA

Business Name: www.tarininirula.in

This week we are delighted to feature Tarini Nirula in Episode 14 of #startupstories. A graduate of National Institute of Fashion Technology, Tarini Nirula launched her own label of Luxury Fashion Accessories in 2012. Her exquisitely handcrafted designs reflect an evolved aesthetic with strong functional roots. Each Minaudière is adorned with traditional surface ornamentation and is meticulously assembled by hand by skilled artisans.

Defined by fine craftsmanship, excellent quality, and an innovative pallete of colors, textures and prints, Tarini’s designs have found a strong patronage in the ever-changing realm of fashion, ensuring a wide reach across the world. Her range of statement piece Minaudière’s and Accessories celebrate Indian inspired designs in a very contemporary context, thus aiming to provide a platform for skilled Indian artisans to showcase their handwork.

Tarini has collaborated with leading textile and fashion designers, including Bina Rao, Manish Arora, Jenjum Gadi, and Hemant & Nandita to create bespoke accessories, many of which have been showcased at Wills India Fashion Week and Paris Fashion Week.

Having received coverage in publications such as Vogue, Marie Claire, Cosmopolitan, India Today, Femina, Time Out, HT City and leading fashion blogs, her designs have also been covered on television ‘I am too Sexy for my Shoes’- on NDTV Good Times.
Tarini’s strong sense of aesthetics, along with her experimental nature, forms an ideal blend to create truly inspired accessories that exude beauty, functionality and timeless style.

Tarini welcome to #EOINDIA, we are delighted to feature you and your company. Let’s dive straight into the questions.

1) How did you get your idea for this business?

After graduating from NIFT and working thereafter for 1.5 years, it was when I designed my first collection of Accessories that I felt a deep passion for the process and not purely the outcome. Prior to this, when I came across an Indian Artisan who could handcraft the designs I had created, I followed my intuition and decided to launch a full collection of bags with shapes no one had seen before. This was the beginning of my Entrepreneurial journey. I realized that I had a chance to add value to someone’s life by designing a product that was functional, stylish and affordable. The start to finish process gave me immense joy, and so I knew this was the beginning of something exciting.

2) Why is “now” a good time for this idea to exist?

There is a rising awareness in the value of ‘handcrafted’ pieces today, not just amongst people in India, but through out the world. Today’s generation has become more sensitive towards the Indian arts and craft sector. Owning a design that is unique and helps to express your individuality, and not something every second person on the street is seen carrying or wearing is what people are now looking for.
There is abundant talent that lies within the Indian Artisans and as a designer I feel this is the ideal time to showcase this artistry to the receptive world.

3) What was the reaction from your family when you first decided to become an entrepreneur?

I have been blessed to be part of a family that has been so supportive through out my Entrepreneurial journey. My parents and sister have always encouraged me to follow my dreams and never give up. Their reaction was no different when I told them I was going to start my own brand and own a company one day!

4) What was your biggest failure in business and what did you learn from it?

I look at failure as a challenge. There was a point in my Business, when I started setting unrealistic goals for myself, rather than taking a step back and adopting a more practical view of things. A Business is all about a balance between feeling passionate about what you do, but at the same time keeping your feet grounded to reality. Wanting over night results and not seeing that happen immediately, you tend to start questioning yourself. And so an important lesson learnt for me was, to always look at the bigger picture, and be patient. And eventually success starts coming to you, in ways one would never dream of! This journey is ongoing, and there’s still so much to learn, but I always remind myself that if I’m making a difference to someone’s life through what I do, every single challenge is completely worth it.

5) What is your biggest obstacle in the next 12 months and how will you overcome it?

I have challenged myself to diversify our product range. We have already added some unique accessories to the collections, which have been well received. To add a new gamut of products, we have chalked out a plan that involves in depth market research, product development followed by an effective marketing strategy. This process can be time consuming, but our challenge will be to execute this plan within the shortest period of time possible.

6) What habits contribute to your success?

The two P’s. Passion and Perseverance for me tops the list. Waking up with a feeling of excitement, looking forward to the day’s work is the best feeling! And this feeling leads to a determination that never lets you give up. If you can make these 2 P’s a habit, nothing like it.

Developing an attitude of integrity towards what you do is also very important. I have always stuck to my moral values even though it might mean taking the longer route at times. Never compromise on the ethics your Business is built upon.
I also believe that to be able to work, you need to be healthy. I practice yoga regularly, for the well – being of my mind, body and soul, coupled with regular jogs and sessions at the gym. I feel refreshed and rejuvenated to work more effectively this way. Another habit I feel really helps me, is to keep your self regularly updated on current affairs and work or passion related areas. Reading magazines, books and newspapers, watching motivational TED talks and Podcasts, or just going through the Harvard Business Review website – anything that helps you stay motivated and connected to the world.

7) If you had the opportunity to start this business again what would you do differently?

One good thing about this Business so far is that I have no regrets. Every challenge has shaped this Company and Brand into what it is today, bringing happiness and employment to people. Running a Business is a constant evolution of ideas and solutions. But if I did have to do something differently it would be, starting the process of registration and trademarks much earlier.

In India, certain processes take their own time, and it’s crucial to be aware of the timeline and at the same time, comply by all the laws. By the time my first logo got it’s trademark, we had already come up with a new second logo for the Brand!

8) What is your favorite inspirational quote?

“Gratitude changes everything”

9) Where do you find inspiration?

I find inspiration from Nature, People, Animals, Emotions, Indian Art and Architecture, Travel…just about anything that set’s my creative juices flowing! Even watching Shark Tank and Beyond the Tank inspires me; there are so many enterprising people out there to learn from. Another constant motivator for me is when I receive messages from client’s world over telling me how happy they felt carrying a TN design, it always makes my day and drives me to create more!

10) What is your favourite book?

It is so difficult to pick one! ‘The Dalai Lama’s Cat’ by David Michie and second pick would be ‘The Gospel According to Coco Chanel: Life Lessons from the World’s Most Elegant Woman’ by Karen Karbo

11) What advice would you give to someone starting out?

If you are passionate about what you do, go for it and let the passion drive you to achieve great things, anything you dream of is possible! Always speak to someone who you trust or a mentor who can guide you through a challenging time. And at any stage in your life, always be grateful for what you have.

Our thanks to Tarini for the answering our questions. Don’t forget to check out www.tarininirula.in and check their Facebook page to get updates on new collections. Also don’t forget to check out her recommended books below.

Tarini’s First Recommended Book

Tarini’s second Recommended Book!

Web Hosting


Please enter your comment!
Please enter your name here