Rithika Kumar, Founder, Pyjama Party

Wednesday October 07, 2009 , 5 min Read

Pyjama parties are the pinnacle of youthful bonding for young girls. They also symbolize the newness of experiences that we go through for the first time. It is that “newness” that Rithika has captured with her designs. Her work speaks for itself and she has chosen to speak about her entrepreneurial motivations behind her venture to Yourstory. She says “Pyjama Party is a design company that already has a line of jewelry that is funky, colorful, and outlandish even, always pushing the boundaries both in the creative process as well as pushing its consumers to break out of their comfort zones and experiment. Pyjama Party is in the process of creating a diverse line of home décor products that reflects the same spunk, and fresh, vibrant look and feel of its jewelry line.”

“Pyjama Party is still a very new player in the field with only a few months of experience under our belt but a whole lot of drive and spirit! Our jewelry designs retail in 3 stores in Mumbai-Trial Route, On My Own or O.M.O and Weaverbird, we are present in Anagha in Hyderabad, Ritzy in Kolkata and Gods own country in Kerala. Rest assured the stores will increase in only a matter of weeks.”

Her competitors are many but they should start looking over their shoulders because Rithika is bringing her best to the table. She says “In a market flooded with Chinese designs or very traditional Indian designs Pyjama Party offers its consumer’s funky designs with a dash of desi flavor. Our jewelry has a wide range from the more conventional designs to some designs that are most certainly demand a larger than life persona to be able to pull of the final look .Every Pyjama Party design is a work of art designed by me, similar designs can’t be found in the market except in the stores we retail in. Also the kind of range and variety we are able to offer in only a few months of starting Pyjama Party is testament to the emphasis on constant innovation and creativity.”

“Pyjama Party is looking at more in store presence across the country and slowly increasing its product portfolio from jewelry, home decor, hair accessories, bags, shoes…”

Her sights are set on the national market with her long term goals being an international presence. Rithika says “Our scaling up plans includes for starters more presence in retail outlets across the country. Diversifying our product portfolio… At a later stage looking at markets like the US, UK, South America, NZ etc to export our products.”

Her onus to create a venture like Pyjama Party has not been monetary. The fulfillment factors about her aspirations are more creative in nature, she says “Pyjama Party has been a dream that would linger in the alleys of my mind almost daily and would resurface every time I was disgruntled at my 9 to 5 job. Its been something that I’ve been passionate about from its conceptual stages .For any small business to be a success more than the funding, the business models ,the logistical and administrative set up, it demands complete faith in ones ideas and a drive and gusto that no doubts can quell.”

“Since I decided to start Pyjama Party at a time when the world economy was at its turbulent peak, I guess my biggest challenge so far has been to try and maintain a cautious approach with investments and expansion plans but at the same time not to become too cautious to the point of hindering growth.”

Her need to see her dreams turn to reality meant that she had to pitch in her own funds but no price was too big. She says “The seed capital used to start Pyjama Party has been a personal investment so far, but I definitely plan to approach venture capitalists or look at taking a business loan in the near future when the time is right.”

The time might be sooner than later going by the reception that Pyjama Party has been receiving. Rithika elaborates on the response so far saying “Retailing in 6 stores across India in such a short time, only goes to prove that our product offering stands out from what already exists in the market. I’m proud to say we have a 100% conversation rate so far.”

Her dedication to her entrepreneurial venture is beyond question and she explained her reasons saying “When you do something you’re passionate about going more than the extra mile means nothing. The physical, emotional and mental pressures on fuel ones drive to succeed. I guess more than anything I have this unshakeable belief that I have something fresh and creative to offer to the table.”

She states what she believes can help an entrepreneur make something out of their passion saying “Belief in your self coupled with the drive to succeed and unflinching hard work has worked so far for Pyjama Party”

Yourstory wishes Rithika and Pyjama Party good fortune with their work and hope to see them in every store that counts. We wish her success and hope that life becomes one big “Pyjama Party” for all involved.

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