Recently, Ananya Birla released the remixed version of her debut single, Livin the Life . The budding musician roped in international producer, Afrojack, to remix her track. “We didn’t have any expectations and he’s very picky and choosy about his projects,” she says about the collaboration. “So when he agreed, we were very honoured.” Apart from this, the Birla scion has two business ventures on her plate right now.
In September last year, the 23-year-old entrepreneur launched the luxury e-commerce portal, CuroCarte, which digitally retails handmade products. “The first challenge was to be on the same page in terms of what luxury [is to us] and to convey that to people and clients,” says the young entrepreneur, whose only luxury these days seems to be any free time she can manage. Her other venture in the business world is Svatantra Microfin Pvt Ltd, a start-up which provides rural women with solutions, financial and otherwise, to become economically independent. And while Svatantra is self-sustainable at this point, CuroCarte is only just ramping up its efforts.
Learning on the job
Accordingly, the company has increased their B2B (business-to-business) efforts, even though B2C (business-to-consumer) continues to remain a retail channel. “Even though we knew it, we didn’t realise the impact that [the need for clients to touch and feel products] would have on the business. It’s because our products are so intricate and beautiful.”
But Birla maintains that her team is young and they’re learning as they go. With the focus now on B2B avenues, CuroCarte will continue to retain its original vision and mission. “We are targeting Tier I, II, and III cities in India, and opening up to different parts of the world,” says Birla, adding that her e-commerce portal caters to clients who will respect products for what they are and where they come from. “It always goes beyond aesthetic values,” she says.
While all this is happening, Birla would like to focus her energy on making music. “I love upbeat sounds mixed with lyrics,” says Birla, explaining the sound she’s hoping to achieve, likening it to Something Just Like That by Coldplay and The Chainsmokers. While Livin the Life may not have been appreciated as much as she’d have liked, Birla takes the criticism in her stride. “Eventually, work speaks for itself,” she says. “When people target my family and get personal, that hurts. I’m human after all.” Currently, Birla is working on her second single, which will be released later this year.
