Building a business that lasts requires more than visibility, momentum, or momentary success. For Prattika Shah, sustainability comes from intention, structure, and long-term thinking, principles that have shaped every venture she has built across beauty, fashion, food, digital marketing, and manufacturing.
Based in Mumbai and originally from Indore, Prattika’s entrepreneurial approach is rooted in discipline as much as creativity. Growing up, she witnessed the value of consistency, integrity, and effort in everyday life, lessons that would later influence how she approached growth and decision-making as a founder. From the beginning, she believed that businesses are not built overnight, but through steady, deliberate progress.
Her journey reflects this belief. When Prattika launched Black Dahliaa, a luxury unisex salon that redefined beauty as empowerment, her focus was not rapid expansion but creating a strong operational foundation. She followed this with Chic & Brat, a clothing label that seamlessly blends style and comfort for men, women, and children. The same mindset carried forward into Indore ke Namkeen in 2025, a food venture rooted in her hometown that brings authentic Indori flavours to modern India, where systems, refinement, and product clarity were prioritised before scale.
Digital strategy became a natural extension of her business thinking. In 2025, she founded Praaan Agency and Praaan Series, companies focused on influencer campaigns, branding, and storytelling. Her understanding of content, audience behaviour, and platform dynamics allowed her to build reach organically. Over time, consistent storytelling and authentic engagement helped her cross one million followers, reinforcing her belief that sustainable growth is cumulative.
In 2026, Prattika expanded her fashion journey by launching Praaan Clothing, marking her entry into manufacturing. Unlike retail-led ventures, this move gave her complete control over design, production, and brand identity. With an emphasis on quality, craftsmanship, and original design, Praaan Clothing reflects her blueprint for creative businesses, where control, patience, and process matter as much as aesthetics.
Behind the scenes, the journey was demanding. Prattika often worked 20 to 21 hours a day, balancing operations, creative direction, and leadership while navigating team management and competitive markets. Rather than relying on momentum alone, she focused on building resilience through daily effort and constant refinement.
As a founder, she believes structure enables creative freedom. Planning tools and digital platforms help her streamline execution, while challenges are treated as insights for improvement. This balance between creativity and structure defines her approach to building businesses that endure.
Prattika plans to expand Black Dahliaa and Chic & Brat, scale Indore ke Namkeen digitally, grow Praaan Clothing as a designer-led manufacturing label, and evolve Praaan into a 360-degree creative ecosystem. Across every venture, her blueprint remains consistent, build patiently, create responsibly, and grow with purpose.
Her understanding of branding and audience behaviour led to the launch of Praaan Agency and Praaan Series, digital ventures focused on influencer campaigns, storytelling, and brand strategy. Through consistent, organic content and authentic engagement, Prattika built a digital presence that crossed one million followers, reinforcing her belief that sustainable growth is cumulative.
