Growing up in Indore, Prattika was immersed in creativity while also witnessing the importance of discipline, integrity, and routine through her parents.
At a time when entrepreneurship is often measured by virality and speed, Prattika Shah’s journey presents a different, more enduring narrative. With ventures spanning beauty, fashion, food, digital branding, and manufacturing, she has demonstrated that style and strategy are not opposing forces but complementary ones when built with patience and consistency. Based in Mumbai and originally from Indore, Prattika’s growth story has been shaped less by momentum and more by method.
Her foundation was laid early. Growing up in Indore, Prattika was immersed in creativity while also witnessing the importance of discipline, integrity, and routine through her parents. These dual influences shaped her belief that success is not accidental. For her, progress comes from repeated effort, structure, and the willingness to stay committed even when results take time to surface. That belief translated directly into her entrepreneurial decisions. From the launch of The Black Dahlia, a luxury unisex salon in 2023 that redefined beauty as empowerment, to Chic & Brat, a clothing label combining style and comfort for men, women, and children, and later the launch of Indore ke Namkeen in 2025, a food venture rooted from her hometown, bringing authentic Indori flavors to modern India. Prattika prioritised building systems before scale.
Each venture was approached as a long-term project, evolving through trial, refinement, and learning rather than chasing instant visibility or external validation.
Related Articles
Her understanding of the digital landscape soon became a defining advantage. In 2025, she founded Praaan Agency and Praaan Series, focusing on influencer marketing, branding, and storytelling. While her first viral campaign brought significant attention and helped her cross a digital following of over one million, Prattika views this milestone as a by-product of consistent content creation, authentic engagement, and narrative clarity rather than a single breakthrough moment.
In 2026, she expanded her fashion journey by entering manufacturing with the launch of Praaan Clothing. Unlike her earlier retail-led ventures, this move gave her complete control over design, production, and brand identity. With an emphasis on quality, craftsmanship, and originality, Praaan Clothing reflects her evolved understanding of fashion as both a creative expression and a scalable business built from the ground up.
The early years were far from easy. Prattika often worked 20 to 21 hours a day, balancing operations, creative direction, and team management across competitive markets. While momentum arrived in phases, it was her consistency daily effort, adaptability, and learning that ensured continuity during slower periods.
As a leader, she believes structure fuels creativity. Tools like Notion, Canva, and CapCut help streamline planning and execution, while challenges are treated as feedback rather than failure. Looking ahead, she plans to expand Black Dahliaa and Chic & Brat, digitally scale Indore ke Namkeen, strengthen Praaan Clothing as a designer-led manufacturing label, and grow Praaan into a 360-degree creative powerhouse.
In an era obsessed with immediacy, Prattika Shah’s work offers a compelling counterpoint. Her ventures reflect the power of patience, precision, and persistence, showing that when style is supported by strategy, the result is not fleeting success, but enduring influence.
