A Woman Entreprenuer In The Wedding Biz: Shopshaadi.com’s Dheera Likhi

From the ancient times of weddings being planned in an unorganised manner, then wedding planners coming into the picture, to finally having platforms and companies transforming it into an organised industry and helping turn weddings into experiences like never before, the wedding industry has come a long way.

Dheera Likhi, CEO, Shopshaadi.com has initiated a unique and first-of-its-kind digital platform bringing uniformity in the unorganised wedding sector with a one-stop-shop solution to all kinds of wedding needs. 

Shopshaadi.com helps one shop not just the dresses and accessories online but, also assists in shopping and planning your entire wedding online. It brings the touch of wedding planning with direct booking of vendors and wedding-related services with assured service quality and trained professionals.

Everything Experiential delves into Likhi’s journey as a woman entrepreneur in the wedding business, her inspiration to set up Shopshaadi.com, the challenges she faced, communicating to the appropriate TG and more.

Edited excerpts:

What inspired you to start your own business?

I started working at a renowned publication after finishing my Post Graduation in Mass Communication; events, brands and marketing always fascinated me. I always had a knack for organising and planning events. It all started with me leaving my job one day, and to be honest, I had no plan. Just the thought that I cannot do this mundane 9 to 5. I am a hustler and love challenges. Called my school friend to join me as a business partner and started a company in 2011, we worked on many brands and then expanded into another vertical for social events (weddings) in 2015 and then after many years, I started my third venture in 2023. 

What are some of the biggest challenges you've faced as a woman entrepreneur?

Not taken seriously. During the early days, it was extremely difficult because:  

1. You're very young and 
2. You have zero experience 

Convincing brands that we are serious and have great ideas was a task in itself and then used to come to the actual work which is pitching for the project. And even now, at the time of raising investments for my startup, I am often asked who is my male co-founder, if I am married, and for how long will I be committed to this. 

I have been running my companies for 12 years now and I still have to prove my commitment towards my work. That's unfair. But on the other hand, I have come across some supportive groups who have pushed me during choppy waters and have shown faith in me. I will always be grateful to them. 

How has the work-life balance altered while running your business?

I have a great circle. They are my pillars. My family is pretty understanding of me about where I would always go against the flow and make decisions by and for myself. My mother is a single parent and I think I am a good daughter and a friend. 

It's time management that does the job for me. Work-life balance doesn't exist, it has to co-exist. To find people and attract them who understand your work and see your commitment, is rare.

I make impromptu plans and merge the two (work and me time), together, and I have no complaints. 

How do you approach decision-making in your business?

At times, it's a gut feeling and at some point, it's an analytical process. Decision-making is not one person's job in an organisation. Everyone involved in whatever capacity had to take up their responsibilities and also take right or rather appropriate decisions when the time demands it. 

Giving that kind of freedom to your team is very important. We learn from our mistakes but without taking the first step nothing is also achieved. 

How do you stay motivated during tough times in your entrepreneurial journey?

I think it's a personality trait. Facing fears and never losing hope comes naturally to most entrepreneurs. I talk to my friends and spend days with my dogs, feeling happy is of utmost importance to me. If I feel I am not happy doing something, that is important for me. Motivation comes when we find joy in what we do!

How do you handle setbacks or failures in your business? What have your learnings been?

We have seen my failures right at the start of our venture - Shopshaadi.com. Our foreign investments couldn't be settled and left us with zero runway all of a sudden. Struggled to keep the team motivated and kept going towards the main goal. Handling setbacks isn't easy but facing them and keeping up with the pace is the key. 

I have learnt not to keep all my eggs In one basket. Don't jump to conclusions too soon and never blindly trust anyone in business. Never announce anything till it is accomplished and keep moving towards your goal. Listen to everyone and always listen to your gut. 

How do you navigate challenges related to funding and investment as a woman entrepreneur? How do you work around the ROI that you wish to achieve?

There is nothing that defines any particular challenges based on gender, to be honest. However, raising funds and understanding a different industry in terms of the start-up world. Having already made two businesses profitable is one thing but building something that is scalable and has the potential to become a global platform for mass users is one thing. 

Building a brand is a journey and achieving ROI using efficient methods of cross-selling and utilising the leads to the optimum usage and automating the process for faster growth are key solutions. 

How do you view and utilise marketing as an effective tool to reach your TG? What kind of marketing techniques have you been putting to use to communicate about your brand/products?

Being a marketer and starting my first company in the space of branding and marketing and working with various brands, I understand the importance of the right marketing in order to reach the right kind of audience.

Keeping up with the trends, promoting the right kind of brand communication and being relatable to your audience is the key to success and being there. 

We use video blogs, founders' messages, and organic reels in order to communicate the brand vision and communication to the target audience.

What are some trends you see emerging for women in entrepreneurship?

I read somewhere that the current business landscape is undergoing a positive shift with an increasing number of worms entering the field. Women-owned enterprises, comprising only to 20 per cent of all businesses a few years ago, are projected to reach a substantial 30 per cent by 2023, globally. 

They are leveraging the use of technology to innovate faster. A strong shift is observed towards operation-led businesses as well. 

About striving to empower other women through your business ventures, what advice would you want to give to other women looking to start their businesses?

As a woman entrepreneur striving to empower others, my advice to fellow women starting their businesses is to believe in yourself fiercely, seek mentorship, build a strong network of support, and never shy away from advocating for yourself and your vision. Trust your instincts, embrace challenges as opportunities for growth, and remember that your unique perspective and experiences are invaluable assets on your entrepreneurial journey.

Neha Kalra

BW Reporters She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.