By Shangami Muthumani
Every entrepreneur begins with a spark, an idea so vivid it refuses to rest. But between the spark and the spotlight lies the hardest path: turning that vision into a lasting brand. When I began building Nesavaali, I was armed with creativity, sketches, and ambition but not yet with systems, strategy, or structure. Like most creators, I thought the product came first. I soon realised brand comes before everything.
Purpose Before Product
The difference between a brand that grows and one that disappears lies in clarity. Before you make your first sale, define your story. What do you stand for? Who are you serving? And why should your audience care? Your story becomes the foundation on which every product, campaign, and collaboration stands. Without it, you’re just another name on a crowded shelf.
Lessons from the Early Days
When I first started sampling collections, I focused solely on design. But buyers weren’t just purchasing fabric, they were purchasing meaning. Once I aligned every detail — from colour palette to photography — with the narrative of empowering women through heritage and modernity, Nesavaali began attracting not just customers, but advocates. That was the moment I understood: people connect to purpose, not pieces.
Building a Brand That Lasts
For creators and start-ups ready to scale, here are pillars that have guided my journey:
- Authenticity Over Aesthetics.
A beautiful brand without truth will fade. Tell the real story — even the imperfect one. - Position with Precision.
Know exactly where you sit in the market. Define your price, tone, and identity before the world does it for you. - Partnership Matters.
Choose collaborators and manufacturers who share your standards. Quality is built through relationships, not just resources. - Evolve with Intention.
Relevance doesn’t mean reinvention. Grow with your customer, not away from them.
Authority Through Experience
As I now help emerging designers through my consulting and production arm, I often remind them that creative success and commercial success are not opposites, they are partners. The most iconic brands are those that honour creativity while mastering consistency. Building a brand is not about perfection. It’s about persistence. It’s the slow, deliberate process of showing up again and again with clarity, courage, and care. When you build with depth, not speed, you create a brand that outlives trends, and tells a story that no one else can repeat.
Explore resources and tools to support your journey or connect with me on LinkedIn to share your story and learn more.
“Shangami S.Muthumani is the founder of Nesavaali London and a trailblazer in the B2B manufacturing space, helping entrepreneurs scale their product lines with confidence. With years of experience turning ideas into reality, Shangami specializes in guiding startups through the journey of production, from concept to delivery. Her passion lies in empowering women-led businesses to thrive by providing reliable, sustainable manufacturing solutions. Through her articles, she shares practical strategies and insider tips to help entrepreneurs overcome challenges and achieve their dreams. Connect with her on LinkedIn or explore her B2B services.
