On a sunny summer afternoon, amidst the gentle clinking of ceramic mugs and the refreshing aroma of cold brew, I sat down with Shruti - the founder of Fleck. The location couldn't have been more fitting – the breezy corner of our office with large windows and plants, a space Shruti has transformed into a beautiful yet functional oasis, perfectly reflecting her brand's aesthetic. We slipped into conversation effortlessly, and before long, we were weaving through childhood memories, the ups and downs of running a business, and the subtle art of making spaces feel not just beautiful, but truly livable.
M: First things first, I asked her how she landed in design. Was it something she had set out to do from an early age or was it something that came to her by accident?
S: (Laughing) I was actually all set to go to Vellore for biochemistry! But my dad, being quite observant, noticed how I was always drawing or making something. He suggested I explore the creative field first. Turns out, fathers sometimes do know best!
M: So you've always had a creative streak?
S: As a kid, I was that person who'd look at paper and think, "What can I make with this?" I enjoyed making things with different materials.
M: And then, what inspired you to start Fleck?
S: Fleck was my creative outlet, my passion project while I was working a full-time job. I started travelling quite early in my life and wanted to bring the essence of global designs to Indian homes. It was a steep learning curve — from building an online presence to figuring out pricing and logistics. While my family is into a manufacturing business, building an e-commerce business came with its own challenges. I was figuring out a lot of things on my own as I went on developing Fleck.
M: That’s quite a shift — from a corporate job to running your own business, especially navigating the digital side of things.
S: It definitely was. The skills I learned in the corporate world, like discipline and problem-solving, helped, but entrepreneurship required a whole new mindset. I had to unlearn the idea of a "safe" path and embrace the risks that come with running a business. It’s been a constant learning process, and the challenges never really stop.
M: What was your initial investment?
S: Would you believe just ₹50,000! (Smiles)
M: Do you remember your first big break and what prompted you to take this business international and not just stay domestic?
S: The first 10 orders were from friends and family – bless their supportive hearts! But the real validation came from a store in Florida that ordered mugs and pasta bowls. It felt extra special because ceramics was my first love. Going international wasn't the plan from the start, but that order opened our eyes to the potential. There was a genuine appreciation for Indian craftsmanship overseas, and we saw an opportunity to position Fleck as a global lifestyle brand.
M: Speaking of ceramics, I heard there were some interesting challenges there?
S: (Chuckles) Finding the right production partner in India was like finding a needle in a haystack. Most ceramic partners were focused on the mass market category, but we wanted to bring quality and handmade products to our audience. It took about a year of hustling, but we eventually found the perfect match.
M: Running a business must not have been easy. There are a lot of decisions that you have to take on a daily basis. Any particular decision that was quite hard to take at a given point in time?
S: There was this one product that was bringing in great revenue, but it was being replicated everywhere and didn't add upto the vibe we were building for Fleck. Killing that product was like saying goodbye to a good friend who just wasn't right for you anymore. Our revenue took a hit, but sometimes you have to stick to your guns.
M: How would you say Fleck reflects you as a person?
S: It's funny – I grew up in an environment where everything nice was saved for guests. New cutlery? Guest cupboard. Best sheets? Guest room. Fleck is almost a rebellion against that mindset. I believe we deserve good things for ourselves as much as our guests do.
M: And how would you describe the design language of Fleck?
S: Our products are minimalist and earthy. We focus on creating products that feel grounded and timeless, with materials that age beautifully.
M: What makes Fleck special in the Indian market?
S: We're trying to fill a gap I've noticed – there's often an imbalance between quality, aesthetics, and price in Indian homes. You either get beautiful but non-functional pieces, or functional but expensive ones. We're aiming for that sweet spot – accessible design that doesn’t compromise on utility or beauty.
M: Your parents seem very involved in the business?
S: (Lights up) They're absolutely crucial! I come up with ideas, and they bring them to life. From manufacturing to warehousing, they handle it all. The best part? They never say no to my crazy ideas – they just figure out how to make them work!
M: What do you do when you're not thinking home decor?
S: Playing with my cats – they're the best stress-busters! Also, I love travelling. I'll spend some time or rather a few hours in the main city and then disappear to some offbeat location for the next 48 hours or so. I enjoy exploring food options. And long walks in the park, without my phone, are my therapy.
M: What's your vision for Fleck?
S: I want Fleck to be the first name that comes to mind when someone thinks about home – not necessarily for products, but for that feeling of calmness and wellness. Like a warm hug for your living space.
M: Any advice for aspiring entrepreneurs?
S : (Grins) Expose yourself to different things, stay true to your vision, and be ready to cry – because it's hard to get there, but so worth it!
As the sun dipped a little lower, we wrapped up our chat. There was just an easy sense of clarity – much like the brand itself. Practical, grounded, and thoughtfully designed.