Unique ideas, shared dreams

Three well-accomplished women based out of Hyderabad, Deepti Reddy, graduate from the University of Oxford, an engineer; Snigdha Reddy, a digital marketing professional from New York, and Sigi Mulukutla, with extensive experience in technology and innovation, and working abroad, chose to leave behind lucrative careers to chase their dream to be entrepreneurs.

Together, they founded a luxury design studio that delivers customised spaces and products with utility and style as the high points.

'Tangerine Turfs' is a design studio that specialises in interiors, furniture and decorative accessories.

Deepti is the principal design architect, Sniggy takes care of marketing, and Sigi works towards enhancing the digital customer experience and streamline operations, and together they are striving to create a studio that showcases eclectic mastery of all forms and styles, from traditional Indian to modern to rustic to contemporary styles, delivering timeless chic interiors to fit into the new age solutions like custom-made homes.

Deepthi shares, "With an ever-growing market in the real estate, we think that there is an opportunity to design turn-key custom homes that cater to all sets of audience.

The idea has been nurtured and put in thoughts over the years while we were in our corporate careers.

We planned to implement the interior design services two years ago and now we think that decorating the house with right furniture, wardrobe and beds also play a major role in the aesthetics of the home. Hence launched our products alongside."

She adds, "We've been friends through many years and have been ideating on this concept for a while now."

They share a common goal and that helps them in working in sync with each other, "Our goal is to give a perspective to design and bring in custom elements in making the space unique, also the space that reflects the personality of the inhabitants."

Three women, none of them belonging to a business family, with just a shared passion towards design, and a product that is unique has its share of challenges.

"This is an unorganized sector and we strive to bring in professional rigour to the entire process. And that includes making the clients understand."

Accolades for their work came in the form of 'the Best of Houzz-2019' award, which is meant to honour design professionals with the most popular home designs, and the fact that one of their projects has been ranked as the most pinned homes of 2018 on Pinterest.

Speaking of their immediate plans, Sigi Mulukutla pointed out, "We intend to go in for the e-commerce platform as we can cater to a larger Pan India clientele that is seeking a unique and attractive product-range, while also placing these niche products in the homes they design."

"Our next product launches will span across a kids collection theme, a retro theme and an up-cycled theme," Deepti adds.