Sushmitha Pidatala is the founder of Arjuna, an online marketplace providing home goods and accessories inspired by and embracing a unique South Asian aesthetic. The home accents are original, evocative and blend the contemporary with the classic, resonating with modern consumers from various walks of life, resident all over the world. Formerly with the World Bank, Sushmitha analyzed gender inequality's contribution to global poverty, and now finds herself applying the same principles of empowerment to her new role as a creative entrepreneur and leader of a cross-border team.

What was the biggest lesson you learned from 2021?

We get 99% of our sales from Instagram. Which is why we devote, at this juncture, a disproportionate amount of our marketing efforts to the platform, working meticulously to craft visual and textual content that is pointed, original and resonant. As a corollary, we have also learned to appreciate that many of our current and prospective followers on Instagram actually take the time to read, absorb and internalize our captions. This has inspired us to organically build a community, as opposed to a mere following.

How are you preparing for 2022?

We remain ready and flexible enough to pivot in the face of fluctuating world markets, unpredictable supply chains, beleaguered manufacturers and shifting consumer behavior.

What advice would you give other female founders that are looking to create big success in 2022?

Infuse your relationships with reciprocity. Be proactive in finding a way to support others in a meaningful and measurable way. Do that and then people will view you as action-oriented and able to deliver results.

What’s your 2022 mantra?

Live intentionally, not impulsively.