In conversation with Saheli Dey, a 27-year-old founder redefining what branding means for new-age businesses in India and beyond. She opens up about her unusual beginnings, the lessons that shaped her, and why Creovate Inc. is more than just another agency — it’s her way of giving back to a world that taught her through both failure and fire.
“Creovate is My Way of Giving Back”: Saheli Dey on Building a Brand Agency that’s Different
Q: Saheli, most people don’t grow up thinking they’ll build a branding agency. What led you here?
I honestly didn’t plan it. I wasn’t someone who dreamt of running an agency as a child. But I always wanted to create something that was mine — not just in ownership, but in emotion.
After working in the corporate and creative space for a few years, I realised how broken the branding system often is, especially for early-stage founders. Everyone’s running after aesthetics, but no one’s pausing to ask — what does this brand actually stand for?
I started Creovate because I wanted to build a space where founders — especially the ones who don’t come from privilege or business legacies — could build their voice from scratch, with purpose and clarity.
Q: So for you, Creovate isn’t just about selling design or marketing?
Not at all. Creovate was never about just earning money through services. It was — and still is — my way of translating years of personal learning into something useful, something empowering.
Everything I do through Creovate is rooted in value. Whether I’m helping someone design a website or shape a founder’s personal brand, the first question I always ask is: What do you want the world to remember you for?
We’ve worked with over 20+ brands so far, and most of them are built on strong value systems — like Momokos, a brand making toxin-free organic kidswear; or Rumans Jewellers, who wanted to modernise without losing their heritage; or The Living Co., who are redefining affordable luxury for Indian homes.
It’s not about gloss. It’s about grounded branding that contributes to the world in some way.
Q: Tell us a little about how you began building Creovate. What were those early days like?
They were messy. Beautiful, but messy.
I started Creovate with no investor, no big team, and no safety net. Just instinct, skill, and stubborn belief. In the beginning, I wore all the hats — sales, strategy, writing, designing, even chasing payments.
But the most defining thing was how much I was learning. I was learning not just from mentors or books, but from the people around me — from my youngest intern who showed me how Gen Z sees content, to the clients who taught me how to speak with empathy, not ego.
Creovate grew slowly, through word of mouth. I never ran ads. I just gave my best to every brand, and in return, they gave me trust, referrals, and the strength to keep going.
Q: Your agency also recently collaborated with IMI Kolkata’s LBA programme. What was that experience like?
That was a full-circle moment.
The Leadership and Business Acceleration (LBA) programme at IMI Kolkata invited Creovate as a branding partner. I got to speak to business owners, startup founders, and consultants — many of whom were far more experienced than me — and share what I’ve learned about building brand identity in today’s digital chaos.
The best part? It was a two-way street. I didn’t go in to “teach”; I went in to exchange. We spoke about storytelling, personal branding, founder-market fit — and what it really takes to create a brand that connects, not just converts.
Being able to represent Creovate at an institute like IMI felt like a quiet affirmation that I was doing something right — building with intention.
Q: What makes branding so important in today’s world, especially for new businesses?
Because noise is cheap. But voice is priceless.
We’re living in a time where everyone has access to the same tools — Canva, AI, social media. What will set you apart isn’t your font or your logo — it’s your voice, your story, your consistency.
And here’s the truth no one tells you: You can’t outsource that completely. It has to start from within. That’s what I try to do with founders — hold space for them to find their voice first, then build their brand around it.
Branding is no longer a luxury. It’s your survival kit.
Q: Has being based in Kolkata made it harder or easier to build a business like this?
It’s a mix. Kolkata has soul — it’s creative, cultured, and emotionally rich. But when it comes to business, especially branding and marketing, it’s still catching up.
There’s a mindset gap. Many businesses here still treat branding as decoration, not strategy. So yes, it takes more effort — to educate, to pitch, to explain our value. Sometimes budgets are low, and expectations are high.
But I’ve also seen the city evolve. More women are building businesses, creators are going independent, local shops are going online. So there is opportunity — you just need patience and people skills.
Q: Did you face doubts or resistance while building something unconventional?
Of course. And not just from the world — from within.
There were months I questioned if this was sustainable. If people really got what I was trying to do. If I should just take a job, play it safe.
But every time I felt lost, a client came back with feedback that grounded me — “You made me believe in my brand again,” or “This is the first time someone actually understood what I wanted.”
That’s what kept me going. Not likes or money. Meaning.
And yes, I’ve made mistakes. Undercharged. Overcommitted. Took on projects that didn’t align. But I’ve learned to course-correct with kindness — for myself and others.
Q: So who or what has taught you the most in this journey?
Everything and everyone.
The people who groomed me — mentors, former bosses, clients — taught me systems and values. The interns I work with teach me how trends are changing. My peers in the founder space teach me how to be resilient. Even the brands I’ve helped shape — they’ve all shaped me in return.
I don’t believe in hierarchy when it comes to learning. A 19-year-old creator can have sharper instincts than a 40-year-old marketer. I try to stay open — always.
Q: What’s next for Creovate? Where do you see this going in the next few years?
I’m building Creovate as an ecosystem, not just a service provider.
I want to grow our international footprint — collaborate with diaspora-led brands, women-owned global startups, and founders who value meaning over marketing fluff. We are already working with USA,UAE and South Asian clients making our work more culturally rich.
At the heart of it, I want Creovate to remain human. I don’t care about scaling fast. I care about scaling right.
Q: Finally, for the young woman reading this who wants to start something but feels like she’s not ready yet — what would you tell her?
You will never feel fully ready. And that’s okay.
Start small, start messy, start with doubt — but start. Because clarity comes from action, not from waiting for perfect plans.
Trust your inner voice, even if it whispers. Build things that feel true to you, not just trendy. And don’t be afraid to ask for help — there are people out there who want you to win.
I still learn every day. I still make mistakes. But I keep showing up. And that’s all it takes to build something beautiful — one bold step at a time.
To collaborate or know more about Saheli’s work, visit
Also read: Farmers’ “Devanahalli Chalo” Protest: A Stand for Land and Livelihood in Karnataka