Prattika Shah’s entrepreneurial journey is defined by clarity, consistency, and long-term thinking. With ventures spanning fashion, beauty, food, digital branding, and manufacturing, she has built businesses that operate across diverse categories while maintaining distinct and well-structured identities. Rather than pursuing rapid expansion, her focus has remained on building brands with intention, where purpose and positioning are established before scale.

Originally from Indore and now based in Mumbai, Prattika’s fashion journey began with Chic & Brat, a clothing label designed for men, women, and children. The brand was created to balance comfort with contemporary style, positioning itself as accessible and lifestyle-driven. Instead of chasing fast-changing trends, Chic & Brat focused on everyday wearability and consistency in design. This approach allowed the brand to connect with a wide audience across age groups while maintaining a clear and recognisable identity in a competitive fashion market.

Her next venture marked her entry into the beauty space with the launch of The Black Dahliaa, a luxury unisex salon introduced in 2023. From the beginning, the brand was positioned around empowerment and inclusivity. Attention was given to the overall experience, including interiors, ambience, and service approach, ensuring the salon felt refined yet approachable. The Black Dahliaa was conceived not merely as a beauty destination, but as a space that encouraged confidence and self-expression, strengthening its emotional connection with clients.

In 2025, Prattika expanded into the food industry with Indore ke Namkeen, a venture rooted in her hometown. Built on authentic Indori flavours and nostalgia, the brand focused on preserving its cultural essence while adapting to modern business standards. Systems, refinement, and product clarity were prioritised before scale, ensuring consistency and structure from the outset. This disciplined approach allowed the brand to prepare for wider reach without compromising its origins.

Her fashion journey later evolved with Praaan Clothing, marking her move into manufacturing and end-to-end creation. Unlike her earlier retail-focused venture, this brand gave her control over design, production, and identity, reflecting her deeper understanding of fashion as both a creative and business-driven process.

Complementing this is the Praaan Series, a creative extension focused on storytelling and brand expression, reinforcing the importance of narrative consistency. Alongside her ventures, Prattika has also worked in digital branding and strategic consulting, experience that continues to inform her structured approach to business.

Looking ahead, she plans to expand Chic & Brat and The Black Dahliaa, guided by the same principles that define her work clarity, consistency, and thoughtful growth.