Smita Tiwari, Founder, Articlad, is a leader par excellence who believes that entrepreneurship is way beyond a career journey or destination, it’s the most significant aspect of one’s purpose of life. During her formative years, she was fortunate to have begun her career in the construction industry and learn more about these works of art. As the years went on, she continued to witness wondrous architectural designs from across the world that sparked the realization of how a simple cladding element over a wall can completely transform the overall aura of one’s décor.
Under Smita’s able leadership, she kicked off their manufacturing unit near Mumbai, and since then there has been no looking back. In her role at Articlad, she drives strategic initiatives that tie to her vision of beautifying India in a cost-effective manner. She is also at the forefront of inspiring her team to feel empowered to own and implement ideas independently.
How do you describe your journey in this male-dominated industry?
A bitter truth about the construction material industry is it is definitely largely dominated by men. Women are often looked upon as an article, they are expected to be delicate , good with words and looks. Their technical knowledge is often undermined.
Who has been your inspiration in the process of your entire career?
Once you make up your mind for something suddenly everything around starts to inspire you for it.
Which has been your first project? Where? What was it? How has your experience been?
The first project after we started our manufacturing unit was for an educational Institute by ISKON Trust, It was in Vrindavan. Experience was thrilling because this was the first ever time something that we made from a very raw stage into a beautiful piece of art was to be installed on a structure which was pretty tall, since this was exterior cladding the product had to pass a lot of technical examination and approvals before we were selected.
What type of projects captures your interest or rather interest to do?
Personally, I enjoy cladding highrise structures.
Especially because In our country we still hold a lot of apprehension when it comes to wet cladding on tall buildings, So we wish to change it.
One of the reasons why we worked very closely to offer something which is feather light and will cater specially to this segment.
Your most challenging projects; where and why? Tell us more about the same?
Every project was challenging during the initial days as we were the underdogs in the industry but I guess Skechers was one project where challenges were highest. Its a very renowned International brand, there were renowned international competitions too.
They had a very specific color requirement and it took us closer to 87 trials and 22 days to get the final color, post we achieved the color we had another milestone to achieve as we had to make a specific L corner piece for a seamless corner finish.
After all the struggles in approving the project the biggest challenge was to supply the product in different corners of the country ensuring zero breakages in a very short duration. It was fun.
Tell us about your upcoming projects; where and what type; schedule of completions?
There are many upcoming projects on which we are working but my personal favourite is the one in Juhu, where we are customising our concrete range of products which should form a ventilated facade. The product also has to be applied on a surface that has an arch to it so turning the concrete that can be dry cladded on a facade is quite a challenge and we look forward for the beautiful outcome.
Your wise words to next-gen stepping into this profession?
An angry customer is a striking opportunity, never be scared of facing it
