Shraddha Kapoor: From Silver Screen Icon to Jewellery Mogul

Bollywood star Shraddha Kapoor is embracing a new role—co-founder and brand visionary of Palmonas, a demi-fine jewellery brand that's reshaping everyday luxury. Known for her effortless charm and hit performances, Kapoor has now ventured into the entrepreneurial world, balancing her dual roles as an actor and business leader.

In a candid conversation with ETRetail’s Pallavi Goel, Kapoor revealed how she actively shapes Palmonas’ identity and aesthetic. If Palmonas were a film, she describes it as a confident, glamorous-yet-relatable character, reflecting India’s heritage blended with modernity. Kapoor envisions Palmonas as a global brand, striving to take India’s craftsmanship to international markets while offering affordable, premium-quality jewellery for daily wear.

The Birth of Palmonas

For Kapoor, Palmonas is more than just a business—it’s an extension of herself. Designed to solve the gap in affordable yet premium jewellery, Palmonas offers 18-carat gold-plated jewellery that’s stylish and practical for daily wear. Kapoor’s commitment to the brand is evident as she frequently dons Palmonas jewellery in casual outings, events, and even workouts, showcasing its versatility.

Kapoor doesn’t rely on textbook marketing principles; instead, she focuses on organic and genuine storytelling, which she believes resonates with audiences. Her hands-on approach includes shaping the brand's creative campaigns, ensuring they reflect authenticity and relatability.

Kapoor admits that the journey hasn’t been without its challenges. During Palmonas’ Diwali campaign, products sold out within an hour, leading to supply chain challenges and an overwhelming response from customers. Kapoor views these moments as opportunities to grow, saying, “Managing demand is a fun challenge—a good problem to have!”

She also credits her co-founder Pallavi Mohadikar and the Palmonas team for their dedication and infectious energy. Weekly team calls are filled with brainstorming and collaboration, all led by Pallavi’s calm and uplifting leadership. Kapoor believes a healthy work environment is built on positivity and leading by example, qualities she admires in her co-founder.

Kapoor is determined to take Palmonas to international markets. The brand combines India’s rich craftsmanship with a modern design language, appealing to global audiences. By leveraging its India-based supply chain, Palmonas offers competitive prices without compromising on quality. The brand’s vision is to dominate the demi-fine jewellery niche, which is already thriving globally.

Despite delivering blockbusters like Stree 2, Kapoor emphasizes the unseen hard work that fuels her success. She considers herself fortunate to live her childhood dream, balancing the thrills of Bollywood with the demands of building a business. Her gratitude and determination remain her compass as she tackles new challenges and opportunities.