Growing up around cinema, fashion and jewellery offers a front-row seat to the worlds of creativity and enterprise. For Shanaya Kapoor, the challenge is to take that exposure and translate it into an identity that is distinctly her own.
As she navigates a career in films and builds Indinoor, her jewellery venture with Gauri Tandon, Kapoor is exploring the intersection of creative expression, entrepreneurship and personal independence. From bringing contemporary sensibilities to Indian jewellery to finding her footing in the public eye, she is learning to define success on her own terms.
In a conversation with Rashi Aditi Ghosh of ETEntrepreneur, Kapoor opens up about inherited legacy, business ownership, the realities of building a brand, family advice and the freedom to figure things out along the way.
Excepts:
There’s the legacy you inherit, and the identity you build for yourself. As you navigate both, what do you hold close from where you come from, and what are you determined to make distinctly your own?
Shanaya Kapoor: I’m very grateful for where I come from because it has given me a lot of exposure and perspective from a very young age. I’ve grown up around people who are constantly creating, whether it’s in films, fashion or jewellery, so naturally, a lot of that has stayed with me.
At the same time, I think growing up also means figuring out what genuinely feels like you. I don’t want to distance myself from my background because it’s an important part of who I am, but I also want to make choices that feel authentic to me.
I’m still figuring that out, honestly, and I think that’s the exciting part. You’re allowed to evolve and change your mind as you discover what you really want.
You’re building Indinoor alongside a career in films. What sparked the idea, what gap did you see in the market, and which parts of the business are you personally most hands-on with?
Shanaya Kapoor: Indinoor came about quite organically. I’ve always loved jewellery and have grown up around it, so it was a world I was naturally drawn to. When Gauri and I started talking about the brand, we felt there was an opportunity to take the beauty and craftsmanship of Indian jewellery and make it feel a little more contemporary, playful and relevant to how young women dress today.
For me, the most exciting part has been being involved in the creative side, from the collections and styling to the overall mood and visual identity of the brand.
I’m also very conscious that I’m not an expert in every aspect of running a business, so I really value the people around me who bring their expertise to the table. I like being involved, asking questions and learning as we go rather than simply putting my name on something.
Gen Z approaches work and financial independence very differently from earlier generations. What does success actually mean to you?
Shanaya Kapoor: For me, success is having the freedom to make choices that feel right for me. Financial independence is definitely important, and of course you want anything you build to grow, but I don’t think success is only about scale or numbers.
I think having a voice and being able to create something that you genuinely connect with is just as important. Whether it’s acting or Indinoor, I want to feel like I’m contributing something and that I have a sense of ownership over the choices I’m making.
I’m still young and figuring things out, so for me, success also means giving myself the freedom to explore without feeling like I need to have everything figured out immediately.
Being in the public eye means your learning curve often plays out publicly. How have you learned to filter out the noise and stay focused on your own decisions, creatively and in business?
Shanaya Kapoor: I don’t think I’ve completely figured that out yet. There are definitely still moments when something gets to me. But I’ve realised that if you spend too much time trying to understand what everyone else thinks of you, you can lose sight of what you think of yourself.
There will always be different opinions, and when you’re in the public eye, you have to accept that. I try to take genuine feedback when it’s useful, but I’ve also learned that not every opinion needs a response or needs to influence a decision.
I think having a little bit of thick skin is important, but so is staying open and not becoming completely disconnected from what people have to say.
You started behind the camera as an assistant director. Between a film set, an intense scene in front of the camera, and a strategy pitch for Indinoor, which gives you the biggest adrenaline rush?
Shanaya Kapoor: Definitely an intense scene in front of the camera. There’s something very exciting about acting because, for those few minutes, everything is happening in real time and you have to completely surrender to the moment.
Being an assistant director taught me a completely different side of filmmaking. It made me understand how much work goes into creating even one scene and how many people are involved in bringing an idea to life.
With Indinoor, the adrenaline comes from a different place because you’re building something and you have a little more ownership over the decisions. So I think all three have their own kind of excitement, but acting definitely gives me the biggest adrenaline rush.
What’s the best piece of advice your family has given you about business or life, and what’s one piece you consciously chose to ignore to follow your own path?
Shanaya Kapoor: I think one of the biggest things my family has taught me is to not take everything too seriously and to enjoy the process. They’ve also always been very honest with me, which I really value. You need people around you who will tell you the truth and not just tell you what you want to hear.
One thing I’ve consciously chosen to ignore is the idea that there’s a perfect timeline for everything. I think when you’re young, there can be a lot of pressure to have certain things figured out by a certain age.
But everyone’s journey is different, and I’ve realised that constantly comparing your timeline to someone else’s only takes away from your own experience. I’m quite comfortable figuring things out as I go. I don’t have everything sorted, and I don’t think I’m supposed to.