Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Anika Luthra, Founder of Creative Notion, located in Gurgaon, Haryana, India.

What's your business, and who are your customers?

Using a people-first approach with a commitment to conscious marketing, Creative Notion helps transform innovative concepts and ideas into effective marketing solutions to create meaningful connections that are grounded through robust research. Creative Notion serves start-ups, enterprises, branding agencies, and research agencies in North America, Europe, and Asia, that are committed to creating value for society. We love a strategic challenge and serve clients who seek colouring outside the box and challenging norms to deeply understand their audience, which drives human-centred design solutions through efficient and effective research.

Research scopes at Creative Notion have served various tech industries like FinTech, HR Tech, SaaS, Med Tech, VR Tech, Wearable Tech (insulation technology), P2P platforms, as well as large enterprises sector – Workforce provider, Media captioning, HR management to explore the unknown for growth and expansion: new markets, evolving customer needs, and user experience.

Tell us about yourself

Fascination with the power of brands in providing products and solutions to consumers that build connections through the satisfaction of needs has been the core of my professional journey, which began in the Branding/Advertising space. But, today's highly-evolving market needs (the WHATs) with a higher-informed audience require a deep understanding of the perceptions and motivations (the WHYs) that drive purchase decisions and, more importantly, nurture strong customer relationships (the HOWs) on authenticity and transparency. Using a people-first approach with a commitment to conscious marketing triggered the birth of Creative Notion. The pursuit of spreading Happiness, through the satisfaction of needs, with strategic thinking and commitment to building and sustaining long-term customer relationships, is what motivates and energises me each day.

What's your biggest accomplishment as a business owner?

Building a customer base in markets and industries from scratch, with no ties to my ex-corporate career, gaining recognition and growth through positive feedback, and appreciation for the value created as a one-woman show has been my constant motivator to keep doing the work. "You are not your resume, you are your work. - Seth Godin"

What's one of the hardest things that comes with being a business owner?

The challenge of the mindset shift required to cope with the uncertainties and risks faced as a business decision-maker, in my experience, is the toughest and most important challenge to be aware of. I believe playing safe is risky to growth, be it self or company, as the probability of stagnation or being stuck is very high. Getting comfortable with being uncomfortable is required to explore the unfamiliar, which adds value to creative and agile thinking.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Purpose: Know your WHY behind the existence and evolution of your business. Your strong why which defines your purpose, fuels motivation on the hardest of days, which are inevitable.
  2. Passion: Love what you do and have FUN with it. If it doesn't fill your heart with joy, then your ability to stay committed will compete with your motivation to show up.
  3. Practicality: Assess capabilities and resource needs to determine the practicality of not just surviving but thriving. Build support systems through outsourcing where possible.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.