D r. Ashvini Sundararaju, founder of House of Alpha, transforms branding for startups with strategic, budget-conscious solutions. A resilient entrepreneur, she learned from past failures to build a consultancy that helps brands stand out. Committed to mentorship and philanthropy, Ashvini is shaping a global impact.
In the bustling world of startups, where ideas are abundant but execution is everything, Dr. Ashvini Sundararaju stands out as a beacon of resilience, innovation, and purpose. Her brainchild, House of Alpha, is not just a business—it’s a mission to empower brands to unlock their full potential. But Ashvini’s journey to becoming a branding maven is anything but ordinary. It’s a story of learning from failures, embracing challenges, and relentlessly pursuing a vision to make a difference.
Dr. Ashvini Sundararaju is a woman of many talents—academician, entrepreneur, philanthropist, and even a plus-size model. With a BBA in International Business, an MSc in Management from the University of Manchester Metropolitan, and an MBA in Entrepreneurship and Family Business Management, Ashvini’s academic credentials are impressive. Ashvini’s pursuit of knowledge didn’t stop at her formal education. She also completed a Professional and Executive Development course in Strategies and Innovation at Harvard University’s Division of Continuing Education, a program organized by CII YI. ‘The Harvard experience was transformative,’ she shares. ‘It sharpened my strategic thinking and gave me the tools to innovate in a competitive market.’ But it’s her real-world experiences that truly define her. Ashvini is not just a businesswoman; she’s a globetrotter with a passion for driving and exploring new cultures. Having traveled to 40 countries, she brings a unique, global perspective to her work. ‘Traveling has taught me to adapt, innovate, and see the world through different lenses,’ she says. ‘It’s a skill that translates seamlessly into creating brands that resonate across cultures.’
Her entrepreneurial journey began with Elaya Beauty Essentials, a skincare brand offering natural, homemade products. “I got very impulsive in wanting to make the brand look appealing to the audience,” she recalls. “I spent more on branding and social media before even rolling out my products, and that was my first mistake.” The pandemic dealt a final blow to her venture, but Ashvini didn’t let that deter her. Instead, she channelled her energy into completing her PhD in Finance and launching her second business, House of Alpha, in 2020.
The idea for House of Alpha was born during Ashvini’s internship at a fintech firm in Bangalore. “I managed to provide their one year’s worth of social media branding in just one month,” she shares. This experience sparked a realization: many businesses, especially startups, underestimate the power of branding.
“The awareness surrounding the importance of branding is too low,” Ashvini explains. “I needed to build a dialogue that explains the worth of branding, especially for startups and growing firms.” With this vision, she founded House of Alpha, aiming to help brands resonate with their audiences and drive lasting success.
In a crowded market of branding agencies, House of Alpha stands out for its authenticity, strategic approach, and budget-conscious solutions. The company offers a wide range of services, including:
• Brand strategy development
• Brand identity design
• Digital branding
• Brand communication
• Ongoing brand management and monitoring
“We are very particular about keeping your budget and investment in mind when implementing our ideas,” Ashvini emphasizes. This client-centric approach has earned the consultancy a loyal client base across multiple industries.
Building a startup is never easy, and Ashvini’s journey was no exception. One of her biggest challenges was consistency in reaching out to new clients and identifying the right freelancers to fit client budgets. “Tapping the right audience and finding the right talent were hurdles I had to overcome,” she admits.
But every challenge brought a lesson. Ashvini learned the importance of testing the market before investing heavily—a lesson she passionately shares with aspiring entrepreneurs. “Don’t make the mistakes I made,” she advises. “Don’t invest too much without testing the market. Once you’re set to invest, you have me!”
One of the defining moments for House of Alpha came when a company they worked with was recognized nationally for designs created by Ashvini’s team. “It was a moment of pride for us,” she recalls.
But her proudest moments extend beyond business success. As a visiting faculty and subject expert at Kumaraguru College, Ashvini actively mentors young, aspiring businesswomen. “My purpose in life is to impact at least 100 women to become as much as I’ve become,” she says. “It’s not impossible if you really want to achieve it.”
House of Alpha’s workplace culture is as unique as its founder. Describing it as a “millennial-born workplace,” Ashvini has created an environment that fosters creativity, collaboration, and innovation. It’s a place where millennials thrive, driven by a shared vision to make a meaningful impact.
Ashvini’s ambitions for House of Alpha are as bold as her personality. “I want to expand my branding services to big-league brands and make an impact globally,” she says. “I want House of Alpha to be associated with my city, Coimbatore.”
In the next five years, she envisions the consultancy as a global player in the branding industry, known for its innovative solutions and authentic approach.
Ashvini’s entrepreneurial journey is a treasure trove of lessons for anyone starting out. Her top advice?
• Test the market before investing heavily.
• Learn from your mistakes, but don’t dwell on them.
• Surround yourself with trustworthy people who share your vision.
“Looking back, I would make mistakes differently,” she reflects. “But I will decide and then make the decision the best decision.”
Beyond business, Ashvini is deeply committed to philanthropy. In association with the Sumathi Memorial Trust, she serves ₹5 lunches to migrant laborers, people below the poverty line, and delivery boys in Coimbatore. “It’s my way of giving back to the community,” she says.
Dr. Ashvini Sundararaju’s journey is a testament to the power of resilience, vision, and purpose. From the ashes of her first venture, she built a branding consultancy that’s making waves in the industry. Her story is not just inspiring—it’s a call to action for aspiring entrepreneurs to dream big, learn from failures, and make a difference.
If you’re a startup or growing business looking to unlock your brand’s potential, House of Alpha is your go-to partner. Follow their journey on LinkedIn and get inspired by a founder who’s redefining what it means to build a brand—and a legacy.
Swastik is a seasoned Media and Marketing Expert with a strong background in digital strategy, branding, and content creation. With a passion for innovative marketing solutions, he helps businesses build their presence, engage audiences, and drive growth. His expertise spans across various industries, ensuring effective campaigns that resonate with target markets.
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