CHALLENGE
A loss-making boutique wedding venue with untapped potential, located an hour outside the city, required a strategic turnaround. I was given the opportunity to leverage human-centered design to drive growth.
CONTEXT
The Tamarind Tree, a family-owned boutique wedding venue housed in an old ancestral home, was struggling financially and largely unknown despite its unique, aesthetic charm. Located an hour from the city, the venue faced challenges related to its remote location, lack of digital presence, and limited accommodation for traditional Indian weddings.
Young Indian brides and grooms with discerning taste and an affinity for nostalgia and antiquity were the niche target audience.
Core clientele
It catered to discerning customers who appreciated unique, nostalgic spaces, particularly old Bangaloreans and high-end wedding clientele.
Acquiring new markets
The surrounding neighborhood was poised to become a startup hub, offering potential growth and an expanding customer base.
A small, special team
The business employed three small families entirely dependent on its success. Working with them to evolve the business was critical.
TURNAROUND STRATEGY
Leveraging design management to turn the business around in three years from management acquisition.
Our goal was to achieve breakeven within three years. We started with a conservative strategy focused on operational improvements and brand visibility, followed by an aggressive growth phase driven by stakeholder collaboration and diversification of revenue streams.
DESIGN MANAGEMENT METHODOLOGY
My passion for human connection and cultural understanding shape my work. Experience my process and thinking as I lead teams to
Operational Enhancements
Fixed rooms, trained staff, and hired a property manager to improve service quality.
Pricing Strategy
Aligned pricing with wedding seasonality to command premiums on auspicious dates while offering competitive rates off-season.
Industry Immersion
Fostered relationships with wedding planners, local suppliers, and industry partners to drive venue referrals.
Staff Empowerment
Improved pay, living conditions, health benefits, and provided language and management training to uplift staff.
Brand & Identity Design
Developed a new brand identity and built a website to establish a digital presence.
Elevated Communication
Utilized word-of-mouth marketing, invited local writers for curated storytelling, and partnered with musicians to host intimate events.
International Growth
Targeted non-resident Indians by attending and networking at global events and offering premium end-to-end services.
Diversifying the business
Brought in new revenue streams by opening the venue to film and advertising studios, and corporate retreats.
POSITIVE OUTCOMES
With this approach, we doubled our first-year revenue goals and repaid investors ahead of schedule by the second year.
After transitioning from operational management to an advisory role, I positioned The Tamarind Tree as India’s premier standalone wedding venue. We expanded our offerings to include wedding planning, luxury accommodations, and corporate events, while fostering upward mobility for staff and maintaining premium pricing.
A MILESTONE IN MY PERSONAL GROWTH