Neetica Pande On Industrial Design, Entrepreneurship, And Financial Agency

Since work-from-home culture has taken over many industries, people’s interactions with their surroundings have changed dramatically. Spare rooms have become home offices, makeshift desks have become ergonomic productivity hubs, and the demand for smart design has skyrocketed. Industrial design brands have adapted fantastically, blending futuristic aesthetics and functionality. One such brand is NOOE (NeverOddOrEven), founded by Pune-based Neetica Pande and Piyush Suri. 

Pande and Suri’s designs have captured global attention and earned many awards, including the 2022 Red Dot Design Award, regarded as the ‘Oscar of design’. The duo recently appeared on ‘Shark Tank’ India, where they sought ₹50 lakhs for 1% equity and went home with a historic deal of ₹5 crores from Peyush Bansal.

SheThePeople interviewed Neetica Pande, who has redefined industrial design and earned global recognition for her work at the young age of 29. The entrepreneur opened up about her journey in design and business, her relationship with finances, and her support system which has motivated her in challenging times.

Neetica Pande in conversation with SheThePeople

STP: Can you share a bit about your background and professional journey?

Neetica: As a child, I was creative and fascinated with colours and objects, and I used to snack on sand so I was genuinely curious. My sister, Niharica who was always super bright and academically brilliant used to teach me about galaxies and planets at the age of 3 and show me pictures. Colours really attracted me and a sense of observation was instilled by my mom who used to always bring a lot of reading materials or games which helped me channel that.

With drawings and crayons very close to my heart, I graduated as an Industrial designer in 2018. I was awarded the BEST Product Design student and was a valedictorian. 

STP: What is the story behind NOOE? How did you and your co-founder meet, and where did the inspiration for the brand come from?

Neetica: NOOE, I always say, is an extension of the brand personalities that Piyush, my co-founder, and I embody. I worked in Copenhagen, Denmark, for five years, pursuing world-class design with studios like Normann Copenhagen, Sebastian Holmbäck, and Aspekt Office, where I collaborated with industry giants like Carrefour, Stelton, and Georg Jensen. During this time, Piyush spent 13 years running a brand called 5By7, specializing in premium corporate gifting and worked on value, brand, and product building for brands like Mercedes, Audi, and Marriott Hotels.

During one such instance, he reached out to me on Behance, a platform for design showcases where my work had gained significant recognition, to collaborate on a product design project for CRED. The project was a success in many ways, but the biggest outcome was realizing that our synergies aligned. We had a great working chemistry and we were both value- and output-driven. My expertise in design and production complemented Piyush’s strengths in branding, marketing, and delivering high-quality products to the end consumer.

Our vision for NOOE also stemmed from our personal experiences as consumers of luxury. To build luxury, one must experience luxury, and we were always drawn to innovative products and unique consumer experiences. We identified a gap in the Indian market and saw an opportunity to create a borderless, cross-category brand with our complementary skills—one that would set new milestones and be truly aspirational.

That is how NOOE began—Piyush working from his desk in Delhi during the pandemic, while I was in my small room in Copenhagen, trying to build a world-class brand. Today, NOOE is sold in over 31 countries, and our maiden collection, CONFIG 01, has won the RED DOT Design Award. The journey to global recognition has been incredible. NOOE was built to celebrate creative grind—an aesthetic fusion of modern emotive silhouettes and exceptional materials.

Now,  We are excited to see where we go and grow from here.

STP: As a businesswoman, can you share what has your journey with financial independence been like and how did learnt to manage your money? Usually, in Indian families, money is a sensitive topic for women. Was this true for you too, and how did you navigate this?

Neetica: Money management was never a taboo in my family; rather, it was a skill encouraged early on. I learned to manage finances through investing, having hands-on experience from internships and freelance projects, and making informed decisions while being alone and abroad, which shaped my understanding of investments and sustainability.

While financial discussions can be sensitive in many Indian families, especially for women, I was fortunate to grow up in an environment that valued financial understanding and independence. Navigating this space, especially as the first in my family to venture into business, required confidence from everyone around me, open discussions, and a willingness to take calculated risks. Additionally, in design school, the focus is on creativity rather than business, so learning marketing and finances for that particular was something I had to take on and master over time.

Today, when I see leaders like Leena Nair, CEO of Chanel, or the women sharks on the panel, it’s empowering to witness more women breaking barriers, taking charge of their finances, and shaping their own success stories. My journey reflects that belief, and I hope to use what I’ve learned to inspire others to take that leap.

STP: As a female entrepreneur, have you faced any struggles or gender biases?

I have always believed that success is not determined by which college you graduate from, your family background, or your gender. What truly matters is how skilled you are and how hard you are willing to work. This belief has resonated with me because it has consistently proven true in my journey. I have always had incredible opportunities in the places I worked and the people I collaborated with. I had a front-row seat at the table, where my opinions and perspectives were valued and appreciated. Any biases I faced were overshadowed by the quality of my work, which spoke for itself.

Despite my short stint in product design, I have been invited to collaborate and provide input as a designer and as a woman, bringing a heightened sense of attention to detail and aesthetics. I have evaluated projects from institutions such as London University and Harvard University, offering insights that were highly appreciated and incorporated into final designs.

At NOOE, my contributions extend beyond design—I have helped shape the company culture, build relatability and transparency with folks that we work with, and lay a foundation for the brand and team. These efforts have been recognized and valued thus making me think that I am doing the right thing.

STP: As an entrepreneur, you are now your own boss. How do you deal with pressure, self-doubt, work-life balance etc?

To be honest, I have always dreamt of this. The reason I could never stick to a 9-to-5 job for long was that I didn’t want to spend my time according to someone else’s expectations. As a creative individual, I always felt that if I was energized by something, I should be able to pursue it. If a new idea comes to me, I should be able to execute it in the moment rather than being confined by someone else’s timelines.

Though being my own boss comes with unique challenges, I approach them with mindfulness and some thought.  I also believe in celebrating small wins and constantly seek guidance from my family, my husband, Eishan, and Piyush as well. I thrive on routines and don’t find them monotonous—I enjoy working with a structured schedule, which helps me maintain relationships at home while doing what I love., I prioritize tasks, set realistic goals, and do not take the pressure of saying yes to everything which has really helped me.

STP: Looking back at your journey, what advice would you like to give your younger self? 

Looking back,I would tell my younger self to take that leap and not overthink. Embrace the process more than worrying about the outcome. The journey is just as important as the final product. And..Most importantly, don’t hesitate to put your work out there. Doing that has helped me find new people, have conversations, and then finally build something like NOOE today which is channelling my inner creativity and fulfilling my ambition.