Abhinayah S, CEO & Co-founder, The Yellow Dwelling

Abhinayah Sundaramoorthy, the CEO and Co-founder of The Yellow Dwelling,

experiencing a transformative journey that blends business acumen with a passion for
creativity and sustainability. A graduate with an MBA from Bharathidasan Institute of
Management, Trichy, Abhinayah's remarkable 12-year corporate journey in Finance
and Strategy with renowned companies such as ITC Limited and Vidyo Inc, USA, laid
the foundation for her entrepreneurial venture. Abhinayah made the move from a
corporate goer to a creative entrepreneur in 2018.

The genesis of The Yellow Dwelling emerged organically from Abhinayah's yearning
for home furnishings that seamlessly blended quality, uniqueness, and affordability.
Fuelled by her personal quest for natural and pleasant soft furnishings during the
embellishment of her own home, the brand took root in late 2017. What began as a
personal project soon took shape as a viable business model as her better half Mr.
Nandakumar joined her in this shared dream. The idea then evolved into a flourishing
business under the leadership of the couple, gaining recognition for its commitment to
delivering the finest cotton and natural fibre home furnishings in contemporary
designs at reasonable prices.

Abhinayah's transition from a corporate professional to a creative entrepreneur is

marked by a profound realization – the fulfilment derived from her passion project
surpassed that of her corporate role. As the driving force behind The Yellow
Dwelling, she infuses the brand with a creative spirit that reflects her vision and
determination. With a firm belief in all things beautiful, simple, and rustic, Abhinayah
is also a dedicated advocate for sustainability and eco-friendliness.

Her multifaceted role encompasses not only the creative aspects but also strategic
planning for the brand's growth and international recognition. Abhinayah is the
storyteller at the heart of The Yellow Dwelling, guiding its branding, marketing, and
product design. The brand, under her leadership, has expanded its reach with eight
retail stores across major cities in India and ships its products globally through its
website.

The Yellow Dwelling has won many accolades. Some of the notable ones being 'The
Retail Start-up of the year - 2023' award by Retail Association of India and The
Yellow Dwelling has been recognised as one of the Top Challenger D2C brands by
Your Story.

Beyond the boardroom, Abhinayah's downtime activities mirror her commitment to a

balanced and sustainable lifestyle. Engaging in DIY projects for her home, creating art
with her son, and nurturing her garden reflect her hands-on approach to life. Her
affinity for nature extends to her role as a guardian to numerous plants, where she
finds joy in the nurturing process – trimming, pruning, foraging vegetables, and
basking in the garden's glory.

Abhinayah has completed an accelerator program for scaling women entrepreneurs at

IIM Bangalore, which was designed and delivered by NSRCEL of IIMB and
Goldmansachs. With the knowledge gathered from this course, Abhinayah is
energized to take the brand to the next level. The brand continues to evolve, promising
customers contemporary, tastefully designed products that are not only visually
pleasing but also crafted with sustainable, eco-friendly, and ethical manufacturing
practices.

Abhinayah's personal mission extends beyond her role in the company; she aspires to
share her extensive entrepreneurial and brand-building expertise with aspiring women
entrepreneurs. Currently mentoring a select group of women, her ultimate goal is to
empower them towards financial independence by building sustainable revenue
streams.

Abhinayah Sundaramoorthy's narrative intertwines a corporate background with an

unwavering dedication to creativity, sustainability, and empowerment. The Yellow
Dwelling stands as a testament to her vision, turning houses into homes while leaving
an indelible mark on the home furnishing landscape.