By Kama Choudhary
Kirti Goel, a visionary entrepreneur with an indomitable spirit, recently closed a groundbreaking deal worth ₹1 Crore for 3.2% equity on Shark Tank India Season 3 for her venture, P-TAL (Punjab Thathera Art Legacy). This pivotal achievement marked the beginning of a remarkable journey fuelled by Kirti’s vision to transform traditions into trends. Her brand vision for P-TAL was clear – to build a household name in the category of brass, copper, and bronze cookware and kitchenware while educating people on the well-being associated with these utensils. For the uninitiated, the 200-year-old craft of the Thatheras of Jandiala Guru, Punjab, constitutes the traditional technique of manufacturing brass and copper utensils by moulding and hammering. It is the only craft from India to be listed on UNESCO’s List of Intangible Cultural Heritage.
P-TAL claims to work with over 100 artisan families. In October, it raised 43.3 million rupees (over $500,000) in a seed round led by Titan Capital. P-TAL was also featured in Forbes Asia’s 30 under 30 in the Retail and E-commerce category.
The impact of Kirti’s participation in Shark Tank was profound. With a 10x spike in sales within 24 hours of airing, P-TAL’s momentum soared to new heights. But for Kirti, success was more than just financial gains – it was about making a difference in people’s lives. During the COVID-19 pandemic, as the world turned to traditional methods for improved health, P-TAL found its place, fitting seamlessly into the zeitgeist of wellness and nostalgia.
Reflecting on her journey, Kirti shares the milestones and challenges that shaped P-TAL’s evolution. From her early days of crafting products with the artisans of Chamba to the revival project with non-profit ENACTUS at Shri Ram College of Commerce (SRCC), Kirti’s passion for preserving heritage drove her forward. Despite the hurdles of funding and maintenance, P-TAL emerged as a passion-run brand, resonating with nostalgic sentiments and health-conscious consumers alike.
Reflecting on her unconventional journey into the world of design, Kirti shares candid insights into the pivotal moments that shaped her career path. It was a decision made at the end of Class XII, driven by a desire to carve out a distinct identity for herself. With little exposure to design, but a palpable sense of intrigue, Kirti took a leap of faith, guided by an innate intuition and a profound attraction to the world of design.
As Kirti began her Fashion Design studies at Pearl Academy, her experiences were truly transformative. Burning the midnight oil during every submission, navigating the tumultuous waters of the foundation year, and embracing failure as a catalyst for growth – each moment shaped her into the resilient individual she is today. It was a roller coaster ride marked by setbacks and triumphs, but through it all, Kirti emerged stronger, wiser, and more determined than ever before.
Drawing from her fashion background, Kirti applied design principles to her cookware business. Crafting stylish, functional pieces with optimal performance and comfort in mind. P-TAL marries aesthetics with functionality, elevating the cooking experience for her clientele and distinguishing her brand in the market.
Today, as Kirti continues to chart new territories with P-TAL, she imparts invaluable wisdom to aspiring designers who dare to dream. Her advice is simple yet profound: the balance of aesthetics and commercial viability is the cornerstone of success in the competitive world of design. It’s a lesson she learned through trial and error, a mantra that guides her every decision and fuels her relentless pursuit of excellence. In the words of Kirti herself, “To be successful in any field, you must dare to take chances and pursue your passions relentlessly.”
