Leaders

In India, women are redefining the marketing and branding landscape with their expertise and creativity. Their unique perspectives and strategic insights bring fresh dimensions to campaigns, fostering inclusivity and authenticity. As one expert aptly states, ‘Women in marketing don't just sell products; they tell stories that resonate and inspire'.

Reda Fatima Akbar, Founder and CEO of Up To Trends, is a visionary leader renowned for her creative prowess. With a keen eye for detail and a passion for innovation, she spearheads dynamic marketing and branding initiatives. She is known for her expertise in visualizing concepts and creating impactful strategies. As a strategic thinker and adept communicator, Reda continuously elevates brands and cultivates meaningful connections with clients.

In an exclusive interaction with Women Entrepreneur, Reda Fatima Akbar enlightens us more about her professional journey and the unique traits of Up To Trends.

Take us through your educational journey. What role did your Alma Mater Amity University play in shaping you as an individual and professional?

Embarking from St. Joseph's Convent, Chandannagar, Kolkata, I pursued my Bachelor's in Journalism and Mass Communication at Amity University, a pivotal chapter in my educational journey. The nurturing environment at Amity played a crucial role in shaping both my personal growth and professional acumen. During an internship, I encountered a defining moment when I independently organized a significant event in Delhi, and the chief guest was Amit Shah (then serving as President of BJP). Operating without an event team, I managed every aspect from inception to execution, marking my debut in event management and offering invaluable exposure. This experience catalyzed my transition into the corporate realm.

Take us through the diverse experience you have amassed as a marketing and branding professional. What prompted you to establish Up To Trends?

Diving into the dynamic realm of marketing and branding, my journey unfolded amidst a pivotal period—amidst the challenges of COVID-19. While working at a multi-faceted agency, where my role involved navigating social media and branding, the demanding environment honed my sales and marketing prowess. However, amidst the relentless pursuit of targets, I found myself at odds with compromised client satisfaction due to unmet promises and deliverables. This dissonance spurred a deep-seated desire to realign my professional ethos with client-centric values. Recognizing the disparity between client expectations and agency practices, I envisioned Up To Trends—an endeavor rooted in personalized relationships and unwavering commitment. Today, my team is more than colleagues; they're akin to family, fostering a culture of trust, integrity, and collective growth since our inception.

Tell us about the underlying thought behind Up To Trends and the key milestone you have achieved in your journey.

Up To Trends stands as a beacon of creative ingenuity, specializing in an array of services including social media marketing, brand building, photoshoots, production, event planning, and more. Our forte lies in translating concepts into captivating realities.

A standout achievement in our journey was conceptualizing and designing a specialized bus for a foundation serving the specially-abled and underprivileged in Delhi NCR. Balancing sensitivity and vibrancy, we crafted a design that showcased the foundation's values while ensuring inclusivity and impact. Despite lacking prior experience in bus design, our team's confidence and dedication drove us to deliver exceptional results. Witnessing our creation positively impact the community fuels our motivation to continue crafting designs that resonate with people, transcending mere monetary value and leaving a lasting impression in society's collective consciousness.

What are some of the most critical challenges you encounter in terms of leading Up To Trends? What has your success mantra been over the years?

Leading Up To Trends has been a journey fraught with challenges and triumphs, particularly as a bootstrapped venture. In our nascent stages, workspace constraints necessitated innovative solutions; transforming my living room into our office epitomized our resourcefulness and dedication. Moreover, as a young female entrepreneur, overcoming societal biases posed additional obstacles. Rejection and skepticism were constant companions, challenging us to amplify our unique selling propositions and challenge conventional norms. The journey was not without setbacks; a poignant example being the abrupt eviction from our inaugural office space, despite meticulous planning and investment. This eviction occurred because a bigger firm had paid more money for the same space, even after we had settled in. However, such adversities only reinforced my unwavering belief in resilience and the indomitable spirit of our team.

"Why follow, when you can lead?"

Through it all, my mantra has remained steadfast: everything is temporary, good and bad both; it's just a phase, so keep at it. Success, I've learned, isn't merely about external validation but about nurturing individual growth and empowerment. Every setback is an opportunity for growth, a chance to reaffirm our commitment to our craft and our team's collective vision.

How do you foresee the marketing and branding landscape evolving in India going forward? Which industry trends will create the most impact?

Looking ahead, the marketing and branding landscape in India is poised for evolution, driven by trends such as experiential marketing and the burgeoning event and wedding sectors. At Up To Trends, we prioritize staying ahead of the curve, exploring avenues like 3D design to enhance our creative capabilities. While AI offers efficiency, the human touch remains irreplaceable, particularly in infusing emotional resonance into designs. As we navigate these shifts, our commitment to staying 'Up To Trends' ensures we remain agile and responsive to emerging industry dynamics, embracing innovation while preserving the essence of human creativity and connection.

A business leader you admire:

There are two; One known by the world - Ratan Tata exemplifies the ethos of giving back to society, a trait I deeply admire. Despite his success, he remains grounded and committed to philanthropy. The other one I have grown up watching and learning - my father Arif Akbar, always sticking to his core principles and values.

Advice for aspiring women entrepreneurs/ business leaders:

To aspiring women entrepreneurs and business leaders: Embrace challenges as temporary hurdles on your journey. Your path is yours to shape. Understand market needs and connect with creativity to sell your products or services without selling them. Invest in self-development to unlock your creative potential and navigate the ever-changing landscape of entrepreneurship.

Reda Fatima Akbar, Founder & CEO, Up To Trends

Reda fatima akbar is a marketing and branding leader with a visionary and creative outlook. She is known for her expertise in visualizing concepts and creating impactful strategies. As a strategic thinker and adept communicator, Reda continuously elevates brands and cultivates meaningful connections with clients.