“Many founders confuse visibility with positioning” 

She did not wait for the right moment. She built it. Nandini Mahant is the Founder and Creative Director of Sorta Famous, a Mumbai-based PR and social media agency, and Co-Founder of luxury jewellery label Ambar House. In this conversation, she talks about starting before the clarity arrives, earning trust without legacy, building with intention, and what leadership really looks like behind closed doors. 

You founded Sorta Famous and co-founded Ambar House while still early in your journey as an entrepreneur. What was the moment you stopped waiting for permission to build and decided to simply begin? 

I realised early that clarity rarely comes before action. I have been a firm believer that growth comes from taking the first step and learning along the way. 

The idea of Sorta Famous was born after noticing that all brands were communicating but very few were creating real relevance and connection. Ambar House, on the other hand, was  shaped by a deep interest in craftsmanship and creating something lasting. In both cases, I had a strong perspective that I felt was worth pursuing and building on. 

PR is fundamentally about trust, and so is jewellery. Two very different worlds, but the same underlying currency. How has working across both sharpened the way you think about brand credibility? 

Sorta Famous and Ambar House taught me that credibility cannot be forced or bought. In the luxury space especially, trust operates on a deeper level because people associate it with quality, emotion and longevity. Working across both sectors reinforced the importance of audience trust. Good brands are built when product, communication and overall experience reflect the same values over time. People may engage with a brand because of visibility or popularity but they remain loyal if the brand delivers on its promise and service. 

There is a lot of conversation right now about young women in business, but not always enough about the quiet, unglamorous work behind confident leadership. What does that behind-the-scenes reality look like for you? 

Contrary to popular belief, leadership is much more operational. It all boils down to decision making, accountability, consistency, and maintaining composure in the face of uncertainty. Being able to lead clearly in public while carrying pressure in private is a big part of being an entrepreneur. Resilience and discipline are highly important in boosting self confidence in leadership roles. 

Luxury as a category is deeply tied to legacy and heritage. As a young founder stepping into that space with Ambar House, how do you earn that trust without decades of history behind you? 

With Ambar House, the focus has always been on offering unmatched craftsmanship, modern design philosophy and creating pieces that hold emotional value over time. Today’s consumer looks for authenticity and perspective just as much as heritage, which gives young brands room to stand out when they are clear about who they are and  are consistent in how they show up. Legacy and trust cannot be created in a short span of time, hence focussing on credibility from the start matters. 

You work with businesses on positioning and share of voice, while simultaneously building your own. What is the one thing most founders get fundamentally wrong about how they show up in the market? 

I believe many founders confuse visibility with positioning. Being everywhere does not automatically make a brand memorable or valuable. People trust brands that have a strong sense of identity, values and purpose. Strong positioning comes from consistency and conviction and people remember brands that are brave, intentional and distinct.