From delivering one of the year’s biggest blockbusters with Stree 2 to starring in the dazzling world of entrepreneurship, Shraddha Kapoor’s story reads like a Bollywood script you can’t stop cheering for. Known for her effortless charm and versatile performances, Kapoor has stepped into a new spotlight—as the co-founder of Palmonas, a demi-fine jewellery brand that’s redefining everyday luxury.
If Palmonas were a film, it’d be a high-energy crowd-pleaser—a perfect blend of timeless tradition and modern-day glam, much like Kapoor herself. Just like her characters, she has added her personal touch to Palmonas, creating a brand that’s as relatable as it is aspirational. In an exclusive conversation with ETRetail’s Pallavi Goel, for the Inaugural Edition of ‘Top Shelf’, Shraddha Kapoor, Actor and Co-founder, Palmonas takes us behind the curtain of her dual role as a Bollywood star and a brand visionary. From her hands-on approach to shaping Palmonas’ identity to managing the thrills and challenges of building a business, she shares it all. And with a vision to take this homegrown brand global, Kapoor proves she’s as fearless in entrepreneurship as she is in her career.
Pallavi Goel: You’ve played many roles in your journey as an actor, and now as an entrepreneur, you’re creating something entirely yours. If Palmonas were a film character, how would you describe her story?
Shraddha Kapoor: If Palmonas were a film character, she would be a very confident girl who has owned her life. She works hard to shape her career, yet has a lot of fun with her friends and family. She’s deeply Indian at heart but evolving with modernity. Glamorous yet relatable and approachable, she’s someone who embodies balance and authenticity.
Pallavi Goel: Along with the role of a co-founder, you are also the Chief Brand Officer shaping Palmonas’ story and aesthetic. Netizens are quite impressed with your innovative marketing. How does your creative approach to brand building differ from traditional marketing?
Shraddha Kapoor: I don’t follow textbook marketing principles. I’m just having fun with it! We focus on keeping things natural and organic, which has become our unique approach. Our jewellery is for everyone, designed for everyday flaunting, and it’s priced affordably so people can keep coming back. It’s been an exciting journey, and I think our authenticity resonates with people.
Today’s audience consumes content differently—they appreciate genuine, real conversations.Shraddha Kapoor
Pallavi Goel: You’re known for lending an authentic voice to the brands you endorse, and that’s reflected in your communication for Palmonas. How do you approach the challenge of representing multiple brands while building Palmonas?
Shraddha Kapoor: Your brand is truly an extension of yourself. Palmonas came to life very organically—it’s pinned on our Instagram page for everyone to see. It mirrors my habits and preferences as a consumer. I’m constantly wearing Palmonas jewellery, whether it’s for casual outings, workouts, or events. Being a co-founder means deeper involvement—far beyond what a brand ambassador would typically do. Palmonas is solving a very real issue. Gold jewellery isn’t always affordable or practical for daily wear. With 18-carat thick gold plating on premium base metals, we offer the same aesthetic and quality at affordable prices. It’s a joy to represent something I truly believe in.
Pallavi Goel: Do you have a global vision for Palmonas, and how do you plan to bring Indian heritage to international markets?
Shraddha Kapoor: From day one, we envisioned Palmonas as a global brand. Our design language is modern and internationally relevant, while our supply chain in India allows us to offer better costs and more competitive prices than our global counterparts. We’re already in the demi-fine jewellery niche, which is an established category internationally, and we’re excelling in it. Expanding globally has always been part of our roadmap, and we’re working toward making it a reality. Stay tuned for exciting announcements!Pallavi Goel: After Stree 2’s success, fans see you at the top of your game. But what are the sacrifices or learning experiences behind that success that others might not see?
Shraddha Kapoor: The film industry is all about the final product—a beautifully made film enjoyed in cinemas. But the hard work behind it often goes unnoticed. With increasing audience interest in behind-the-scenes content, people are beginning to understand the sheer effort that goes into filmmaking.
It’s a rollercoaster. There are tough moments, but there are also incredible highs, especially when your work is accepted and loved by audiences.Shraddha Kapoor
I consider myself incredibly fortunate to live my childhood dream. With gratitude as my compass, I stay focused on working hard and giving my best.Pallavi Goel: Entrepreneurship is a rollercoaster. Can you share a moment with Palmonas that tested you the most, and how you pushed through it?
Shraddha Kapoor: Managing demand has been a fun challenge—a good problem to have! For example, during our latest Diwali campaign, we sold out within an hour. Customers started DMing us, and as a team, we had to manage expectations and explain the supply chain issues. It’s thrilling to see such a response, and we’re continuously working to ensure we meet demand more effectively.
Pallavi Goel: It’s said it takes a village. We’ve heard and seen beautiful moments between you and your team. Talk to us about the team at Palmonas and your two cents on building a healthy work environment.
Shraddha Kapoor: I have to give full credit to my co-founder, Pallavi (Mohadikar) who operates out of Pune. She’s absolutely fabulous—a go-getter who has built a motivated and energized team.
We hold weekly team calls to discuss targets, and achievements, and brainstorm ideas. The energy within the Palmonas team is contagious! Pallavi is our true leader—always calm, chirpy, and inspiring. Her attitude uplifts the entire team. If I had to give advice, it would be to lead by example, like Pallavi does. Her unwavering positivity keeps the team spirit high, and I think that’s the key to building a healthy work environment.
Editor’s Note: Shraddha Kapoor has always been a force of nature—on-screen and off. With Palmonas, she’s proving that her versatility isn’t just confined to the silver screen. In this candid conversation, we delve into the mind of Kapoor, who is crafting a brand that’s as authentic and dynamic as her journey. She is rewriting the script of what it means to be a multi-dimensional leader and this isn’t just about her rise in Bollywood; it’s about a woman with vision, passion, and a relentless drive to build something meaningful. Shraddha Kapoor is no longer just a star—she’s the CEO of her own story.