Dhimaan Shah

The Charming Co-founder of Stylecracker Talks to Hello! About His Fashion Centric Business and His Own Personal Flair.

- Jeena J Billimoria

The first thing we notice about the strapping Dhimaan Shah as he welcomes us into his lovely South Mumbai home is his sartorial sense. He’s smartly dressed and as we’ll find out during the afternoon, is a subtle nod to what he calls his personal style. The second thing we notice about Dhimaan is his infectious magnetism – he makes us giggle between shots, he’s non-fussy and easy to work with (happily going along with our many suggestions without protest or question as the shoot continues). He’s happy to humour us, and then we realise Dhimaan is a real people’s person – he’s not the typical magniloquent chap who struts around taking himself seriously – like many men in his profession are prone to doing. But when we get talking about his company, StyleCracker.com, his seriousness for business is pronounced.

Started with his business partner, Archana Walavalkar, StyleCracker is a one-stop personal styling space that has since its inception, grown in leaps and bounds.

“When Archana and I initially spoke about the fashion space, we realised that there was a tremendous gap in the personalised styling market. India has a very vibrant designer and brand ecosystem with plenty of products available to consumers. The problems that consumers faced wasn’t a supply-based issue, but more a curation issue. Fashion is hugely subjective and people’s buying decisions are based on what works for them specifically,” he tells us.