Startup Stars: NOOE Co-founders on creating a global-first luxury brand

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

Piyush Suri and Neetica Pande, Co-founders of NOOE, have successfully redefined the luxury lifestyle concierge space in India. Launched during the challenging times of COVID, NOOE emerged from a shared vision to offer high-quality, premium products that appealed to global tastes. The duo, combining Suri’s extensive experience in corporate merchandise and product execution, and Pande’s world-class design expertise, created a brand that stands out for its minimalistic, borderless design and customer-first approach. Their passion for delivering not just products but memorable experiences has positioned NOOE as a leader in the luxury market.

Through their innovative journey, NOOE has been celebrated for its personalized service, from last-minute gift deliveries to meeting unique client demands worldwide. With an eye on global expansion and seamless integration of technology, Piyush and Nitika have proven that luxury isn't just about the product—it's about the story, the journey, and the unforgettable experience that comes with it.

What inspired you to start NOOE, and how does it redefine the luxury lifestyle concierge space in India?

Piyush Suri: The idea for NOOE started during the COVID period. Prior to that, I ran a business focused on corporate merchandise, creating high-quality products for large global brands. One key insight I had was that Indians needed access to high-quality, premium products. I had already worked with global brands to produce such products, and the thought of building a consumer brand around this idea seemed incredible. During that time, I brought Neetica on board as a co-founder, recognizing her world-class design expertise and her incredibly high emotional intelligence (EQ). Partnering with her felt like a perfect opportunity to build a brand together. We wanted to create a global-first brand because, both Nitika and I, being global Indians, love premium products and design. We thought this unique blend of skills would help us create a distinctive brand with a global appeal.

Neetica Pande: Piyush summed it up perfectly. We always had incredible working chemistry, both within our previous roles and with NOOE. We always came up with products that had never been seen before, products that people loved. The thought of building our own brand, rather than working for others, came naturally. It became our desire to create the next global brand from India.

Could you share a memorable success story where NOOE went above and beyond to meet a client’s unique request?

Piyush Suri: We do this on a daily basis. For example, we’ve had requests like shipping products to other countries or delivering a gift for someone’s birthday, right on time, even on short notice. Building new luxury is not just about the product itself; it's about the entire brand experience. We take customer service very seriously, which is why our customers love us—not only for our incredible products, but for the empathetic service we provide. Whether a customer expresses dissatisfaction after the return window, we always take the product back. It’s all about creating brand love.

How do you tailor your services to cater to diverse luxury lifestyles across different cultures?

Piyush Suri: The discerning consumers with disposable income today live similarly worldwide. They have the same lifestyle and consume the same media. Our goal is to create a brand that is not limited by borders. People often don’t realize NOOE is an Indian brand, because the design is minimal and global in nature. The materials, visuals, and aesthetic we use could easily be seen in a luxury magazine. We understand the modern luxury consumer, whether in India, Singapore, or the US. People everywhere love clean design and seek productivity in their hybrid work environments. Our brand fits seamlessly into anyone’s lifestyle, regardless of location.

Neetica Pande: We have always aimed to be a cross-category brand. We wanted to create something that could fit into millions of different homes with varying tastes. Brands like Apple have achieved this; their products fit into homes globally, no matter the preferences. Our aim is to make products that anyone, anywhere would want to use, and I believe we’ve made significant progress in achieving this goal. But we still have a long journey ahead of us.

What motivated you to pitch NOOE on Shark Tank India Season 4, and how was the experience?

Piyush Suri: We were familiar with Shark Tank, but we had our heads down, building the brand. The Shark Tank team reached out to us, possibly because of our viral content on social media. We thought, why not apply? The experience was life-changing. The level of organization and preparation from the Shark Tank team was phenomenal. The shooting day itself was intense, but we learned so much about our own brand. After securing a deal, the media attention we received skyrocketed. The brand is now synonymous with great design and luxury. We’ve had millions of impressions globally and have been featured in numerous publications. It has been an incredible boost to our visibility.

Could you walk us through your pitch and any feedback you received from the Sharks that stood out?

Piyush Suri: Our pitch was simple: we wanted to create a global brand focused on design and product excellence. We emphasized that our core thesis was that product should come first. Our pitch resonated with the Sharks, and one of the biggest pieces of feedback we received was their validation of our premium positioning. They said that NOOE truly embodies luxury—something very rare for brands to achieve. That validation meant a lot to us.

Neetica Pande: I agree. The Sharks’ feedback was the ultimate validation for us. We were always aiming to be a premium brand, but hearing that confirmation from industry experts who have been building businesses for years gave us the confidence to stay true to our vision.

How has appearing on Shark Tank impacted your brand visibility and business growth?

Piyush Suri: Shark Tank has been a game-changer for us. We’ve seen a 200% increase in website traffic, and our sales have multiplied 5 to 6 times depending on the day. The growth has been exponential, and the brand’s visibility has soared.

Neetica Pande: The response has been overwhelming. We receive appreciation through DMs on Instagram and LinkedIn, and there has been a noticeable surge in conversions. People who had never heard of us are now discovering our products and engaging with the brand. It’s incredibly rewarding to see this kind of recognition, and it feels like we’ve truly arrived.

What challenges did you face while building a luxury brand like NOOE, and how did you overcome them?

Piyush Suri: The biggest challenge early on was balancing investments in both product and brand development. Coming from middle-class backgrounds, we didn’t have a huge financial cushion, so taking the leap into such a large-scale project was a huge risk. It took a lot of hard work, emotional sacrifice, and financial struggle. Luxury and premium brands require tremendous dedication, and it’s incredibly challenging to sell that to the world. But through perseverance, we’ve made it through the toughest times.

Could you elaborate on your plans for scaling the business, particularly in terms of technology integration and global expansion?

Piyush Suri: We’re focusing heavily on global expansion and ensuring our operations are seamless. This includes integrating advanced technology into our inventory systems, payment platforms, and customer success processes. We want to streamline every department for maximum efficiency. As we expand into new markets, we’re focusing on key regions like India and the US and improving our working capital cycle to sustain the growth. 2025 will be about scaling and optimizing all operational aspects.

As an entrepreneur, what key lessons have you learned from building a brand in the competitive luxury space?

Piyush Suri: The biggest lesson is the importance of differentiation. In a crowded market, standing out is crucial. You need to offer something unique that people can’t get elsewhere. For us, it’s about creating a remarkable product experience that resonates with consumers and creates virality. People are always looking for something different, something new, and we’ve focused on being that brand.

Neetica Pande: I’ve learned that building a premium brand is much more challenging than it seems. The journey isn’t just about the product design; it’s about understanding consumer trends, creating a consistent brand experience, and ensuring that every touchpoint is aligned with your vision. From packaging to customer service, everything matters.

What advice would you give to aspiring entrepreneurs who aim to create niche luxury services?

Piyush Suri: I would say it’s 10 times harder than you think, so be prepared for a tough journey. Persistence is key. You will make mistakes, but resilience will help you through. Success comes with perseverance, so learn to love the pain and keep pushing forward. NOOE is a result of that hard work and commitment.

Neetica Pande: If you’re thinking about building a luxury brand, make sure you’re truly committed to the lifestyle. You have to experience luxury yourself before you can expect your customers to buy into it. If you’re not willing to spend on premium products, it’s hard to convince your audience to do so. But once you experience the journey, and if you have the right partner, it becomes possible.

Looking back, how was the year 2024 for NOOE?

Piyush Suri: 2024 was a year of growth and challenges. Our revenue grew threefold, but that success also brought more obstacles. Running a brand involves a lot of moving parts, and we were tested in various aspects—from inventory management to marketing to scaling production. But it’s all part of the journey.

What are your plans for 2025?

Piyush Suri: In 2025, we will focus on solidifying our foundation, scaling operations, and increasing revenue. It’s all about improving what’s already working and expanding in key markets, while continuing to optimize everything across the board.