Monday, February 11, 2019

#637 : Women In Business - Hooty Hoot Store by Abirami Kumaraswamy : Interview



Can happiness be brought? What is really the definition of happiness? All these questions popped in my head as I scrolled through Hooty Hoot store's beautiful Instagram feed. Her store is based on the concept of Hygge - translate loosely to cosy in Danish. I looked up and did a bit of research and realise that it was all to do with mental well being. 

Curling up in a comfortable nook with a steam hot cup of chocolate and a nice book when the weather if icy cold can really bring happiness. That just sounds a lot like what the Danish people prescribe to be happiness. Most of the products that she sells - the Hooty hoot crate, Vintage Journals, Valentine day combos, all seem to focus on experiencing happiness in a aesthetic manner. Intrigued by her concept, I decided to have a little chat with her about her business, here is a snippet of our conversation. 

Me :  How did this of concept of creating/curating a box based on Hygge come by? What or whowas your inspiration to start this business?

Abitu :  Year 2017, when I learned about the concept of Hygge, it got me hooked to it. As a person with a bit of OCD and seeks something comfy all time to read or watch, hygge sounded perfect to me. Hygge is not only about comfort and relaxation. It changed my way of living, making me more productive and positive. The 2017 Christmas season gave me a perfect opportunity to start a business, focusing primarily on gifts. The fusion of hygge and vintage products I ideated and created made my friends happy. I wanted to bring smile and glow to more such faces, thus began my journey of Hooty hoot.

Me : Investing time and money into a business is not an easy decision, especially if you are a woman, the society tends to treat us with kid gloves. Though that is a changing one step at a time, there is a long way to go. Enlighten us on the trials and tribulations you faced when you decided to get into this business.

Abitu : Investing money is a big step, it took me almost six months to make my family to understand what exactly I’m trying to do and how far I need help financially. There are few things about this subscription box that is tricky. Many people are not aware of how a subscription box works. Though there is an active and support Instagram community which understands all this, there is a long way to go. We cannot be pros overnight, every hurdle and every problem faced will help move forward.

Me: Your business is online predominantly. Do you do some offline sales as well?

Abitu :No, there aren’t any offline sales yet

Me: The small business scenario in India – How would you describe it from your experience, what are the procedures you had to follow to bring your product out!

Abitu : Small or big if you have an innovative idea, you’ll be certainly noticed by the crowd.  It is important to be clear about the idea, research this thoroughly and do a good deal of value addition to it before indulging in sales.

Me: Pillars of support! Immaterial of gender, we all need support to embark on a venture, who were yours?

Abitu: Without my two friends Indhumathi and Sara, Hooty hoot would have been hiding in some notebook’s last page. The concept of Hygge was introduced to me by my friend Harish DV on his trip to Denmark. He sent me a photo explaining Hyygge and few more Hygge concepts followed all over Denmark. This literally was the a good twist in my life which change my way of thinking and living. All thanks to my dad, who believed in me every time and supports me mentally and financially through this start up. 

Me: Pearls of wisdom for women aspiring to start their own business.

Abitu: Whatever makes your weird is probably your greatest asset, be weirdly creative and be your own boss.

About Abirami Kumaraswamy :


Abirami kumaraswamy (Fondly known as  Abitu by her friends) is  26 years old and lives in Coimbatore. Given the count of engineers of India, well she is an engineer too.  She finished her M. Tech Computer Science and Engineering and Worked with TCS. Scrap paper and Scissors was always her hobby and passion. The hectic round the clock job was unsatisfactory for this one awesome life, so she quit her job to start a small business. Almost 2 years later and three notebooks of ideas Hooty hoot was born. Hooty hoot is all about hygge, vintage and more. The love for Vintage, writing letters and making postcards are things from her childhood, all thanks to her mother.  Apart from hooty hoot and crafts she loves reading has published a book titled MazhaisaaralumTheenerkoppaiyum (Tamil poetry). The Japanese word Tsundoku, used to describe a person who owns a lot of unread books suits her perfectly!


Do check out her store here - Hooty Hoot Crate

As I signed off my conversation with her, I realised that one really needn't put in effort to find happiness.

PS. Her journals are super cute, her valentine combo is real pretty. DM her on Insta, she is really active and responds with such enthusiasm!  
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