Interview by Mercedes Arnold

All photos provided courtesy of Mallika Malhotra, taken by Marissa Elise.

“Knowing what your strengths are, what you should leverage, what you should let go, who you should talk to, and who you shouldn’t, it will keep you focused.”

Maine Vibes Magazine: Can you introduce yourself, state your pronouns and talk a little bit about your business, what you do, and when you started? 

Mallika Malhotra: My name is Mallika Malhotra, my pronouns are she/her. I am a brand strategist and mentor for women entrepreneurs, and I help women get clear on their brand message and story so that they can feel confident when they’re selling and they can position themselves as the go-to in their industry. I've been an entrepreneur since 2002, I'm a serial entrepreneur, and I have had multiple businesses under my belt. The most lucrative and sustainable business was the photography business that I launched in 2008. I started with children and family photography when my children were young, and then it evolved in 2015 to brand photography. I saw there was a gap in the market, there weren't many people doing storytelling, and strategic photos, it was mostly headshots. I got rid of all of my other services and went all-in with brand photography, even though it felt like a risk at the time. This really propelled my business and positioned me as the go-to brand photographer. 

After a few years of doing that, I saw a need to act as a strategist with my clients, as well as a creative photographer. I started doing a lot of work in helping them figure out their ideal client, how they were different than everyone else, what their offerings were, their business model, their marketing, and then also thought that this would be a good opportunity to diversify my business so that I wasn't only doing brand photography because what if something happens to my hands or my eyes? I worried that I would not be able to do anything if I had all my eggs in one basket. I started doing more strategic work, I had a group program called Brand Confidential and did that for a few years at the same time as brand photography. I then decided to evolve that group program into a membership and launched my Brand Attraction Society membership in 2019 right before my move to Maine. Then the pandemic happened, and my brand photography work really slowed down. It became the least amount of work that I did in terms of the offerings that I had. It was more like 20% of my business versus the original 80%. At that point, I switched my business model and became much more of a mentor, a strategist, and a speaker while still doing photography, but just not as much. Currently, I am a mentor, a strategist, and a speaker, and I have online programs, working with women trying to help them build their brands.

MVM: How did you get started and how did you become an entrepreneur? What were you doing prior to that? 

MM: I worked in corporate advertising for many years before kids. I have a Master's in Integrated Marketing and a Bachelor's in Business Administration. I worked in big companies like McCann-Erickson, Saatchi and Saatchi, and DDB. Beauty was my space, I worked on L'Oreal and Oil of Olay. Then I switched to food brands like Hidden Valley Ranch and KC Masterpiece barbecue sauce. I was working on brands that had an emotional connection, that was my sweet spot. 

When I started thinking about having a family with my husband, and with his career, we had to move a lot for his medical training. When I got pregnant, I thought I would go back to the corporate world, but as soon as my baby was in my arms, we were in New York City at the time, I couldn’t do it. My husband was working 100-hour workweeks as a resident, and I felt like I had to be the parent that stayed home, even though I always had these big ambitions of having the corner office and being a provider for my family. I put my career and my dreams on hold for a little bit while I raised these little humans. While staying home, that's where my entrepreneurial journey became an option for me because I was able to create a business with the lifestyle that I had.

“When you're starting out, you don't know how to run a business…You do all of the things…you're flying by the seat of your pants, nothing is strategic....Now that I've been an entrepreneur for so long, I feel like I have a different mindset. Confidence has been built through all of the failures and all the things that I've tried. Now, everything is strategic, I have a different lens.”

MVM: How long were you at home with your boys before you started getting into your entrepreneur journey?

MM: I've had multiple businesses before photography but they're more like hobbies. I started my first business when my oldest son was born, almost 20 years ago. I had a handbag business and made handbags out of vintage Indian sari fabrics. I called them Bangle Bags because the handle was a bangle that you'd put on your wrist. You could have a beautiful bag that you wouldn't have to put down if you were at a restaurant, bar, or a club, it was very New York. 

When I moved to Denver, Colorado for my husband's medical work, and my second son was born, Denver was a different market, no one wanted a bangle bag in Denver. I used the same fabrics and created applique children's T-shirts. My business was called Kid Guru. I did rocket ships and princess crowns all from beautiful colorful Indian sari fabrics. When we moved again, I didn't want to have to look for the resources and seamstresses. We were in California at that time, in 2008. I was using my camera to tell the stories of my boys to all of our family that were in New York and New Jersey. 

That camera opened up my whole world, it became a lifeline for me, I felt like it was pushing me to see the world differently, and to learn something new. I went to the library to pick up all the books I could on photography and brought the camera with me everywhere I went with my boys. I was obsessed with storytelling, it wasn't just snapping, it was storytelling. I took pictures of their kindergarten class and soon the moms hired me to do their Christmas pictures. I started thinking, this could be a business, it just requires me, not anyone else, it was me and my eye and my talent and how I see the world, and it was portable. If we had to move again, I can take this business with me and start over, which we did. That’s where my photography career started, in California in 2008.

MVM:  That's amazing. It seems like business ideas stem from an organic place. You might have an interest that becomes like something more and then evolves from there. How has your business, or your business processes changed from when you first became an entrepreneur to now?

MM: A lot has changed. When you're starting out, you don't know how to run a business, you throw anything out there that your clients want you to do. You do all of the things, you're spinning out of control, you're flying by the seat of your pants, nothing is strategic, you're just trying to be out there and trying to get clients, and do whatever it takes. Now that I've been an entrepreneur for so long, I feel like I have a different mindset. Confidence has been built through all of the failures and all the things that I've tried. Now, everything is strategic, I have a different lens. Everything is about what's best for the customer and what matches my skill set, instead of trying to do everything for everyone. I definitely also think that the business doesn't run me, I run the business. That was a big change, because now my lifestyle, my goals, and my dreams are the starting point. Then I build the business around that plan, rather than having a business and blindly hoping that I can reach the goal somehow. It takes time to act like a CEO, I definitely wasn't like that years ago. I was always flying by the seat of my pants, always in panic mode or worried, with no boundaries, and always working. Now I feel like I've set good boundaries. I don't work on weekends, I work hard, but I work smarter. Maturity goes along with that, and now I run a smarter business. It’s completely different now.

MVM: That's really good advice.  I'm sure it feels really good to think about where you were when you started and that evolution. With my business, I'm at the beginning. I'm always flying by the seat of my pants and doing all the things and it's really chaotic.

MM: That’s why I'm so passionate about helping other women in business, building strategy, sharing shortcuts that save you time and energy. We all need to know what we are worth, right? Knowing what your strengths are, what you should leverage, what you should let go, who you should talk to, and who you shouldn’t, it will keep you focused. I've only learned these lessons because I did all the things. That’s why I'm so passionate about helping women because it doesn't have to feel overwhelming. I can help you be focused, have boundaries, charge what you're worth, get paid, work with the right customers, and feel like you're having a strong connection and a meaningful impact. 

MVM: I needed to hear that advice and I know other women need to hear it! I’m excited to be speaking with you today, I think so many women can learn from you. What challenges and wins have you experienced over your years of entrepreneurship?

MM: Many! The biggest challenge, and it's something that I now preach and teach is, I tried to do everything and help everyone. Without thinking strategically, I would launch something new, or I would work with a client that wasn't the right fit. It’s what I call the ‘junk drawer’ stage of my business, it was messy. There were too many offers to work with and too many different clients. I was trying to be a Jane of all trades and that was a huge mistake because you're spinning out of control with all of these different projects, all these different offers, all these different clients, and no one can remember you. 

I used to feel so frustrated and ask myself why clients keep asking me to lower my price? I wanted my work to speak for itself. It was my own fault, I wasn't positioning myself as an expert in a certain niche or speaking to a specific problem of a specific customer. I was speaking to everyone, I was a generalist, and generalists don't get paid a premium, they become a commodity. If you're a commodity, what's the first thing that your clients want to negotiate on? It’s price. That was a big challenge but I didn't have the confidence to commit and to get narrower. It probably took me longer than it should. I started investing in myself and hired coaches so that I could learn the strategies and shortcuts. That was a big move. We all are bootstrapping, you never have enough money, but I think if you really want to progress your business, sometimes you have to hire coaches or mentors to help you get there. I'm a big proponent, even now, to this day, in investing in myself and my business. I want to be a better mentor for my people so in order for me to do that, I have to invest in my own mentors.

I think that was probably the biggest challenge was initially being all over the place and not having a specific niche or having the confidence to put a stake in the ground to say, I'm a specialist in this. Once I got there, then I saw rapid growth and had people tagging me in Facebook groups whenever the topic of brand photography came up. I wrote a book on brand photography, I was asked to speak at summits, and I was asked to be on podcasts. I could see this momentum, which was amazing. Then as I started to feel unsure about being only a photographer and wanting to expand my services, I knew I had to pivot and have to restart again. But I was able to leverage all of what my brand stood for, and carry my reputation over to brand strategy. Now It shocks me that people now know me for strategy as much as for photography. That to me is a huge win because I always thought I could only wear one hat and wear it well. Now I'm getting the credibility and the recognition as a brand strategist, and that's a huge win for me.

MVM: That is so awesome, congratulations on your success! I know you moved from New Jersey to Maine. What is the most surprising thing or the most notable thing or change that you've noticed since doing business since moving from New Jersey to Maine?

MM: It was a big move. Maine has a very different culture than New Jersey. In New Jersey, things can feel fast, flashy, and cutthroat, and visibility is so important. In Maine, it feels like it’s more about the soul and story around your business. I find that the Maine clients and professionals that I've met in the business community, they've worked so hard to organically grow their brands, and they're so proud of their business. There’s a huge entrepreneurial community here, which is amazing. There’s also a big creative and handmade community here, the crafters, the artists, and that's a little bit different as well. 

MVM: With New Jersey being so close to New York City, markets are so much more saturated in the area. 

MM: True. It can seem more cutthroat because it is so saturated. 

MVM: You are the brand CEO. When you think about yourself and your business, what is your brand and why is it important to develop your brand as an entrepreneur? 

MM: When I think of The Brand CEO, I want to portray empowering, confident leadership. I am strong but approachable, inspiring, and welcoming. That's what's important to me, to create a brand that inspires female communities. I want to empower women, I want them to feel like they can tap into their strengths and have a voice. I coach the people that I once used to be, maybe eight years ago, someone who always played small and was scared. I want to help those people start thinking bigger, lead, get a seat at the table, create their own table, and do things that feel outside of their box while leveraging their skills and strengths. I think we all have what we need, but it’s a question of working with someone, maybe, or tapping into it ourselves and bringing that out, being bold and fearless in a way. It's easy to stay quiet, it's easy to stay safe and comfortable. What I hope with my brand, and the work that I do is to help people disrupt and do things that they might not normally do to get paid what they're worth, to create programs that they love to serve others, to create a lifestyle that not just working 24/7 with no boundaries, but having what you would define success for yourself or balance for yourself. And I think a lot of that comes with knowing what you're really good at and who you are meant to serve, discovering what you feel passionate and purposeful about instead of spinning out of control, and just doing things for the sake of doing it.

“It doesn't have to feel so hard, it can be more like you're inviting your audience to stand in alignment with what you believe in and what kind of solution you can offer to them.”

MVM: Where does that desire to teach others come from?

MM: I don't know. I’ve never considered myself a teacher. For me, what's really important is a sense of belonging. I've moved around a lot, I have parents that are immigrants, and I didn't look like everybody else. I'm half Filipino, half Indian, so I wasn't one or the other. I've always felt a little lost and I've always been searching for a sense of community and belonging. For me, that's really important to create for others. When you have that safety, and you have those people cheering you on, you can surprise yourself with the things that you can do. I never thought I was a great public speaker, but all I do now is public speaking. It took me years to overcome the fear of being seen and heard. I think if you surround yourself with the right people, your community, your business besties, and you invest in coaches, it’s worth it. As I said, I've invested in myself, and multiple coaches. Every year I try to find someone that can help me and that boosts my confidence. 

MVM: You are a mentor for so many other women and you were talking about how you need your own mentor. Who were your mentors growing up and who helps you stay grounded and support you?

MM: My parents have always modeled a strong work ethic. And once I became an entrepreneur, I've had multiple mentors and a lot of business coaches to help me grow professionally. 

MVM: Is there anyone in particular that influenced you? 

MM:  I'm in a family of all doctors, everyone is in medicine. I never had anyone who did business or worked in marketing. I had to blaze my own trail, and figure out where to work, and what internships to get because I didn’t know anyone in my industry. Even when I got into the industry, I didn't really have role models. No one looked like me. There was no one who was Asian in marketing at the time. Now there is much more diversity. When I became an entrepreneur, I didn't have anyone in my immediate circle who had their own business, so I joined women's organizations to find that camaraderie. There's a group in New Jersey called BIG: Believe, Inspire, Grow and that was pivotal in my whole entrepreneurial career because finally, there were women entrepreneurs who had a passion to do something, but they also wanted flexibility and freedom to be done at three to be with their kids. So finally I had that circle of people and we were able to help each other get through humps, share our successes and our wins and ask for help. That was really helpful.

MVM: When talking about blazing your own path, I think a lot of people, especially women and people of color, if you don't see it, you have to become it. With your family being all doctors, what lit the fire inside of you that you wanted to go on a different path? 

MM: I’m very ambitious and driven and I think I needed to prove to them that you don't have to be a doctor to be successful. I still think that’s something I have to work on because all of my family are very successful, they're all doctors. Sometimes there is an insecurity that comes out because I'm not in that mold, I've done something different. But I do think because I've done something different, that was the fuel that I needed to show them that I can also be happy and successful. I chose an entrepreneurial path where I have the freedom and flexibility to be with my children, but also create something that has an impact and where I can help other women, and that success can be defined in many different ways. It’s taken time and maturity to come to that point. You can be successful if you love the work that you do and if you're making an impact. There are so many different ways to build connections as well, especially now with everything online there are so many opportunities that are outside of the box that I'm always trying to teach my medical family. All of this is part of my drive to prove to them that I can be successful in a different way.

MVM: I resonate with being driven by proving to yourself and your family that success looks different for everyone. 

We talk about Mallika’s sons and what they’ve gained by having a mother who is an entrepreneur and multi-layered, then we pivot to talking about being a woman entrepreneur. 

MVM: What does being a woman in business mean to you? 

MM: It means empowerment, freedom, flexibility, and representation. It’s so important to have a women-owned business. It has allowed me to feel passionate, to feel a sense of purpose, and to have an impact. Sometimes you don't have the same tools, or we don't have the time, but it's definitely worth the energy and sometimes the strife that comes with it. I think the more women that are in business, the more we can really change the world.

MVM: You’ve definitely been making it happen and I am so happy you’re here in Maine to continue to mentor and empower women in business. Maine Vibes Magazine is all about good vibes, I’d love to know what gives you good vibes, and what lights you up?

MM: So many things! My family definitely gives me good vibes, strong black coffee, reading books, and going to the library, that's my happy place. Traveling and vacations, going to the beach, or exploring a new city, that curiosity and the creativity that wanderlust makes me so happy. But my simple pleasures are sipping red wine with friends and lots of laughter, laughter is also my happy place.

MVM: What book(s) are you reading right now?

MM: I try to read one fiction and one non-fiction, which is always a business book. For fiction, I'm reading ‘The Maid’, and for nonfiction, I’m reading Donald Miller's ‘Marketing Made Simple.’

MVM: Do you have any advice for your younger self about life or owning a business? What do you wish you would have known?

MM:  I would tell my younger self that success isn’t cookie-cutter. Success can mean a lot of different things and it’s personal. It's based on what you want out of your life, and you can define it. I would tell my younger self to not worry about what other people think, to follow what you feel is your passion and what excites you, and it will all unfold as it should, it has to happen in its own time. You have to be patient, and you have to be persistent. You might come through humps, and people might not believe in your dreams or your aspirations, but have the confidence to keep pushing through and it will unfold in its own time.

MVM: Mallika, this is so timely and this message is so needed!! Thank you for sharing. Do you want a shout-out to any women-owned businesses here in Maine?

MM: The studio that we're in was designed by Samantha Pappas, who is a brilliant Maine interior designer. She's in Yarmouth. I‘m in a virtual mastermind with some amazing Maine women business owners like Corey Zimmerman of The Wander Web. And then there's Paige Wilcox of Wilcox Fitness and then Heather Lux. She owns True North Beauty, which is a beauty company here in Maine.

MVM: Anything else that you would like readers to know about you or your business?

MM: When it comes to branding, it’s about building your reputation, building the impression that you make in your client’s mind, but it's also an invitation. It doesn't have to feel so hard, it can be more like you're inviting your audience to stand in alignment with what you believe in and what kind of solution you can offer to them. Branding doesn't have to be one-size-fits-all. It’s something that you have to constantly work on, and it is organic and happens over time. But it shouldn't feel so hard, it should feel fun and exciting because this is what your values and your passions are based on. This is your story and so try to reframe branding as an invitation to work with others.

Links:

Samantha Pappas: samanthaspappas.com

The Wander Web: thewanderweb.com

Wilcox Fitness: wilcoxwellnessfitness.com

True North Beauty: truenorthbeauty.com

Thank you to Mallika Malhotra for inviting me to your space and taking the time to speak with me. I admire you in so many ways and have learned so much from you in the short period of time we’ve known each other. Head to Mallika’s website to find out more on what she offers.

Web: https://www.mikifoto.com

Instagram: @mallikamalhotra.co