Building Monet's Echo | Selected Work
0→1 Product Development · Market Intelligence · Positioning · GTM
From a two-word brief to a commercially launched product category.
The brief from leadership was simple: water lilies.
What followed was the product marketing work behind Monet's Echo: a new hand-cast aluminium furniture category developed at House of Creatomy.
Starting with Claude Monet as a creative reference, I mapped the competitive landscape, researched product forms and examined an opportunity at the intersection of two premium audiences: luxury furniture buyers and art collectors.
The hypothesis: build a differentiated product category for a niche within an already niche market.
Our internal research estimated a serviceable market of approximately ₹250 crore.
But first, the film.
Concept, script, creative direction and edit supervision by me, working with the production team.
From market intelligence to product definition
Research across competitors, hundreds of design references and Monet's paintings became a consolidated product direction presented to leadership.
Working with product designers, those findings informed the collection's development. Each finished piece could be traced back to a specific painting.
This was product strategy from the earliest stage: identifying the audience, developing differentiation and helping define what we would actually bring to market.
Building the route to market
The product marketing ownership continued through launch.
Collection naming, product positioning, messaging architecture, sales pitches, battlecards and catalogues established how the new category would be communicated and sold.
The GTM rollout brought that positioning to life through product photography, the documentary, digital campaigns and physical displays, culminating in the collection's first showcase at RAW Collaborative.
The market responded
The collection generated interest from the audiences it was designed to reach.
International enquiries through Adorno extended its discovery beyond India.
Architect Husna Rehman featured pieces from the collection in her videos and subsequently became a Creatomy customer, adding a prominent professional relationship to the company's architect network.
These were valuable early signals of audience relevance and opportunities for further business, rather than proof of product-market fit.
The outcome
A starting reference became a market-backed product proposition, a finished furniture category and a coordinated commercial launch.
My ownership ran from market opportunity and customer segmentation through product development, positioning, GTM and sales enablement.
And somewhere in the middle, a few paintings became furniture.