Women to Watch: Nupur Todi Pandya of Creative Crazy

The question is, how did Todi get into the print and packaging industry? Her journey began with a passion for design and an understanding of the tangible impact it can have on other people’s experiences. She said, “I've always been drawn to the magic of design — how it can tell a story, spark emotions, and add that extra bit of value to a product. The idea of mixing creativity with something practical just clicked for me.”

This industry is arguably tougher to navigate than most. According to Todi, the most important skill she has developed that has helped her advance in her career is adopting a problem-solving mindset, especially when it comes to production-friendly design. She said, “Early on, I realised that creativity alone isn’t enough — being able to structure my ideas, manage projects efficiently, and approach design challenges with a clear, solution-oriented focus has been key. It’s helped me turn complex design briefs into successful outcomes, and that’s been crucial in advancing my career.”

Todi’s mornings usually start with brainstorming sessions or client meetings. The rest of the day ends up involving anything from ideating new design concepts and refining packaging layouts to coordinating with vendors and ensuring that production runs smoothly. She said, “There's a lot of multitasking, problem-solving, and of course caffeine. For anyone stepping into this industry, be ready to wear multiple hats and embrace the unexpected, it’s all part of the creative journey.”

Todi added, “Let me remind you, what looks glamorous today, all started with a one-woman army — right from creating products, to manufacturing, selling, dispatching, even invoicing and maintaining inventory. Everything was done by me until we could afford to build an awesome and dedicated team to help me achieve what we have today.”

Todi gave the example of a project that involved the concept of possession kits for builders. The project started with the idea of glorifying the box file. Today, it is a sought-after solution for handing over possession documents to new homeowners.

As a woman in an industry dominated by men, Todi said that her journey was not devoid of challenges. She said, “There have been moments when I've had to work extra hard to be taken seriously or to have my ideas acknowledged. To address these challenges, I believe the industry needs to focus on creating an environment where everyone, regardless of gender, feels respected and heard. This can be achieved through greater representation of women in leadership roles, and promoting a culture of collaboration rather than competition. When the industry as a whole prioritises diversity and inclusivity, we all benefit from a richer, more innovative space.”

What can women do from where they are standing in this industry? Todi said, “One of the best ways to overcome it is by standing at the machine and learning the nuances, being present at proofing, going to different vendors and learning the challenges you could face in different processes of production, be it printing, foiling, binding, structure development, or die making.”

When asked what is next for Creative Crazy, Todi said, “We’re all about challenging the status quo and pushing creative boundaries. We’ve got some really exciting projects on the horizon that are set to do just that — break the mould and redefine what's possible. We’re constantly exploring new ideas and approaches, so stay tuned because the future’s looking pretty thrilling.”