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Preeti Desai lives and breathes computer animation.
She shares with Sudipta Dev the story of her transformation—from
a bored ‘Gujju housewife’ to a sought after animation
and marketing professional
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| Preeti Desai, President, Internet and
Online Association |
For most people it is usually a momentous incident
which brings about a self-transformation. But for Preeti Desai,
it was sheer “boredom” that led to her to metamorphose
from a typical “Gujju housewife” into a high-flying professional.
“Seven to eight years of marriage and two children later I
knew I wanted to do something that would keep me busy for three
to four hours everyday,” says Desai. She joined a six-month
computer course without being aware of what she wanted to do. Then
she stumbled upon a world of graphics. The budding graphics artist
did not give up when she was unable to get a job because nobody
was interested in hiring a housewife without a degree in fine arts
when they could easily get qualified people. In fact, she considers
the initial disappointment as a blessing that drove her onwards.
From graphics to marketing
She started her career in the field of broadcast
graphics and managed the design, computer graphics and animation
requirements of Plus Channel. During her three years at the channel,
she had done more than 1,500 episodes in business and entertainment
programming. “We grew from 16 people in 1991 to almost 350
people in 1994. We were almost living in the office,” recalls
Desai, adding that it was Amit Khanna (managing director of Plus
Channel) who encouraged her get into marketing for television serials.
Without any background in marketing, it was her keen sense of observation
that helped her learn the tricks of the trade. “I changed my
image and the way I reached out to people. I realised that 50-55
percent of deals are done through secretaries and 10 percent through
assistants. I also learnt what to sell and what not to sell.”
Changing perspective
A trip to Singapore and a visit to the Silicon
Graphics office changed her perspective about the world of animation
and widened her horizons. “I wanted to get into digital multimedia
and start a BPO venture even before I knew what it meant,”
says the self-confessed workaholic. Then the entrepreneur in her
happened. Coming from a family dealing in diamonds, the fascinating
world of computer graphics captivated her. “I am a story-teller,”
she asserts. This is what she loves doing, whether it is with her
children or through her animation work. “The computer can be
a dreary world. I want to evolve innovative styles of story-telling—from
training to marketing.”
Dreams and aspirations
It was this dream that made her found Pixel Point
in 1994. The venture was funded by the Jain Irrigation Group. She
set up a team of 167 folks and did a lot of work with ABCL and NIIT.
The company produced 600 characters, cartoon serials and multimedia
titles. Desai decided to opt out two years later when she found
that the direction of the group company was not focussed. Next she
joined CMM Studios as a consultant in special effects. Many team
members whom she mentored and trained at Pixel Point joined her
there. “Our only competition was Prasad Labs. We found the
right people and delivered 16 films. The last were Kuch Kuch Hota
Hai and Ghulam.”
It was the urge to grow and start a new venture
that made Desai leave CMM Studios. “I went to the US for six
months to start a business there but lost all the money that I had
earned. Careerwise the US was the best place to be but emotionally
I was tied to India because my children were here,” she adds.
Forever an optimist, Desai considers her failed US venture a great
learning experience.
In August 2003, she joined Virtual Marketing
India (Hungama.com and Indiafm.com) as general manager (digital
and mobile). Working with a young and energetic team she found the
job to be a perfect fit. Recently she joined the Internet and Online
Association as its president. Desai will spearhead the vision and
activities of the forum.
For Desai her greatest dream is to reach out
to the country’s children—to “e-nable” the future
of India. “It is not enough to be literate any more, we are
talking about a digitally literate world,” she points out.
Apart from story-telling, which is her life’s work and dream,
Desai enjoys cooking and doing embroidery. A fitness freak, she
never misses her workouts and believes the human body needs just
five-and-a-half hours of sleep every day.
sudipta@expresscomputeronline.com
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