Today, we’d like to introduce you to Rucha Bendale.
Hi Rucha, so excited to have you with us today. What can you tell us about your story?
I am originally from India. I did my school from a very remote area. So my world was limited to only that area until I moved out after my 12th grade. I wanted to pursue something in fashion but due to some unforeseen circumstances, I could not. Therefore, I took up Computer Science engineering as my undergraduate degree.
I was still extremely passionate about creativity. I had my hands all over the place. I was in every extracurricular activity possible. But I never neglected my studies as well. I was selected as a Sponsorship Head for an International Committee at my University, named IEEE. It was my first time in a leadership position and I was amazed at how good of a leader I can be.
During my final year of college (2019), I was awarded a scholarship from IEEE Women in Engineering (WIE). The IEEE Women in Engineering (WIE) awards program recognizes WIE members and WIE Affinity Groups who have made outstanding contributions to IEEE WIE, their community, and the engineering profession, through their dedication and involvement in projects or activities directed toward fulfilling the IEEE WIE goals and objectives.
Women engineers are among some of the most distinguished contributors to the engineering profession. My principal had called me saying I am one of the 3 women from the entire Bombay (Bombay is the Financial Capital of India) Section (which includes three states under it) to have received this scholarship and that I have made our entire university extremely proud.
I was felicitated at the most prestigious Indian Institute of Technology (IIT) by the Chairperson of IEEE with a scholarship amount. All my professors and the head of the department along with our Principal were extremely proud of me. The final research paper that I worked on in my undergrad was published in an international journal – IJARIIT. So, I was not that bad at my academics.
I had a job offer from Accenture even before I graduated from my undergrad university. I started as an Application Developer. It was a pure tech role with coding and developing applications. Although I didn’t like coding much, I survived in Accenture for 3 years and also received a Sparkling Star Employee for a project I worked on.
After 2 years in this company, I began realizing I had to do something to pursue my passion for working in the fashion industry or maybe something to just merely enter the industry. So, I started researching the courses I could pursue in spite of being from a purely technical background. I came across a course in Fashion Management from the National Institute of Fashion Technology. (NIFT).
I prepared for the entrance exam for this course. I cleared the entrance exam and I also cleared the interview. But then I started talking to people about my passion. So, one of my close relatives mentioned that if I want to change my field and be in a fashion field, I should rather do it on a global level with global exposure. I gave it a thought and dropped my idea of going to NIFT.
I started researching more about similar courses abroad and the legal procedures required for me to enroll in these courses. I researched for 3 months before I could decide what exactly would be my plan, since studying abroad costs more than double required in India. I started preparing myself to take the examinations required for going abroad. It was not easy, since I was going through a bad phase in my personal life and was taking therapy to heal myself.
I eventually cleared the examinations and started applying for courses in universities in the USA. I had my main plan to apply for Luxury and Brand Management at SCAD (Savannah College of Art and Design) and in case I do not get admitted here, I would go for Engineering Management. Therefore, this was my last chance to actually do what has been my dream. I had no idea about how things work in this industry, what it is, and what is required of me. So, I think I had a disadvantage here since I didn’t know a thing.
I had to submit a portfolio for my application at SCAD and I absolutely had no idea what is a portfolio and what needed to be added to it if I were to make one. Neither did I have any friends or acquaintances whom I could ask. So, I started finding people on LinkedIn to learn more about SCAD and its courses. I absolutely had no content to put in my portfolio and the deadline was near.
I started working on projects to put in my portfolio. I did photography, some paintings and sketches. As a hobby, I used to work as a content creator for different brands back in India. I also worked as an affiliate marketer for Amazon. I decided to make that my star point in my portfolio. Therefore, I made this my content along with the results and added that to my portfolio.
Eventually, I started getting admitted and rejected from universities but I was hoping to get one admission from SCAD. Finally, in February 2022, I was admitted to SCAD with a scholarship. Now was the time to apply for a loan from the bank and get done with my Visa process. The loan process took almost 1.5 months. But what I was scared of was the Visa interview. People were getting their visas rejected like anything. Thankfully, I made it through.
I was a little scared to move to a completely new country with new people. But I had my brother for a few days to settle me up here in the USA. SCAD has a quarter system. So, it is 10 weeks for one quarter. I had taken three classes during my first quarter, and although I was very creative, I found it difficult to stand out amongst people who were from Fashion and business backgrounds.
I realized I had so much learning to do compared to them. Therefore, I invested more time in learning some things that my peers already knew, since I was the only one from a pure technical background. But I think because of this, my grasp towards all the learnings was very quick as compared to others since I believe this automatically comes to an engineer to grasp and capture knowledge faster.
Eventually, I became very proficient in the tools and techniques required to get ahead in my course, based on which I received 6 offers for a summer internship in 2023. I decided to intern with Find Your Influence, which is a marketing agency. I got a great amount of exposure through this internship, as I worked on digital marketing and influencer management for brands like J. Jill, Hershey, Walmart, Sally Beauty, and Febreze.
I got extremely good at what I do over time. Even my professor mentioned that I have grown so much since she saw my work in the first quarter. Right now, I am in my last quarter of SCAD and about to graduate with a Masters degree in two weeks and I am extremely proud of how much I have evolved over time. I never thought I would come this far in my journey.
I am happy that I decided to come here to the US, otherwise, I would never have known how brands work globally and I would never have gotten an opportunity to be a part of this world. I always thought I lacked a business mindset but SCAD has made me an individual with a business mindset and I feel extremely powerful with it. I have worked on numerous projects in SCAD proposing new strategies and I proudly call myself a marketing strategist now. I am ready to take on the world with my skills and expertise.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
My journey from a small town in India to the global stage of fashion and luxury brand management has been anything but smooth. Each step of the way brought its own set of challenges, shaping me into the resilient individual I am today. It has definitely not been a smooth road. I believe it is extremely difficult to change your field once you enter one industry.
It was a brave decision to leave my completely established lifestyle behind, move to a completely new country, and start from scratch. It is not easy, especially for international students because of the legal restrictions that we have here. Additionally, I had one more difficulty in convincing my parents to change the field and follow my passion. My parents were initially doubtful about my decision, so it took me a lot to bravely stand in front of them saying that this decision would not be a failure.
Growing up in a remote area, my initial exposure to the broader world was a shock to my system. Adapting to this new environment while juggling my academic and extracurricular commitments tested my limits. It was a struggle to find my footing among peers who seemed more prepared and worldly.
My heart always leaned towards creativity and fashion, but my academic path led me to Computer Science Engineering. This dissonance between my passion and profession was a constant source of internal conflict. Deciding to pivot my career towards fashion was daunting. The transition meant starting from zero, learning about an entirely new industry without any guidance.
Without a background in fashion or any direct guidance, I had to trust my instincts and rely on my creativity for my portfolio. Arriving at SCAD, I was thrust into a completely new educational system, surrounded by peers with years of experience in fashion and business. Coming from a purely technical background, I felt out of place and overwhelmed.
Learning new tools and techniques, understanding the nuances of luxury brand management, and simply trying to fit in required an immense amount of effort and adaptability. Breaking into the fashion industry, where I was an outsider, was perhaps the most daunting task. I had to prove myself time and again, showing that my engineering background did not define my capabilities in fashion and brand management.
The journey was not just academic and professional; it was deeply personal. Facing personal turmoil while preparing for studies abroad was overwhelming. Seeking therapy and managing my mental health while juggling studies and future plans was a balancing act that drained me emotionally and physically.
Additionally, living in the USA is markedly different from life in India, especially considering the cultural, social, and lifestyle changes. One of the biggest changes is moving from a society in India that values family and community first, to a society in the USA that values being independent and taking care of oneself. In India, it’s common to live with your parents.
This provides a built-in support system where family members share responsibilities, from household chores to financial obligations. It meant managing everything independently – from paying bills to handling household tasks without the immediate support of family. The feeling of community is different; while I still have friendship and support from peers, the strong family support I was used to in India is clearly missing.
Living in the USA has offered a unique journey of self-discovery and personal growth. The need to adapt to a new environment, manage my affairs independently, and interact with a diverse set of people has broadened my perspective and enhanced my resilience.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am a marketing strategist with a strong foundation in business strategies, particularly within the fashion and luxury brand sectors. My expertise lies in blending innovative digital marketing techniques with traditional business strategies to create unique and effective solutions for brand positioning and growth. My work primarily involves analyzing market trends, consumer behavior, and digital analytics to develop comprehensive strategies that drive brand awareness, customer engagement, and sales.
What sets me apart in my field is my diverse background. Transitioning from a technical background in computer science to the dynamic world of fashion marketing, I bring a unique analytical perspective combined with creative thinking. This blend allows me to approach problems with a different mindset, leading to innovative solutions that stand out in the competitive market.
What I’m most known for is my ability to translate complex business challenges into strategic opportunities. My approach combines thorough market research, data analysis, and creative problem-solving, ensuring that strategies are not only innovative but also grounded in real-world applicability.
What I am most proud of, however, is not just the successful campaigns or the recognition, but the journey I’ve undertaken to get here. From a small town in India to the global stage of fashion marketing in the USA, overcoming cultural and educational barriers, and pivoting careers from technology to fashion, each step has been a testament to my dedication, resilience, and passion for business strategies.
What sets me apart from others is my relentless pursuit of excellence, my ability to think outside the box and my commitment to staying ahead of industry trends. I am not just building brands; I am crafting experiences that resonate with consumers on a deeper level, driving not only engagement but lasting loyalty.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
The pandemic taught me that life can change quickly, and being able to adjust and keep going is really important. I had to learn to be okay with changes and to keep pushing forward, even when things got tough. Since we all had to stay home, I learned a lot about using digital tools for work, staying in touch with friends and family, and even shopping. It showed me how important the internet and digital tools are in today’s world.
The Covid-19 crisis made me realize how important it is to look after my mental health. It was a stressful time, and it impacted me a lot at one point. I was mentally disturbed by seeing all the deaths around the world and in my country. However, eventually, I learned that it’s okay to ask for help and take time for myself when I need it.
During the pandemic, I saw how people came together to help each other – like buying from local stores or checking in on neighbors. It reminded me how powerful and important community and teamwork are. The virus spread across the whole world, which really showed me how connected we all are. What happens in one part of the world can affect everyone, which made me think more about how we’re all in this together.
Being stuck at home gave me time to think about what I really want and what’s important to me. It was a good chance to slow down and make sure I was on the right path. These lessons from the Covid-19 crisis have really changed how I see things. They’ve made me more adaptable, caring, and thoughtful, both in my personal life and at work.
Contact Info:
- Website: https://www.behance.net/ruchabendale
- Instagram: https://www.instagram.com/ukdichaa_modak/
- Linkedin: https://www.linkedin.com/in/ruchabendale/
