Prarthana Nandwani’s is a name that doesn’t confine to a single title. Prarthana is a multifaceted personality with her wings spread wide and vast within the tech space. A go-getter, she has been the Managing Director of Evogue Digital since January 4, 2015. A renowned businesswoman, she is a part of Dubai Women’s Business Council and has participated in a number of summits including the SME World Summit.

Evogue is a Dubai based Digital Agency with Boston roots, headquartered in Dubai and operating in the Arabian Gulf and Europe. 

Young and fabulous, Prarthana is on her unstoppable journey towards living her life to its best. Meanwhile, she takes a small break to share her story with dayofdubai.

Early Childhood and Education

Prarthana’s is a childhood that dwells in two of the most happening cities in the world – Dubai and Hong-Kong. Born and raised in two such dynamic cities to an entrepreneurial family, Prarthana knew she was meant to be an entrepreneur. She grew up watching her entrepreneur father, mesmerized by his business ethics and time management skills. 

“Hong Kong was an extremely technologically advanced city even in the ’90s. My brother and I were fascinated and inspired - we knew tech would be the future” points Prarthana. 

Moving to Boston to pursue a degree in Marketing in Bentley University, Prarthana immersed herself in the Cambridge tech startup scene headed by the Massachusetts Institute of Technology students & researchers. At the age of 17, she had completed her first internship at the Marketing Department of the esteemed Landmark Group in Dubai. 

By 19, she interned with one of Boston’s most renowned digital, branding, and creative agencies Proverb. “Between the award-winning work Proverb created and the ultra-collaborative work environment, I knew I had to create this kind of synergy in Dubai one day,” says a confident Prarthana.

In the following years, Prarthana graduated Magna Cum Laude and garnered critical work experience at Sotheby’s International and Steve Madden before co-founding the UAE based e-commerce site Habibideal.com with her brother Pratham. 

Evogue Digital

Stimulated by the data-driven business program at Bentley as well as the avant-garde Boston tech/startup scene, Prarthana already had a tangible picture of her dream in mind by the time she had graduated, which eventually spurred her to put her best foot forward towards the founding of Evogue in 2015. 

“The UAE’s incredible modernization made it ripe for us to enter the digital space.”

“Standards are relative and boundaries are nonexistent. At Evogue, we strive to push and remold international standards with ultra-original ideas and tangible results. We are on a constant strive towards revolutionizing the digital space in the UAE. 

We work towards creating an outstandingly functional, seamless, exceptionally creative and results-driven experience in the digital space”, says the beauty with the brains as her eyes light up in excitement.

Harnessing her strengths to face the Challenges of life

Running a digital marketing agency is not a cakewalk in today’s highly competitive milieu. Prarthana has faced a number of challenges in her journey, but she was not in the race to give up but to win it.

“We have faced challenges in implementing a Westernized work environment in an international market. Also adapting to the needs and requirements of every client is not easy. Each client is unique and with each, we try to come up with the most befitting ideas that surpass their anticipations.”

“Dubai is my hometown”

I was born here and spent most of my childhood here and it is my hometown. I love Dubai for its rich vibrancy and endless opportunities.
“The UAE upholds an exemplarily excellent female-oriented government. It is undoubtedly an ideal place for business and it extensively promotes women entrepreneurs.”

“It is an incredibly fast moving and growing city, with technological developments creating waves every day. Dubai at the heart of it is becoming the pioneer of technological advancements. Its geographical location further adds to its many advantages with easy links to Europe, China, India and others.

Future Goals

“I keenly look forward to incorporating Artificial Intelligence to streamline our services, continuously acquainting and equipping our clients with the possibilities of AI in the coming years”, adds Prarthana when asked about her upcoming plans for Evogue Digital. 

The entrepreneur is also strongly determined about expanding her company, both internationally and regionally. She has already started considering Kuwait, Saudi Arabia and Bahrain as new grounds for her expansion. Regionally she targets Abu Dhabi, the capital of the UAE. 

“One of our mission statements is to partake in more charity-based operations” she adds, having successfully executed a web project within only six days for The Kingdom of Snow Leopard Foundation based in Kazakhstan. The esteemed foundation aims to preserve and restore the felines from extinction, and the web project was aired in Astana, with the likes of Hollywood actor Adrien Brody and the Ambassador of Sweden in attendance. 

Prarthana – the writer, art enthusiast, horse-rider and what not?

Being a creative enthusiast who doesn’t limit herself to just business, Prarthana is an art aficionada and loves attending art events. “I love visiting the D3, Al Serkal, the DIFC galleries, and am a fan of homegrown art. I was a regular at the Frick, the MET, and the MOMA in NYC, and indulge in visits to the Tate whenever in London. To me, architecture is also artistic, and a simple walk around the town or when on travels is extremely inspiring.” 

The entrepreneur is well into writing as well, maintaining a blog, she finds time to jot down articles from topics ranging from “The Time Value of a Photo” to interesting narrative fictions. Also, the voracious reader that she is, Prarthana is currently re-reading Outliers by one of her favorite authors, Malcolm Gladwell.

Having felt a connection with horses from a young age, the entrepreneur is fond of Endurance riding. The national sport involves covering long distances on horseback through the wide open desert.