Ekaya Banaras Founder Palak Shah Reveals ₹40 Lakh Billboard Mistake | Startup Marketing Lessons
Ekaya Banaras founder Palak Shah recently opened up about one of the most expensive mistakes she made while building her luxury textile brand. During the early years of the company, Shah rented a premium billboard near Delhi’s DLF Emporio to increase brand visibility. However, after forgetting to cancel the campaign, the hoarding reportedly continued running for months — resulting in losses of nearly ₹40 lakh. The incident has now become a viral example of how small operational oversights can turn into costly business lessons for startups and entrepreneurs.
“I Forgot to Cancel the Billboard”: Palak Shah Opens Up About Costly Startup Mistake
Building a brand often comes with expensive lessons — and Ekaya Banaras founder Palak Shah knows that firsthand.
In a recent social media post, the luxury fashion entrepreneur revealed how a forgotten outdoor advertising campaign ended up costing her company nearly ₹40 lakh during the brand’s early years.
The incident reportedly took place around 2012–2013, when Shah was in her early twenties and focused on building awareness for Ekaya Banaras, a premium label known for contemporary Banarasi sarees, lehengas, and handcrafted textiles.
At the time, the company did not even have a store inside Delhi’s luxury shopping destination DLF Emporio. Still, Shah decided to invest heavily in a billboard near the mall to attract affluent customers and establish brand presence.
According to her, the hoarding itself cost between ₹13 lakh and ₹16 lakh for just one month — already a major expense for a growing startup.
But the real shock came later.
Shah admitted she completely forgot to formally cancel the campaign after the initial booking period ended. Months later, while driving past the location, she noticed the advertisement was still live.
“At first, I thought they had extended it for free,” she recalled.
After checking with the company accountant, she discovered the campaign had never been stopped — meaning the brand continued getting billed every month.
The total damage? Nearly ₹30–40 lakh.
For many startups, such an oversight could become a nightmare. But Shah says the experience ultimately transformed the way she approached business operations and financial discipline.
She also shared how she nervously informed her father, Bharat Shah, about the mistake. Instead of reacting harshly, he encouraged her to view it as a learning experience rather than a failure.
The story has resonated strongly online, especially among entrepreneurs who understand how small operational gaps can create massive financial consequences in fast-growing businesses.
Today, Ekaya Banaras has evolved into one of India’s well-known luxury textile brands, with stores across multiple cities including Delhi, Mumbai, Hyderabad, and Ahmedabad.
And ironically, the ₹40 lakh mistake that once felt devastating has now become one of the brand’s most talked-about founder stories — proving that some business lessons are expensive, but unforgettable.
