Options Unlimited

Options Unlimited is a family-owned personalised gifting business that began as a retail store in Kamla Nagar, Delhi. The business catered primarily to university students, offering customised gifts printed with personal messages and images.

During the COVID-19 period, the business underwent a complete transition from an offline retail model to an online-first model, with a strong focus on Amazon as the primary sales channel. This shift also involved moving towards in-house manufacturing and expanding into new product categories.

My involvement in the business has been advisory and strategic rather than operational. I contribute to decision-making across product development, pricing, packaging, marketing, and operations, while my parents manage day-to-day execution.

I visit the office regularly to review manufacturing processes, discuss operational challenges, and support long-term planning for the business.

• Contributed ideas for new personalised and customised gift products, including manufactured wooden items and occasion-based gift ranges.
• Advised on design elements, visual appeal, and packaging, keeping customer psychology and market trends in mind.
• Researched emerging gifting trends and competitor offerings to guide product innovation and differentiation.
• Supported the development of product bundles and occasion-specific combinations to increase average order value.

• Analysed daily operational expenses and manufacturing capacity to estimate per-unit costs, enabling more informed pricing decisions.
• Provided cost benchmarks that were used to evaluate margins across different product categories.
• Advised on Amazon advertising strategies and reviewed campaign performance at a high level.
• Participated in Amazon review meetings and contributed to discussions on scaling and visibility.

• Assisted with structuring the office setup to improve workflow and coordination between design, manufacturing, and fulfilment.
• Participated in hiring and interviews for graphic designers, engineers, and operational staff.
• Advised on manufacturing process improvements and resource allocation.
• Contributed to early planning for a Shopify-based company website and future digital presence.

During a short summer internship at the physical retail outlet in Noida, I focused on customer experience and personal engagement, which coincided with a noticeable increase in sales during that period.

I have also supported social media efforts by curating product visuals, customer experiences, and brand communication, and continue to advise on long-term marketing direction and positioning.

Working closely with a family-run business has given me a grounded understanding of how decisions around cost, design, marketing, and operations directly affect sustainability and growth. It has shaped my interest in combining analytical thinking with practical business judgment.