An Insight into the life of Aadhunika Singh – Look What Happened

Look What Happened – What initially began, as a retail brand for quirky notebooks alone is now a design-led lifestyle brand. Aadhunika’s final year project prototype turned out so well that she decided to go ahead with it. She then registered the company even before she completed her degree. When asked about the name Look What Happened, she said “ I used the hashtag #LookWhatHappened on my Instagram posts and soon this caught up with my friends and followers. They started to recognize instances with “Look What Happened”, that’s when I knew this was a perfect choice!”

Aadhunika belongs to a North Indian – business oriented family. After pursuing a B.A (Hons) in Fashion Marketing & Merchandising and a Diploma in Graphic Design, she decided to turn her skills into a more tangible business opportunity. At the tender age of 21 with the support of her family, two years ago, she launched this brand, which is now inching into a lifestyle brand.

When asked, what is it that keeps her going, she proudly affirms that it is always her father she turns to during the low points of her entrepreneurial graph. As for her father, he has always told her to face the situation head-on and get over with rather than sulking over it and delaying the action time to solve the problem.

The brand retails through leading online marketplaces like,, Flipkart, Scootsy to name a few and over 20+ privately owned marketplaces online. They are also available at lifestyle and stationery stores across India, successfully retailing through Landmark stores (TATA Trent Group) across 5 major cities and several premium stationery stores across Mumbai. Though 70% of recent sales are online, she plans on expanding her offline sales through large format stores, airport kiosks, at malls and more chains like Crossword and Landmark bookstores.

The aim of this brand has always been to reach out to personalities from different backgrounds that relate to their design sensibilities. Look What Happened has succeeded in reaching the target audience and keeps introducing new products to have the customers excited. Lots of the products from the brand have a very strong sense of women empowerment: women emotions like Girl boss, Girl power and the new collection that says: ‘The future is female’ and she strongly believes in this.

Her realization of the reach of her brand and products came clear; when in one of her client meetings a team member on board was using a notebook by Look What Happened, who after being introduced to her acknowledged instantly asking Aadhunika “Oh wow! That’s your brand?”

The brand has received appreciation from some of the warmest personalities from the Indian cinema such as Sonam Kapoor, Athiya Shetty, Shraddha Kapoor, Remo D’souza who shared the products through their Instagram profiles. Her biggest surprise came in with Amitabh Bachchan’s letter to her in appreciation of the work and products at Look What Happened.

Aadhunika signed off with an advice to all budding female entrepreneurs, “Your mistakes are your biggest assets. Learn from them!”

For any queries or assistance, you may contact Aadhunika Singh & Look What Happened at:

Phone: +91-22-40100979
Location: Mumbai, Maharashtra, India

Edited by – Osheen Jain

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