While spaces are inanimate, yet they carry within them stories to tell; stories that have been created through memories and moments lived within them. These spaces also reflect the occupant's lifestyle and personality. This is where Rachitha Modupalli's brainchild, The Design Theory picks up the opportunity to bring these beautiful stories to life. The Hyderabad based interior design and architecture firm believes in designing from inside out and brings in humanistic approach to the designs.

Rachitha aspires to live a creative life and embraces it every day. The act of creation is what drives her. She puts her heart and soul into all her creative endeavors and takes ownership of the project till it is delivered with utmost perfection. She is passionate about creating contemporary designs and her exceptional ability to coach and provide actionable feedback empowers her to create out-of-the-box designs for her clients.

She believes and tells the Women Entrepreneur team during an interview that women can be one of the best assets to the field of Architecture and Interior Designing as they understand the minute part of detailing and usability of spaces. Here are choice excerpts from the conversation.

Introduce us to design theory and tell us about your expertise as an architect and interior designer? 

The Design Theory is a young and dynamic design firm founded in 2019 with a vision to be a niche service provider in the field of architecture and interior designing.

Our repertoire encompasses in proffering full-service from architectural, interior designing, custom furniture, lighting and art. Our project summation comprises both new home construction and refurbishment of residential, commercial interiors of all sizes.

I am an ambitious, deeply committed designer who believes in designing spaces with great passion. My superior ability to coach, provide actionable feedback and capability to adapt empowers me to create out of the box designs for my clients.

I am knowledgeable in my field. My overture skills, eloquent nature, lucid explanation and professional approach impels the spur to reach the pinnacle.

Take us through your early education and priory industry experience. What factors led you towards the architecture and interior design industry?

I have completed my B.Arch from Sri Ventakeshwara College of Architecture-Hyderabad. I have over 10 years of experience across three different companies in Hyderabad before founding The Design Theory.

My journey towards architecture began way back when I was a kid, my father being an Architect I believe the biggest inspiration comes from there. When I got an opportunity to choose my career path I choose Architecture as I wanted to do something unique and different from other fields of career.

Tell us about the foundation journey of the company and your initial thought behind founding the design theory?

I carry the intrinsic value of always having dreamt of being an entrepreneur. Having served as an architect and designer for a decade, I decided to scale up my skills and use my prowess to turn my dreams of becoming a niche architecture and interior designer into reality.

In 2019 I embarked on my dream venture and launched The Design Theory with a vision towards serving our clients with best output 7 innovative and cost effective designs. It was my first ever foot towards proprietor entrepreneurship, but my steadfast approach and conviction helped me reach where I am now. This business voyage has been gratifying with continued growth and consistent success.

What are the different services that The Design Theory specializes in? Throw some light on the various design philosophies you leverage while designing on a new project.

At TDT, we offer an array of services from architecture homes, residential interior designing, and refurbishment.

We believe in designing from inside out and that's how we bring in humanistic approach to our designs. The more we relate to the space, the more we create moments, and these moments create beautiful stories. We believe every space has a story to tell and we create stories which is a reflection of one's lifestyle and personality.

“We believe in every house has a story to tell and we create those beautiful stories with our artistic design approach which represents our client personality and dreams”

We respect the budget and offer customize solutions that work within it. We conduct detailed discussion with all our clients to understand their needs and make sure to not miss any of their requirement. Our personal involvement is thorough, providing the client with an in-depth understanding of our process and design work.

We believe that constant attention to detail from our first conceptual effort to the final handover of the site is essential to ensuring client satisfaction.

We do not believe in a particular design style, instead our designs are free flow of concept, making sure we serve entire functional and aesthetics aspects of our clients' requirement. Our USP is one stop solution from scratch to finish and eye for detail to make sure our designs are executed exactly the way it's designed.

How do you keep yourself aligned with the various trends in the design industry and where do you draw inspiration from? What advice will you give to women aspiring to become interior designers?

Architecture and Interior designing is my obsession. I have a huge collection of books and literatures relate to the field. Additionally, constant market survey and regular interactions with our collaborative partners helps us stay updated with new trends and material knowledge.

I make apt use of technology for the benefit and the growth of my business. I never take my business as competition to others, instead I learn and improve my knowledge. Day by day, I try to be better and become the best.

I believe women can be one of the best assets to the field of architecture and interior designing as they understand the minute parts of detailing and usability of spaces. I will urge them to push themselves to take up any challenge, have the right vision and follow their instincts to be successful.

Rachitha Modupalli, Founder, The Design Theory

With over 10 years of experience across three different companies in Hyderabad, Rachitha went on to found The Design Theory in 2019. Her creative approach along with a steadfast approach and conviction has helped her reach great heights.