As part of our ongoing #ELLEImpact series that spotlights the remarkable journeys of women who are boldly shaping their industries and redefining success on their terms, we sat down with three powerful influencers to delve into the phenomenon of influencer culture: the new pillar of fame. Love or hate them, there is no getting away from the impact digital influencers have created on our feeds and the digital landscape. Join us as we explore their unique stories, challenges, and the influence they wield in today’s interconnected world.
Masoom Minawala
‘The Masoom Magic’ is a commonly used term on the internet today. Known for the power her social persona has in turning brands around, Masoom Minawala has dedicated the first couple of months of this year to identifying and promoting young Indian designers who need a platform. Her three million-plus audience ends up with 100 new brand recommendations, and those brands, in turn, get hundreds of orders, social media following and sold-out collections: a win-win. Minawala has been in the industry for over a decade, is the former CEO of an e-commerce start-up, a champion of women empowerment, and an upcoming author, and she’s only getting started. We sat down with the OG influencer to chat about all things viral & more.
ELLE: What are the three key things—personally and professionally—that you are looking forward to in 2024?
Masoom Minawala (MM): Building deeper connections in UAE. It’s a new city and market, and I am excited about all the opportunities it will bring. Also, a very special project will be in your hands by next month–I am nervous and excited and cannot wait to hear everyone’s thoughts. Lastly, I’m looking forward to greater balance and fulfilment in my life, nurturing my relationships, and exploring new hobbies and interests that bring me joy.
ELLE: What are some things you’ve had to unlearn as you progressed in your career?
MM: Until recently, I often felt the need for everything to be perfect before taking action. However, I’ve learned that perfectionism can be paralysing and hinder progress. Like many people, I used to fear failure and view it as something to be avoided at all costs. However, I’ve come to understand that failure is inevitable in growth and learning. I’ve had to unlearn the belief that failure reflects my worth or abilities and instead embrace it as an opportunity for development and improvement. In the early stages of my career, I often placed too much importance on metrics like likes, comments, and followers as measures of success and validation. However, I’ve realised that true success lies in creating meaningful connections with my audience and positively impacting their lives.
ELLE: When you reflect on your professional journey, are you where you’ve always wanted to be?
MM: I’m incredibly grateful for where I am today. If you had told the 16-year-old Masoom about all the opportunities and challenges I’ve experienced along the way, she would have never believed it possible. However, while acknowledging how far I’ve come, there’s still a long way to go.
ELLE: How do you balance the hustle of always doing the next big thing and taking a break?
MM: I listen to my body and mind, taking breaks when overwhelmed. I schedule regular downtime for relaxation. I manage my time well to be productive when I work, allowing me to take breaks without falling behind. Setting boundaries and learning to say no helps prevent burnout. Finding the right balance is an ongoing process, filled with trial and error.
ELLE: Tell us about your relationship with social media — the good, the bad, the ugly.
MM: The good: Most of my work is on social media. The tool has helped me share my passions, connect with like-minded individuals, and build a supportive community. The bad: On the flip side, the pressure to maintain a presence and constantly engage can sometimes feel overwhelming. There have been moments where I’ve struggled with self-doubt and the relentless pursuit of perfection. The ugly: Unfortunately, social media isn’t immune to the darker side of human behaviour. There have been moments of hateful comments and dealing with trolls, which can be hurtful and disheartening.
ELLE: Who is your community of supportive women, and how has having them around helped you personally and professionally?
MM: My community of supportive women includes my mom, mother-in-law, sisters-in-law, best friends, teammates, peers, and every woman who has followed and rooted for me on my journey. Their support has been crucial both personally and professionally. Their encouragement and belief in me have given me confidence and strength, especially during tough times. Professionally, their insights and advice have helped me grow as a lifestyle and fashion creator. We share knowledge, opportunities, and challenges, creating a network of empowerment and collaboration.
Diipa Büller-Khosla
Content creator, entrepreneur, social worker, beauty guru—it’s hard to put Diipa Büller-Khosla in a box, and that’s precisely where her charm lies. With over two million followers on Instagram and a beauty brand, indē Wild, featuring three hero products that sell out every two months, Büller-Khosla is on the path to becoming a global influencer. We chatted with the powerhouse about her upcoming plans and what kept her grounded.
ELLE: What are the three key things—personally and professionally—that you are looking forward to in 2024?
Diipa Büller-Khosla (DBK): I look forward to my ‘me time’, growth, and saying yes.
ELLE: When you reflect on your professional journey, are you where you’ve always wanted to be?
DBK: There can always be something that needs to be done better or more, but I have slowly learned to be grateful for what I have. So yes, I am exactly where I need to be, and I am so proud of myself and the people around me who have helped me get here. The best I can do is continue to work hard and authentically. As long as I am doing that I am doing my job.
ELLE: What are some things you’ve had to unlearn as you progressed in your career?
DBK: I’ve had to unlearn perfection and practice patience. I learned that sometimes you cannot achieve perfection, but knowing that trying your best is as close to it as you will get. Give yourself the patience to make mistakes and learn from them. Take time to achieve your goals and realise nothing happens immediately. Be devoted to the belief that with patience comes greatness and realise perfection is what you make of it.
ELLE: Tell us about your relationship with social media — the good, the bad, the ugly.
DBK: The good thing is that I can use my platform to touch so many lives and advocate for my values of self-love, body positivity, and women’s empowerment through Post For Change. The bad is that sometimes, the intentions behind these messages get misconstrued. I have learnt to combat this by maintaining my authenticity and posting with pure intention because even if someone doesn’t believe it’s true, I know it is.
ELLE: How do you balance the hustle of always doing the next big thing and taking a break?
DBK: It’s hard, but it’s essential. I think work-life balance is vital – everyone can tell when their body is yearning for a break, when their mind needs to rest, when their heart needs some care, and it’s all about listening to those cues and attending to them instead of shutting it out. Listen to yourself and cater to your needs.
ELLE: Who is your community of supportive women, and how has having them around helped you personally and professionally??
DBK: The women touch my life daily and have supported me when I needed it the most. It’s my best friend who calls me to say I am proud of you, my coworker, who sends out that email while I’m on a call and my mom who offers to feed Dua so I can shut my eyes for a couple of minutes. It’s the little things that these women do that make a big difference in my life. I wouldn’t be the same woman with the same success without every one of them.
Kusha Kapila
Within five minutes of Kusha Kapila being on the ELLE cover shoot set, I’ve had five people come to me to tell me that Kusha is ‘funny in real life too’. Of course she is! Starting as a journalist and now being papped while her three million plus followers watch is no easy feat. With acting as an added feather to her cap, 2024 seems to be the year of Kusha, and she couldn’t agree more.
ELLE: What are the three key things—personally and professionally—that you are looking forward to in 2024?
Kusha Kapila (KK): Two of my projects that are yet to release, overall wellness (the holistic kind) and, hopefully an all-girls Euro trip.
ELLE: What are some things you’ve had to unlearn as you progressed in your career?
KK: I’ve learnt that while people evolve, you, yourself, do it all the more. That people are more than their worst mistakes, and hating is the easiest activity to take up, so it truly adds no value to your life whatsoever. That appearance and vanity are transient, and even on the worst days, you need to remember that time heals everything.
ELLE: When you reflect on your professional journey, are you where you’ve always wanted to be?
KK: I was clueless when I had to choose a professional path. Once I was 20, I pretty much winged things, and so being where I am today is probably the most blessed and wildly unexpected thing that has happened to me.
ELLE: Who is your community of supportive women, and how has having them around helped you personally and professionally?
KK: I adore my female friends from school and college and the women in my family. Every time I have gone back to the drawing board, their gentle hands have supported me.
ELLE: How do you balance the hustle of always doing the next big thing and taking a break?
KK: I have developed this understanding with my body and mind that any time I am nearing the end of a project or work commitment, it begins to tune out and automatically get into rest mode. Many years of practice and constantly nurturing a relationship with myself have led me to this beautiful equation.
ELLE: Tell us about your relationship with social media — the good, the bad, the ugly.
KK: The good is that ‘Hey, look, I am on ELLE talking about my life and career’. People want an insight into how I built this life, which is wild. I have the privilege of getting people’s attention, and that’s the best part.
The bad is the price one pays for having social equity. It opens up your life to people online who go on to scrutinise and criticise. The ugly is the blatant slutshaming and bullying to secure the most liked comment on a piece of content. We saw a young boy from the queer community lose his life to that, and I wish we all did better.
Team Credits:
ELLE India Editor: Ainee Nizami Ahmedi; Asst. Art Director: Juno Onajunket; Stylist: Jaineee Bheda; Words: Ainee Nizami Ahmedi; Photographer: Amitabh Bachpan; Diipa’s Beauty Partner: Schwarzkopf Professional; Diipa’s HMUA: Suprabha jadha, Rakshanda Irani; Fauziya Glamup; Kusha’s HMUA: Vishakhad Jain, Aashna shah; Masoom HMUA Tanvi Marathe Akshataa Mani, Makeup By Lubainaa; Bookings Coordinator: Anushka Patil , Assisted by: Rushi (styling); Jasleen Narang (bookings) Production : Cutloose Productions, Masoom’s PR Agent : Parul Parmar; Diipa’s PR agency : Dream And Hustle Media; Kusha’s PR Agent: Mehek
