Rohini Iyer is the dynamic founder of Raindrop Media, a pioneering reputation management company which started as a small venture and has grown into a conglomerate known as Rain Reign. Rohini’s journey through the male-dominated entertainment industry was fraught with challenges, but her resilience and authenticity helped her carve out a significant space. She has worked with many celebrities and built meaningful relationships that have been pivotal to her success. Her approach to reputation management—what she calls “image architecture”—emphasizes authenticity and has set her apart in the industry. Rohini’s work ethic and honesty have earned her both challenges and respect, making her a game changer in the Indian entertainment industry.
Describe the conception of Rainddrop Media and how were the initial days?
Raindrop Media started out of a coffee shop literally. I had a business partner for the first year, Rahila Mirza, filmmaker Aziz Mirza’s daughter. But she moved on to Dubai and I took over the company which had a staff of two people and then went on to build a group of companies called Rain Reign. Rahila used to joke, “Iyer, you’re a machine and I cannot work like you.” I have fond memories of my initial days. I will always hold some people special and dear to my heart as they worked and believed in me when I was just starting out. There are multiple actors, superstars in their own right who stood by me at that point when I was a newbie. Honestly, there are so many memorable individuals I’ve worked with over the past 20 years who’ve shaped my identity and been instrumental in my growth and success that it would take an entire book to list them all. We’ve been part of each other’s high and lows, we have laughed, fought like children, cried, and celebrated together. I’ve been bridesmaids to some of them in their weddings; we have seen each other through it all.
What were the initial challenges for a young woman in a male dominated industry?
When I started two decades ago, the industry was very much a boys’ club. The big decisions were made by men, the studios were run by men, and it was predominantly a male-dominated environment. Entering this environment as a spunky girl who spoke her mind and successfully setting up multiple businesses has been my biggest achievement. It was a time when, if you didn’t get along with a key player or a big hero, you wouldn’t get work. It wasn’t just about your ability; it was also about dealing with egos and being a yes person. If the hero didn’t like you, you didn’t get chosen for projects, regardless of your talent or qualifications. Despite all these challenges, I managed to stand my ground. I said no when necessary, picked my battles, burned a few big bridges, but also built meaningful relationships along the way.
How did you navigate these roadblocks?
I managed to break through these barriers, not just by conforming but by being true to myself. I took risks, stood up for what I believed in, and made my mark in a highly competitive and challenging environment. It is this journey of a young girl who always dreamt impossible dreams and worked towards making them come true. I fought some dragons along the way and that’s what I consider my greatest achievement.
What sets you apart in reputation management and how do you maintain the standards of excellence in this particular field?
To explain in the larger sense of everything, I would like to call it not just reputation management, but image architecture. It’s like constructing an image from scratch, and basically making sure that the real authenticity of the person comes through. But at the same time you’re building an image, you’re crafting something new for them. And that’s what we excel in and that’s what my first company has been good at.
How do you create this architecture of the image? What are the processes involved in that?
The only secret is to be yourself. It’s like acting; the camera catches you, when you are doing a false emotion. It’s likewise in an image. If something is fake, if something is unauthentic, you will be caught. So it’s always better to own up to everything. Good, bad, ugly, doesn’t matter. You just have to be yourself. And I think people will just love you for that.
What has been your biggest achievement?
My biggest achievement is achieving success on my own terms. When I started out, I was an industry outsider with no connections, no family helping me, and no one recommending me for anything. I started my startup company, Raindrop Media, India’s first reputation management company, two decades ago when I was barely 20. I had no money in my pocket or connections, but I always dreamed impossible dreams. What started out as one small business today is a group of five companies encompassing the multiverse of entertainment. Raindrop Media, which was a drop in the entertainment sector, has evolved into a group of companies called Rain Reign.
Who are some of the most memorable celebrities you’ve worked with and why?
I have had the privilege of working with almost everyone in the Indian film industry. This includes actors, studios, fashion brands, directors, filmmakers, and even those who have crossed over to Hollywood. I first started my career with reputation management, but the business evolved into multiple other companies and roles. I started out building their image; today my companies are responsible for building their empires. My first major break came with the film “Main Hoon Na”. I owe a great deal to Shahrukh Khan and Farah Khan for trusting a young 20-year-old with such a mammoth project. Working with Shahrukh Khan is a dream debut for anyone, not just me. ‘Main Hoon Na’ also became my go to line, it defines what I do. Every time anyone needed me or had a crisis, I would be like “Main Hoon Na”. The film made me who I am and from there, there was no looking back. Post that, I immediately worked with Mani Ratnam on “Yuva” and the late acclaimed painter MF Hussain on his directorial venture, “Meenaxi.”
Amongst the stars you’ve worked with, who do you find the most inspiring?
If I had to pick someone who’s inspired me, there’s my incredible friend and a force of nature, Priyanka Chopra Jonas. I knew Priyanka from her first film. We have seen each other’s journey. We used to meet socially but we started working together much later in our career, maybe 12 years ago. She’s a powerhouse and we have worked together fabulously over the years because we are both strong minded and ambitious and are not apologetic about having an opinion. It has been incredible to witness her growth and success and everything she has achieved. I am immensely proud of her, not just as a professional, but as a human being. She’s rock solid. I rarely look up to anyone; I’m arrogant like that, but she’s someone I truly respect and admire.
What’s the biggest challenge in working with Bollywood stars?
The biggest challenge for me has been my bluntness and honesty. Not many people are used to hearing the unvarnished truth. This isn’t specific to Bollywood or Hollywood; it’s a universal human trait. People generally don’t like to hear the truth or have someone call a spade a spade. This straightforwardness has always been my biggest challenge, but it has also been my greatest victory. As much as people might get upset with my bluntness and honesty initially, they eventually come back and tell me that this very quality is what helped them grow. Being honest and direct has sometimes caused friction, but in the long run, it has built trust and respect, making it a fundamental aspect of my success in this industry.
What’s the most rewarding part of your job?
I always believe that if you find the work you love, you’ll never have to work another day in your life. For me, this isn’t just a job; it’s actually a paid holiday. Each day, I wake up with excitement and determination, eager to see what challenges and opportunities lie ahead. This constant sense of adventure and purpose is what makes my work so fulfilling. The thrill of starting each day with a new goal and the passion to achieve it is truly the most rewarding aspect of my career. Waking up every day with this determination and enthusiasm is what keeps me motivated and driven. It’s not just about the accomplishments or milestones; it’s about the journey and the continuous growth that comes with it. This mindset transforms my work into a never-ending adventure, making each day more exciting than the last.
How do you identify and seize opportunities?
We’ve been a kind of a game changer in terms of the actors we’ve handled. We’ve been a game changer in terms of the filmmakers and the studios, we’ve advised, even in terms of new people. We started a company called Raindrop Alterego, much before the wave of OTT happened. I saw it coming and we launched that company where we nurture talent for pure OTT. So that was a success story. I also build businesses, not just actors. We always say that we don’t build businesses, we build empires. So every single thing that we have done has been successful. I know it sounds a bit arrogant, but I wouldn’t have it any other way. I mean, if I didn’t do this to the 100% of my capacity, I would feel I failed and I don’t like failing. I don’t like plan B, for me there’s only Plan A.
What advice would you give aspiring entrepreneurs who want to make a mark in the field of reputation management?
When I was starting out, I was a kid from nowhere, an outsider. I was a South Indian from a South Indian conservative family, nothing to do with the world of entertainment or even a corporate background for that matter. I was so new and I had no mentors. I could only rely on myself; I was only learning everything through trial and error. Women specially need to know that ambition is a damn good word. My advice is that ambition is the best thing you can have. And anybody who makes you feel small for it, run away from that person. Second thing I would like to tell people is that always, always, always make sure you’re worth it. You have to know what you bring on the table. We come from this conditioning, that oh my god, how do I ask for this? These are things that I feel every woman needs to deal with. Understand and know what she’s worth and make sure that she gets paid for it. I would like every girl to know this and every girl to hopefully follow this.
You’ve expanded globally. What opportunities and challenges do you foresee in navigating the international entertainment market?
Every time you try to do something new, it always feels like starting from scratch. And the only good thing I’ve learned in all these years of my experience as an entrepreneur is that you should just keep your ego aside and be willing to learn, be a student. And if you’re a student, the teacher appears. Maybe a couple of years back, it would have been a little more challenging. But now, I do feel that India is such a superpower that all eyes are on India, and everyone is crazy about the world of Bollywood. There has been so much of representation, that I feel the world has opened up for India, and it’s a great time. There’s so much that that we can offer today that I feel I’m in the right place at the right time.
Rapid Fire with the Rainmaker
Which project are you most proud of?
I never find myself completely satisfied with any project. I’m always looking forward to the next challenge. I’m right now expanding my business operations into the US, largely Hollywood, and that’s something I’m most excited about.
Your obsession?
I might sound like a typical Gen Alpha teenager, but I have an obsessive relationship with my phone. Because of this, I’m probably one of the fastest to reply to emails and messages.
Favorite quote or motto?
“Khud Ko Kar Buland Itna, Ki Khuda Bhi Tujhse Aake Pooche, Bataa Teri Razaa Kya Hai” (Make yourself so strong and invincible that even God comes down and asks, ‘What is your wish, my dear?) This quote inspires me to strive for greatness and resilience in all my endeavors.
Favorite movie of all time?
It would be “Breakfast at Tiffany’s.” I have a girl crush on Audrey Hepburn. Watching it is like my happy place; I just love everything about it.
Favorite food?
Indian anytime. I love Punjabi food. I’m a Punjabi at heart.
Favorite book?
The Fountain Head by Ayn Rand. I’ve been very, very influenced by it. A lot of arrogance, audacity, gumption and the cheekiness and everything that the main character has, I kind of sponged off on it since I was a child.
Favorite travel destination?
Paris. I’m obsessed with Paris. It’s one of my favorite places in the world because for some reason, it rejuvenates me. It just makes me come alive.
One thing that you can’t live without?
My mom. I’m obsessed with her. I cannot live without her.
A person dead or alive with whom you would like to have dinner with?
Coco Chanel. She was such a rebel. She was an iconoclast. She was unique.
Favorite piece of clothing?
I have one white suit jacket that I’m obsessed with. It’s called the smoking jacket. It was one of the old vintage YSL pieces.
How do you unwind?
Always with a book. Sometimes I’m reading two or three books at one time. So that’s one of my favorite activities. The second is – movies.
PQs:
“My first major break came with the film “Main Hoon Na”. I owe a great deal to Shahrukh Khan and Farah Khan for trusting a young 20-year-old with such a mammoth project.”
“I took risks, stood up for what I believed in, and made my mark in a highly competitive and challenging environment.”
“I said no when necessary, picked my battles, burned a few big bridges but also built meaningful relationships along the way.”
“The biggest challenge for me has been my bluntness and honesty. Not many people are used to hearing the unvarnished truth.”
“We don’t build businesses, we build empires.”
“Women specially need to know that ambition is a damn good word.”
