According to Birdy, Shop is positioned as a "specialised creative service (agency) for clients and agencies, who can afford it".
The agency will focus on advertising and design, with media initially left to the client or other agencies.
The pair found their stride at Mudra Communication's Delhi office with creative work for Nestle's Polo, Samsung, and a campaign for The Indian Express newspaper that focused on 'care for the elderly'.
Birdy has been a repeat winner of major awards in India, including at the CAG awards.
However, changing market conditions led to the departure of the two creatives from Mudra, and after working as consultants with the Delhi office of McCann-Erickson, Birdy and Akhtar decided to set up Shop.
While clients have been slow to approach Shop, the pair are confident that their association with McCann-Erickson will help drive the business.
Shop has already signed up The Times of India and The Department of Tourism as clients.
It will also handle design work for Godfrey Phillips and local restaurants and clubs.