BYOB – Be Your Own Boss
Everyone claims to be tired of the keyboard slamming, pencil pushing, nine to five routine but it takes a gutsy few to actually break out of that mould. As more and more young guns join in the party and bring their own heady concoction of quirky ideas and sheer genius, we discover the new would-be tycoons…
It doesn’t take much to dream big. Infact a whole breed of entrepreneurs are doing just that. But while passion, talent and of course spare change has helped them translate that vision into reality – what has set this lot apart from those who build imaginary empires as armchair wanderers or over drinks with friends is the ability to step out of their comfort zone. Some let talent speak, others seized an opportunity and the rest just followed their heart. Now they are breaking glass ceilings, making change look good and shunning the prescribed mandate. These part-time projects, full-time successes and big time leaps are all about a year young and here is how they became their own boss.
Pallavi Khandelwal
23, Designs for and runs her own boxer shorts venture – The Boxer Store
You won’t be wrong to wonder how this could be the career of choice for a nice young girl from a Marwari business family. A post-graduate in Finance from Nottingham University, Pallavi spent her early years number crunching. A brief stint in Fab India was her only brush with garments, but that was before a life changing mall trawl and a fluke. Apparently some good can come off being a mall rat because it was during a retail stop when her friend’s grouse over the dearth of stores selling funky boxer shorts in Delhi got her thinking. They discussed the novelty of starting something exclusively for boxers and there was no looking back.
So Pallavi left her accounting behind and went about learning design skills from scratch. She mastered Photoshop and Corel Draw, but still had no clues how she would pull off designing anything, especially undergarments.
For her, TBS is a platform. “From designing the products to the posters – I just pull out all of my creative instincts that years of finance had buried and let them rule.” She admits starting her own business was tough and she spent countless sleepless nights worrying about the product, especially since it was so unique. But she stuck at it, handled the legalities and picked up software basics from online tutorials. “There was a time after college I had toyed with doing something related to fashion, but it was just a hobby. I never dreamed it would become my profession, yet here I am now.”
Support from friends and family has pulled her through, even when she wanted to give up fearing she won’t even make back her initial investment. Today several of TBS’s bestsellers are sold out as soon as they are released and have a loyal clientele. But it hasn’t come easy. The doe-eyed lady still gets some weird looks and quizzical stares, especially when guys see her manning the stall at one of the exhibitions/sales she takes part in to assert the online venture’s physical presence. But all she is focused on is expanding her boxer universe, one piece at a time.
‘What I’ve Learned…’
In India, we face a lot of pressure to take up the “right profession” and I got dragged in it too. My forced devotion to finance did nothing for me, except now when it makes my business dealings easier. I would advise everyone to follow their instinct and do what they’re good at, not what they are expected to. It won’t be easy, but it’ll be worth it.
Be patient. With most businesses, you don't see profits for years. Sometimes even a steady income is hard to come by, but success doesn’t come overnight. I tell myself this everyday.
Always be willing to learn new things and know that no work is beneath you. I have done every low level task – from packing individual orders to delivering goods myself. It’s all a part of it since I’m my own boss and my own clerk.
‘The Biggest Mistake I’ve Made So Far…’
Not studying fashion. It might have given me a better understanding of my product. But I’m young and have a long way to go. It’s live and learn. Like even with my finance background, once I gave a wrong costing to a client and suffered a huge loss – everyone makes mistakes.
‘My Motto Is…’
Be as creative as possible and love your work. Also one can’t be good at everything, so delegate.
Alcie Arora
26, Started a first of its kind dessert boutique – Whipped
“To an outsider, the retail food business appears glamorous and straightforward. The reality is that it’s very cutthroat and requires constant attention to all areas from operations, production to innovation.” Wise words coming from the charming dessert prince making it hard to believe his dessert café is just a year old.
Alcie gave up a lucrative job to weave sugar fantasies and Delhiites who have tasted Whipped’s signature cheesecakes are thankful that he did. Having spent over a decade abroad and working his way up from Area Manager for Frito Lay’s USA to Northwest Manager at Coca Cola USA, one fine day he decided to return to the India to launch the energy drink Burn. Success came, but as is the case with most starter-uppers, restless mind syndrome took over and Alcie realised his hard work could be put into something of his own.
He saw potential for a quality product at VFM prices. First mover advantage and building an entire concept around all things sweet obviously helped. He channeled his energies and sacrificed his social life to launch – “A young, kinky and innovative lifestyle brand.”
Of course it wasn’t easy to bank on something which was at that point just an idea waiting to be executed. Alcie is candid, “All risks have to be calculated, but eventually you got to give it a shot. Strong research, confidence in my skill-set and the age factor helped me. When you are in your quarter-life, you have this amazing power within to take charge and execute. The trick is to act on it.”
Now on a slow and steady growth mode, Whipped is opening kiosks and we’ll soon see a full-blown restaurant as well. As a dessert café, it has received acclaim from critics and fans alike. As a cultural haven, it’s surging on with strong social networking tools and a friendly approach. So from doodles to exhibits, Whipped opens its walls to it all, while its kitchen experiments (and may we add tempts) unsuspecting customers with an onslaught of seasonal and sinful creations.
Sample Whipped at E-556, Greater Kailash-2, New Delhi
‘What I’ve Learned…’
Make sure you maintain an excellent relationship with your suppliers. They are your backbone and can ensure timely deliveries and product quality. It’s also important to train your staff in a variety of ways. They should feel a connect with the brand and also know it personally, because the bottom line is – You sell what you love.
The key is to innovate, innovate, and innovate! People get bored easily, so you have to stay on your toes, play around with the product and let there be something new each time a customer comes back.
Every time I feel doubtful about something, I write it down and make notes. Write down everything you observe – From what makes your competition tick to what your insecurities are. Then you can address all those points by researching more. It’s how I convert problems into educated solutions.
‘The Biggest Mistake I’ve Made So Far…’
I underestimated the lack of skilled labour and the difficulty of finding the right team, especially ones that will stick around. Employee turnover is high due to the number of food ventures springing up and you have to be ready to constantly train and hire.
‘My Motto Is…’
Seek the wisdom of the ages, but look at your business through the eyes of a child. That’s when imagination is real and you see only possibilities.
Bushra Hasan
27, Partner in the handmade merchandise brand IndyBindi
Three talented sisters with an artistic flare, a love for kitsch and a social conscience – What more can one ask for? IndyBindi is not only a vibrant burst of handmade expressions on unusual everyday items, but is also a great champion of part-time tycoonery. Bushra, a graphic designer for a leading fashion magazine and her siblings – Zoya (21) a commercial arts student and Maryam (34) a stay at home mom specialising in children’s books and animation teamed up after their day jobs to do something that imbibed their common legacy in a fun, exciting format. Their intent was to incorporate colours and formats of the rural artisans from Rajasthan, Gujarat and Uttar Pradesh and handle them like a child uses that first set of crayons – with joy and passion.
Armed with giddy glee and spirit to spare (which helps keep them going after a full day of work), IndyBindi converts old school items such as kitchen utensils and garden items into quirky jewelry boxes, piggy banks, penholders and the likes. The initial plan was to set up a forum through which village women affiliated with their NGO’s (Ashiyana and Shaheed Malta) could earn a living. The sisters conduct regular workshops to hone the women’s skills and form an open artist group that provides financial support. It has evolved into a fluid platform where anyone interested in learning about this artwork or promoting their own can join in and paint objects for sale. Word of mouth has got the team a lot of great associations with college students and rural artists developing everything from pop art to tribal art.
Currently retailing through various stores, the gang thinks their project is still taking baby steps. The next move is to sell online, export their stuff and eventually open their own outlet.
Get your IndyBindi fix at Indian Story (Goa), ZAZA Homes (Delhi), Azure (Chennai) or call <09999652670>
‘What I’ve Learned…’
I believe nothing is impossible and that word doesn’t exist in my dictionary. You can achieve anything you want if you have a plan in place. But even more important is the backup plan – it saves you in dire times.
Self-belief and the will to never give up. Never feel discouraged by the small hurdles. I somehow believed I would be able to do it, even though I had no contacts, very little money, and a lot of brickbats.
Love what you do, give it your best and success will eventually follow. There is just no substitute for hard work.
‘The Biggest Mistake I’ve Made So Far…’
Not having the courage to do this much earlier. Sometimes I feel like I wasted crucial time, but better late than never.
‘My Motto Is…’
Always have a plan. Sort out what you want and how you will get it and then just do it.
Bidisha Basu & Utsa Shome
31 & 30, Co-founders of India’s only online graphic novel, comic book and manga rental library – Leaping Windows
Their virtual home is characterised by an alter ego – the caped Leaping Windows boy, proud of his superhero ability to deliver comics in time and at the right address (in Mumbai, that is no easy feat). Just this once, the faceless crusaders behind our favourite comic collaboration since the Superman/Batman story arc agreed to disclose their real identities. Bidisha – who has made this her fulltime obsession and Utsa – who upholds justice aka is a lawyer by day along with their partners in crime Koel (31) a noted designer and the newly inducted comic collector cum teacher cum advisor Aniceto (30) are a curious bunch.
But then you won’t expect anything less from a couple of comic geeks who set up this path breaking library simple because one else had done it yet and they wanted to. “If you love comics, you’ve spent a lot of time reading them online or loitering in the aisles of bookstores speed-reading editions you can’t afford to buy. We know graphic novels are expensive and manga often unobtainable, so most people buy books that they already know about or really want to read. There’s not much scope to be adventurous or to indulge your curiosity by picking up something that merely ‘looks interesting’. We wanted to enable people to read whatever they wanted – a Phantom on Thursday, a Batman on Friday, perhaps a Joe Sacco over the weekend and Dilbert to lighten up the Monday.”
Their system is as easy as discovering a new psycho villain creeping out of the woodwork – Currently only operating in Mumbai (those lucky sods), a one time registration will get you access to “an all you can read, one book at a time, free delivery and pick up” model. Choose from a catalogue of about 1600 books online and keep track of your reading history and wishlist.
Originally intended to be a café with a veritable library and a casual coffee spot, the real estate prices made them seek respite online. Re-aligning notions of the average Indian comic book, the Leapers (as we call them) are not only broadening reader horizons, but also creating their own demand and supply chain – fuelled from both ends by this treasure chest of a collection.
Functioning in a non-traditional space that isn’t tried and tested or competitive poses a rare challenge for the quartet. Focusing on concentrated marketing, they know that these initial years should be spent gauging the market and tapping into potential. So they are now revamping the website to make it more PG13 friendly and unfolding a community for direct interaction and a live news feed on their url. Their next few months are going to be spent developing a feature to monitor reader likes and dislikes and make recommendations, as well as sourcing. In the meantime, join them on Facebook for comic news, views and events. They currently host sessions every month with Mocha TRIP in Mumbai and Delhi.
‘What We’ve Learned…’
1. Patience and the will to not get disheartened. We had initially thought that 6 months down the line, we would grow and do many more things. But now we realise that it will take time. So make smaller goals for the teething period and think holistically rather than just focusing on the financial aspects.
2. A novel idea is not enough, execution matters more. You have to take limitations into account as well. See it as a learning curve and think on your feet, but be prepared to reconfigure as things happen. Keep evolving constantly and remain persistent.
3. Have your own identity and don’t be part of the rat race. Yes, there might be others doing something similar, but you have your own USP. Be open to ideas and stick to your own objectives.
‘The Biggest Mistake We’ve Made So Far…’
Well, our lack of emphasis on marketing. We all come from completely non-business backgrounds, so we depended largely on word of mouth and social networking at the onset.
‘Our Motto Is…’
Become instrumental in growing the comic community in India.
Nitesh & Diya Mohanty
36 & 35, Co-founders of the eco-friendly and social activism platform called The Root
“Are you saying these are elephant poo notebooks,” we ask incredulously. Yes, comes the reply. The Root uses Haathi Chaap paper made from elephant dung to create one of its signature products. And it’s disinfected and sanitised properly, so you can let that OCD rest. Besides this offbeat merchandise, the husband-wife duo has designed a line of 100% certified organic tees and is working on posters printed on Tetra pack recycled paper and canvas bags that have a minimal carbon impact.
A project that took root in their mind six years ago, Diya and Nitesh nurtured it for a while before undertaking the process of actually making it happen. With a collective pedigree of textile design and graphics; their studio IDesign catered to some big names in hospitality, retail, fashion and publishing. That was where the money came from and soon enough the vision followed.
“Our products are a canvas of activism. They voice out social and environmental concerns through graphic prints and thought provoking messages.” Merchandise is what supports them financially, but it’s a small part of what they do. The Root is about enabling a common forum and a community that enriches people like you and me with new experiences. So from movie screenings (under their The Root Reel initiative) to organic eating, green walks to art events – they do it all with their blend of design activism of creating wearable art and a relatable identity.
“Think of us as that one friend who nudges you to make a difference – buy better, eat better, live greener.” The agenda might be grand, but they still faced problems. “All of us are hesitant to quit well paying jobs for a life of uncertainty, but for how long can you continue to be complacent? The Root was born out of that conviction.”
A part of their proceeds go to the Brain Tumor Foundation India and looks to support other economically challenged groups and NGO’s. So the next time someone tells you a cause isn’t something to bet your money on, you know where to point them.
Dig beneath the surface at the Art Shop of Gallery BMB & OLB (Mumbai), People Tree and Yodakin (Delhi). Join <theroot.co.in>
‘What We’ve Learned…’
Believe in yourself and just go with the flow. Taking that plunge is the difference between dreaming and executing.
Remember that the journey is more important than the destination. So take it easy. I would rather be the tortoise than the hare.
We are often reminded of the quote, “Great achievements come with great risks.” Not that either of us ever dreamt of being great achievers. We just wanted to follow our heart and finally do what we believe in.
‘The Biggest Mistake We’ve Made So Far…’
There is no one thing in particular, but as a team all our mistakes have been great learnings. We hope to continue making them and learning from them because that’s the only way to get better.
‘Our Motto Is…’
You have one life, find meaning and joy in it.
From the July 2011 issue of FHM India.
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