How did you get the idea for making “puja kits”?
As a management student in 2004, I participated in a competition organised by ITC, where it wanted students to create business plans that would align with its existing businesses. I prepared a plan for branded puja products to be marketed alongside Mangaldeep Agarbatti of the group. Even though the plan was rejected by the company, I realised there was a market for such kits.
Did you check out the market response before launching the product?
I did my management research project on the need for a puja kit. The response was positive. As a corporate gift, I got a negative response.
How did you fund the initial investment?
I had earned around Rs 2.5 lakh from a business plan competition organised by Zee TV. It was the same plan I had presented to ITC. I borrowed Rs 2 lakh from my family. I also took short-term loans from my friends and relatives. I did not have to invest in office space as my father’s old office was available.
How did you design the package?
A designer helped in creating the product packaging. Even though I had researched the product well as a student but finding suppliers for 33 different products from all over India was a tough task. My father helped me out in administration matters.
How did you market the product?
I launched the kits at Giftex, a gift exposition in Mumbai, in 2006, and the word spread. My alma mater, Symbiosis Centre for Management and Human Resource Development, helped me by sending mails to all alumni. I also got my website registered with several online directories. I made 200 kits initially. Before Diwali in 2006, I made 10,000 kits and priced each at Rs 350.
How was the response?
I sold around 9,800 kits. There were buyers for the remaining kits even after Diwali. For Diwali in 2007, I sold 23,500 kits. I also launched a smaller kit for Rs 250.
What are your plans?
I am now looking at increasing my product line to 15 kits to include Holi, vehicle puja, griha pravesh puja kits among others. I am also working on kits for rituals of different religions.
