Mumbai-based Rattan Joneja saw a business opportunity where very few would have thought existed— creating designer name plates.And he’s earning dividends from his unique entrepreneurial idea.
How did you hit upon the idea of designer name plates?
The idea germinated in 2002 when my wife and I moved to our new home. My wife, an interior designer, designed a name plate and placed it outside the house. Our neighbours noticed it and soon requests started pouring in. We started off in 2003 and commenced retailing in 2004.
What is special about your designer name plates?
These are handcrafted calligraphed pieces. Basically, they are a fusion of wood, metal and glass on which designing is done.
Are your products sold under a brand name?
We sell our products under the brand name Identiti.
Where do you retail your products from?
At the moment we are present in three malls in Mumbai. But we are looking at the franchisee model to expand to other cities.
How many name plates do you sell in a month?
Sorry, I can’t disclose that.
How much do you charge per piece?
The price ranges between Rs 750 and Rs 15,000. We have also introduced name plates for children the price of which start from Rs 500.
What is the minimum investment required to set up this business?
It’s big. It all depends on the design and the place where you set up your business.
What kind of training is required in this business?
You have to have an artistic bent of mind…a sense of style to get the concept right. We have a few inhouse designers who conceptualise the products.
How do you market your products?
It is through word of mouth and some print advertisements.
