We invited Tarang Indrayan Vaish, Founder of Vivarang for an interview with Most Popular Stories. Let’s know about her entrepreneurial journey.
- Tell us a little bit about yourself and your journey as an
entrepreneur.
It has been a persistent and fulfilling experience of 9 years, involving learning and unlearning and learning some more.
I have a mix of educational background in Science (at school), Economics (in Graduation) and Marketing (in Post-Graduation) – therefore, the journey has been of both personal and brand growth. The area of textiles, fabrics and art was totally new to me. But it didn’t deter me from moving ahead, as acquiring skills and knowledge is an ongoing process.
We have experimented – succeeded and failed, learned from experience and expanded.
2. Why did you choose entrepreneurship over a job?
It is a simple story of heart ruling mind…wherein, my affinity to handmade, and passion for work hard, lead me to explore the possibility of starting something on my own – baby steps, at a time.
3. What was the vision behind it?
To add value to the lives of people, at grass root level and to become one stop shop for authentic Indian artforms – touching various aspects of ones’ life.
4. Describe the Products that you offer to your customers and in what way they are unique?
We pride in each piece unique and genuine handmade products, that have creativity of our artisans hidden in them, because, we do not interfere in the thought and creativity process of an artist.
All are products are more or less 100% handmade and bring out the true spirit of ‘Made in India’
5. What difficulties which you have faced or you are facing?
Initially, logistics was a challenge. However, over a period of time (because of tie-ups with some leading courier brands), we turned this limitation into a competitive advantage for us. So much so, that the customers now compliment us, on our fast and efficient delivery set up.
Ongoing challenges include making people understand the ‘value’ of handmade and making artisans (mostly uneducated or less educated) understand a customer’s perspective and choice. Every time we add an artform or weave, it takes us time to tune it, with what Vivarang stands for.
6. How do you handle the pressure and manage stress?
I involve myself in some reading on daily basis and watch light-hearted web series and classics online, at the end of the day. Having said that – my work is my passion and I am more or less into it 24 x 7. It rarely stresses me.
7. How do you market your business?
Mostly, it has been a WOM (word-of-mouth) growth for us, where our existing clients make repeat purchases and spread a good word about us.
Lately, we have starting doing a little bit of Social Media Marketing and Google Ads.
8. How many hours a day do you work on average & can you describe/outline your typical day?
A typical day starts early in the morning (including Sundays), being a hands-on Mom too, the day is always a mix of this and that. Mostly, late-night working hours are also involved to cater to an international client.
On the work front, it mainly involves handling queries, some bit of proactive marketing, and day-to-day dealing with artisan supervisors and making sure that our website has regular updates in terms of New Products.
9. In your opinion what are the keys to success?
Persistence, belief in self, and adapting to dynamic environmental changes – whether it be business-related or consumer behavior-oriented.
10. What advice would you give to someone starting out as an aspiring entrepreneur?
Get into it, only if you are totally convinced and make sure to understand the risks and effort required. It needs patience and confidence in your idea. And to begin with, it will help to do a few jobs yourself – so as to limit the costs involved. This will definitely require some hard work initially but will help you in long run, also in terms of gaining experience from ground up.
Connect Here,
Instagram: https://www.instagram.com/vivarang/
Website: https://www.vivarang.com/