What leads one to start-up is an interesting story to listen. But what if I tell you that this venture started with a phone call from his uncle?
Meet Amit Jhunjhunwala – The person who is behind the smiles of many beautiful ladies who find his colourful range of leggings supremely comfortable.
If you have ever met him or known him, you would know that he means it when he says he wants to build products that are high on quality and awesome when you wear it!
He calls his baby, Mirchi & Pepper, a name that’s as spicy as a fashion brand could get. This interview was to figure out what exactly led him to starting a venture and how he intends to take it forward. I also tried figuring out more about the person who never shies away from giving away free leggings to the lady rodinhooders at one point or the other, spreading joy without asking anything in return!
Here are some spicy questions exchanged over a phone call that lasted for exactly 44 minutes and 30 seconds.
What made you start Mirchi & Pepper?
“Basically Mirchi & Pepper was a co-incidence. My uncle wanted to get some leggings through me. When I went into the details, I realized that I can do something in this field in a way that is going to work for me. I dedicated myself to this particular industry and analysed each detail that could help me build my own set-up.”
It has been almost 2 years since Mirchi & Pepper has started. And I bet you would love the product more than any other brand just because of the passion he puts in making them.
Any particular reason behind the name?
“I wanted to have a name that’s different and one that connects to the youngsters. I did a small survey by asking my friends and family and people around about the name Mirchi & Pepper. Their reactions were exactly what I wanted for it. It sounded spicy to them!”
How big is Mirchi & Pepper Team?
“I have a team of following people: I, ME and Myself!
I am the Marketing ManagerI am the product Manager
I am the delivery boy.
I am the Accounts person.”
ONE MAN ARMY!! – I exclaimed!
“I do have people on temporary basis who sometimes work for me as delivery boys and lend me a helping hand. There is also my wife involved in the operations up to a certain extent.”
Doesn’t a small team work as a constraint in expanding Mirchi & Pepper?
To which came the lovely answer: My business runs on the interaction I am able to make directly with the customers or dealers with whom I deal for selling my products. Being the face of the company gives me direct understanding regarding my products and the level of satisfaction I am able to deliver.
Till this point we also discussed in brief Amit’s focused vision to be there online by end of 2014 through an e-commerce website, where anyone can buy his product from anywhere. But as of now, his complete focus remains in manufacturing best leggings designed for perfect fit and absolute comfort, something which not many legging companies could promise or deliver.
“I studied the gap that existed in the market which is lack of quality and perfection in shape. Females wish for perfect ankle length leggings almost like how jeans fit to you, but they rarely found so”, he explains.
“Our Legging comes in various sizes and shapes. We offer 3/4th leggings which we call Capri, the ANKLE length Leggings which one could pair with Western Tops and Tunics and the last but not least is the one’s available in Regular Length i.e. Churidar Length Leggings that go with traditional wear like Kurti & Anarkalis. We offer all these three varieties in different sizes and shapes, offering consistent fabric quality across all varieties.”
FOCUSED VISION:
What does it mean to have a focused vision? For me, it’s trying to figure out the RIGHT PROBLEM before reaching out for a solution. Realizing the gap that existed in the market regarding perfect fit leggings, Amit decided to approach customers before deciding the shapes and sizes in which he should design leggings. Can you name a company that does that for you?
Mirchi & Pepper keeps on adding 5 colors every month to their range of leggings, thus promising a variety of shades to help you find the best match. They currently offer 35+ colors and plan to extend it to 80 and beyond.
This dedication and commitment, according to Amit, has kept him away from any worries regarding any competition.
So what could be the GAP he is talking about? Delhi girls, this is for you. Tell me if you agree with him.
“The gap is: You can walk into any big showroom in Delhi and try to ask for perfect ankle length leggings. You would either not find it at all or complain about it being not in your desired shape, size or match.”
SOLUTION?? I ask.
“Mirchi & Pepper offers ankle length leggings of sizes that vary from waistline 22-45, which is definitely a good range to find your perfect fit!”
“We have recently launched leggings for girls (4-14 years) in various trendy shades and sizes which they could pair up with stylish tops and tunics. You can just give me the waistline and I promise to deliver the legging that perfectly fits you.”
Every business follows a mantra, which is to keep learning what is best for your business. But there is a single thought that’s the base of all your actions. For Amit, it is to focus on the ROI of the retailers and the distributors first and then only that of the company. He says, “If they don’t find your products profitable for their business, they won’t keep it.” This makes him concentrate on the business aspect of his venture apart from the product factors that makes him stand apart.
Before Mirchi & Pepper, Amit had an experience working with an FMCG and Pharma company dealing with cosmetics and health products. He frankly puts in the fact that he comes from a decent commercial background and with great family support. What he started with 10k investment recorded a turnover of Rs. 25 lacs for FY 2013-2014. His being humble, staying grounded, understanding nuances of consumer behaviour, realizing the significance of customer satisfaction above profit loss; is what makes him and his venture what it is today.
I am stuck at 25 lakhs. I wonder how hard he must have worked as a One Man Army to get his venture reach this point in just one and a half years. Now I realize the kind of family support he was talking about. I couldn’t stop imagining how amazing his wife would be! 🙂
“This will go into Product development, Packaging, e-Commerce portal design and other stuffs to keep my venture kicking hard”, I heard from the other side of the phone.
Ofcourse. Money for start-ups is their inspiration to continue rocking the world!
NGO Angle!!
Rs. 2 out of each legging that Mirchi & Pepper sells is kept aside for Girl Child Education. This simply means if 5k leggings are sold in a month, around Rs.10,000/- gets collected for the wonderful cause. He promises to take up the responsibility of 5-6 girls’ education via this humble effort.
That was unusual to hear from a start-up as they end up doing the saving part (if at all) mostly for their venture owing to high level of risk while one is cementing its base. I was impressed and realized all it takes to do something good is ‘intent’.
Let’s end this wonderful conversation with Koffee with Karan styled questions:
One who inspired you to start-up: Mamaji! My uncle who wanted some particular product from third party which he couldn’t get. So he outsourced and sent me to get it for him. I came out with lot more – a venture idea for myself!
Constant supporters throughout your venture period (one and a half years): My Wonderful Wife and my friends and family! [Don’t consider it a typical answer. Not many of us can boast of it!] :p
One main critic who motivates you to do better: Customers! They tell me what is working for them and what not.
Role model: (Road-side Vendors) E.g. A banana vendor on the road side, who buys bananas (highly perishable item) and ensures he/ she sells them all at the end of the day. They are not less than any Entrepreneur (Risk taker), given the limited resources they have. They live an Independent life and living for their families. [It was fascinating to hear someone not take Gandhi ji’s or Steve Job’s name!!]
What is Rodinhoods for you?
Rodinhoods for me is an “Energy Charger / Re-Charging point. It’s an atmosphere filled with Enthusiasm and Energy of Young and Matured Entrepreneurs, first time and seasoned ones with only one-point objective to create their Idea of a Product / Service – SUCCESSFUL.
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Anamika Joshi is the Managing Partner of nailbites, a thinking hub , which is where she spends most of her time ideating and executing brand communication projects. To have a cup of tea or hot hot samosas, you can visit her office anytime.
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