Rashmi Gupta Kheria : 1 year equals 365 opportunities.
Rashmi owns a company called Tanjore Creations that specializes in products based on Tanjore art form, a south Indian art form. They use 91.2% pure gold leaf. They initiated their business by designing their products for a few family members and friends.
“ 1 year equals 365 opportunities.”
Tell us something about your business.
We own a Company called “Tanjore Creation” in Chennai, which deals with products based on Tanjore, a south Indian form of art. We use 91.2% pure gold leaf. We initiated by designing them for a few family members and friends.
Amid the Lockdown of 2020, was when we thought to bring this art to Mumbai, with time, we now have agents across India.
Mumbai, Varanasi, Bangalore, Ahmedabad, and Pune being the states with the most active agents.
How did you get the concept or idea for your business?
When I was in Chennai, I could see Tanjore products in each and every house. They use it in numerous forms like deity God Paintings, and for Home Decor. We thought how about making more and more items under this and to broaden the spectrum of Tanjore-based products, we came up with our start-up.
We have Bandhanwars, Swastik Toran, Table Mats, Motifs, Wall Paintings and Murals, Wall clock, Photo Frames, and much more in our collection. We want to increase the product range and follow an innovative approach towards production.
What was your mission at the outset?
To ensure every house should have Tanjore product; even in Mumbai where people are skeptical about buying Niche products like ours. But we believe that the traditional Tanjore art based on South India is what makes us special.
How do you advertise your business?
I feel Social media is the best platform for the promotion specifically for the Niche products like ours, as it gives a platform to represent ourselves in front of a huge masses.
Also, my clients often recommend us to their connections, we have the necessary database; all this helps us to maintain a good network.
Furthermore, we come up with a new product range by every Quarter, like currently, we are working on Pen Stand and Remote Stand.
What are your company's goals?
Right now, we are trying to come up with products that are comparatively more affordable. We have a lot of painters working under us, they are qualified to do certain stuff like the home décor section is handled by a team, we have another team for the deity paintings.
We believe that even if a nuclear family has their morning coffee in trays; why not have it on a Tanjore base? Because these have vibrant colors, they have historical and spiritual powers; being gold, it attracts positive energy. Moreover, we use the products made in India, from Traditional gold foil, waterproof plywood, natural colors, to Jaipur stones. So, I believe that our products go well with houses, offices and everywhere.
How many employees do you have?
We have around 22 people; although when we started, we had around 3 employees.
We even transport our products via Air without debiting customers for it and thus not restricting ourselves to the geographical boundaries and satisfying our customers at the same time.
To what do you attribute your success?
My mother is an angel, I would attribute all my success to my mother. She is my inspiration, she is a housewife cum an entrepreneur. My family is always there to back me and supports me a lot.
How is your business different from your competitors?
We provide the customers with the after-sales services if suppose a product bought by us is broken by the clients during the transportation, we do replace the same although it costs us a lot, we do not charge anything extra. Moreover, before the launch of a product, we always do the sampling, we use our products ourselves.
We are always open to suggestions and feedback. Like once, I was making a designer tray with velvet material, my client asked for an alternative that is washable so we came up with the same. Now, we sell around 10 trays a month.
If you had one piece of advice to someone who is just starting, what would it be?
A Quote by Walt Disney that, “All our dreams can come true, if we have the courage to pursue them.”
“I never thought that I would get into this field, I have been a housewife, a daughter and a sports person, but I never expected that I would do something in the field of arts, and now I am right here!”
In the end, she gave her good wishes to all the ones who are starting a new journey.
Interviewed by: Pravleen Kaur
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