TWALKITOUT: A creative head is what goes beyond market trends, stock flooding, copy-cats and numbers. It goes far from the vicinity of stagnant ideas to create something of its own kind, unique in nature. Adding value to the product is what makes the next big thing really big, and then it doesn’t have to be a start-up from silicon city or any other metropolitan wiz-kid’s oriented mind. Creativity makes wheels spin.
This time TWALK IT OUT brings in light a unique start-up, named “Dancing Dollz” in printed T-Shirt and accessories business which tends to stand out from the crowd in a market flooded with custom prints. It’s about hand crafted T-shirts, bags, mugs and an ever growing collection of accessories painted beautifully.
The start-up is headed by the founder Shruti Mehrotra in Delhi.
Here’s a little ‘twalk’ we had with Shruti about her start-up putting some light on the inside story.
HOW DID YOU GET THE IDEA TO START YOUR BUSINESS?
I started studying fashion and decided to opt it as my career, I had the mind set to start up with my own ideas, although, it didn’t happen right away, but consequently I prepared myself and went on with it.
HOW LONG HAVE YOU BEEN IN BUSINESS?
Well it’s been a year now. I started my business in April’12 and it’s been a very good experience and a very good journey.
CAN YOU PLEASE DESCRIBE YOUR PRODUCT BRIEFLY?
I started with my hand-painted exclusive diaries and mugs, now I have expanded to hand-painted t-shirts. T-shirts having quotes or prints are becoming an expression for people, so I also do customized T-shirts on demand.
WHAT IS YOUR NICHE MARKET?
Kids, teens and adults, basically all who love colors fall in to line of my product.
WHO ARE YOUR COMPETITORS?
I think I compete with myself every day, so according to me you yourself are your biggest competitor.
HOW DO YOU DIFFERENTIATE YOUR PRODUCTS FROM OTHERS? HAVE YOU CHANGED IT OVER TIME?
I do create my own prints and techniques to apply and above all, most of the stuff is hand crafted or painted so that’s the USP of my products.Yes, as per the demand and to expand my range of products I have changed and added different product lines. I would call that as an evolution of my product over time. In near future will add things out of the box.
HOW TO YOU ADVERTISE YOUR PRODUCT?
I am just advertising my products through exhibitions. I got a fair response from cities like Bangalore and Delhi. Although Social media websites have also helped me promote my product.
WHAT OBSTACLES HAVE YOU OVERCOME AND REWARD OF OWNING YOUR OWN BUSINESS?
Every brand or business set up has its own obstacles in the start-up time, so do I. Managing finances and other resources have been the case of crunch that I have successfully come over in the past 6-7 months. I personally feel one can be as creative as he/she wants to be. You don’t have to follow anybody, just have to follow yourself and let things happen.
WHAT BACKGROUND, SKILLS, KNOWLEDGE AND EXPERIENCES HELP YOU IN YOUR BUSINESS?
Well after completing my graduation, I joined a studio where I was head designer and side by side I was also working as a freelancer, this helped me learn a lot of things practically. All of it has really helped me to make a stand for myself.
HOW DID YOU FINANCE YOUR BUSINESS START UP AND FOR EXPANSIONS?
It was my family that supported me financially in the beginning.
ARE THERE WAYS YOU COULD USE TECHNOLOGY TO IMPROVE YOUR BUSINESS?
Yes, of course I will as and when require. “RIGHT THING” at “RIGHT PLACE” in “RIGHT TIME”.
WHAT ECONOMIC CONDITIONS AFFECT YOUR BUSINESS?
There is no such effect of economic condition on my business as I am selling products at very economical price or you could say probably because of economic conditions. I believe in building a brand which is value for money and unique in its own way!
We wish Shruti great success in her future endeavors and upcoming line of hand crafted T Shirts in business.
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