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Never Settle | Vikas Bagaria @ Pee Safe
157 Plays5 years ago
“The credit goes to my team always. You can not build a brand single-handedly.” - Vikas Bagaria.
Vikas Bagaria is the founder of Pee Safe - India’s leading personal hygiene brand on a mission to empower women with good health and easy hygiene solutions. With several accolades already under its belt, Pee Safe was recently also awarded as The Best SMB Brand of the Year by Amazon India.
A serial entrepreneur with over 23 years of business acumen, Vikas believes in leading from the front and never settling or giving up on his goals. In this episode of Founder Thesis, Vikas talks about his entrepreneurial journey & the events that shaped him as a business leader.
Here are a few key takeaways from the show:
- Being persistent in chasing your dreams and never settling for a “No”
- Taking failures in stride and treating them as a stepping stone to success.
- Not letting your pedigree, race or economic situation define your ability or future.
- Leading your team from the front.
- How building a B2C brand is a continuous learning process.
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Transcript
Introduction to Podcast & Founders
00:00:02
Speaker
HD Smartcast You are listening to an HD Smartcast original
00:00:23
Speaker
Hi, I'm Akshay. Hi, this is Aurob. And you are listening to the Founder Thesis Podcast. We meet some of the most celebrated sort of founders in the country. And we want to learn how to build a unicorn.
Challenges for Women on Road Trips
00:00:39
Speaker
Are you the type of person who loves going on road trips? After all, there's nothing better than the open roads, your favorite music on the radio and the thrill of seeing places you have never seen before.
00:00:52
Speaker
But like everything else that is good, it comes with its own set of problems. And for a woman, the biggest one is simply, where to pee?
PSAFE's Mission in Feminine Hygiene
00:01:03
Speaker
Today, Akshadath is speaking to Vikas Bhagadia, the man who is on a mission to improve women's access to hygiene and sanitation in the country. Vikas is the founder of PSAFE, the market leader in the feminine hygiene sector with a valuation in millions of dollars and the best SMB brand of the year, according to Amazon. Here's their fascinating conversation.
00:01:34
Speaker
Hi, this is Vikas Bhagarya. I'm the founder of Be Safe, your personal hygiene expert. So Vikas, let's start from your childhood. So how was that like? What kind of family did you grow up in? What were you as a child? A great memory for me from Calcutta. So I grew up in a middle class family. We are a family of entrepreneurs. My grandfather, my great grandfather, my father,
00:02:03
Speaker
So we actually belong from Haryana, previously it was Rajasthan. My dad started, I think he was one of the first, he did on a warehousing equipment, forklifts, I was in Portland. I remember after I was six years old, we moved into a condominium in the 17th, 17th time. So I grew up in a condominium.
00:02:31
Speaker
and building a lot of people in the community.
Vikas's Journey from Sports to Business
00:02:36
Speaker
So when you were like during your school days, what did you think you would do when you grew up? Like, what was the plan at that time? My sports and I was very good in sports. I even played under 19 for Bengal in cricket.
00:02:58
Speaker
I was right on the faster border. And I didn't have any experience with sportsmen. But I was, I think, 95. I didn't have any experience with sportsmen. I had to be on crutches. I had to be on my own. And then everything, all my dream dream of becoming a sportsman got shattered. I had no experience with sportsmen. But I had no experience with sportsmen.
00:03:26
Speaker
He was in the World Series, two years senior to me. My team was amazing. We recently, last year, I went and met him also. So, I met him. Coming from a business family, people are doing different things, and I wanted to do a career in my sports. But, I think he was the first year
00:03:55
Speaker
in my college, I have to join my father's business while doing my studies. So then what happened? I can tell you one more thing that in St. Jevils, I don't know how to do it, but I don't know how to do it. Because the college started 6th and used to get over by 9.40. That is why maximum people used to go and enroll themselves into a chartered accountancy. And I don't know how to do it.
00:04:22
Speaker
First year, my foundation, the foundation post had to be the first batch. I didn't want to continue. So I wanted to do something different. So that was the main reason I dropped out of C-Ray after giving one exam. Then my computer's main press. So I used to go and, you know, do some kind of coding.
00:04:52
Speaker
And so 9, 10 o'clock, I used to go to my office, my dad's office. Just after my class 12, I wanted to go to the US.
Balancing Education and Business
00:05:04
Speaker
And I wanted to study there for my BBA bachelor's in business administration. So who are you, Taki? Cricket, of course.
00:05:16
Speaker
But I was very fortunate enough to get into UC Berkeley, California. I had a percentage of 20-25% of the scholarship because of the sports. I used to play track and field events.
00:05:45
Speaker
Unfortunately, there was no course in India or in the same day, there was no mission in India. The reason was that he had to stay home for 6-8 months. At the time, my mom used to go to office to take care of him in his absence because he was bedridden.
00:06:10
Speaker
I think that made me realize that I should not go out and I should help my dad. That's the reason I started going to work.
Early Business Challenges and Growth
00:06:53
Speaker
So you already had that
00:07:00
Speaker
entrepreneurship, the role model in front of you when you were in college. So what happened once you passed out of Xavier's? So within Jaeger's, he started joining and he was surprised that I learned so much.
00:07:24
Speaker
So during that time, the quality time, I am given half of India's job as a salesman. I don't know if I can do that or not. I don't know if I can do that. I don't know if I can do that. I don't know if I can do that. I don't know if I can do that. I don't know if I can do that. I don't know if I can do that.
00:07:50
Speaker
So I'm talking about, if I'm talking about Calcutta, then just imagine. So that time, heavy or cooling equipment.
00:08:12
Speaker
So many of the first self-relativized pictures of a child were taken to the hospital in the middle of the day, and the machine showed up in the middle of the day, and the machine showed up in the middle of the day. So, it was based on a very strong base. It was a very strong base, and it was also based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base, and it was based on a very strong base,
00:08:42
Speaker
I think I did that and I was blessed to do that. So that time, opportunity ID, Punjab tractors limited, they were starting their fortification in collaboration with a brand called Kamatsu from Japan.
00:09:03
Speaker
and they were looking for some distributors for Eastern India. I applied that and surprisingly, I was selected to make a presentation in front of Punjab Tactical's managing director. I still remember him, Yashmahajan. So you were still in Zarya's that time? Exactly. When I applied here, I didn't know what to do.
00:09:28
Speaker
So when I applied, yeah. And so India is also looking at like, yes, I'm an AD applied here. I see much distribution. Because of my background, key focus, because of my father. I was surprised. I was, I was, I was, I was told to make a presentation to him, but they said come with the entire market study.
00:09:58
Speaker
So, I think it's important that the internet is able to access the data. I think the internet is able to
Innovation in Material Handling
00:10:08
Speaker
access it. In 1995 India was the first city to have an internet account. So, it was a student account or a TCP IP account. So, the account was TCP IP. So, it was a modern one. So, it was hand-shaked at 14.4 kbps.
00:10:28
Speaker
So I think I think there are numbers, I think there are a number of applications that are in the next generation. But I think that there are many reports, I think that there are a number of reports that are in the next generation. And I think Mr. Yasun Hagen was so, so impressed that he told me, why don't you join Open Graph characters?
00:10:57
Speaker
as a marketing manager, but I never had that mindset of working for someone. I said, I'd be happy if you can make me your distributor and I can do the best. So I think that was one of my first success professionally. The third year of my college, I got a job as a distributor for marketing and sales and marketing of Hoclips and other products for Eastern India.
00:11:25
Speaker
And now, I think it's important for business success to be able to achieve a successful accomplishment. After I walked out from Jadapur University, I was able to do many stuff.
00:11:53
Speaker
We are focused. In 1997, it was in May. The staff came out of the college.
00:12:23
Speaker
And he wanted to pursue something else, wanted to pursue his MBA, so he went out and so a company made a pass. Meanwhile, I got married. In December, I got married. My wife replaced him as the director in the company.
00:12:41
Speaker
It was an opportunity for the Airports Authority of India to export imports to cargo terminals, which machines go higher for dinner, higher for dinner. It was a big project at that point of time. Some 2 to 2.5 euros of investment were required to get the machine and to give those equipment for rental render.
00:13:06
Speaker
Somehow I made a presentation for getting those machines on leaves. I got the loans to buy those equipment and to give it to the airport authority.
Overcoming Setbacks and Adapting
00:13:27
Speaker
I thought I'd cut up everything and then bought it as well.
00:13:34
Speaker
So from 99, we will start living in Delhi, in Ashok, we have a rental house there. And we were breathing in as a newly-went couple and tried to build our lives. I think that's a great moment when me and Shreela, we both got into the business together. But within six months, the world was upside down for me. Good for India that the airport authority was getting privatized. GMR came in and they took over the airport, the Delhi airport.
00:14:04
Speaker
And all the contract was renegotiated. And so I was told to leave because they didn't find my contract for the bill or the debit price. And you can imagine a 23, 24-year-old boy with a loan of two crores of Meragian's machine, and he has to just go out. But I think when I teach in the games, I keep here a bit of myself.
00:14:33
Speaker
Number one. Number two. There is always a no. What if there is a yes? When I ask first, this is my machine, you will be definitely going and giving the contact to someone else. Because they wanted to give to a bigger company, right? We have more bigger, more professional companies.
00:14:55
Speaker
So I said, I have this machine, you can really, if you want to buy, or if that person wants to buy up and sell it off at a good price, it's
Shift to Safety Technologies
00:15:03
Speaker
a fairly good machine. And I think that gentleman was very kind enough. Within the overview of all the laws and regulations, he actually helped me out in
00:15:15
Speaker
I was transferring the machine to other companies who actually successfully booted for the operation. And I managed to return the money to the bank. Of course, there were the losses, but that was not that substantial. But I learned, and I learned, and I said, you know, could you guys met up, you know, could you tell me how I stayed back? And the entire thing goes to Sijin and my wife, who took care of me.
00:15:44
Speaker
and we started building our life together once again from that point on. So 2000, let's come back there. So you lost that contract, then what happened after that?
00:15:56
Speaker
So I stayed back and I started going and visiting the industries in and around Delhi NCR. So Maruti, Goanda, Central, Kala. So these are a few companies, you know, some at Coke, Pepsi, important plant. So I started traveling and I started, and that, so I had a great knowledge of cochlea, fair housing, coupons, fair parks. And so my knowledge, and I think my business, human shape, as well as
00:16:26
Speaker
I think that really helped me in going and visiting these companies and, you know, offering my services of spare parts. Then after that, I think 2001, 2 May, you know, 9-11, then a talk burst that happened.
00:16:56
Speaker
and focus business. After I made around 150 customers, I used to do a good business of close to 80-90 lakh rupees a year. And that was a fairly good business if you do 90 lakh rupees of business in that point of time, annually, without any loan. But we need to do something. We need to do something. So I started looking at what is happening in the world in terms of material handling equipment.
00:17:25
Speaker
technology. So when they call US company, 40 free drivers, they say, no, the ID system is not there. So it was a very passionate thing to teach. Because we are housing better. There will be the fastest growing economy will become one day and a lot of things will change. So if that came into context, then US company to you, again,
00:17:52
Speaker
I remember those days when I made a presentation in two years, I got the distributorship. So when I got the supply, I got the distributorship. So when I got the marketing, I was young and I can do anything. I had the ability to plant good deals at a good, you know, at a very fast rate.
00:18:18
Speaker
So they were impressed. As I said, can you come for a training? But you have to come to Australia. This will be a one month training. We'll be training you with all the other partners. And you have to pay and bear all costs. We just give you free training. And then if you come back and if you realize, then we can think of appointing you as a distributor.
00:18:42
Speaker
When I was younger, I had a lot of problems. I had a brother-in-law, who was married to me. It was the first time in my life that I went out of the country. I went out of the country. I am talking about post-2001. So, 2002 February was the first time.
00:19:11
Speaker
Australia and Korea. The world has changed after 9-11. A lot of things were coming in and people were realizing it. It took a training, came back. You know, equipment is from Hangata.
00:19:35
Speaker
Right? So I'm talking about people talk about IOT right now. I'm talking in a nice amount of time.
00:20:02
Speaker
I realized that it is a pain in India's nature. But when you have all the products, you have to be aware of them. But when you have to be aware of them, you have to be aware of them. If you have all the products, you have to be aware of the condition based monitoring systems. There are many indicators and recorders. So, if you have to be aware of them, you have to be able to handle them.
00:20:27
Speaker
I think it will impact the impact of the work from clear to radar. The sensor stage will basically impact and detect the impact. Absolutely, absolutely. The advanced stage will be more advanced, and India will be more elite. The manufacturing start will be more advanced, and the electronics start will be more advanced. I think it's a customer's concern that the customer will be concerned with the product
00:21:05
Speaker
Electronic manufacturers, high-end electronic manufacturers, medical equipment manufacturers, ATM machines, et cetera. Defense may be used. Pharmaceuticals may be used. Vaccines may be used. Vaccines may be used for temperature control. So, both markets are globally. India may be a lot stronger because we have a lot of strong data. So, local product damage may be used.
00:21:17
Speaker
without any impact.
E-commerce Venture: SafetyCart.com
00:21:33
Speaker
So I started this from 2002. I still remember the date when I founded my company SRV Damage Prevention, Private Limited, 6th of March, 2002. My house was built in China, and I was able to help my business. So I started my school in India. I started working in medical systems, pro-hoga, medical systems. I started my ATM machine.
00:22:01
Speaker
You know, you are far ahead of your time in India. You are far ahead of your time in India. You are far ahead of your time in India. You are far ahead of your time in India. You are far ahead of your time in India.
00:22:43
Speaker
But it's not a business to set up. I think you went to GE, you went to the defense services. How did you open these doors? You know, when you open these doors, you have to have a phone, an appointment, or you know, you have to pay attention to them. You have to pay attention to them. You have to pay attention to them. You have to pay attention to them. You have to pay attention to them. You have to pay attention to them. You have to pay attention to them.
00:22:58
Speaker
We were having a lot of fun.
00:23:12
Speaker
Yes sir, I think it's a product that I want to update. As far as I know, I think many companies are going to continue to grow. So I think friends, families and friends are going to be able to get your time. They are going to be able to sell things. But I think they are going to be able to grow because they are going to be able to grow.
00:23:37
Speaker
I will send out this business.
00:24:04
Speaker
I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it. I don't know how to say it.
00:24:34
Speaker
I was able to deliver my plane. I was able to go to the plane. I was able to go to the plane. I was able to go to the plane. I was able to go to the plane. I was able to go to the plane. I was able to go to the plane. I was able to go to the plane. I
Birth of PSAFE and Product Innovation
00:24:56
Speaker
was able to go there.
00:25:09
Speaker
And I was the only one who was trained to deliver that.
00:25:51
Speaker
I think that made me strong.
00:26:06
Speaker
Within the next two years, I had around 40 customers buying small and big products from me. But the first break came when I started applying to Defence in various special projects which I don't want to name. So aerospace and Defence became my biggest customers.
00:26:28
Speaker
And after that, we have power transformers, medical equipment, pharmaceuticals, clinical research, electronics. So they all started becoming my customers, slowly and slowly. And I started building up my businesses. Focuit businesses, we did a Chavrata, Reliance, retail, Agia. Then we became, we started managing their warehouse. So the life was completely set from 2004 to 2010, 2011.
00:26:59
Speaker
We used to do somewhere close to Dona Business. If I correctly remember 2010, I think we used to do around 15 crores of business, in terms of top line. We met up with a debt net, 100% on the fund rate, the status, etc.
00:27:42
Speaker
By this time, you had kids also.
00:27:49
Speaker
It's a very personal thing, but I can tell you that when we were struggling during 2002, whenever I wanted to start my FRB business, we wouldn't have kids. So that was a very personal decision which we took and we didn't have kids.
00:28:09
Speaker
And we didn't, we never wanted to have kids. We wanted to build our life to be with each other. So, yes. So, I didn't extend my family. So, your businesses are like your kids. Absolutely. I think my team, I like my kids. You know, I'm 47 now. You can ask my team. I really made that and I love that.
00:28:38
Speaker
So, coming back to maybe a race case, within 10 days, I actually, I know some of the e-commerce started a lot. So, Flipkart, Snapfield, they were doing good. So, my startup started a lot. So, I think it's been a long time since I've been here. So, I think it's been a long time since I've been here.
00:29:08
Speaker
Within 45 days, I created one company. I floated our website and we went live with a brand called safetycart.com. Everyone was using that and I was not far behind.
00:29:34
Speaker
So we became India's first 50 related e-commerce website, selling child safety, women's safety, travel safety, home safety, all these kinds of products.
00:29:50
Speaker
And this is like a marketplace model. It's a marketplace because there is no knowledge regarding safety, damage prevention. I want to buy safety products from someone who knows about safety, who is an authority in safety. So, I think many industries like B2B,
00:30:18
Speaker
prevention products, safety cutters. By that time, in my defense business, I met with the University. Thus, the Baha'i Company represents Baha'i India, a market and a pool of sales, service and marketing company. So, I checked the next day because we were close to 25 partners across the world.
00:30:46
Speaker
So global reach, internet body, everything was good.
00:31:20
Speaker
But of course, e-commerce, of course, customer acquisition, you know, CAG or other things like that.
00:31:37
Speaker
I think mid-kinimata is Durya Thera towards the end of the year. Sridhna and I, we were driving from Delhi to Dwarka in Gujarat. So, we are always fond of adventure and sports and, you know, that sort of stuff. I think that's why we came here by road. And then we had Sridhna go to High Sivarulya.
00:32:06
Speaker
We went in 203, and we went up 204. So we left the car there at the friend's place, and we took a flight back to Delhi. And when we went to the doctor, she was diagnosed with a urinary tract infection, UTI. The most common females were at the emails from UTI. It was so severe that she was hospitalized. While she was in hospital, you know, doctor said it must have happened because of, you know, unhygienic washrooms you must have used while in your family.
00:32:41
Speaker
We stayed at the best of hotels, we ate at the best of restaurants. We never realized that any toilet which is being used by more than two people is actually a public toilet. That's the idea of be safe, originated.
00:33:04
Speaker
I started searching globally, but there was no word called toilet seat sanitizer spray. I started searching globally but there was no word called toilet seat sanitizer spray.
00:33:39
Speaker
That was the time in the hospital, when we coined the word, he says, man, what was the, the financial aid you had there, but in marketing, I don't know. So they have a UTI to broad body problem. I have like in Patani, look, how did they know?
00:34:06
Speaker
Again, because, you know, being a serial entrepreneur, knowledge
00:34:29
Speaker
You can see the blue and pink bottoms. We love that design. Blue is like a galaxy, you know, Flipkart blue one. Blue or white, I think it's like a blue or flipkart blue one. I think it's like a blue house. It's like color coordination. It's like blue and blue. Right?
00:34:55
Speaker
That was also the single, all fruits, vegetables have every color but they don't have blue color. So that was also my particular type of blue color. I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised, I was surprised,
00:35:39
Speaker
And you never thought of funding?
Biases in Startup Ecosystem
00:35:44
Speaker
No, never. Never.
00:35:54
Speaker
But you were like managing to recover your costs. Yeah, it was like marginal losses, like not big losses. No, there was no losses. I was not that serious in safety cut, to be very honest with you.
00:36:21
Speaker
The moment you have to do something on safety, you have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety. You have to do something on safety.
00:36:49
Speaker
I think Africa, Australia, Singapore, America is a global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global, global
00:37:17
Speaker
I thought that I never thought to create a brand. That was the main reason.
00:37:44
Speaker
I tried hard, I tried very hard to sell this brand. Some of the brands have a label, a label book, that's a label, I think it's very popular. So, if you look at the last one, I think it's very popular. But if you look at the last one, I think it's very popular. But if you look at the last one, I think it's very popular. But if you look at the last one, I think it's very popular. But if you look at the last one, I think it's very popular.
00:38:12
Speaker
One in two women in their lifetime suffer from UTI. 20% of the men in their lifetime suffer from UTI. Huge data. Huge data, which can, if you bring your product, and when you know that you've been sprayed on a toilet seat, and if you're sitting either at home, or for a small while travel, or in a plane, or in a restaurant, or in a lifestyle hotel, you have to sit on that seat when clean is not equal to sanitize. I think I have that
00:38:41
Speaker
that vision that this can be a huge brand or huge use case that people will use it today or later, but will definitely. Hygiene was not talked about. I started talking about hygiene from 2013-14 onwards.
00:39:06
Speaker
This is a product made out of love. Why you want to sell it off? Let it be. And I started looking. So by this stage, safety card funding, external funding, we attempt here because you felt that it was like eating up a lot of your capital. So did you ever try for external funding?
00:39:35
Speaker
So Akshay, actively too, I was not looking for any investors during when I was running a safety card, but one of my friends, you know, strongly suggested me to go and make this VC, who was at that point of time even now also, you know, maybe in the top five, who's got a partner to support me lately.
00:39:55
Speaker
So my Doja is full of early, very interesting story I can tell. And that actually, when I put it on one of the media, it was really created. So I went and met this VC and I presented the safety card. Of course, safety card was an e-commerce, e-commerce business in each house. A lot of people were funding on e-commerce, but
00:40:19
Speaker
one vertical among many horizontal. I was doing only safety. And we all know safety doesn't sell in India. So he said, no, because you don't have a good model, your numbers are not good. I definitely don't want to invest in this company. I said, but we are not loss making. We are almost about to break even. Of course, it will take time to current up. I was giving all my justification.
00:40:45
Speaker
But he said, no, because we won't work fair enough. Because I was not looking for funding, I would have scaled the business to a different level. Because he was young, the guy was young, so I asked him. Global VC fund, Indian VC fund? It's an Indian VC fund. It's an Indian VC fund. It's an initial early stage investment. So very famous VC fund.
00:41:15
Speaker
So, I think it's a good reason for the reason. Of course, the reason is that the business model has been scaled up. The best thing about it is the profitability of the company. And then the team has multiple businesses, but it has a pedigree. What do you mean by pedigree? Well, we look for people from IIT and IAM who have hunger
00:41:44
Speaker
They want to do something in life. By that time, he didn't know that I run other businesses as well. When he told that, I said, OK, where you are from? I asked him, are you an IT and I am? I said, yeah, I'm from this IT and this I am. OK, I said, fair enough. Then I said, do you know this person? My name, XYZ. He said, yes.
00:42:15
Speaker
But last I remember, he told me last I remember he was in US, very many years ago. I don't know where he is, but how do you know? He asked me. Well, you know, I have a number. Do you want to speak to him? I can make you speak right now. This was like his, from his B-School year, S.A. Kustaka. Yeah, connection is just clear. So he bought health PTs, like wherever he was, he bought health PTs.
00:42:42
Speaker
So he said, yes, I am worried because of him. I've learned a lot of things from him. So I said, I have his number if you want to talk to him. He's in India now for the last many years now. So I dialed that guy and made him speak to him. How do you know Vikas? He's there with me. So I worked for Vikas.
00:43:22
Speaker
You know what, Mr. I may not be an IM or IIT. India may be 8% of the IIT or IAM, but 99% may not be successful.
00:43:41
Speaker
because of pedigree because of the pedigree because of the pedigree because of the pedigree because of the pedigree because of the pedigree because of the pedigree because of the pedigree
00:44:08
Speaker
And I think it's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. I think it's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. It's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. It's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. But I think it's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. But I think it's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. But I think it's a great institution, right? But I think it doesn't give you a right to demean anyone who's not from this institution. But I think it's a great
PSAFE's Expansion and COVID-19 Impact
00:44:44
Speaker
They were like annoyed. The institution is so huge. It's so great. They don't teach this kind of stuff. But I put it there. Do you really need to be an IAT and IM to raise funding from OVC? That was my
00:45:06
Speaker
That was my post. And it was like, you can imagine, I don't want to see the numbers, but yes, it went viral. I don't have any graduates.
00:45:15
Speaker
So coming to Dhola, Sola, Satra, you are needed in other businesses and it's business opportunity need. So by that time, be safe. And safety guard overall. Safety guard, I think Dhola, Satra, Dhola, Sola, we did somewhere on one grower business.
00:45:40
Speaker
My friend, Deera Jain, he was the founder of Red Cliff Capital. So he was talking to me a couple of months that time. Do something together. And I actually quickly avoided to do business with friends. But he somehow convinced me, let's move PSF out of safety card and let's create a new vertical, a new business.
00:46:08
Speaker
And let me help, you know, invest a little bit of money and then let's raise funding. Because he believed I, you know, given my past experiences, I'll able to, you know, pull this out through. But I was, but I was thinking I was, I was not getting young anymore. Right. I was, you know, in 17, I was like 44 years old. But yes, a lot of experiences, a lot of success.
00:46:39
Speaker
failure, learnings, everything. When I took up a challenge, I said, okay, let's try this out. I think this is the last thing before I, you know, hang my boots out. I took that challenge and we created a new company. D.Raj, me and Srijana, we came on board as a director. I completely came out of all my businesses on a daily operational basis. And I took up lunch full time, 100%
00:47:06
Speaker
with the same VICAS which was there in 2002 when I started on the journey of 18 months to build PSAFE with a vision to create a world-class personal hygiene company out of India. And Dheeraj was, I think all the great goes to him that he believed and he came together for the journey which three years so far has been a very exciting journey so far.
00:47:33
Speaker
So, you know, how did it start like in the first year? So from 30 lakhs, what did you scale it up to? And when did you decide, let's diversify into other products? And when did you decide the funding? So, how did you decide to scale it up?
00:47:56
Speaker
creating a hygiene company by that time. Not like the COVID situation right now where people are talking hygiene and everyone you meet are selling any of the hygiene products. But I had a vision of creating that at that point of time. Or within two months with Dheeraj Kannet and the way he presented the company. And people may come to the company or June may have a $1,000,000 raise with friends and family.
00:48:27
Speaker
My friends, my friends, my friend. So we got an opportunity from the Prussian house. Why can't you become the hygiene partner for the movie, Toiletic Frame? India was talking about Swajbharat. The movie was made because of the Swajbharat, Akshay Kumar movie.
00:48:53
Speaker
And at one time we got a call from the production house that they, you know, but we are really interested and we should do this deal. Even if you don't pay us that much of an amount, but if you can spend something in collateral and marketing and other stuff, I think that's the one word. So at a very, very, very nominal price, maybe one tenth of a price they quoted, we came and called it a hygiene partner.
00:49:19
Speaker
What a video made for the trade, for the commission. And so we had big posters across cities, social media, and people started noticing that. And I think it happened for the first time in India startup system that a small startup, I'm not talking about a very highly funded startup, but very small startup.
00:49:45
Speaker
has actually collaborated with the Viacom movie, Hollywood, Akshay Kumar, you know, other movies. So that was again, became a talk of the town. And I think it was the marriage made in heaven. So it was a marriage made in heaven. After this movie, I think a lot of things changed. People started taking us seriously. And what are you currently valued at?
00:50:13
Speaker
So at that point of time, when we raised this funding, we raised at around 130 crores valuation. So from 50 to 130 crores in two years. In January this year, in summer of 2020, Amazon awarded us as the best SMB brand of India.
00:50:36
Speaker
It was a huge compliment for us. When Jeff Bezos had come to India that time, we received an award. We were sitting in the audience and I went up and I think it again was one of the biggest moments for my team. It was completely, my team deserved to get an award where we are representing 6 lakh SMBs who sell online on Amazon and to get the best brand of Amazon because we have
00:51:06
Speaker
few products which are number one on Amazon and we sell online as well in their category where we are fighting that category with the biggies of the world but the way our consumer loves us I think the sales which reflect has given this award from Amazon.
00:51:24
Speaker
Okay. So how do you think business will change after COVID? Like, obviously hygiene becomes important. And so there will be like a lot of positive impact. But how will it change the way you do business or the mix of channels through which you are currently operating and things like that? You know, it's very early days. But I can tell you that it's a new world out there. Right. We are still as we are talking to you actually, we are still in the lockdown.
00:51:53
Speaker
you're waiting tomorrow that what how the lockdown for opens up. And so there will be a lot of change. But I can tell you, in the near term, a lot of people will be buying online, because there will be restrictions, social distancing in the market, in the mall, the store, of course, pharmacies will be open, boundary dry open, and they're still working, but there will be a new normal. So I see a lot of shift of buying online.
00:52:21
Speaker
But offline will, on the long term, will come back for sure once we have a solution of a vaccine because it will be very difficult for people to sit at home and work also. People need to go out. But it will take at least 12 to 18 months to come to a normal sense. But yes, when you talk about hygiene, hygiene is a new avatar altogether. Good to see that eventually hygiene got recognized.
00:52:50
Speaker
People are talking about hygiene now. It's 10 on 10 on a scale of 0 to 10. In January, if I say hygiene was on a scale of 0 to 10, was the number one. There were only a few people who were talking about hygiene now. You meet every second person is selling masks, sanitizer, disinfectant, or anyone because people have to do whatever they do. So the competition has increased, but the big boys will stay there. I saw all the big M&Cs, multinational companies who never wanted to go into hygiene.
00:53:20
Speaker
are and used to tell me because this hygiene doesn't sell in India. They themselves have started selling hygiene products. So category has grown. The business has changed to talk about the hygiene. Otherwise, in the near term, yes, there will be a huge pressure on hygiene as a business. And it will grow only. And talking about that, we at PSF also experienced an amazing month for the month of March.
00:53:49
Speaker
We only worked for 20 days, but we had, I'll say, 500% growth in that particular month. What is January 2020? And if I can give you a very, very exciting incident.
00:54:07
Speaker
The first case, the positive case was announced on the 2nd of March at 2 o'clock, one in Delhi and Waleetirangana. And from 2 p.m. to 2 p.m. to 12 midnight on 3rd of March, we received 40,000 orders online on p-safe.com. And we had a capacity of only shipping 1,500 to 1,800 orders a day, 14,000 orders. And fortunately, my team, you know,
00:54:37
Speaker
during February and early March. During February, we had enough supplies, enough stock in hand by seeing the condition what was happening in Italy and in China. So we had our stocks with us. Everyone from the corporate office and the warehouse, my friends, few of my friends, and we hired 200 casual labels and we started shipping those orders. From 1,500 orders capacity a day,
00:55:06
Speaker
We went up to 9,000 orders shipping every day. From 40 people in the warehouse, we were 80 people plus 200 people in the different warehouse to pack and to ship. So from 4th of March, just before COVID, that was 9th of March, we shipped close to 30,000 orders to fulfill. And then on Amazon also, we got a huge number of orders. And I can say that,
00:55:36
Speaker
That's what startup is all about. That's what experience comes. That was the support comes when everyone, even our in-house started accountant, CS, they were sitting, the girls were sitting on the floor in the warehouse and they were packing and they were selling. I think that's the best moment that I can say as an entrepreneur, that when you lead it, your entire team is there to give it. I think that's the best an entrepreneur can create. I'm so, so proud of my team that we're able to do that.
00:56:05
Speaker
Post looked within the lockdown as well, then the 100% lockdown was announced on 25th of March. And I team is working from home, right? Warehouse, we started with two people, then four, then five, but every single day of the lockdown we are shipping, we are selling, right? Even in March, the full of April, nine, I am in the warehouse every day for a couple of hours.
00:56:30
Speaker
So Akshay, hygiene was never that important, which is at this moment now. And people have realized that hygiene is going to stay here. And unfortunately, and I've been saying this from last eight weeks, unfortunately, COVID-19 has realized people that hygiene is important. And we have been talking about this from 2013. So we are blessed that we had products, stocks in hand,
00:56:59
Speaker
And we came out with all our might and able to help people. We maintained our price. We maintained our integrity towards our country. And I can say that we are very confident that the new normal will be hygiene.
Conclusion and Listener Invitation
00:57:18
Speaker
And if I can say so, hygiene will be the new security. If you go to any office, go to any restaurant, go to any building, or go to any hotel,
00:57:28
Speaker
2611 may be security and integral part of any kind of public places. COVID-19 is going to make hygiene an integral part of any public places or for ourselves.
00:57:45
Speaker
So that was Vikas talking about his baby. Be safe. Vikas is an active angel investor and loves to support women entrepreneurs and D2C startups. If you'd like to get connected to him and pitch your startup, then just mail us. Our email id is hello at the podium dot in.
00:58:14
Speaker
If you like the founder thesis podcast then do check out our other shows on subjects like marketing, technology, career advice, books and drama. Visit the podium.in that is T-H-E-P-O-D-I-U-M.I-N for a complete list of all our shows. This was an HD Smartcast Original.
00:58:45
Speaker
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