Business Grows By Word Of Mouth

Seema Anand runs three successful ventures, single-handedly and all from the confines of her home.

EARLY STARTER

I grew up in a totally non-business family environment. My father was in the Army. In 1984, he was posted to England and I ended up graduating by correspondence. Mean-while, I completed a course in ticketing, conducted by British Airways. As it happens in western countries, I too started working early. From a salesgirl at Liza (a chain of 28 stores) earning 70 a week, I soon became a manager getting 150 a week.

CHANGING TRACKS

By now, I needed a change. Liza offered me the job of a buyer. But here, my parents drew the line, for this meant extensive travel in Europe and I was just around 18 years old. So, I settled for a course in hair-dressing and cosmetology from Morris.

In 1987, I had a brainwave I rented a space in one of Lizas shops, started selling jewellery and cosmetics. This required a money guarantee worth 1,000-2,000.....My parents wondered about my frequent career switches but still acted as my guarantors. Besides, I also got a part-time position in Cox and Kings where I earned 10 an hour. I tried hanging on to both by making my Mom sit at Lizas, but she quit out of sheer boredom. So, I closed shop at Lizas and concentrated on the travel agency, having secured a permanent position at 150 a week.

I earned a lot but spent it the moment it came in hand. We returned to India in 1988I had no cashjust designer labels and lots of perfumes.

BACK TO INDIA

I wondered what to do next, and then hit upon the idea of building knocked-down furniture. We had brought a lot of it from London and I realised the need for it for people in transferable jobs. I set up the unit in my garage and employed some good carpenters from Jhandenwala. There was no capital investment as I only accepted orders with 50 per cent advance.

Three months of booming business and I had to give it up. I got married, you see. I did not want to start anything that would make me neglect my house and my baby. So I decided to design ladies garments with Rs 20,000 that my generous husband provided me with. I supplied the fabric and outsourced the tailoring. In a months time I held an exhibition with about 25-30 pieces. An exporter saw these samples and started assigning regular orders worth Rs 15,000 to Rs 20,000 a month. By end of 1991, I was earning up to Rs 4 lakh with Rs 80,000-90,000 as profits. This meant catering to nearly 4,000 suits in a month. The pressure was too much and I decided to pull out.

A pleasure trip to Orlando in 1991 led to a bifurcation from suits to jackets with combined work of zardozi, beads and sequins for an exclusive boutique. These were of very high value but of low quantity which was manageable. Three consignments later, I was expecting again and I gave up the work. My priority was my home.

DREAM BUSINESS

But I was destined to start something on my own again the lingerie business. It started in 1992 with the idea of fulfilling of my own needs but became a business venture on discovering a similar need among other women as well, for reasonably-priced quality stuff. I tied-up with a local manufacturer and gave my own designs. Today, we have 35-40 different styles. My business started with orders from a couple of friends and grew tremendously by word of mouth and all from the confines of my home. The manufacturer started retailing it to some outlets on which I earned additional royalty.

I have kept low margins in this business but the sheer volume makes up for it. Here was one business that I stuck on to and have no intention of stopping. Then in 1996, with Avon hitting the Indian market, I sold them the idea of hiring me and so became a founder member. Selling the products again did not involve major marketing on my part since most of my clients overlapped with those coming for lingerie. Without adding major profits on the price , I was earning to the tune of Rs 50,000-Rs 60,000 a month. Success in this venture led me to take on the dealership of the entire product range of Oriflame also.

RULES TO PLAY BY

Overall Ive been very lucky, at the best Ive walked away with a lot of profits, at the worst I have moved on to something new. You wonder at my frequent switches but I have always done what I wanted , whenever I wanted. Money doesnt make me tick. I work for fun if theres no fun I ll give up even the most flourishing business for my mind and heart have to work in synchrony. My biggest plus is my confidence and total uninhibition.