Sathya
39 anecdotes
We are from Kolkata, Kharagpur. My father retired from the railway service and we moved here in 1990. After settling here, we gradually acquired a house. My father retired in 1990 and has been living here since then. In 1996, around Diwali, I opened a shop. It has been 27 years. Apart from me, there were no other shops here during that time.
Actually, I had a college friend who owned a shop on Nari Road. I used to visit his shop because he was into marketing. I had the desire to do something, so we decided to start a business together. In 1995, we went to Delhi and spent around 15,000-16,000 rupees. We brought nail polish, lipstick, a rubber band, and clutches. There were fewer clutches, but I still brought a clip. Then, in 1996, I opened a shop in Kampti, Kanan, Bhandara, and other areas outside Nagpur. We sold everything we bought from Delhi there. This gave me the idea to start my own business. In 1996, I had saved up around 50,000-60,000 rupees. I noticed that there was always a large crowd at Gurudwara due to the two programs that took place there. I saw this as an opportunity for progress. At the time, Gurudwara was small and empty, with only my shop there. That's when I started my own shop.
I started in 2000 and it was a successful business until Corona hit. However, since then, 90% of people, including myself, have been facing business losses. This is not just limited to my area, but it seems to be happening everywhere. While I cannot speak for the entire country of India, I can certainly say that in Nagpur, Maharashtra, and the places where I conduct business, everyone is experiencing business downturns. Almost all businesses are running at a loss, including shops like Shera suits, as the owner himself has informed me.
Because we are already in a competition, I have been in the shop for 27 years, and here there is another shop, which has been going on for at least 15 years. And the market, because of the water, the customers are not coming. I also had two girls, so I have now made one because the business is going down.
Actually, I used to go to college and my friend had a shop nearby. To pass the time, I would visit his shop. He would often encourage me to try marketing. I noticed that there were many benefits to it, especially in the cosmetic industry where there was a 50% profit margin. Considering that my entire family is involved in the railway service and steel plant, I decided to give this business a try. I am the first entrepreneur in my family, as everyone else has been working in the railway or steel industry. When my father retired, we couldn't continue in the service because my sisters were older and they didn't get the job. They got married instead. I was still young at the time, only 16 years old.
I am currently running this business alone. My friend has returned, but his mother mistreats him and blames me, saying that he learned bad things from staying with me. She also says that he has moved forward while I stayed behind. During that time, my brother was also with us. We used to live together, and I helped him open his second shop. However, he closed it for his own reasons. I also opened another shop, an ice cream parlor, but I couldn't manage it. After getting married in 2010, I handed it over to my nephew. It was located here. So, my nephew, you must have seen it. R.S. Baker's shop was on the right side.
We are open from 11 am to 11 pm. Our customers primarily visit during the evening, with the majority arriving around 6 pm. This has been the case for the past 27 years. Previously, we used to close from 9 am to 9.30 pm, but now we close at 10 pm. However, our shop has consistently operated from 11 pm to 11.30 pm.
Eid is our busiest time of the year. We have customers coming in the morning and they keep coming throughout the day. Because of this, we don't have time to go out for food, so we provide food parcels for everyone in the shop. We also have concerns about robbery, which is why we have 7 people working. We close our shop at 6 AM the next day because it gets very busy.
On Eid, we have a lot of customers. Many women across India prefer a quick Muslim-style makeup with lots of glitter. That's why they apply a lot of makeup. And that's why anyone who comes to our store ends up buying something. It's never empty. During that time, we have a large crowd, so we need to serve customers quickly.
We have 6-7 people during busy times. We manage quickly. Two will stay inside, and one will stay outside. We are worried about theft. We have a water can and tea for everyone. We provide breakfast for everyone, which is convenient. We are comfortable and don't feel tired. I tell the girls to go home around 5 or 6 am. They promise to sleep early. This time, I called their mom and advised her to get at least 2 hours of sleep. It's good for the body.
Today, it has been 27 years. For the past 18-20 years, I have been attracting customers from various locations, within a distance of 3-4-5 kilometers. I make an effort to guide them on the suitable makeup based on their needs. Is it for a light or dark complexion? Do they require face powder? I also advise them on the necessary steps before applying makeup and recommend products for oily and dry skin. I inform them to take it and be satisfied. I inform them to go and take the testers. They can come back after 15-20 days. I don't have any issues. I allow them to be satisfied.
When I'm not in the shop, there is a camera here and another camera there. Previously, when I was not around, my brothers and nephews used to take care of the shop. However, they have grown up and now have their own shop. The camera is connected online, allowing me to monitor it remotely. Recently, I was away for 14 days, and during that time, girls took care of everything here. I have installed the cameras for safety purposes, as there is a fear of theft in Mumbai. I have caught many thieves, but they quickly retreat. I always warn them not to repeat their actions.
To start a new store, I require funds. Since I have already established myself here, I am on the lookout for a suitable shop. The cost of furniture these days is quite high, ranging from Rs. 1-2 lakh to Rs. 8-10 lakh. Additionally, an upfront payment is required.
When hiring staff for my shop, I don't judge them based on their facial looks. Instead, I focus on their character and nature. I value honesty and strong work ethic in my employees. Sometimes it takes around 2 months for me to truly understand their true colors. Initially, everyone appears to be good, but over time, their true colors start to show. By "true colors," I mean their attitude and behavior. They might start showing a negative attitude and even engage in stealing. They neglect their responsibilities of handling customers and may not even stay at their designated workstations. Gradually, their true colors become evident, and it becomes necessary for me to let them go. In some cases, I don't personally terminate female employees; rather, they don't return after taking an advance payment. This situation often arises due to issues with their boyfriends. However, I don't mind their personal matters as long as they don't affect business hours.
I made a list. If girls come, I will go to the market in 30 minutes. I go to the market every day. The special thing is that I stopped getting goods from any company. I joined a program with a company. I am happy with them. Other companies want me to get 12 items. They want me to get 12 items. Every company comes to take an order. I don't get from them. If I go to the market, I get 2 items. If I go to the market, I get 2 items every day. Or if I make a phone call, I get my cosmetics from Indora Chowk at 9.30-10 am. Or I get it before the shop opens in the morning. Sometimes I go to the market in the afternoon.
During peak times, I keep stock at the shop. However, during other times, I only get a few items from the market on a daily basis. For example, if I go to the market and the total is Rs.100, the company will give me Rs.80, and I pay Rs.75 to the shop in the market . That's it. There are very few companies in the market, and they don't know me. All the shopkeepers come there to buy, including the wholesale shopkeepers. Yes, it's in Itwari. They can get everything at a lower rate. So, the same company gives us something for Rs.10, we get it for Rs.8, and we get it for Rs.7 at the market. That's why we prefer to buy from there. Today, if I make Rs.10, Rs.20, Rs.20, Rs.50, I can save Rs.200 or even Rs.300. I learned all this before the lockdown, at least 5 years ago. That's why I don't buy from the company; I buy directly from the market. There are many shops in the market, not just one. Yes, there are many shops, or I can call them and they will get it for me. I am currently buying from one shop, but another shop called me and made a bill. This way, I can get it quickly without wasting time.
I simply select the items I want and leave them at the store. Then, I pay the amount on Google Pay or in cash. That's all. Yes, the people at the market know me by name. We have been in contact for many years, so they give me their phone number. I have to personally pick out the jewelry and toys. It can be costly. I own many bangles. At least 250,000 rupees worth.
Firstly, I consider the customer as a highly important person. I find inspiration from them. When a customer intends to purchase something worth Rs.100, I show them something worth Rs.500, regardless of whether they decide to buy it or not. I explain this approach to all the female employees in the shop, instructing them to do the same. If a customer comes to buy a particular item, they should show them other related items as well. They should also suggest that the customer consider purchasing those items next time. This is the aim: to ensure that people understand. That's why I attract customers from distant locations, as they appreciate the quality of the items I offer. Because of my customers, I stay awake all night. If I were to go home, I would leave immediately, but I know that my customers will come. That's why I remain awake throughout the night. And everyone is aware of this fact.
When the customer arrives, we will ensure that the goods are available. We aim to meet the customer's demand promptly so that they do not leave empty-handed. If I bring the product today, there is a high likelihood that they will make a purchase tomorrow. Additionally, I inform customers that if the product is not available, they can contact me, and I will make arrangements for them. Some customers visit the shop in person, while others reach out through phone or WhatsApp.
We need to go and get it. I purchase the goods from the shopkeepers who are selling it at a good price. There are 4-5 shops. I buy the goods from all of them. Then I buy it from them. I buy from the shops that have more quantity and variety.
Yes, I only have female staff at my shop. We also have a section for undergarments. Most of the time, we have undergarments in stock. Additionally, we offer hair removers. Even today, 90% of women feel embarrassed. If you want to buy a pad, they feel embarrassed. If you want to buy a hair remover, there are no female employees or If you want to buy an undergarment, there are no female employees. What should you do? That's why I have only female staff members to ensure the customers' comfort.
If I need to hire someone for my shop, I ask people about their personal relationships. I inquire if they are having any affair or not. I establish some rules. Firstly, they are allowed to socialize outside of work. They can spend time with their boyfriend or girlfriend. They can go out. However, they should not lie and stay at home when they want to go out. If they are not able to come to work, they should inform me beforehand. There was a recent incident where a girl went home at around 8 or 8.30. She was close to her house but didn't reach home for an hour and a half. I asked her what happened and she claimed she went to the temple. However, it turned out she went to meet her boyfriend. There is another case involving a girl and her aunt. The girl used to go home around 7.30 or 8. Whenever she left, I used to provide her with cosmetics like testers, face powder, and foundation. However, she never reached home and would just wander around. She would leave home at 7.30 and there are many similar cases where employees lied to me. This has led to a loss of trust in them.
I record all the salaries given to my staff. I don't provide any advances. I give the salary at the beginning of the month, or when they need it, in advance. There is no such rule. If someone is late for half an hour, they receive 50% of their salary. You can discuss this. I don't have such a rule. She goes to college and I pay her a full day's salary.
I have been keeping a diary for 27 years, with monthly entries. I started writing it in 2004. Today, I planned to do the calculations for this month. The years I mentioned are 2006, 2008, 2011, 2018, and 2023. I usually do calculations for 3-4 months at once, and I had planned to do it today. Each page of the diary represents one month.
I maintain a record of the morning's sales, which is important to me. In fact, I have a brother. Previously, I used to arrive late after dropping off my kids at school. They used to inform me about what items were selling and what remained unsold. It is crucial for me to remember this information. I jot down the unsold items and bring them back. I also record the items that were not sold. My brother maintains a separate diary for this purpose. Additionally, I maintain my own separate diary. I make sure to bring in the items that were not sold and fulfill customer demands.
Whenever a new product is released, I advise them not to solely rely on TV ads. While TV ads are important, they are not the only factor that drives product sales. I encourage them to consider other organic methods, such as word-of-mouth recommendations from friends.
I didn't look for this Patel perfume. A company asked me to buy it, but I refused to take the risk. I gave them a 15-day deadline. However, I ultimately decided to purchase it. I have been selling it since the first lockdown and I have a large inventory of products. This particular item is the first one I acquired and I have a significant quantity available. I source it from Nagpur. It has a low profit margin, only 25%, whereas most people use the 50% variant available at a park. Other companies also offer it at a 50% margin. Despite the low profit margin, I continue to sell it due to high demand from customers.
I don't force anyone. When customers come, I provide them with love and affection. I give them whatever they want. I am familiar with new customers as I have been here for 20 years. When new customers arrive, I inform them that we also offer repair services. If an earring, ring, bracelet, or anklet breaks, we can fix it. You can leave it with us for a day, and we will have it ready for you the next day. Additionally, we provide courier services that cover all areas where I sell my products. We offer repairs and courier services. I make sure to provide them with all the necessary information.
The most important thing is how you speak. If you speak kindly, the customer will be interested. If you speak rudely and angrily, they won't come back.The one whose name I give, he has come. Okay, he has come now. You know, he comes.
Most people don't know that it only takes 2-3 days to learn how to use a smart phone. Personally, I don't pay much attention to it. However, if something is good, I save it on Instagram. Similarly, if I come across a video I like on Facebook, I can save it. If I am unable to save it, I forward it to my family. I either forward it to my wife or to my friend. If I can't save it or forward it, I simply remember it.
I send positive messages on WhatsApp, including messages related to job opportunities. There is a group called Aam Aadmi Party that also sends me job-related messages. Jobs are often a priority for many people. I primarily use WhatsApp for my work, including marketing activities and purchasing items from individuals and companies. Additionally, I handle the business layout. I do not engage in lending activities or go out physically; all my work is conducted through my mobile phone.
This is a WhatsApp group for a business called Novelty Shop. We share updates about the new varieties we receive. I saw a new variety this morning and I have shared it on WhatsApp. When we visit the shop, we can see what is available and buy whatever we like.
Yes, we have a lot of customers. I have a different group of customers. During the lockdown, I created a group for women. I conducted online business for selling clothes. I earned a profit of 7000 to 8000 rupees during the lockdown. I also created a separate group for girls and boys. This was done to manage any comments boys might make on girls. That's why I created separate groups for women and boys.
I share my videos on Instagram and Snapchat too. However, they don't get much viewership there. Most people watch them on WhatsApp. On WhatsApp, at least 175 people regularly see my status. I don't focus much on Instagram. I don't post frequently on Facebook and Instagram. People place an order and then it gets delivered. No, I don't deliver to their homes.
Yes, I have made many videos where I invite beautiful girls to my shop. I give them a ring or an earring and ask them to make an ad for the shop. One of the girls I interviewed is Shiva Khan, a famous girl from Nagpur. She has made a lot of progress, but she doesn't acknowledge or respect me. I am sharing a picture of my shop where she took a picture of my earring. Shiva Khan has also worn these rings from my shop. She visited my shop yesterday as well. The earrings from my shop are still available, although some of them have been damaged. I pay Shiva Khan 10-15 Rupees for taking pictures and posting them on her Instagram. I also share them on Facebook and update my Whatsapp status.
I don't know if these girls I commissioned have posted it on their social media accounts, but I have. It has been 2-3 years now. I gave it to another girl, and she also posted it on her status. I shared it on my Instagram and uploaded a video. I have already informed you about the item we saved earlier.
I prefer Google Pay because it provides instant results and transfers money directly to my account. I have not encountered any issues with it. However, I have been facing a problem with Paytm for the past month. Daily, I receive the amount on the second day instead of instantly.
Everyone wants to improve, and I also want to establish a showroom. However, I need money for that, which is not easy when the business itself is struggling. Obtaining a loan requires a lot of effort. Have you heard about the WTC local mall, a large mall in Nagpur? I have rented a small 5x5 shop there for selling food. Since people visit malls for food, shopping, and entertainment, they often prefer to shop for items at a lower cost. However, there are also wealthy individuals who are willing to make purchases at the mall. I have a business plan for the future, and this shop is a part of that plan.