Interviewed by The Success Today – A Digital Webzine
Could you tell us about yourself and your work?
I completed my studies and joined the pharma industry in 2009. Just 2 years into the job and I realized my calling for entrepreneurship. Because of financial obligations leaving my job was not an option and being first generation entrepreneur lack of funds, skills and knowledge were the obvious challenges. So with the help of my partner, I started a small fast-food joint in 2011. For the next 5 years, we tried many things and operated multiple outlets alongside my full-time job. By doing this we acquired the necessary skills to build a business like how to manage people. How to develop a product? How to market a product? How do set processes? In 2016 when we identified gaps in the ice cream industry and conceptualized TiB, I left my full-time job and launched our first outlet.
How you and your service is helping society?
When the world is reverting to clean eating practices, the ice cream industry is serving frozen, stale ice cream which is made from chemicals like colors, essence, flavors, preservatives and sometimes it doesn’t even taste like its actual ingredient. At TiB, by making fresh ice cream in front of customers from actual/real ingredients, we have offered society a healthy ice cream which is of high nutritional value and creates an experience for them. Additionally, the ice cream industry runs on high energy consumption because the product has to be kept in minus temperature throughout the supply chain and in storage till the time customer relishes it. As our concept is not premade ice cream, we don’t need a factory setup or cold supply chain and hence we are the most energy-efficient brand in the entire industry.
What is the USP of your work?
We are the only brand in India which makes fresh ice cream in front of customers by using actual ingredients and without the addition of any color, flavor, essence, or preservatives.
As our products are not premade, setting up of a factory is not required which saves up a lot of costs, because of fresh making concept our ice creams do not incur heat shock effect (formation of ice crystals during transportation) which leads to premium texture, mouthfeel and we are able to create an experience for customers.
The use of actual ingredients makes our products high in nutritional value and gives a better flavor than competitors.
Implementation of Tetrapak technology into the supply chain leads to low transportation costs and easier-to-penetrate geographies.
All these innovations make this brand a marketable prospect which will attract potential franchisees and investors.
What are your Vision and Mission?
Our vision is to consistently be the top name in quality, variety, and innovation in the space of ice creams.
Our mission is to expand the chain of TiB across India and become the No. 1 premium ice cream brand in the next 10 years.
What are your achievements in this industry?
We are able to overcome the biggest challenges of the ice cream industry like,
-Formation of ice crystals in ice cream because of heat shock effect (heat shock effect is melting and refreezing of ice cream during transportation because of fluctuation in temperature) which leads to the coarse texture of ice cream.
-High supply chain cost because obviously cold refrigeration is required during transport.
As we make fresh ice cream and that too in front of a customer, our product does not incur a heat shock effect which ultimately leads to great taste and texture in our products. The transportation cost of our raw material is 10 times lower than our competitors. We have applied for a patent and received initial approval as well. In the last 6 years we have organically grown to 16 outlets and now going for all-India expansion.
Does your work ever feel tedious to you? If so, how do you stay driven and motivated toward it?
Tedious? Never. I would say grueling can be the right word. Every new day throws new challenges at you and sometimes it becomes very hard to cope with those situations. But now after all these years of experience, I have learned to be comfortable in uncomfortable situations. A satisfaction that to date I have created jobs for at least 50 people and the appreciation I get from my customers keeps me motivated and stay focused on the collective objective of my organization.
What are your hobbies and specific interests other than your profession?
I like to involve myself in activities which demand physical fitness. Other than this I like to read, cook and explore new places/food. Once-a-year trip to a wildlife sanctuary along with childhood friends is the most amazing thing I do. Recently I exposed myself to the spiritual dimension of life and for a few months I have regularly done spiritual practices which helped me be calm.
You have achieved so much in life, any specific advice you’d like to share with our readers to grow in life?
I honestly feel I haven’t achieved anything great yet but I definitely feel that I am on the right path to creating something big for everyone who is part of this journey.
Every next level of your life will demand a different you. If you are not happy with what you are doing, you must use the hours outside your job to build the life you want and not to escape the life you have.
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