Startup Story of India Circus – India Circus is one of the leading lifestyle brands of the country. It is a fun lifestyle brand creating home decor products, utensils, crockeries, fashion accessories, tech products, and lots more. The brand was started by Krsnaa Mehta.
The brand was started in 2013 as an aim to bring the Indian pop art, Indian culture, and Indian prints in these items and make them mainstream. It was started as a small online store but in these 7 years, it has managed to make a great position in the market.
They have a lot of competitors out there but what sets them apart is their division of designs in 4 different categories. They create quirky products along with some classic designs. Their targeted customers are in the age of 20 to 65 that sets them apart from their major competitors like Chumbak.
India Circus is a colourful and a vibrant brand that attracts more people to their designs. Their site has 3000 customers coming to their site everyday. The brand makes their exclusive designs and sells them online and offline.
Startup Story of India Circus
Started with three people, the team now has T professionals, marketing strategists and business experts. They have tied up with the retailers like Westside Home and Staples to sell their products offline through their stores. Krsna says the startup has achieved a turnover of Rs 30 million and on an average has seen 50% growth in terms of sales month over month.
Krsnaa has studied Graphic Designing in the US and moved back to India to start something of his own. He comes from a family of textile businesses but he wanted to do something more than this.
He figured after working with The Good Earth that he wanted to create quirky designs. He worked with The Elephant Company with The Bombay Store. Later he also worked with Westside for their home section.
After working with these brands, his name was quite popular in the home decor designing section. But, he was so talented and creative that his friends pushed him to do something of his own rather than working for other people.
In 2011, Krsnaa decided to start India Circus with Devaki Khimji and Hadi Curtay. For one whole year, they only worked on product development, design creation, among other things. They went online in 2012. Just with their online store, they became quite popular without a physical store anywhere near.
Startup Story of India Circus
It was in 2013 that Navroze Godrej, Head, Strategy and Innovation, Godrej & Boyce, decided to invest in India Circus. By December 2015, Godrej Group acquired a controlling stake in the company. Their offline venture started with the stores at the Indian airports.
In the life of an online business entrepreneur, Krsnaa says that it is not easy to run an online business as they’re good things on one day and bad things on the other.
Startup Story of India Circus – He says, “The day your ads are more visible, your sales will be higher. I have never seen a steady online sales platform. Offline sales, on the other hand, are fairly stable,” They also take the corporate and the gift orders in bulk.