India is among the top three fastest growing Internet markets in the world as stated by industry body Assocham and ComScore.
I must say, this can act as a catalyst in the growth of Retailers/SMBs. How??
Only thing that a small business need to do is re-imagine business with a social mindset. Even in today’s highly socialized and digitally connected world, many small Indian businesses dismiss the potential of being social, ignoring the buzz of social marketing as a passing fad.
Let me give you an example here.
In India, how initially it was hard to make people believe in the concept of online matrimony. Traditionally and culturally, arranged marriages were ‘word of mouth’ and driven discreetly. From analyzing the character traits, hobbies, passions to activities done in free time to ensure a perfect match- the matrimonial sites are now building online social connections through LinkedIn, Twitter and Facebook.
All in efforts to provide an enhanced customer experience and improve sales!
All I want to say here is small businesses must apply social technologies for collaboration, communication and content management to the connected web of people and assets that impact a given business outcome.
The social media, from blogs to social networking sites to content communities, helps to reach the most influential audience for maximum brand impact.
A Retailers’ best marketing still remains a friendly face behind the counter. But being Social is the trick to increase the number of customers on the other side of the counter.
The shift in approach to social by Indian small businesses will be a huge turning point and is bound to propel their growth by bringing new perspectives to old ways of doing things.
We all have that one friend who would share every bits and piece about his/her relationship on Facebook, social media has become the ultimate judge of how happy someone is in their personal life and relationships. In fact, researchers, have found out that genuinely happy couples post less on social media about their relationship, as they don’t seek approval from others and rather than wasting time on typing long posts they prefer spending time together. I have found out some fascinating reasons why happy couples post less on social media:
They don’t need others approval
Happy couples don’t find the need to pose being happy on social media by sharing their date and outing pictures. They don’t find the need for other people to perceive they are in a happy relationship.
When you’re happy, you’ll have less time to click pictures
That instant when you are with your partner and having utmost fun, you’re naturally and genuinely enjoying that moment of happiness and joy. At this stage, you don’t have the time to be distracted by takings snaps and posting or checking social media.
They know it makes no sense in sharing fights on social media
Happy couples are far more mature in their way of handling arguments and tiffs, they know posting about fights online will not help them resolve any issue, instead it will just create more problems when others start taking the interest after all everyone likes free to gossip and feast.
There is no need to seek validation from others
The biggest strength of happy couples is that they don’t seek approval from others, couples who are genuinely happy with each other. That means they don’t need to update others to get the feeling of acceptance, that they are happy in their relationship.
They don’t need to prove anything to others
Couples who enjoy each other’s company and cherish the time spend with each other, they don’t find the need to prove others that they are indeed happy. Thus, there is no need to post ‘bits and pieces of evidence”.
Today there is no dearth of personalized items in the world. Few years back, Prime Minister Modi’s personalized clothes and President Obama’s customized car made headlines. Today, be it apps, trainers, vehicles, toys, bags, shoes or clothing, there is nothing that is not personalized.
And why not?
After all, personalisation crafts special moments of life to an unforgettable experience. Isn’t it?
Meet Sindhu Kilari, who chose to make two of such special occasions, birthdays and weddings a memorable one with her love and passion for baking customised cakes.
Sindhu Kilari, a baker at heart and a management researcher in education. Like any other girl, she followed the path shown by her parents and completed her graduation. She went to Australia for further education and did her masters in biotechnology along with breast cancer research thesis from Latrobe University and did her Diploma of Management in Melbourne.
One would think, having such an education she should be finding a job in a science researching department. However, her heart always stayed in baking and cooking. Although, it took some time for her to realize her true passion. She grew up seeing her mother bake delicious cakes on her birthdays and she was inspired since a young age.
I should say it was the movie Bridesmaid which made me really interested in baking a cake at home. I was inspired by this movie and wanted to bake a cake myself. It was also one of my friend who inspired me to actually do it when she prepared a yummy cake at home.
-says Sindhu, remembering of how she began baking her first cake.
She even remembers the first cake she made was a chocolate mud cake, which she made following a recipe out of a cookbook that she picked in a store. Doing it for the first time, it took more hours to bake than the usual presumed time, but the results were good and the cake tasted yummy. She loved her efforts when a lot of people appreciated eating what she baked.
To me, baking became a part of my life since that day. To see the smiles and love, to feel the appreciations from my dear ones and to see people enjoy and be pleased with something I have done, gave me immense satisfaction.
-says Sindhu with a satisfied smile that shows her love for baking.
Her friends and colleagues encouraged her talent in baking. Soon she loved to bake a different variety and experiment various tastes every week. She learned cupcakes baking from a master class of SherylThai of Cupcake Central, Melbourne. After attending these classes her baking flew new levels and she found her job of research in the lab very less interesting. She began baking cakes for birthday parties and other small occasions within the circle of her friends and other close acquaintances in Melbourne that made a small income for her.
However, due to Visa problems she had to return back to India. Coming back she tried to find a suitable job here for her education for almost eight months. Finally, she did find a project in an ITC. But once she joined, she realized lab work is not for her and her true calling was meant in baking. Being inspired by a friend who quit his IT job to follow his passion, and many other talented people in the world of baking and cooking who had come from various educational backgrounds and yet being so passionate about their talents, Sindhu also decided to take the plunge into starting on her own and quit from the lab job. Hobby-turned-into-a-career only because of the appreciation and motivation received from friends and folks but this move was not supported by her family.
Remembering the difficult times when she began her page on Facebook to introduce her business to people and started to take orders, she tells-
My family was disappointed in me for quitting my research and lab career as my parents thought my decision was too silly and childish. Although, I stood my ground and was confident in what I wanted though it took some time to realize.
The testing time was when she started a new item in the cake menu, that is the Fondant cake. Because she was the first person to introduce the Fondant cake in her city and 90% of the people did not know what it is. She worked hard to market and educate people of its importance and difference in its taste. Slowly people began to line up in buying her cakes and Fondant cake became her speciality. Today her customized themed Fondant cakes are a big hit and everyone love to buy it from her. She also specializes in,
Miniatures and replicating food theme cakes
Flavored cupcakes of about 60 flavors
“Small opportunities are often the beginning of great achievements”
Stands true in the case of Sindhu Kilari. Even her family who was much angrier for her choice of career path began to see her passion and hard work towards her love for baking. They noticed her talent in baking beautiful, tasty cake and began to appreciate her. To stand and show the world of what you are capable when you have none for a support is not something easily done. However, Sindhu came out with flying colors and today she is running a well-established homemade cake shop. After her recent Europe trip, she has learned new desserts and desires to introduce them to her menu too.
Her vision is,
My vision is to set up a patisserie in my city with a unique, tasty desserts available all around the world. I should be the first person to make people taste a different kind of desserts and cakes. Cakes and desserts are a part of happy moments and I want to be remembered by all in their happy moments. My goal is to do my diploma in patisserie from a reputed institute like Lecordon Bleau and learn as many new techniques from the best in the industry. My dream is to participate in international cake shows and exhibitions and be an inspiration to other young talented youths who want to pursue their dreams.
When you are creative, your mind always takes various routes and finds many other interesting and creative things to do, isn’t it? Sindhu also loves jewelry making which found its way in miniature food jewelry with polymer clay and she also loves to make jewelry with clay, quilling and other recycled crafts.
Thinking to order a cake for a birthday or any other occasion? I say you do not need an occasion to eat a cake, what say? Check out Sindhu Kilari’s Eats and Treats and enjoy a yummy, and delicious cake.