Thinking out of the box

Thinking out of the box

Thinking out of the box

Be it by IT geeks or young entrepreneurs fresh out of college, Bangalore has always been famous for giving support to a variety of popular startups over the years.

Thankfully, this trend has not yet died down and the City is buzzing with news of the many creative ventures that the young and old are plunging into.

Less than a year ago, four young final-year students of Manipal Institute of Communication (MIC) decided to form Goldfish Creatives, a Bangalore-based ad agency that would focus on minimalist advertising and improving their customers’ image.

They declared among themselves that they would quit the idea if they did not get a paying client before graduation. Luckily for them, everything worked out long before that day arrived!

“Our name stands for what we do — it is based on a Scrabble advertisement, which shows a goldfish chasing a shark because the word gets more points in the game. In the same way, our ads are minimalist in a way that the product sells itself. We go out and find potential in a client and find that one kernel that they need to exploit. Then, we tell them what to do with it,” says Karthik Ravi, the creative director of the firm.

“We have five dream clients – Coca Cola, Harley Davidson, Johnnie Walker, Nike and Lamborghini. If we get any of them, we will make an ad campaign for them for free,” adds the 23-year-old dreamer.

Take It That One (TITO) is another service that was started as recently as in June. Three young people decided to start a midnight delivery service that runs from 10 pm to 3 am in Koramangala, BTM Layout, Jayanagar, Indiranagar, Richmond Town and C V Raman Nagar.

It offers beverages, munchies like chips, water, basic medicines and even mosquito coils!
“It was a risky venture. We knew that nothing is available at night but we didn’t know if people would pay to have such deliveries made. Luckily, it’s been running very well and we’re planning to expand to Malleswaram and Hebbal side next,” says Adithya Mallya, one of the co-founders.

The customer pays Rs 100 for delivery charge while the products are sold at MRP. Their profits are made on each delivery, which is done in less than 30 minutes. For the health-conscious folks of the City, Qua Nutrition in Indiranagar is a startup worth supporting.
Started by three IIM Ahmedabad graduates, who parted ways and came back many years later, it is an attempt to “help every Indian discover his or her capacity for nutrition” as one of founders, Ryan Fernando puts it.

The firm creates diet plans for people. “We celebrate food as happiness in India. Unfortunately, this happiness is hitting the waistline. A waistline more than 34 inches for women and 36 inches for men makes one prone to diabetes, cholesterol, heart disease and hypertension,” explains the dietician.

“Our oldest client is 82-years-old while the youngest one is 18-months-old,” shares Fernando. He prides himself on the fact that he has sportsmen like Sushil Kumar, Anirban Lahiri and Robin Utthappa as his clients.

People in this City will always be crazy enough to start services that don’t necessarily stick to the norms and feel good about it.

Whether it works in the long run or not, it doesn’t look like Bangalore will face a dearth of innovative startups anytime soon.