Learn how to build a brand from scratch
From Pankaj Vermani, Founder & CEO Clovia 
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30 minutes can change your life.
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How people found sessions with Pankaj Vermani?
I had the pleasure of connecting with two most enterprising personalities Mr. Sanjeev Bikchandani and Mr. Pankaj Vermani. Both shared very workable inputs and long term perspectives that a founder should have. Most of the inputs addressed immediate problems while seamlessly integrating with future plans.nIt is a great initiative and thank you Ashima and Shantanu for coordinating it so well. Kudos
Nishant Malhotra
Weavestory.com
Had an opportunity to interact with Pankaj Vermani via BigShyft Champions for a Cause. Pankaj is so easy and humble to talk, it just makes the entire conversation so effortless and listening to the story of building Clovia into a household name is truly a branding masterclass. Grateful to have such a chance.nnThanks to Shantanu Mathur and BigShyft team, Ashima Bhan, Deepro Ganguly for facilitating this. #championsforacause #lockdownwithlegends.
Siddhant R.
AddSkill
Previously Answered Questions
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How do you go about growth hacking?
Without damaging your brand and trying to be cheap, if you can find the cheapest way, I think that is the right way to do it as a growth hacker. When you have the resources to do it, then you do it in a much more structured way. But till that time you have to be a little hacky about your growth. Your purpose has to be a little bigger than what you are trying to do and then you find ways which are not too expensive to keep nailing it in. Just keep finding little little things and once you’ve understood something then don’t stop, then don’t slow down. Then you scale on it quickly as soon as you can. Engagement is not views, engagement is shares, engagement is comments, engagement is likes, anything when a person is doing on themselves rather than you spending money to push it to other people right so that is also one thing that will count.
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How do you deal with competition in the market?
So you will have to keep finding ways to stay relevant, to ensure that you do the right thing to the end consumer. When there is competition, your customers increase. As a businessman one has to always think right. If you think small, you will end up small. And I think that has been a very consistent thing that I have seen. I think as more people come, let them educate and can you be a smart second to keep crossing that barrier every time. I think that is the smart way that you have to do it and make sure that you also get enough funding. So you don’t have to go second all the time but when you believe that there are bigger guys you know, future group, reliance etc, let them build that entire ecosystem because that structures the market. If you are able to find your niche and make you can just be like goddamn big right. There is too much business out there to be big from.
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How do you decide on a certain distribution channel?
If the whole genesis of your brand is experience of delivery, of consumer engagement, everything, then if you’re going on Amazon, then you are literally killing that whole process right. If the biggest ambassador of your brand is your product, then you have to find every means to sell that product. Now that I know my game is not only about experience, it is also about the product, then I am saying sell from every channel as long as it is not killing your customer experience, it is not giving any disrespect to the brand and it is giving you the right gross margins. All these filters have to be checked. So that’s the thought process that we have when we decide on going on a certain channel.
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How do you build a brand story?
The purpose of the brand has to be larger than just what you’re doing. Once we are able to do that, next was to start building the brand around its story. The biggest challenge in that is capital. So we went very guerilla on what we tried to do, you know and one mandate that I had given to the team, which I still have given is that, even though its a bad way of building a brand but I say assume cash is a constraint, now start thinking, right. So one way to say it is a very myopic view.
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How to grow a brand?
You can grow it in 4 ways: 1. Increase the categories 2. Increase the channels of sale 3. Increase the geography 4. Find new locations and increase the means to acquire new customers through newer mediums. The goal is to do it more effectively, to reach out to the end consumer, and to keep the message consistent.
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How to practice Reiki and when to do it?
Reiki as a channel, it is a Japanese form of meditation and alternative therapy by Mikao Usui and the entire genesis of it is about how, if you have enough energy then you can do anything you set your mind to. Do a meditation session and see if it impacts you. I started meditation very early on in life and that really helped me evolve and helped me understand life a lot better. Over a period of time I started seeing that it brings a lot of stability to my life overall and on an average I practice one hour a day. Whenever I have to take a very big decision, I go into an hour long meditation and when I come out of it, I know the answer. The entire process is very simple, because when your mind is relaxed and is absolutely at peace, then it is at its best capacity, so it starts to process things a lot faster. I think it is very critical to have an alternate source of easing your mind in the life of today and this goes a long way in terms of a healthy lifestyle as well, something which I have been a very big propellant of.
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