In a tale of humble beginnings, Abhay Kardeguddi, the founder of NIVA, a successful business consultancy firm, reflects on his journey from a low-income family in a rural village to the founder of NIVA in India. Abhay shared his story during an exclusive interview, shedding light on the invaluable lessons he learned from his grandmother, who ran a small shop in their village.
“I was raised in a low-income family, and I learned how to run a business from my grandmother,” Abhay began, his eyes lighting up with nostalgia. “In a modest shop in a village in India, I used to help my grandmother, who had a small business selling various items. I assisted her in serving tea and washing utensils when she made tea.”
Abhay’s early business exposure didn’t stop there. During the vibrant festival of Diwali, celebrated with great fervor in India, Abhay and his grandmother ventured into marketing by crafting and selling paper houses. It was during these times that Abhay began to grasp the intricacies of customer engagement.
“On Sundays, I and one of my friends would take a basket full of sprouted pulses to sell on the roadside. We offered fresh sprouted pulses every Sunday, and the locals began to recognize us because of this,” Abhay recounted with a smile. “After selling all the sprouted pulses, I would return home with the earnings. My grandmother would reward me with a small incentive of 50 rupees, and it felt like a great achievement. The next day, I felt like the richest kid in school as I had 50 rupees with me, which I’d spend on buying chocolates.”
Little did Abhay know that these early experiences were laying the foundation for his future in marketing. “That is the little story of my learning journey, and I didn’t realize that I was learning marketing strategies, and my grandmother was my first teacher,” he shared, a glint of gratitude in his eyes.
Abhay, now a successful entrepreneur, emphasized the importance of Digital marketing for business owners. He highlighted the fact that in today’s digital age, entrepreneurs cannot afford to ignore the online space, as their potential clients are primarily active there.
“There is no option for entrepreneurs to remain offline. Why? Because clients are online, and we can’t avoid digital. Instead, we need to be present where our clients are,” Abhay stressed. “Marketing is all about ensuring customer convenience, whether it’s through offline or online channels.”
Expanding on the value of online branding, Abhay explained that it goes beyond just making online purchases. “For example, if you have a small furniture store, you need to do branding. People should be aware that there’s a furniture store in their area, so when they need furniture, they think of your store. Marketing and branding are crucial for this reason,” he added.
Abhay also highlighted the cost-effective nature of online marketing, where entrepreneurs can harness various free tools and platforms to promote their products and services, such as posting, writing articles, publishing e-books, creating videos, and reels.
He emphasized the unique advantage entrepreneurs have in promoting their own offerings. “Nobody else will have the same level of love for their business as they do. The way we talk about our company, nobody else can replicate it,” Abhay said.
In the world of digital marketing, Abhay introduced the concept of “earned media,” akin to newspaper or magazine content, as a valuable platform for entrepreneurs to showcase their businesses. He also praised the efficiency of WhatsApp broadcast tools for quick and free communication.
Abhay Kardeguddi, the founder of NIVA – founded in 1994, has since become a respected consultant and trainer, guiding countless entrepreneurs and organizations across diverse fields toward business growth.
He also imparts his knowledge as a teacher in reputed schools and has authored three books on Customer Relationship Management (CRM).
By Purna Maya Samal and Rinzin Dema (Interns)
