28 Oct Sakina Wagh quenches the thirst of major brands to grab eyeballs
A company needs great advertising like a fish needs water. The way Quench sees it, a company wanting great advertising, also needs water!
One zips past a 100-ft hoarding no matter how colourful it is, or flicks past a TV ad, no matter how engaging it may be. But when you’re guzzling water on a sunny day, as it restores the life in you, and you start to appreciate even the vessel that held your elixir, the peppy ad sprawled across its surface has already fared half the distance to your heart.
Who quenched the advertiser’s thirst?
Sakina Wagh’s upbringing itself laid the foundations for an entrepreneurial bent. After procuring an MBA in Retail Management and Marketing, she had a stint with a major corporate but soon enough, realised she wanted to be her own boss.
So she joined the family lighting retail business, but along with her husband, also started doing wholesale and distribution, by getting agencies of certain brands on board. “Being a woman in a wholesale business setup was quite challenging since it involved dealing with mostly uneducated retailers. This gave me a lot of knowledge and laid the foundation for my new business venture,” she recollects
The Eureka moment
The Eureka momentTell us a little about your backgrounds
We are both from a business family background traditionally. So it was always inside us to become our own bosses.
(While Sakina has completed her MBA in Retail Management and Marketing with 3 years of corporate experience following which she entered her family business.
Mokhtar is a petroleum engineer by profession and has been working on international assignments for 2 years. His job being in the oil field involved a lot of travelling, adventure and challenges.)
We have known each other since school so there was always a trust factor to work on a business idea together.
How has your experience working with DREAM:IN been?
It has been enlightening so far. Continuous guidance from a host of mentors is the top thing we have received from DREAM:IN. In this age of selfishness we have received great support and encouragement from DREAM:IN. Having received a solid platform out here.
What are your next steps, How do you want to take your idea forward?
We want to move from the conceptualization stage to the execution stage. Having our thought process in place we look forward to launching Quench and getting our first Client as soon as possible.
Her co-founder, Mokhtar Yaveri, is a childhood buddy from school, who was working with an oil company as a petroleum engineer at the time.
Initially, they had planned to manufacture and process their water in-house – for which, they even intended to raise a round of funding, owing to the lofty capital requirement that would have accompanied setting up a plant. “However, we realised that our focus should be marketing the concept of Quench. We did not want to get into the hassles of production and maximum utilisation of machinery,”Sakina says.
So Quench established tie-ups and agreements with existing water plants to manufacture for them. “This way, we get to provide a complete end-to-end solution right from the water purification, to bottling, to label design and execution, but only need working capital, which my co-founder and I were able to invest,” she explains.
How they dew it
Customising the label completely to a brand or business’ name,Quench offers five different bottle sizes, from 200 ml to 20 litre jars, the former being the most popular size, priced at Rs 6, approximately. Thus, in Sakina’s opinion, even if the brand picks up 5,000 units of it, it works out to be much cheaper than traditional media like flyers, hoardings etc., and with,she believes, a greater impact.
Quench only custom-makes and delivers the bottles to the doorstep of their clients; their clients, in turn, may choose to retail these bottles. But they do targetaudience-specific distribution campaigns, if the client requests.
At the ideation phase, Francois Xavier Bertschy, an international business consultant, mentored them through the network of Dream:In, a social impact enterprise that provides a platform to young entrepreneurs.