Tuesday, April 25, 2017

Jay Mehta founder of ETRE Care Mumbai, India

Q1. How did your career journey start? Or Who/What inspired you to start this business/ entrepreneurship?

It all began with a dream to be the person who brings change and makes a difference to our surroundings. Ever since I was young, I set high standards for myself in every field, and accomplished them with enthusiasm and determination. “I love what I do and I do what I love” is my core principle towards life and I intend to advance progressively and rise to the pinnacle of success with this.

The aspiration to set up my brand, ETRE, was inspired by the simplicity and raw nature around us. ETRE, is founded with the perception of making one’s life luxurious, simpler and serene. Its purpose is to strike a balance in ones life, to develop a stress free and positive outlook. One of our first collections at ETRE, the Spa Therapy Handmade Soaps is inspired from the same ideology.

Q2. Kindly share some information about your Business, products and services here.

ETRE is a French word which means “to be”. There is nothing that can hold you back from enjoying life at ease. You want to be, and feel energized, calm, refreshed or sensual every day, ETRE is the small element you integrate into your daily cycle to give you a sense of serenity.

We are a young brand and already have more than 40 Bath, Body & Spa products in our portfolio, with a universal appeal. Our focus is towards enhancing quality and providing our customers with products that help them feel good about themselves.

Our products range from Handmade Soaps, Aroma Oils and Diffusers to Bath Salts and more. We currently supply our products to spa chains across India such as Sukho Thai, Sohum Wellness and more... on multiple e-commerce platforms such as Propshop24, Purplle, Kraftly and many more.

Here’s unveiling the mystery behind ETRE;

ETRE is inspired by a holistic approach to well-being. It utilizes the finest natural active ingredients & pure aromatherapy oils to help you restore the natural balance of your body, mind & soul and reveal the beauty in you. It’s about taking the time out of a fast-moving lifestyle to gather all your emotions and become calm and composed. It’s about understanding yourself and your intention for the day and achieving it. Feel energized and leave the other emotions behind, especially ones that hinder your goals and path to move forward.

Q3. What kind of challenges did you face while starting/doing business?

As every new business, one of our major challenges at ETRE, was educating our customers about the benefit, functionality and quality of the products. Apart from this, it also took us a long time to understand about the right ingredients required, what blends work best and from where we could source the highest quality raw materials to design the best for our customers.

I travelled across Asia to learn the art of soap making and source the purest and superior quality raw materials. I also consulted some of the best aroma therapists in the world to learn the blends and understand what and how the elements affect us. Our soaps are specially hand-crafted keeping in mind the simplicity and raw nature of elements.

Once people started utilizing our products, they could feel the positive effects and difference of each ingredient present for themselves. The products provided a more calming, soothing, revitalizing and liberating sensation that brought a sense of balance to the body, mind and soul.

This generated a want from them to continue using our products and share their experience with friends and family. Word of mouth has helped us reach the many hearts and homes today.

Q4. Do share with our readers about your discovery period when you were facing difficulties in your business?

The discovery period is never-ending; you always need to be up to speed with the market place or you will soon fade out. The market is highly competitive with some major players holding a large share. This competition is not only with our competitors but is also a rivalry among sellers, and until customers recognize your brand, it becomes very difficult to sell your products. It took us a while to promote our brand, formulate our sales strategies and understand the core target audience. There was so much to learn about our consumer, and going through the ups and downs taught us a lot about the key needs of our customers. Our mission, is to establish ETRE as an integral part of your personal holistic wellness to face new challenges of urban dwelling.

Q5. Share with our readers about your experiment period after the discovery period?

Secondary data is never sufficient, hence collecting primary data was a crucial start, and something I did by myself. It took a lot of time and effort but the result was worth it. I couldn’t have built ETRE and its strategies without this. To further understand the dynamics of the market and customers purchase patterns, we actively participated in exhibitions across Mumbai and Pune. We also contributed towards a few college sponsorships and a major one being Symbiosis, Pune.

Going into the market with our first set of products was exciting and daunting, we observed our product positioning, marketing and sales strategies comprehensively. Everything we did was carefully monitored, which helped us dispense and improve the quality of our products & services.

It also showed us our areas of improvement and scope that could be covered. We are constantly working on new products and concepts every day to become a one-stop- shop solution for our clients and customers.

Q6. What are your future plans? Or now what is your vision for next five years?

ETRE is currently under the process of restructuring and repositioning to come out with something bigger and bolder for our customers. We are revisiting all our strategies, expanding our product range and distribution channels as well. You’ll soon be able to purchase all the products from our website which is also under a complete revamp. Our e-commerce platform will teach you the benefits of each product so you can make the right purchase. We are at the foot of the growth stage, hence every step we take is pragmatic and with an aim to provide our customers, employees, partners and investors a reason to believe in us. I have been approached by multiple investors but still haven’t found the right strategic partner who will help us scale overall.

Through a selective distribution channel, we will be marking our presence pan India and soon, we also plan to expand ETRE globally and initiate international connections. Our vision for the next 5 years is to penetrate and capture a chunk of the market share and build a niche for ourselves.

Q7. How would you advice/suggest new entrepreneurs who want to start & sustain in business?

To sustain cut throat competition in the market, a business needs to adapt itself and the strategies per the current market trends while keeping room for future amendments. You need to be open to change and quick on your feet.

ETRE adheres to the motto “DREAM, BELIEVE, MAKE IT HAPPEN”. To all you young, emerging minds, believe in your idea and make it your fierce passion. Be a strong challenger and a wise decision maker. The journey may not go as planned, but the destination is essential. Be patient with unresolved problems and maintain an attitude of gratitude.

Consult, and accept suggestions from friends & family, it will help reinvent you and be the best version of yourself.

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Q12. Company website & Company blog URL link