Startup Mantras Podcast – When Life Gives You Lemons – Part 1

I’m sure you must have heard of this quote – “When life gives you lemons, make lemonade”.

Since the pandemic started, we all went into a sulken state where we found ourselves thinking our businesses are doomed. The positive ones didn’t say it out loud but still had fear deep inside.

And then came these rays of light in the form of these brave entrepreneurs who in spite of all the fears inside them, decided to take the plunge. And not just take the plunge, pivot it in a way that they could in fact turn the tables and convert the deadly challenge into an opportunity.

Over the next 2 episodes of Startup Mantras podcast, I would like to share some examples of such Startups who were like you. Either were just about to start off or had just started off or were desperately seeking funds from VCs to convert their visions to reality. Some of the Startup Founders had just quit their jobs to make this new beginning. They did not turn around and go back on seeing the tide. They put on their armours, sharpened their weapons (their brains) and went full on to face the tide.

Today, I will share with you the stories of 2 Indian Startups – 10by10 and Shree Shakti Enterprises which I came across in the YourStory SMBStory section. These are stories of how they pivoted their business models when the pandemic took their original ones down.

10by10 is a multi-branched studio based out of Bengaluru which is in the sustainable and creative design space. In the words of its founder Rajesh Kumar Das , “The studio provides holistic solutions, involving thematic combinations of wellness, welfare, sustainability, and technology.”

​​Seeing the shortage of beds at quarantine facilities, Bengaluru-based 10by10 ,came up with ISO.POD — an instant isolation room solution that acts as a safety envelope protecting people against further infection.

ISO.POD comes in the size of 8’x7’x10’, making it compact, modular, and easy to duplicate and scale. Inspired by the Do It Yourself (DIY) methodology, ISO.POD is portable and can sustain wear and tear.

The ISO.POD is a safety envelope, which can be placed on every bed, protecting patients and healthcare workers against further infections.

The ISO.POD also won the D’source Corona Design Challenge Award in association with IIT-IDC, WDO (World Design Organisation), Indian Ministry of Human Resource Development, and ico-D (International Council of Design).

Rajesh believes that the current demand for smart solutions against the pandemic could well be a market worth over Rs 1,000 crore. Keeping the pandemic and the requirements for the post-pandemic future in mind, they have come up with more innovative products that are all well into the manufacturing stage.

SEAS — A temperature detector to be placed at the threshold of a facility, which will take care of the safety and attendance, and raise awareness regarding one’s health.ISO.BOT — An assistant to medical staff for the timely supply of medicines, food, etc. to every patient.ZERO X — A self-sanitising testing facility guaranteeing zero exposure between the tester and the testee.UVD (Ultra-Violet Disinfectant) — A UV-based sanitising unit for all fabric-oriented products to be cleansed to maintain hygiene.SPAC.CAPS — a foldable, portable secured safe zone, which can be converted into storerooms, medical rooms, or even nurse stations and DG rooms.The second business that I would like you to know about is – Shree Shakti Enterprises.

In 2014, Rahul Bajaj joined his family business of dealing in essential kitchenware Shree Shakti Enterprises.

Between 2010 and 2019, he opened three new manufacturing units, expanded the company’s workforce to 500, and increased its turnover from Rs 10 crore to Rs 140 crore, growing at an average of 40 percent yearly.

But come 2020, and Shree Shakti had to close all its manufacturing units as India went into a lockdown in late March. Consumption fell drastically, and sales of non-essential items hit south.

Almost compelled to innovate in order to survive, the company started building products that could come in handy in the present crisis. From sensor-based sanitiser dispensers to hands-free hand wash systems, and automatic foot sanitisers, Shree Shakti ventured into uncharted territory.

It all started with a video Rahul stumbled upon on social media, which showed a hands-free hand wash station that could be operated through a foot pedal. He realised that it was something that could be built in his plant and even installed there for the safety and sanitisation of workers.

Shree Shakti received large orders from various industries, public, and government institutions, including Hero Moto Corp, Wipro, Mohalla Clinics, the Ministry of Home Affairs, CRPF, BSF, police stations, and political parties. This allowed the company to avoid job cuts and gross Rs 1.15 crore in sales through the lockdown.