In Conversation with… Tanvi Chopra, Co- Founder, Creando Associates Pvt. Ltd


What was the motivation behind your Start-up and what is your start-up all about?

Creando a distribution aggregator platform that acts as a one-stop solution for GT/Kirana’s, by not only providing the entire basket of products but also enabling them through sales training and technology. We realized the distribution space is highly unorganized and unprofessional, and there was a huge gap between the company and the channel partners. We wanted to solve this problem and that’s how Creando came into the picture. 

India’s FMCG unit is a culmination of tiny outlets spread across the country in every nook and cranny. The industry might look small from the outside but is home to more than 12 million stores doing multitudes of transactions every minute.

Thus, the space is huge, and we realized that every company has a pain area where their distribution is not that strong. And this holds for big FMCG giants too. We at Creando identify those pain areas and work on distribution strategies as per the mandate. 

We firmly believe – A good product isn’t a great product unless distributed and placed at the right outlet and right position.

What are the challenges that you have faced during the Covid-19 pandemic?

With COVID markets being completely shut we had our set of problems where our sales guy wasn’t able to go and take orders and thus it affected our entire order cycle. But we came with a WhatsApp ordering system where the retailer could place an order and that was getting fulfilled by the distributor. As most of the products we deal in are either essentials or food we didn’t face much of a problem as Kirana shops got opened eventually.

What were the financial challenges that you faced from the start-up at the outset?

Like any other start-up, we were too bootstrapped start-up and had our set of teething problems. Right from hiring quality manpower to investing in technology, we have had our share of financial crunch. But luckily, we got funded about 3 years back and got some comfort to smoothen our operations.

How do you see your digital presence growing, keeping in mind the current scenario?

We started this company as a pure-play Distributor aggregation but looking at the market we have created a separate eCommerce division wherein we are taking our clients on the digital platform. Plus, social media has also helped us in prospecting and getting new businesses.

What is your advice for emerging young entrepreneurs?

It’s tough to become an entrepreneur- You need to mentally strong and self-motivated individual. Initial years- is full of surprises and challenges- something shocks 

You should be a person with strong determination and perseverance to just keep going. 

The thought that why you started all this in the first place, and this will always keep you going and motivated.

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