How an Instagram Reel Put This Female Entrepreneur’s Business on the Map

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The internet is notorious for its volatile nature and the fact that absolutely anything can happen – and new age businesses are making the most of it.

A case in point is Inasmuch asTie your typeInasmuch asa instagram-personalized gift company, which gained around 75,000 subscribers in two weeks after one of its reels went viral, garnering more than 19 million views.

As of May 2021, all of his reels had crossed a combined view count of over two crore, and now over a million people follow him on Instagram.

Behind the stage is Akshata Jaina Pune-based housewife who tirelessly creates these fashionable pinwheels, reaping success.

“I started this purely to develop my skills as an artist rather than staying at home. Where I thought I was doing around 10-15 commissions a month to use my time wisely, I am now working on 200 commissions per month,” she says. His historyadding that the reel has changed its plans and trajectory to run a registered business.

(A product of Knot Your Type)

The beginning

Akshata has always loved arts and crafts and enjoyed making handmade gifts for others rather than buying them. Self-taught thanks to the resources on Google and YouTube, his skills in furoshikia Japanese art of gift wrapping with fabric, handwritten letters and handmade cards is famous among her friends and family.

An MBA graduate, Akshata also pursued a one-year degree in fashion design and developed a love for embroidery. Knot Your Type was started as a passion project to create all things embroidery.

When a friend was getting married during the pandemic, Akshata organized a giveaway by designing a custom embroidery hoop and releasing a spool that exploded. Within a week, she received a hundred orders – all personalized – and had to stop to accept orders in order to deliver them on time.

In one year of operation, Knot Your Type completed approximately 1,500 orders, 20% of which were international orders.

From a one-woman army handling everything from social media to handcrafting products and tracking orders, Akshata now has a team of 10 women, whom she has trained in embroidery and embroidery. hand lettering from scratch.

Akshata also moved the business from his home to a studio and eventually created a website to make it easier to track orders.

“It was difficult to manually track every order from direct messages and sometimes there were spelling mistakes, but that’s fixed now.”

With a team in place, the lead time from time of order was cut by more than half — from 60 days to 20-25 days.

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Exploiting the donation industry

Starting and sustaining the business during the pandemic has been a challenge. Akshata and her team have had to switch between working in the studio and at home several times due to closures over the past two years.

“The lack of space and raw materials at home was a challenge. And most of the products weren’t immediately available for delivery either,” she says.

However, started with a initial investment of only Rs 10,000Knot Your Type has been profitable since day one, and the entrepreneur claims to have timed Rs 50 lakh revenue. Best known for their wedding hoops, Akshata aims to branch out into other product lines like bags, nameplates, and anything customizable with embroidery as a USP.

As disposable income increases in most middle-income households in India, the gift market, valued at $119 million in 2019, is expected to reach $159 million by 2025, according to TechSci Research.

Akshata may have started Knot Your Type as a hobby, but she now hopes to build a solid personalized gift business.

To anyone considering starting a business, she advises, “Start simple and do it with 100% of your heart and you will be successful one day. Don’t let the fear of failure stop you.

Edited by Saheli Sen Gupta
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