Enterprise: KraftJar
Founder: Sandeep Pandit
Industry: Media, Events & Entertainment
Year it was founded: 2019
Location: Mumbai, Maharashtra

Some entrepreneurs are born—right from the word go they have a burning desire to have their own business. While others like Sandeep Pandit are led to the path of entrepreneurship. Founder of experiential marketing firm ‘KraftJar’, Sandeep reached a point in life where entrepreneurship seemed like the natural progression.

All roads lead to entrepreneurship
Sandeep hails from Kashmir and he moved to Mumbai to pursue an MBA and thereafter spent 12 years in the corporate space managing marketing, product and brand roles. In his last stint at Radio Mirchi, he created India's biggest environment friendly run intellectual property for SBI. It was called SBI Green Marathon held in 15 cities across the country every year. “It was the tipping point for me which gave me the confidence that I can start on my own now,” recalls Sandeep. “Another important factor that excites me is that starting on your own gives you the platform to do whatever you love to do and the happiness that is derived through this process is an amazing feeling. Moreover, it paves the way for adding value to so many other lives who join you through this journey,” he adds.

Storytelling in digital marketing
KraftJar is a creative agency which specialises in content storytelling, digital marketing and intellectual properties. Sandeep shares, “We work as a creative partner with Brands to ensure effective and engaging content storytelling with their target audiences. We strongly believe storytelling is the core of any creative process and we specialise in creating, modifying and adding this critical storytelling element within the content of the Brand.”

Sandeep is a strong proponent of ‘storytelling’ in marketing. He says, “After spending 12+ years in the corporate space managing marketing, product and brand roles, I strongly felt there is a need of ‘storytelling’ which is missing in most of the strategic and tactical decisions of a Brand.”

Key differentiators
Sandeep is quick to highlight what sets KraftJar apart. “Storytelling is missing in almost all brand conversations and we bring that element to the table. We act as one-stop-shop for a brand's need for their marketing, be it digital or on the ground. We also pride ourselves on our speed of execution,” he shares.

COVID, an opportunity
To face a pandemic in the first few years of operations can be daunting but Sandeep is confident and resilient in his approach. He shares, “While COVID impacted the on-ground engagements of all the brands, but on the other side, we saw a fillip in the digital content consumption. Brands are trying to engage with their target audience through online mediums and social media. And that is where we saw our opportunity as well. Being Intellectual Property specialists, we went to brands and started the conversation around Digital IPs (Intellectual Properties). And we have already seen some positive discussions around it. Next within Digital Marketing and Content space, we are curating specialised social media content for Brands and hence helping them to create differentiation for their products.”

While COVID impacted the on-ground engagements of all the brands, but on the other side, we saw a fillip in the digital content consumption. Brands are trying to engage with their target audience through online mediums and social media. 

GlobalLinker advantage
Sandeep sees immense value in GlobalLinker as a platform that connects businesses. He states, “GlobalLinker has helped our business in getting connected to local and global community of like-minded entrepreneurs, businesses and startups. We see it as a good networking tool.”

Key to success & road ahead
“Our capability of telling stories in a different and convincing way; clarity of thought in terms of long term and short term plans; and asking for help from seniors of the industry and mentors has been instrumental to our success,” opines Sandeep.

On the road ahead, he remarks, “Right now, our focus is on client acquisition. Given the current scenario, it is important to sign up more clients with long term contracts.”

Advice to a new entrepreneur
Sandeep’s advice to a new entrepreneur is practical and succinct, “Don't try to do too many things and focus on maintaining cash flow within the business.”

Person behind the entrepreneur

• Every day you wake up at – 5:00 AM
• The first thing you do when you wake up - Morning routine includes exercise, meditation and setting up to do for the day
• Three things you do to unwind - Spending quality time with the family, listening to music, creating personal content
• When you face a big challenge - I break it down into small challenges and see what I can control & what is out of my control. And then focus on things which I can control and sort it out.
• The best piece of advice you've ever been given - When you try to change, you change the world around you. That's the best advice I have received
• The one book everyone should read – The Journey Home: Autobiography of an American Swami by Radhanath Swami

Also read: Antenna entrepreneur is a flag bearer for ‘Make in India’
 

Network with Sandeep Pandit by clicking on the 'Connect' button on his GlobalLinker profile.

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