Eeshan Arun: “Many people think of their initial idea as the guiding principle, but they fail to understand that the market is much bigger than one start-up”

Vasila Mehtiyeva Entrepreneurship

Eeshan Arun is the Founder & CEO at NativeCreativ Communications Private Limited. After studying bachelors in Media and Communication, at Jain University, CMS, he realized that business is his true passion, so he decided to do his masters in International Business at Warwick University. Now, Eeshan is managing ‘NativeCreativ’ whilst being a true inspiration to everyone who wants to start a business.

What is ‘NativeCreativ’?

‘NativeCreativ’ is an initiative that was setup with a vision to help companies show, sell and make a mark for themselves. It caters to both start-ups and established companies’ needs, by feeding them with the required creative design and communication solutions for ameliorating their brand image.

What was your biggest inspiration to start ‘NativeCreativ’?

My biggest inspiration stems from the passion to build companies and see them grow. For example in 2014, during my time at YouFlik (India’s first social network at that time), the direction in which the company was headed did not seem right to the company’s sustainability in this dynamic market environment. Amidst sleepless nights and overdosing of caffeine – seeing plans through to their execution and the subsequent impact they have on many lives attached to the space – I found my calling and purpose.

Were there a lot of challenges in creating ‘NativeCreativ’?

India, still being in the transition phase from the primary (agricultural) to the secondary (industrial) economy, services are not often given their deserved importance – especially one that involves intangible outputs like designs and consultancy.

Another challenge which we faced in the beginning, and still do, is making our clients understand what they can expect of us. There have been times where clients have approached us, discussed their business ideas, given us a year’s time and asked 1 billion INR as revenue into the company. It is still a huge task to make people understand what exactly a communication agency such as ours can deliver.

You have worked in several interesting projects. Which one of them was the most memorable one for you?

To be honest, every project is interesting in its own way, because each one comes with its own set of challenges and tackling them is interesting. However, there is always something different about a project of one’s own; NativeCreativ has been the first project which I can call mine, and have stakes in. A lot of resources have gone into this, and to see it take a shape and establish presence in the market, is very satisfying to watch. This venture has taught me a lot, not only about business, but also about people and life in general.

Where do you see ‘Native Creative’ heading in the long-term?

Well, after months of hour-long discussions and brainstorming, we have come to a conclusive decision that NativeCreativ is not going to be any run of the mill creative agency. I see this company becoming a boutique agency, which will have a niche in the kind of clients we take up and the kind of work we deliver. I have a strong inclination to take this company towards ‘Corporate Reputation Consulting.’ But, there is so much more to corporate reputation, in terms of stakeholder perception, customer perception, employee perception, etc. These things need to be considered together and made consistent, in order to enjoy the benefits of a good corporate reputation.

Are there other ventures you are working on?

I do have another start-up idea, which relates to healthy snacking. People can still make healthy meals and control their diet, but when it comes to snacking, due to lack of available alternatives, they resort to chips and cookies and what not! I want to tap into this market, in India primarily. There is a majority of population that is still living under poverty and is under-fed. So, what I plan to do in my next start-up, is to enter the HNI segment with my product, and then use the resources, to feed the under-fed population. I am very passionate about this start-up of mine, because I have always been socially inclined and want to make an impact in the society which has given me everything of what I have today.

Do you have any final advice for hopeful-entrepreneurs?

One major advice, for anyone venturing into a start-up, is that the initial idea is never the final one. Many people think of their initial idea as the guiding principle and try to fit it into the market, but what they fail to understand is, that the market is much bigger than one startup, and there will be a lot of iterations required down the line and the final product may become different. Getting disappointed at that stage and giving up, is the worst thing to do. Persistence is the key in such a scenario.

Apart from that, I strongly believe that having a strong subject knowledge which you can apply to your ideas, on at least one subject is very important. Obviously one can’t know everything about everything, but choosing that one thing and being a master in that, helps a lot.

Last but not the least, I believe that networking helps a lot for people who are venturing into start-ups. For me, this became easy at Warwick, because of the kind of exposure I got, the professors who taught, the alumni network I am a part of, and the friends I made. It sure did help a lot and I hope they continue to support me even in the future.