“Even when I was in college I
was sitting with the new business idea every week, so the thought of doing
something on my own was never out of the question” says this economic graduate
who completed her MBA from IMT and is now founder and CEO of e-commerce giant
99labels.com
Leap of Faith
The
brilliant
entrepreneur was spotted by
Cadbury’s soon after her
MBA completed. After a three-and-a-half year stint with
Cadbury, where she
handled the brand management of both the confectionary division and Cadbury’s
Dollops ice-cream,
Ishita was itching to do something on
her own. Reason, there was nothing left to learn, and
Ishita liked the learning curve’s
upwardly movement more. So she quit Cadbury’s and teamed up with a school time
friend to start up her first company called the Orion Dialogue which was going
to be instrumental in the ITES sector in
India and one of the first to focus solely
on the Indian market.
“We did our research before jumping to the
business bandwagon. Back in the 1994-95 the BPO industry was just starting out
and it was a good time to venture into the same. We did our research and with as
good as no money in our pockets and no backing we took a big leap of faith and
founded what we called the Orion Dialogue private limited company” she tells
proudly.
There were many times when she and her business partner would
approach investors with a business plan and they would turn her away asking her
to get her father and then they would discuss things further or would simply not
take them seriously enough.However, in the 11-year-run that Orion Dialogue had,
Ishita and her partner now were
operating out of three offices from different cities in India which was quite an
achievement she tells.
After leading the company to great heights, it was
bought out by Aegis BPO in 2006 leaving Swarup to achieve even greater heights.
While she was deciding her next venture,
Ishita also helped setting up businesses and
consulting other women
entrepreneurs.
99labels.com
99labels is a
pioneering innovative concept introduced to
India for the first time. Partnering
national and international brands, 99labels presents event based online sales
for a limited time period giving members an opportunity to buy fashion-wear,
accessories, lifestyle products at up to 90% off label prices.
The idea of
99labels.com says
Ishita made a lot of sense as a consumer.
She says, 99labels offers an exclusive chance for people to buy credible,
branded items from a reliable source at discounted prices and from the privacy
and convenience of their own home. So from a consumer’s point of view it was a
win-win situation. E-commerce was big abroad and people in India had started to
accept the idea and hence there was huge potential for a site like 99lables.com
here. Swarup further adds that the timing of entering the market seemed perfect
too.
The journey was new, uncharted tough and yet rewarding. Two years
ago we started as an 8 member team and launched two sales per day. Today, we
have a growing team of 120 employees and have partnered with more than 250 brand
partners and consequently held over 5000 sales. Having said that you should know
that despite our current success we are only aiming higher!
On being a woman entrepreneur
Ishita
says that she always wanted to do something of her own. “You see I never wanted
to wait till I was forty-years-old to become a CEO. I became a CEO at the age of
25, when the rest of my friends or ex-colleagues were cribbing about their
unsatisfying jobs.
Ishita personally feels that being an entrepreneur itself empowers a
person, and if a woman wants to build a career as an entrepreneur there is nothing that
is more satisfying. She even feels that being a woman entrepreneur has more advantages
than otherwise.
“Being an entrepreneur
gives women the freedom to work the way she wants to, when she wants to and how
she wants to. A woman sometimes struggles more in the corporate world than when
she works on her own terms” she quips. As an entrepreneur
gets to explore more and push her limits which is not really possible when it
comes to working in a structured atmosphere. She even says that now is the time
to start your own ventures, when the market is ready, investors is ready and
when the mindsets too are ready to accept women who run their own
show.