Namrata Mehta, an artist, and architect from Mumbai’s renowned Sir J.J. College of Architecture and the brilliant mastermind behind Strokes- the little things you get, and those that you gift, made a little more beautiful– fearlessly embarked on her entrepreneurial expedition in the chaos of 2020.
With sheer passion and boundless talent, she sold hand-painted face masks and breathtaking paintings from her home. What followed was a cosmic conspiracy in Namrata’s favour. Her creations struck a profound chord, igniting an overwhelming response that left no doubt — Strokes was destined for greatness. Undeterred, Namrata transformed her humble start-up into a thriving online business, offering exclusive drinkware, bags, and accessories designs.
Strokes is an unparalleled success story today, with 12,000+ ecstatic customers. The brand’s triumph extends beyond sales, forging partnerships with 15 Crossword Bookstores and fulfilling numerous corporate orders. What sets them apart is their unmatched dedication to customer satisfaction and relentless commitment to delivering top-notch products.
Recently, Namrata shared her best-kept secrets and time-tested strategies at Mahila Money Talks, revolutionizing the game for dreamers and homegrown business owners.
Here is a snippet of Namrata’s exhilarating journey, the trailblazing genius behind Strokes.
From humble brush strokes to a flourishing business- Strokes, The Story Behind It All
In the midst of the pandemic, Namrata stood at a crucial junction in her life. Working in a job that didn’t ignite her passion, she knew that she was destined for something more. She took a leap of faith, quit her job and embarked on a journey of self-discovery.
Since childhood, Namrata, a talented artist, had always found solace and joy in painting. However, her artistic pursuits took a backseat as life became busier and responsibilities piled up. But during the pandemic, with time on her hands and the world at a standstill, she rekindled her love for art.
Setting up an Instagram page, Namrata began sharing her paintings with the world. To her surprise, the response was overwhelmingly positive. People admired her talent and started requesting custom paintings. This unexpected validation sparked a fire within her and made her realise that her art had value.
But she didn’t stop there. Namrata observed that many individuals were interested in personalised paintings, but the cost often deterred them. Determined to bridge the gap between affordability and artistic expression, she explored other avenues.
In a stroke of inspiration, Namrata recognized the growing need for face masks during the pandemic. She saw an opportunity to infuse her artistic touch into this essential item. Combining functionality with aesthetics, she designed hand-painted face masks that were both unique and affordable.
People loved the masks and appreciated the artistic flair they brought to their daily lives. Encouraged by this success, Namrata realized that she had stumbled upon something special — a way to merge her passion for art with the desire to create products that resonated with people.
With a newfound sense of purpose, Namrata expanded her product range. She ventured into drinkware, bags, and accessories, infusing each item with exclusive designs. Strokes — her brainchild, was born.
As time went on, Strokes flourished. Today, Strokes boasts a loyal following of over 12,000+ happy customers. Their products are online and in over 15 Crossword Bookstores across India and other marketplaces.
From Painted Mugs to a Recognized Brand
Reflecting on her initial foray into product expansion, Namrata shared, “When I started with painted mugs, it was more of a trial for me. But the overwhelming response on social media gave me confidence that people were interested in these products.” With limited resources, she focused on creating affordable yet appealing items like phone covers, diaries, and coffee mugs that catered to a wide audience.
As Strokes grew, Namrata embraced the entrepreneurial journey, learning on the go. “We added products based on what resonated with customers,” she explained. This iterative approach allowed Strokes to evolve and adapt, refining their offerings to meet customer demands.
Strokes is a recognized brand with a dedicated team and office space today. Namrata reflected, “It has taken a lot to reach this point, but we can proudly say that Strokes has become a recognized brand.”
Namrata’s success story inspires entrepreneurs, and she advises, “Don’t be afraid to start small and test the waters. Learn from every step and gradually build your business based on what works and resonates with your customers.
“It has taken a lot to reach this point, but we can proudly say that Strokes has become a recognized brand.”- Namrata Mehta
Overcoming Financial Challenges and Building Strokes from the Ground Up
In the early stages of building Strokes, Namrata faced the challenge of limited capital. She recalls, “I started small, focusing on smaller products, and didn’t spend much on marketing or inventory.”
To fuel growth, Namrata actively sought financing opportunities. She shares, “I researched government schemes and private companies that support small businesses. “
After facing rejections, Namrata secured revenue-based funding. She explains, “It took time to find the right fit, but we found a partner that believed in our vision.”
Namrata reinvests most earnings back into the business. She emphasizes, “Even now, I only take out a nominal amount for myself.”
Namrata’s story inspires entrepreneurs, emphasizing financial planning and strategic investment to turn a passion project into a successful business.
The Key to Strokes’ Accelerated Growth
Namrata Mehta shifted her marketing strategy as Strokes grew to drive accelerated growth. Initially relying on organic reach, she realized the need for a structured plan. Namrata said, “We created a budgeted marketing plan, allocating specific monthly amounts to align with expected revenues.” With a digital focus, 90% of their ads were conducted online.
Understanding their target audience and using data-driven insights became crucial. Namrata emphasized, “Access to relevant data refined our marketing strategies.” This propelled Strokes to new heights.
Namrata added, “Improving our marketing strategies was vital. Aligning our budget, leveraging digital ads, and refining our categories amplified our brand’s presence and connection with our target audience.” Strokes’ commitment to strategic marketing remains a key driver in their ongoing success.
Meticulous Financial Planning for Business Success
Namrata Mehta emphasizes meticulous financial planning for scaling a business. Drawing from her experience and her father’s guidance, she stresses understanding the business’s financial landscape and setting clear goals. Namrata states, “Having clarity about your business, what you want to achieve, and how you’ll achieve it is crucial in creating a financial plan.”
Analyzing data within the business is key to identifying areas for improvement. Namrata advises, “Regularly reviewing and analyzing your business data allows you to understand where you’re spending, losing money, and profiting. It provides valuable insights for progress.”
Creating a detailed monthly report helps track progress and address concerns. Namrata adds, “Consistently evaluating finances and making necessary adjustments ensures we’re always moving forward.”
Aligning the financial plan with business goals is vital. Namrata advises, “Back-calculate from your desired goal and determine the necessary actions. This assesses the feasibility and provides a roadmap for progress.”
While challenges may arise, staying focused and adaptable is crucial. Namrata states, “Deviation is natural, but improvisation is key as long as you strive for your goals.”
Namrata believes a well-structured financial plan and clear objectives are vital for business success. She concludes, “Stay committed to your goals, find innovative solutions, and make progress, even if the path twists and turns.”
“Having clarity about your business, what you want to achieve, and how you’ll achieve it is crucial in creating a financial plan.” — Namrata Mehta
Lessons from a Business’ Transformative Journey
Scaling and pivoting a business presents challenges, and Namrata Mehta openly shares her experiences during this transformative journey. One hurdle was the need for a distinct niche as the product catalogue expanded. Namrata says, “Having a specific category was crucial for effective marketing and creating a niche for ourselves and our sellers.”
Inventory management proved another obstacle. Namrata explains, “Stocking inventory for many products was challenging due to space and capital constraints.” To overcome this, they adopted an on-demand production approach, reducing the need for excessive inventory.
Streamlining processes and establishing systems became essential for team expansion. Namrata stresses the importance of efficient operations: “Having proper systems ensures smooth operations and enhances customer service.”
Namrata and her team successfully overcame challenges through strategic problem-solving and streamlined operations. She says, “Overcoming these obstacles has been crucial for our growth and success, and it’s vital for any entrepreneur on a similar journey.”
The Power of Delegation and Building a Passionate Team
Namrata’s entrepreneurial journey thrived with the support of a dedicated team. Initially shouldering all responsibilities, she learned the importance of delegation. Namrata says, “Trusting others and delegating work allows you to focus on the bigger picture.”
Realising the strain of managing increasing volumes, Namrata hired her first team member for order packaging. This shift allowed her to focus on crucial areas like product design. She advises, “Recognize when your time is better spent on strategic initiatives.”
Namrata built a team that shared her vision and commitment as the business grew. She sought individuals who became part of the “Strokes family” and valued their excitement and dedication. “Their energy, even surpassing my own, is what I truly value.”
This approach fostered a connected and invested team, crucial to the business’s growth. Collective celebrations of milestones reflect their shared enthusiasm. Namrata finds reward in seeing her team’s joy and pride. “It’s the positive energy I strive to cultivate.”
Strokes’ Journey Towards Expansion, Innovation, and Boundless Potential
Driven to take her business to new heights, Namrata declares, “We’ve just begun, and there is much more to do.” Strokes aim to broaden its customer base and increase accessibility by diversifying sales channels.
Namrata says, “Our agenda is to reach as many people as possible.” Strokes list products on multiple online marketplaces and forge partnerships with offline stores to achieve this.
Expanding internationally is also a priority, with plans for international shipping. Namrata recognizes the potential for growth beyond India, saying, “There’s a lot of scope for expanding our reach, even beyond our borders.”
Driving Growth Through Strategic Financing: Strokes’ Vision for Expansion and International Success
As Strokes continues its growth journey, Namrata Mehta recognizes the key factors that can accelerate its progress. Adequate capital is crucial for collaborations with other brands and ventures. Namrata explains, “We need capital for inventory investment until we start seeing results.”
Namrata also emphasizes the importance of financing in enhancing marketing efforts. Increasing their budget would enable them to target a larger audience and establish a stronger brand presence. She says, “Extra funds for planning and executing our marketing strategies would undoubtedly accelerate our growth.”
Securing the necessary funding strategically, Strokes aims to tap into new opportunities, expand its reach, and establish an international presence. Namrata’s determination to take her business to new heights is evident. Strokes is poised to achieve its goals and reach a wider audience with the right financial backing.
Namrata’s Advice for Aspiring D2C Entrepreneurs- Starting Small, Leveraging Social Media, and Embracing Patience
Namrata emphasizes starting small and leveraging the reach of social media platforms. She says, “Don’t be scared to start small. It’s a chance to test your product and understand the market.” She also highlights the need for patience and consistency, stating, “You will have to be patient and consistent until you see the results.” Namrata’s insights remind us that perseverance and a long-term perspective are vital for scaling a D2C business. Aspiring entrepreneurs can learn from her journey and thrive in this competitive landscape.
With unyielding ambition, Namrata and Strokes are poised for success. The future holds endless possibilities as they expand reach, diversify sales channels, and innovate products. Namrata’s enthusiasm for the journey ahead is as infectious as her smile.
