Kartik Bajoria & Anuja Mishra, BOLD

By Team YS|31st Aug 2009
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“Content is King” and apparently also “Queen”, for when it comes to driving the message home “words” do the job every time for our featured  Husband-Wife duo of Entrepreneurs.

Writing is an art, and great writing by default is great art. So when one wants the best content available they should turn to Kartik Bajoria & Anuja Mishra for their services.


Yourstory learnt from Kartik about their journey towards establishing their foothold in the world of content.


He spoke of their venture and its many faces saying “At BOLD, it is our belief that we are a complete 'writing solutions' boutique. Combining editorial excellence, linguistic flair, an in-depth knowledge of the subject, appropriate, customized and need-based writing; BOLD delivers a high quality and timeless product. With intimate knowledge, keen understanding, abundant experience, and ties in the Lifestyle space;

we have mastered writing in this category, for both the Visual as well as the Print media. Our diverse portfolio, and breadth of writing talent, also enables us to provide more specific services that include developing 'content' for websites, portals, brochures, brand books; an entire gamut of platforms. With strategic collaborations & partnerships with a host of Graphic Designers and Art Directors, BOLD can also combine its 'cognitive writing' with 'poised design'; to offer a total product! Whether it is a Corporate AV, or a TV Show, really any kind of internal, or external communication, in English or Hindi; BOLD is where the writing buck, ought to stop!”


BOLD serves a range of client and industries. The husband wife team cannot really peg themselves down and confine themselves to a certain spot. Kartik says “It’s tough to define the scope of BOLD. Essentially, we found that as Freelance Writers/Creative People; it was almost impossible to be taken seriously and on merit, by potential clients. Either one was well networked/connected, and/or was part of a legitimate organization – e.i., a brand in oneself. Not possessing the former, my wife Anuja and I decided to start BOLD, and brand ourselves. Ironically enough, the same people who may not have read our sample material in our individual capacities, began mailing us with inquiries the moment BOLD began! As of now therefore, it would be fitting to say that it is just the 2-3 of us, actively involved in BOLD, that benefit from it. Our clients however, range from TV Channels, to companies that run websites and want other communications collaterals. So a host of people benefit from our services.”


For those wondering how a mastery over the written word can translate into business success, Kartik answers “We are really still Freelance Writers & Creators. The difference is, we function under the BOLD brand. As for our work, therein lies the main difference. As against larger organizations with full fledged work-forces, ours is a small Husband-Wife team. Depending on the exact nature/requirements of the Project, we either conceptualize/write ourselves, or work in conjunction with other Freelance professionals (writers/producers/designers). This enables us to ensure a level of Quality that is guaranteed to be much higher than large companies where projects are often handled by junior/less experienced people. In that sense, the work-experience with BOLD is 'boutique' & 'personal' (much like a Small but charming Boutique Hotel), and our product, 'bespoke' & 'tailor-made' (as against the Mass Produced and often recycled material from a larger agency). This is our Primary Differentiator.”


“We follow a simple process that we find to be most effective. When a client approaches us (to develop content for TV/Print/Web), we expect a detailed brief. This is supplemented with a series of questions we in-turn present to the client, answers to which, help us get a thorough understanding of the Client's business, his communication needs, and his Target Audience. Basis this information, we supply a complimentary sample of the Material we propose to develop for the Client. Once this Sample is approved, we draw up a detailed Project Estimate that includes Project Fees, Payment Terms and Delivery Time Indications. Once this is agreed and we receive minimum advance payment, we begin full development of the material.”


Growth is not really on the cards for them as they feel that it will detract from their capabilities. Kartik stated their reasons saying “We are not sure if we'd be interested in scaling up. Our quality and the personal attention we can devote to a client & his product is crucial to us. And we fear, that while scaling up could be an easy exercise (given the volume of work we've quickly been able to generate); it would be akin to selling out our souls; losing the one-on-one relationship with our Clients we so cherish, diminishing the Quality of the product we put out under our names! These are imminent outcomes of scaling up; possibilities we are not willing to risk at this stage at all.”


Entrepreneurship was a means to open up new avenues and Kartik quickly discovered how it could change their fortunes. He explained their jump from working professionals to writing entrepreneurs saying “It is tough to solicit work unless one is well networked. Add to that the prevalent business environment that has been largely in recession. While we were both (my wife and I) in regular jobs, ironically, they were becoming decreasingly 'secure'. The combination of these few factors; over-worked & underpaid, the desire to work for oneself and on a host of diverse projects, the insecurity of losing our 'permanent' jobs; all contributed equally to starting BOLD. Fringe benefits like working out of a Home Office, not having to deal with the Bombay traffic regularly, and having a company under which we could at some point pursue other passions such as T Shirt Writing etc, must be mentioned as reasons as well!”


Their new lives as entrepreneurs have been fraught with ordeals, and they found out how one’s convictions can act as anchors in a storm. Kartik told us about their difficulties saying “Like most people who leave jobs and decide to go it alone, the biggest challenge has been risk! The risk of not getting work. The risk of not being able to go back to a permanent job. The risk of irregular income with some months seeing lots, and other months seeing no work at all. How we have overcome it?? I suppose one can only overcome it with 'faith'. Of course, hard work and perseverance is a given; but during dry work spells, it is faith, and supporting one another, that has seen us through.”


Karthik finds his new status as an entrepreneur quite humorous as he spoke about the lessons that they have learnt so far. He says “Hahaha.. I hardly consider myself an entrepreneur! We are a bunch of creative people that are entrepreneurs quite by default. So I can live with the 'amateur entrepreneur' tag, but nothing more. Mistakes, I continue to make everyday. I think however, that my biggest mistake is 'over-trusting' people in business.”


“The seed capital for the company has been minimal. It literally boiled down to some basic office equipment, most of which we already possessed through our years of working in the Media industry (laptops, printers, and such). As for work-place, we have a dedicated Home-Office. So while there is an office premises cost, it can not be separated from the Home Cost. With that and certain other expenses in basic formation of BOLD, seed capital could be pegged at about INR 2,00,000; which we sought from our combined savings.”


BOLD has just one main office at the moment, and the couple are the only permanent employees cum owners. Karthik says “We work with various strategic partners who aid us in Design & Execution depending on the Project at hand. Our growth trajectory has been more in terms of Lateral Growth. We have grown more in the Nature of work we do. Our services scope has widened, from just being TV Show writers, to now developing content for the Web, writing AV's for Corporates, and various other communications collaterals.”


Karthik believes that their most brilliant conquest has been about lucre. He spoke on this and the laurels they have gathered saying “While this may sound a bit trite; for a young and risky venture like BOLD, our first goal was to become financially profitable. We have achieved this, and it has been our biggest triumph in our short 6 month history.”


“The definition of Recognition is subjective. I suppose if recognition means awards & accolades, we are too young to boast of any. However, if recognition means acknowledgement of the quality of our work; we believe we have managed a fair amount of that, given that our Clients have come back to us for further work.”


“Personally, awards I have received through my life for Music are most cherished. Being a classically trained singer, the award I treasure most however is not a physical award; rather a compliment I was paid by a legendary classical vocalist of our time. Further details I am a bit embarrassed to share, so we'll leave it at that.”


Karthik delved into a little exposed area for entrepreneurs and spoke candidly saying “Self-doubt is a natural corollary to Entrepreneurship; just as Insecurity is Creativity's strange but certain Bed-Fellow. This is where a husband-wife dynamic saves the day!”


“Where there is self-doubt, there is self-belief too. This, combined with working with one's real-life partner, urges me to stick to my guns.”


Their coming years hold much promise and Karthik has a rough sketch of what he would desire BOLD to become. He states “While the obvious goal would be for traditional and core business to increase, my true vision is to have the luxury, both of time and finances, to pursue some dormant passions under the BOLD brand name. To produce a line of T Shirts, a series of bespoke Novelty Items, and collaborate with a boutique to jointly develop concepts for fashion accessories such as Hand Bags, Shoes, Belts and so on.”


Being at the forefront of a venture has taught Karthik a thing or two about entrepreneurship. He shares his views on what elements may possible affect the alchemy of success saying “It’s impossible to not sound clichéd, and I am hardly an expert. I suppose 2 vital ingredients would be to ‘Have the Courage to Take an Entrepreneurial Plunge and to persevere thereafter, against All Odds’”

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