Meet the official gifting partner for the President of India
Diviniti was started in 1956 in Delhi with the idea of creating a top-of-the-line spiritual brand. The company is the official gift partner of Rashtrapati Bhavan and has also designed the 'Badge of Sacrifice' and 'Certificate of Honour' for the Indian Army.
Receiving an award from the President of India is an honour that few people get in their lives but ever wondered who makes these mementos, certificates, and medals?
Founded in 1956, Delhi-based Diviniti is the official gifting partner of the Office of the President of India. It also designs badges and mementos for the Indian Army, Ministry of Defence, and many more ministries.
“Blessed by almost all the Presidents of our great country right from Hon. Dr. Rajendra Prasad till Hon. Shri Ram Nath Kovind, the products have always been coveted articles of gifts and worship,” Diviniti says on its website.
The spiritual gifting company has also made the ‘Certificate of Honor’ and the ‘Badge of Sacrifice’ for the Indian Army. It is a spiritual products supplier to several shrines including Vaishno Devi temple in Jammu and Shirdi Sai Dham in Nashik.
“The idea of creating a top-of-the-line spiritual brand with its ethos deeply embedded in Indian tradition was conceived over six decades ago,” Dr Amushree Jha, Director of Diviniti tells the SMBStory
Amushree and her husband Dr Tapas K Mallick are now carrying the company’s legacy forward.
What lies ahead for a business that focusses on a niche category?
For starters, the company has embraced digitisation. Amid the pandemic, where the offline doors shuttered, Amushree and Tapas strived to find an online route and successfully made a mark.
“Today, we have an average of 50,000+ visitors on our website per month and we are seeing a growth of 30% Y-o-Y in overall business. We have also opened up a store in MG Road, Delhi to stay present in the offline model too.” Amushree tells SMBStory.
Before the pandemic, Diviniti was primarily operating in an offline model where it was supplying its B2B clients through distributors.
In FY 21-22, Diviniti’s turnover stood at Rs 78 crore, and the company eyes to make Rs 200 crore in the next three years.
Carrying the legacy
Diviniti is the brainchild of NK Taneja, who started the company and ran it for more than 50 years. A few years ago, he started looking for people who could take the company forward.
“Mr Taneja and we (my husband Dr Tapas K Mallick and I) crossed paths in one of the exhibitions in 2015 where we were displaying products of my first company - Pujashoppe.com. Mr Taneja and us shared the same mission and from there the conversation started. We kept meeting on a few occasions and in 2017, he offered us to take forward the legacy,” Amushree adds.
The entrepreneur declined to reveal details about the acquisition. but mentioned that the manufacturing, packaging, and labeling, along with the distribution line of 3,000 distributors, are the same.
Diviniti offers an assortment of traditional and contemporary premium gold-plated gifting products. Amushree claims that Diviniti is the world’s first organisation to introduce 24-carat gold certification.
The company has a production plant in Solan, Himachal Pradesh, and Alwar, Rajasthan, and all the raw materials are procured locally.
From decor to car frames, corporate gifts to having partnerships with the government for making mementos, certificates, badges etc, Diviniti has a wide portfolio.
Diviniti’s clientele includes Maruti, Mahindra and Mahindra, TATA Motors Ford, Hyundai, among others.
Market scenario and challenges
Talking about the market scenario, Amushree says that the Indian spiritual market is a $40 billion dollar business, with several unorganised players.
“There are requirements of huge capital infusion for customer acquisition for online and offline business and competition from local firms pushing low cost spurious lookalike products which can impede sales growth,” the entrepreneur adds.
Amushree is running both companies simultaneously and says that though Diviniti has a distribution network in Canada and Thailand, it is not strong enough. The company plans to strengthen its international presence.
“We are trying to increase its national and international presence. However, geographical limitations pose a challenge.” Amushree says.
Edited by Affirunisa Kankudti