 "From floods to bears, each day is an adventure, says Simran Lal of Good Earth")
Success Quotient is a weekly feature that appears every Friday in Firstbiz, which looks at the pains and joys en route to success for a head honcho - whether a CEO, MD or an entrepreneur. The column looks at the ideas that helped launch a company, its highs and lows.
It is a store that showcases exquisitely beautiful artefacts. Ostenatious, too. There is something for everyone with an eye on luxurious interiors. Be it silk pillows, intricate lanterns, incense to even toys for children. The mother-daughter duo of Anita and Simran Lal are the force behind the 18-year-old brand with nine outlets across Mumbai, Delhi, Chennai, Bangalore and Hyderabad, besides an international presence with two stores in Singapore and one in Ankara, Turkey. Simran Lal joined the 120 crore business as head of retail. That was in 2002.
In a chat with Firstbiz, Lal talks of the success of her partnership with her mother and her dreams for the business.
What did you want to do after you returned from your studies abroad?
Good Earth was always there at the back of my mind. Post my study of product development for the home at Fashion Institute of Technology, New York, it only seemed natural to join Good Earth. We are a close knit and informal family and sometimes working with either of your parents has potential issues, but fortunately Mom and I work very well together. We both respect each other deeply. We do have our share of arguments but since we have healthy respect and trust for each other, even these arguments work out for the best.
Are there any rules that you and your mom adhere to, to avoid conflicts?
We handle two very different areas but at the same time are deeply involved in each other’s work. My mother–the Creative Director, and I share ideas, but in the end she has the say in everything creative. While I run the company and respect mom’s instincts, vision and ideas, the final decision of growing the business and its retail aspect lies with me. We fight and argue but it has only been beneficial and positive.
How has your educational background helped your business?
I have always been fascinated by history, ancient cultures, languages and craft. This love fits with our brand and design perspective that is rooted in craft traditions and enchanted by history for inspiration. My Master’s degree in Art History has taught and inculcated an appreciation for the process of art which is related to creating original designs.
What is your biggest challenge at the workplace?
Supply chain logistics in craft-based economies can be very challenging. From floods to bears, each day is a new adventure! Building an artisan community-sustaining business in India requires both tenacity and a sense of humour. Our brand is all about “Joy in the Everyday Living.” That is our endeavour not only for our customers but also for our craftsmen, business partners and the culture within our offices.
What keeps you on your toes with regard to your work?
Most of our growth has always been in response to customer request, so they keep us on our toes. We are now deep into the digital world thanks to our international customer base, our fans in cities without local Good Earth shops and most of all the very busy professionals across the country who depend on us as their gifting destination. In the past year, our Web Boutique has grown substantially. Around 50 percent of our orders come from international markets. It is very encouraging because we have achieved this without any marketing efforts and it also makes us confident of the potential that this market holds.
What is your desire for Good Earth?
Good Earth is about a feeling of being connected. That’s the essence of our brand. We believe in sustaining craft communities and celebrating the beauty and bounty of nature. I guess that’s why so many people feel connected to what we do. We would also love to get involved with a program that creates a kind of contemporary conversation with artisans from around the country. We would love our new government to invest in a truly spectacular and engaging museum that is befitting of our craft heritage.
What wisdom would you share with aspiring entrepreneurs?
‘Be honest to yourself and to what you are doing’. That is the only thing that will set you apart from those who don’t make it. If you are keen on building a brand, then take a long-view and be prepared to give up on your short-term goals, be adaptable in nature but committed in vision.
What’s the best advice you’ve ever received?
When I proposed the idea of opening the Raghuvanshi Mills store in Mumbai, Mom and I were at the Kemps Corner store. A regular customer at the store overheard our conversation and warned me that Good Earth should stay personal even if it grew big. I promised him that I would never make it impersonal and to this day he remains a good friend and customer.
Do you have a business philosophy?
For me, business and personal are very closely linked. I do not alienate the two. The three simple philosophies I follow are - Stay true to yourself; Treat people with respect at work, home, ecosystem; and, Love what you do and do it with passion.
How do you spend your free time?
Free time is a luxury. I love to spend time with my children and family. We go on small weekend getaways. I also try to catch up on books and friends whenever I can.