On a rainy day 10 years ago, during a conversation with three of his friends eating pizza, Gentle kick Wrote down some notes on the tissue for an entrepreneurial venture. And so on Tute Consult Was born
She says the opening moment was the easy part of it. This was followed by many other challenges, including explaining the company’s name and how to pronounce it, why customers need PR.
“I gave myself three months to find out if I could do it and deal with the worry of not getting a steady salary at the end of every month. It is possible to get out of the house to work whenever possible to save the savings from changing five vehicles throughout the day to attending meetings across the city and walking to the office, where my team worked each other Played “elbo-nics” with – it was all hard work in the early days, “she says.
She continues by remembering,
“I used to learn many new things along the way – a little accounting, negotiation skills, salesmanship, team management, human resource skills, and most importantly, recovery, and so on.”
But with the belief that “we are nothing but the sum of our experiences”, Komal said.
Tute Consult started as a public relations agency, but Marketing Communications is set to be set up over the years. Its services currently range from marketing communications strategy and public relations to digital media and influencer marketing. It also creates large experiences for customers on-ground and virtually. In short, its USP is telling stories.
Born and raised in a joint family in Mumbai, Komal followed BMM, followed by post-graduation from MICA, Ahmedabad, and most recently a short stint at the Oxford University of Anthropology.
Komal dabbled in a range of subjects – events, market research, film marketing and even telemarketing (three days at the behest of a friend), to finally discover that her interest was in the space of communication and storytelling.
Deep dive into business
Bitten by the proverbial “entrepreneurial bug” and bewildered by the emerging startup culture over time, Komal in 2010 Tute Consult Started at just Rs 5,000.
“The media landscape was also rapidly evolving as it became a digital mainstream. Back in the day (or still) you can only change the logo of companies in the deck and you won’t know the difference between an agency or client’s strategy because they were all the same. The trigger was able to create a future-ready organization where you not only learn the nuances of new-age media and traditional PR but also dive deep into the brand’s business to make a meaningful impact, ”she says.
Tute Consult’s first client was ‘Catwalk’ shoes
“I joined the owner through a friend’s reference and he never had a PR agency in front of us. I worked very hard on the proposal and was really looking forward to the meeting. When we met, I started the presentation, and he went straight to the last commercial slide, coming back to the first three-four slides and stopping. He was expressionless and I had jerks for those five minutes. Those five minutes felt like five hours and he said “We’re On”.
His second client was ESBEDA, and 15 minutes into the meeting, the owner had 12 post-dated checks in hand. She finally knew that she was something special and right, says Komal.
Tute Consult currently works with wellness, retail, events, hospitality and FMCG clients. Some of the big names include United Spirits, Red Bull, Pixie, Caratlane, Ajmal, Marriott, India Circus (Godrej), Metro Shoes and WOW Skin Science.
Communication and Kovid-19
Komal believes in following the IAA model – be effective, agile and accountable at all times, and has worked in her favour even during the epidemic.
“Communication has been the soul food for any business and the marketing playbook will be read as BC (before Corona), DC (during Corona), and AC (after Corona). As an agile and small team, we are able to shape the client and consumer mindset by understanding media consumption (whether print WhatsApp) and can be used to send the right message on behalf of our customers, ”She says.
However, in terms of business, the market has been slow and Komal showed momentum for the digital side and new media.
“With this in mind, we are advancing ourselves, as well as keeping our eyes open to new trends in digital transformation, and communications,” she says.
After starting Tute at the age of 25 and catering to more than 350 customers, Komal says that each client brief still beats her and the approval of every win and new campaign boosts morale and spirits.
Amidst all this, she is also grappling with challenges like the notion that PR professionals cannot advise and implement paid and proprietary media.
“A major challenge I face is the definition of‘ marketer ’and the common perception of marketing equalization for etching. It seems that business accountability has decreased significantly over the years, and it shows that people with two-year social media experience are respected as marketing opinion leaders. ”
The challenge is to keep in mind the gaps between traditional PR practitioners who need to upskill to open up the influence of new age media, and the new breed of social media opinion leaders who inadvertently own themselves from traditional reliable and quality sources Have been torn apart, ”she says.
Komal also believes that a female entrepreneur is challenging. She recounts an incident when the CEO of a company asked her to call her boss because her team was ready. “Of course, he later apologized but this prejudice deepened.”
“On the professional front, I want to raise new heights for women and communication as an industry, inspire, and mentor more people. Personally, I want to devote more time to academics and volunteer activities (like CII Yi) and someday be part of the UN climate initiative, ”says Komal.