A party ought to be happening! The reason for throwing a party hardly matters as long as it manages to break through the clutter and spice up everyone’s mood. After a long, exhaustive week, people look forward to a rejuvenating weekend. But unfortunately most of the parties embrace humdrumness, which tends to irk people who have a thing about variance and wish to try something different.
Eshack.in aims at bringing every party to life with its funky bunch of accessories and products that would not only catch your eye but make you want to throw an insane party. Founded by Arman Sood and Ashwajeet Singh, eshack.in is a website that has a collection of party and drinking accessories. The idea is certainly new in India as no other company has entered this out-of-the box market in the country. “The whole funda of eShack is to drink and let drink. We pride ourselves in insane delivery time and quality accessories and T-Shirts of a niche such as bar and party accessories which was previously unexplored in the e-commerce circuit.” added Arman.
According to Arman, the idea of eshack struck their minds after a drunken night in Bangkok. “Ashwajeet and I joined law school in 2010 and in our 2nd Year we took a holiday to Bangkok for my father’s 50th Birthday where we used accessories like beer pong tables, beer towers and partied. We noticed that this is missing in India and so after coming back to law school skipped our summer law internships and started our company.”
They didn’t have much knowledge about the path they were about to embark upon but they plunged themselves into their entrepreneurial dream. Arman and Ashwajeet took a funding of 12 Lakh from their parents and did everything from sourcing to setting up to run the business. From company registration, tax numbers to import and customs, from licences and warehouse management to e-commerce store development and logistics they learnt it all after days and nights of research and passion and after four months of hard work, it all fell into place.
Eshack.in offers Beer, Whiskey, Tequila and Vodka accessories. Their Beer Bongs, Beer Head Gear and Beer Pong Tables cater to the Beer aficionados whereas Drinking Roulette and Ice Shot Glasses are for those who love their shots. They have just launched a line of Beer and Alcohol T-Shirts to supplement the accessories.
Initially, they targeted college going students and graduates but now some of the products also cater to an older audience. They believed eshack.in would be a B2C startup but in no time they got good B2B traction. So now they are catering to a larger audience where bars, event managers, corporates and even large e-commerce players have joined their list of customers. They are regular vendors with Fashion and You, Baggittoday and other e-commerce players. The traction has been good so far which has helped them to sustain their business.
To increase the exposure of eshack.in, the team has engaged in quite a bit of social media marketing and Google Marketing. According to Arman, their USP is the uniqueness and delivery of the products which makes it easier for them because word of mouth spreads the fastest and is the best way of marketing. They are planning to increase and adopt different marketing strategies and develop other verticals as well.
However their journey has its own share of topsy-turveyness, something that most of the founders of student start-ups have to face. As they have just entered their 4th Year at Law School, entrepreneurship is a part time work as of now. Their warehouse and office are in Jalandhar whereas they have to spend most of their time at Jindal Law School, Sonipat. But both of them are trying their best to give their full time dedication and are managing the business quite well. It is rightly said that a burning desire can triumph over all hurdles.
When asked if entrepreneurs are born or made, Arman said- “It’s like asking if criminals are born or made. It can be either way or a good mix of both. I think a lot of conditioning is required in any profession where one learns the tricks of the trade but at the same time there is always a natural instinct, vision that exists.”
Arman believes that eShack is the right place for anyone who’s throwing a party or looking to gift someone something. “Visit, explore, live, laugh, love and share us with the world. Engage with us on Facebook and chat with us through our website. Happy Drinking!”
It’s always a good idea to enter an untapped market and eshack. in does look like a stimulating startup. After all who would resist a hardcore party with some quirky accessories on a Saturday night? All our wishes to the duo for their first venture.
What about you? What are your views on this startup?