Name: Mr. Vinu Vijayan
Company & Job Title: Founder & CEO of Nesrust Foods Pvt Ltd
About your professional journey
Certainly! The founder, Mr. Vinu Vijayan, has a diverse and extensive professional journey. After completing his bachelor’s degree (BBA) from Rajagiri College of Management and Applied Sciences in Kakkanad, Ernakulam, he pursued his master’s degree (MBA in International Business Management) from the University of Wales, United Kingdom. During his master’s studies, he worked part-time at Chicken Cottage, a UK-based QSR chain, gaining hands-on experience in the food business.
After completing his master’s degree, Mr. Vinu Vijayan moved to Doha, Qatar, to join a logistics startup with his friend. Although the logistics startup faced challenges, it led to the establishment of a successful transportation division. Later, he joined Al Mana & Partners, the exclusive distributor for global brands, where he handled the shipment operations of major brands like Unilever, Philips, and Apple.
Subsequently, Mr. Vinu Vijayan worked for Gulf Agency Company (GAC) in Qatar, a multinational shipping and logistics company, as a customer service executive in their operations department. During this period, he handled the shipments of Nesrust Qatar and other food brands, earning official appreciation from Nesrust Qatar for his performance.
After seven years of professional experience, Mr. Vinu Vijayan transitioned into entrepreneurship, fulfilling his dream of running a successful business in India. Currently, he is the founder of Nesrust Foods Pvt Ltd and successfully operates a cloud kitchen brand with an annual turnover of over 1.2 crores. His journey reflects a combination of educational achievements, international exposure, and hands-on experience in various aspects of the logistics and food industry, contributing to his entrepreneurial venture in the cloud kitchen business.
How did you come to your current role/position?
Your professional journey reflects a deliberate path fuelled by a passion for business. Commencing with academic pursuits in commerce, progressing through BBA at Rajagiri College of Management and Applied Sciences, and culminating in an MBA from the University of Wales UK, you strategically acquired a comprehensive foundation. Post-graduation, you ventured into the entrepreneurial realm by co-founding a logistics start-up in Qatar. Although the initial venture didn’t materialize as expected, it metamorphosed into a successful transportation company, boasting a fleet of eight trucks within two years.
Your commitment to gaining industry experience led you to Almana and Partners, a prominent distribution company in Qatar, where you honed your skills in the logistics division for two years. Subsequently, your trajectory continued with a transition to GAC, a multinational shipping and logistics company, where you further solidified your expertise over the following two years. Having amassed seven years of professional experience, you made a pivotal decision in 2019 to chart your entrepreneurial course in India. Despite the initial setback with your start-up idea, Doodhbee, you successfully pivoted into the cloud kitchen business. Presently, your company, Nesrust Foods Pvt. Ltd., featuring brands like Kudavayaran Kitchen and Big Bang Biryani, stands as a testament to your resilience and adaptability in the dynamic business landscape.
Who has influenced you the most in life and why?
Mr. Tushar Duttir, my business manager at GAC, has been a significant influence on my professional development. His exemplary leadership style, adept handling of people and situations, and unwavering dedication to his work are constant sources of inspiration. Observing his actions during meetings and challenging situations has become a valuable learning experience for me. My decision to transition to GAC was prompted by the prevalence of internal politics in my previous workplace, where my educational qualifications caused friction. Under the leadership of Mr. Duttir, the shift in my professional environment was palpable within a short timeframe. His positive influence and guidance significantly impacted my approach and productivity. Working closely with Mr. Tushar Duttir during my tenure at GAC has allowed me to witness first-hand the transformative power of effective leadership.
What are the biggest challenges you have faced, and how did you overcome them?
I’ve encountered various challenges both personally and professionally. One significant hurdle was leaving a well-paying job in a multinational corporation to start my cloud kitchen start-up in India. Convincing my family and close network about this shift required navigating difficult conversations. In the initial years of building the business, securing funding was a major challenge. I chose to bootstrap the venture, investing my earnings without external investors or loans. Managing the financial aspects without significant external funding was demanding, but our team of 14 members across two brands has been pivotal in overcoming these challenges. Despite not seeking external investors initially, we’re now in the process of fundraising as investors have shown interest. Achieving an annual turnover of 14 million plus within four years is a testament to our team’s dedication and our strategic approach. I believe my experience reflects resilience, financial acumen, and effective leadership. I’m committed to the continued growth of the business and currently focused on securing external capital for expansion. Thank you for considering my journey
What lessons you have learned from your professional career?
A crucial lesson from my entrepreneurial experience underscores the significance of collaborative ventures. In initiating a business, it is strongly advised to refrain from sole proprietorship. Instead, the optimal approach involves assembling a team of at least three co-founders. While a small-scale venture might be manageable individually, the prospects for scalability and substantial growth are markedly constrained. Co-founding partnerships, particularly with individuals attuned to a shared vision yet capable of diverse perspectives, expedite growth and enhance appeal to potential investors. Establishing a startup with three or more co-founders not only broadens the skill set but also augments the likelihood of securing investment. In contrast, sole proprietorships entail limited growth potential, diminished investment prospects, and elevated stress levels. Collaborative efforts enable the equitable distribution of responsibilities and shared burdens, contributing to a more resilient business foundation. Thus, a prudent course of action before embarking on an entrepreneurial endeavor is to identify and engage co-founders, a fundamental lesson derived from my entrepreneurial journey.
What do you see as the biggest challenge for brands in the digital space?
Navigating the competitive landscape in the digital realm, particularly within the food and beverage industry, poses formidable challenges. The prevalence of both offline and online competitors intensifies the struggle for consumer attention. While some brands compete on pricing, others emphasize quality, resulting in a saturated market with similar offerings. A pivotal challenge lies in the disparity between online and offline brand building. Offline, a physical presence, a chain of shops, or a captivating ambiance can bolster brand visibility and value. However, in the digital sphere, crafting a distinct identity and differentiation proves notably challenging. Furthermore, the cost dynamics of online marketing add a layer of complexity. Although online channels are often deemed cost-effective compared to their offline counterparts, the conversion rates, typically ranging from 2 to 3%, contribute to a substantial expense. This creates a delicate balance between reaching a broad audience and achieving a meaningful return on investment. To address these challenges, exploring innovative strategies such as leveraging social media, encouraging user-generated content, and forming strategic partnerships could offer avenues to enhance online presence and establish a unique brand differentiation. How might you integrate such approaches into your current marketing strategy?
How your product/solution can help to resolve the pain points of your customers?
Kudavayaran Kitchen stands out in the competitive landscape of the cloud kitchen industry, emphasizing a comprehensive customer-centric strategy. While many establishments rely heavily on third-party delivery apps like Swiggy and Zomato, our unique approach allocates 45% of our business to in-house delivery and the remaining 55% to external platforms. Notably, we recognize that customers often opt for third-party apps due to convenience. However, we believe in providing an elevated customer experience by encouraging direct orders. Through direct interactions, we offer personalized communication and in-depth menu explanations, surpassing the capabilities of digital platforms. This strategy not only differentiates us in the market but also addresses the pain points of customers who seek a more engaging and informative ordering process. The success of this approach is evident in our consistently high ratings and positive reviews across various platforms.
What do you do in your free time?
In the course of my typical working days, I deliberately allocate my free time to a well-rounded mix of entertainment and personal pursuits. Engaging with reels, exploring content on Instagram, and listening to speeches and articles related to startups on YouTube serve as outlets for relaxation and staying informed within the dynamic business landscape. While I maintain a commitment to professional responsibilities, I also prioritize moments for personal reflection, family interactions, and occasional travel. Striking a balance between entertainment, work, and personal time is paramount to fostering overall well-being and sustained productivity
Do you have any advice for those who want to be an entrepreneur/chief officer?
Addressing prospective entrepreneurs and individuals aspiring to embark on business ventures, it is imperative to convey a nuanced understanding of the intricate challenges inherent in entrepreneurship. The misconception that starting a business is a panacea for professional stress requires careful reconsideration. The realm of entrepreneurship demands a comprehensive engagement with financial intricacies, employee dynamics, customer management, and the holistic orchestration of diverse operational facets. Entrepreneurs must be prepared to immerse themselves in every department, even those where expertise may be lacking, as the role encompasses a multitude of responsibilities. Contrary to the perception that physical exertion may seem comparatively less, the mental strain involved, coupled with the demands of business development and daily operations, necessitates a genuine passion for the journey.
A discerning piece of advice underscores the gravity of this endeavor and the decision to transition from an employee to an entrepreneur should be meticulously evaluated. Only those capable of effectively managing pressure, and situations, and deriving satisfaction from the challenges should consider such a transition. The entrepreneurial path, despite its inherent difficulties, becomes meaningful when one enjoys the inherent stress. Furthermore, a stark reality surfaces in the pursuit of profitability. Even with adept management across various fronts, achieving profitability remains a formidable task. Stakeholders, including investors, co-founders, staff, and self, contribute to the prevailing stressors. This counsel urges aspiring entrepreneurs to meticulously weigh their readiness for such challenges before undertaking the entrepreneurial journey.
