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Beginning a business is never simple. Making an out-of-the box idea to work is an even bigger challenge. It all started out with an idea. A vague concept that many a business stalwart would cock their eyebrows at. In a country where business has traditionally originated in match-box-sized family workstations and grown into hereditary goldmines, the out-of-the-box, fledgling enterprise has gradually burrowed its way to the surface. “Innovative enterprises have always existed in the developed markets, they now need to be given an Indian structure,” says a CEO, of an organisation which mentors budding entrepreneurs and has about 50 start-ups, across Mumbai, under its wing.

Veterinary Assistant and an MBA believe that having a unique selling proposition was “the strongest point” of their new start-up. However, a signboard that read Poodle manicures and Labrador haircut initially met with many a raised eyebrow. “It’s not like we opened up and had people streaming in. There were days when we would have just one to two clients,” she reveals. Five years on, the entrepreneurs have seen business at Tailwaggers triple. And bouquets have now replaced the initial brickbats. “We even have customers sending us flowers as recognition for giving their dog a good haircut”.

However, no matter how uncanny the idea, it’s “the clarity of thought” that is the differentiator. When 34-yearold marketing executive Bhavna Jasra stumbled upon a unique concept of freezing life’s milestones, she knew she had hit upon a goldmine. “I knew that in India, the strong family ties and fondness for festivities would help the concept catch on,” says Jasra.

Jasra’s company, First Impressions, moulds special memories for its clients by framing impressions of hands and feet in gold, silver, bronze and even pearl. Although it was a first of its kind in the country, business growth was gradual in the first year. However, it was Jasra’s confidence in her product that kept the cash registers ringing, “It’s important to be focused and tailor your strategies to a definite target group,” she says. Five years on, her business has doubled with the client list boasting the likes of Sachin Tendulkar, Haseena Jethmalani and the who’s who of Bollywood.

One year ago, British Chartered Accountant Christopher Way and hotelier Krishna Pujari kicked their jobs to start a city based tour company. However, the Reality Tours itinerary was nothing like the run-of-the-mill tour services. Their publicity pamphlets promised to acquaint tourists with the country’s biggest small-scale business hub - Dharavi.

But getting tourists to hop aboard a tour of what is, touted, as the city’s largest slum was not easy. “People fear being mugged when they pass through the area. What they don’t know is that it is one of the biggest enterprises. There are 10,000 businesses in the 432-acre stretch,” says Pujari. From standing on street corners with pamphlets to having just two tourists willing to venture out, the duo has seen it all.

One year down the line, the tour has gained popularity among overseas travellers.

“We are now looking to start tours across Maharashtra and explore more untapped locations,” says Way.

Pujari and Way’s start-up may have encountered apprehensive clients, but when Nirupam Hiremath started marketing her Kids on Wheels concept in 2004, she encountered many a closed door. Today when she watches mothers wheel their unyielding toddlers in brightly coloured, car-shaped trolleys across the Inorbit Mall, Malad, she knows that the initial struggle has paid off. “I spent almost one year trying to convince people of my idea. They all felt that their malls were not big enough to necessitate the facility,” she says. An absence of prior experience in the area also worked against this stay-at home mother.

However, a year-and-a half after starting her first shop, Hiremath is determined to expand across the city. “Nothing ventured, nothing gained,” she says confidently.