Zee News - The Big Idea with Amit Daga, Founder of Deal Kya Hai? – Transcript

00:13From attending Bhavanpur Education College in Kolkata to completing at the Institute of Management, Ghaziabad, Dil Kya Hai jo hai has managed to capture the frenzy of Indians wanting to shop online as well as offline.

00:33Amit Daga jo hai, ik bacha hai, ik superstar hai, ik true blue entrepreneur hai, who has managed to ride this crest and this wave of our great base of India. Ai ye chalye, let's catch up with him.

00:48Me hooniva jain, welcome to the business and welcome to the big idea. Hello Mr. Amit Daga, ab Dil kya hai?

01:15Kaafi achalata hai, aapke saad baat cheez karne mein aur ye kaafi unique concept hai Dil kya hai. Achha, while such share kale je, how did it all come about Dil kya hai? Dil, you know, hum jo Indians hai, and jistra saan mnook shopping katte hai hain hain hansak.

01:33So jab bhi aap gadgets, electronics create ne ke liye jaathe hai. Typically, tendency Indian consumers ki hai ki wo 4-5 stores mein jaathe hai. Absolutely. In her store mein, price comparison, price sensitivity. Very much price sensitive. And you know, I mean, we know how to drive a value for a YouTube TV.

01:49Correct, Indians do, I love it. So, the first question typically an Indian consumer goes and asks electronics for a gadget store, is ki Dil kya bhaise hain? Ah, I see. So, that's when I picked, so my physical traditional distribution patata, retail shops in which we apply, there was a distributor, and they used to retail the product.

02:09So jab bhi hum retail store bhaise hain jaathe hai, to get the consumer experience, we always used to get this line. Okay. So, but Dil kya hai? Dil kya hai? Unbelievable. But never thought it could be a business. Punchline of the gadget. And that would make you so successful, nitha abhi daga.

02:26So, jyathe mein aap ho baata hai aap ki, my graduation, and post-graduation ki bhiis mein kuch 11-12 saal ka gap tha. Achya, kyu? Kyu baata hai? Kaam pe lagya tha, livelihood. Calcutta se gurgaon shift ho gya tha. And there was no time, keen mai apne education ko posu karun.

02:43Jab life mein thoda sa settled hua, tabh hu je laga ki nahi, I need to complete my education. It's very important. So, I started off in Calcutta as a mass communication. I left it in between. And here I came and I did my human resources. Dono alag rakh stage thi, mera life ke upat mujhe kuch aar shia tha.

03:00Jab mai ek stage mein business ki paan se gata, toh mujhe laga I need better people management. So, I did my post-graduation, human resources. Economics also was a subject. So, I was doing a class. And I thought, yaar yeh Dil kya hai, wort itne baat dimag mein aata hai, what to do with it.

03:16And that, during the class, I used my laptop and I registered the domain. Right there. And I registered this domain called dealke hai dot com. I mean, 2000. And kithne saal tha hua, jab humne registered? Yeh, meinin 2011 mein register kia, but register kar kia rakha mein usko, because then I had to build a story around it and build a position model.

03:33But you know, that's why I'm sorry to interject. Isli meinin jab, hamara introduction kia tha, you really are the true blue entrepreneur of today's generation. Amazing, so that Yurika Momin came in, jab a padai kare hai, aur apne registered ka liya.

03:48Exactly. In the classroom itself. Unbelievable. And, of course, tradition of business was on, but there was something which I wanted to do differently than the out of the box. Out of the box, jo saare e-commerce kles kar rahe hai, oz zamane mein. So, saare lo koshik hi kar rahe hai, to sell anything and everything.

04:06Pera focus, amisha yeh tha, to create some niche. I was trying to figure out kya niche kar hum. Niche mein hum, demographics based niche kar sakte hai, product based niche kar sakte hai, geography based niche kar sakte hai. And, main, consumer electronics gadgets, IT, mobile, kab danda tha, mujhe yeh, product samajne aate hai.

04:27So, I picked up this category. I said, I'll be a leader in the electronics and gadgets. So, main, chis kuchar so, yeh kuch research nahi kia tha, market research kuch nahi. This was just gut, guys. This was just gut. So, there was no market research behind this. But, through the clutter jo apne rahe hai, e-commerce me jo kya tha.

04:45I think, abhi toch decluttered a lot. Uswap, they were like 50 websites. Everyone doing the same set of things. No one is creating a differentiator. Differentiator. Everyone is trying to do replicate and replicate and just running after each other. So, samajne aate hai ki, survivors bahut kum rahenge.

05:01So, you have to do something different and wait for the right time to come out. So, I waited for 3-4 years. So, domain name, jab aapne register kia, sal baat ke baat. And, there is one again, interesting angle there.

05:18I think, goad deal kya hai dot com. Some gentlemen, based out of Pakistan, had already registered deal kya hai dot com. No. Oh my God. So, I registered deal kya hai dot in and silently. Sorry, dreams. Silently, waiting for one year for that domain to expire.

05:36So, that I can pick it up. And the they got expired. Mr. And, I picked up dot com and then all dot words and everything. Dream. Dream. How many years did you register your domain name and your dream?

05:534 years. 4 years. And, you were patient? Yeah. You are just so clear about your patient. Okay, when you started deal kya hai, how did you get funding? Okay, that's really interesting.

06:09So, what is kya hai? Jab na Gurgaon I was I was I never had a vision. In fact, the most interesting thing city like Gurgaon which was a ultra cosmopolitan city full of couples.

06:25I didn't knew how to speak in English. I come from a schooling background wherein from Kolkata and why graduations we never had.

06:41How do you interact with people you build? So, I kept speaking. You taught yourself? I taught myself and internet helped me a lot.

06:56I loved interacting. I always tried to look for space and sales and marketing wherein I go out and meet people and I started doing some artworks.

07:15I picked up distribution of electronic companies. I built up my reserves over the years. So, basically, you saved a lot. So, 1999 I came to Gurgaon until 2011 like 10, 12 years.

07:34I have been doing small distribution work. That helped me funding. I think your dream of vision is unbelievable. But a small break is really an unbelievable story. Folks, please don't go away in conversations with the founder of Deal Mr.

07:54Amit Darga. Conversations with the superstar entrepreneur Mr.

08:11Amit Darga are telling Mr. Darga about the funding. So, you use your own funding initially. My own savings. Typically, whenever you start a new business, whether it is a small business, the very first year you make money, what do you do?

08:29You start achieving your small little dreams. So, now it depends on wish list. So, I have never made a wish list. Because it was only wish list. So, I don't So, I remember all my dreams that I was never the highest paid employee of my organization.

08:55There were people who were being paid higher than me. Because I used to draw money only till the limits of my needs. And that's how I saved my reserves and created a pool of capital.