Featured Entrepreneur

IT Professional Turns into Big Time Ethnic Garment Exporter

SME WORLD Bureau
Mar 2010
Sanjeev Gogna was an IT professional developing websites and software for others. During the course of making one such website for a garment exporter, he smelled a great potential in 'this line' of business. His entrepreneurial instinct shook him and he decided to bid good bye to IT work. He realized that there was absolutely no mismatch between his heart and brain which together made the stumble upon a new idea. He decided to set out on a journey which was soon to take him to places.
 
Sanjeev Gogna, then lone and alone, started his enterprise - Manan Exports - in 2006. Inspired by the demand for traditional dresses abroad, he started making relentless efforts with sincerity and hard work. Armed with enthusiasm and little capital he made by 'working for others', he thought he could make it. “The journey was long and the road was narrow to tread on. But I was bent upon embracing success one day,” Sanjeev says displaying nostalgic emotions.
 
Though Sanjeev's entrepreneurship journey started on a positive note, he waited with anxiety the big breakthrough which eluded him. Being an IT professional, he, however, knew the future belongs to e-commerce.

Sanjeev
 
With little knowledge about fashion garments, Sanjeev thought that there is a lot of potential in marketing Indian ethnic and traditional dresses for special occasions to Indians settled overseas. “Although the fashion industry is volatile, ethnic wear is classic, beautiful and long-lasting,” says Sanjeev. “My aim was to promote the Indian ethnic wear in the international arena and make a name for myself.”
 
The going was not too rosy as expected. “Everything began to change and things started coming my way just as I heard about alibaba.com from a friend about four years ago.”
 
There was no local office of Alibaba.com in India at that time. However, he went about developing his own website to support and growth in his business. However, as an SME, Sanjeev found that running his own e-commerce business was difficult given the limited time and resources available to him.
 
In early 2009, Sanjeev heard that Alibaba.com had set up an office in India. “I was very excited when I heard this,” he says. “The very next day, I went to the local sales office in Delhi and signed up for Alibaba.com's Gold Supplier membership.” Once registered, enquiries started pouring in day after day. Orders came his way. Things started changing overnight for Sanjeev. “In less than six weeks, my Alibaba.com membership fee had already got paid with the business I generated,” he says brightly.

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