TSAR has been an unconventional brand in the eyes of many. The concept of wooden watches has been entirely new. Three friends came together to launch TSAR as a lifestyle brand with a product that is innovative and stylish, with a concept leaning towards the betterment of environment.
What is the idea behind your startup? What is unique about your Startup? What lead to the formation?
Always being a watch enthusiast and an avid passion for watch making help create an idea for our brand. The spark of evaluating watches of different brands and understanding the commonality between them was a start. The basic conclusion was that, watches have always been in either metal or leather. Therefore the research began on what other material can be used that will be accepted by the people and can be a new addition to the watch industry. Hence the idea of wood watches came up, since it is a natural material and at same time, environmentally friendly, beneficial as it renders same good as wearing precious gemstones and largely accepted by the people.
Please tell us about the founders and core team members.
Haider Ali Lashkar and Abdul Kadir Bhandari are based out of Indore. Abbas Akbari is a partner from Chennai. They were in a hostel together in Mumbai while doing their graduation. Haider Ali is a graduate in Management Studies from Hinduja college, Abdul Kadir is also a graduate in management studies from NM college and has a postgraduate degree in M.com and Abbas is a graduate in B.com from K.C. college. Before starting TSAR, Haider worked in a Mumbai based company Wood Ware Pvt. Ltd., Abdul Kadir worked as Deputy Manager in e-commerce company Ezzy Bazaar Pvt. Ltd., Abbas worked as a process analyst in Ford Motor Pvt. Ltd. at Chennai.
What is the problem you are trying to solve? How are you trying to solve the problem? Can you share with us any insights that led you to believe that this is a big enough problem and your startup can solve the problem?
TSAR is a lifestyle brand with a product that is innovative and stylish, with a concept leaning towards the betterment of environment. We have a long term mission of being a zero carbon footprint company. Our initiative – “Buy a watch, Plant a tree” has been a successful venture with planting trees in the names of customers who have bought our watches in association with an NGO, thus contributing to the Mother Nature and help in making it a greener place to live. We remain balanced in giving customers the most trendiest accessory while being natural at the same time. We could say that we are solving the problem of choices and keeping you fashion forward at the same time.
What are the major challenges you faced while launching the startup? What is the success story of your startup in your own words?
Tsar has been an unconventional brand in the eyes of many. The concept of wooden watches has been entirely new. With the rise of international brands in India, it was difficult to convey our message to people. But as days went by, people were starting to get accustomed with the idea of wooden watches. And soon we had a number of people inquiring about our brand. With the word of mouth and a little of online marketing, TSAR wood watches started to get recognized. With the help of other e-commerce portals, our watches started to sell at a rapid pace. Not to forget our retail partners in Indore, Chennai, Hyderabad were of great support to us. The bottom line is even though being a bootstrapped company, we didn’t give up and failure certainly did not deter us from reaching our goal and being a noted brand that we are today.
“We have a long term mission of being a zero carbon footprint company. Our initiative – “Buy a watch, Plant a tree” has been a successful venture with planting trees in the names of customers who have bought our watches in association with an NGO, thus contributing to the Mother Nature and help in making it a greener place to live.”
How has been the journey so far? How tough has been the competition?
The journey has been all about the ups and downs. But these things have shaped us in certain ways and helped us take better decisions. And introducing a new brand is always very difficult. But the biggest support have been our customers who have accepted us with open arms. And competition is everywhere but the major competitors are the brands from the west. But over here, our pricing are similar to the range of few Indian brands so we face a bit of a competition in the pricing aspect.
What is the big picture of your startup? Will it lead to something bigger? If so, how?
The watch industry is definitely growing day by day. We have every bit of innovation from all the major companies be it in movements or introducing new materials. So the reason these things are happening is because the customers are open to such different varieties. TSAR wood watches on the other hand is a very different concept not introduced by any major brand. Yet! people are getting a little convinced, being a little confident about the product and are accepting it. So for us the bigger plan that we have set in the coming years is that people accept our brand, our concept as not unconventional product, but another alternative.
Where do you want to see your startup 2 years from now?
Plan for the next 2 years is to reach more and more people and make the noble concept of wooden watches more discoverable and make TSAR a household name. Also to increase our brand presence in other countries as well.
What is your plan or strategy to sustain in the long run?
Our plan is to keep delivering the best to the people without compromising, while at the same time not being exorbitant.
Any other information about your startup that you would like to share with us.
TSAR had the opportunity to be covered by many media houses through newspaper, television and radio. This year TSAR will be shifting to a bigger office. And the good news for the people is that we will be introducing new designs in newer and more exciting woods. So stay tuned!
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