22 June, 2021

Packing Fun Into Business

Happily Unmarried, New Age Brand of the Year

Photograph by Tribhuvan Tiwari
Packing Fun Into Business

Ten years ago, just out of Mudra Institute of Communications, friends Rajat Tuli and Rahul Anand realised that designs for everyday products lacked a youth connect; and in a bid to add colour to all those workaday things, they started Happily Unmarried—a business of selling fun, say the two. The duo design products themselves and everything in their shop comes with its own wacky twist—whether it is the sandaas ashtray, or the doormat that tells you exactly what to leave outside (your ego and shoes!). “The production is the only thing that is outsourced,” points out Tuli.

Having started at a time when ‘funky’ and ‘quirky’ were rarely acted upon, investments were scarce and budgets even tighter, Tuli and Anand chose to sell in the only, ‘free’ way—social media. What started on Facebook with a seed fund of Rs 50,000 and personal loans now has its own website, is on every other online shop and brick-and-mortar stores. “Social media put us on par with big companies that spent a lot of money on advertising...

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