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Amitoj SinghCo-Founder of To Be healthy food PVT LTD Published On: Tuesday, December 22, 2015 Views 1373

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"Life is a lesson you learn it when you're through."

Amitoj Singh is an energetic person with vigor to achieve success. He has a degree in Business from Newcastle University, UK and an MBA from ISB Hyderabad. He also has experience working with Ernst and Young (EY) for three years as a Risk Consultant. However, he always wanted to start something on his own and looking at the booming startup ecosystem, he co-founded TBH (to be healthy foods).

Currently, he manages the Business Development and Sales. His enthusiasm and relentlessness to get every lead closed and every process down perfect keeps the team and the kitchen on their toes. He helps in making sure that the team does not take themselves too seriously and continue being the young enterprise they are.

Please provide a brief overview of your product/ service.

We deal in Cold Pressed Juices, Dairy Free Almond Milks, Chia Pudding’s as of now. We plan to expand our product range into non-perishable products very soon. We want to deal in superfoods entirely and provide our customers products that are not easily available or are very expensive in the market.

What inspired you to build the above product/ service?

The scarcity of health products in the market, that are tasty and pocket-friendly. Everywhere I went, I saw options were either expensive or tasted like something I would not want to purchase again, no matter how healthy. The health F&B sector in the country is still an infant and a revolution is slowly becoming a necessity.

What is your life mantra?

Changing your life is hard. Changing your perception in which you see your world is easy.

What was the most challenging part of your journey till now?

To start from scratch, forming recipes, setting up a factory and training the staff to maintain quality and ensure delivery of top class products. Now, the challenge I look forward to is, making the consumer believe that what we aim to do is possible and ensuring a healthy diet is not a difficult task.

Share some details about the investments that you have been able to fetch for the business till now.

We have been able to raise angel funding to get our business off the ground at a larger scale. The funding has enabled us to compete and increase the scale of business, which is essential in maintaining costs and surviving in the industry. The funding has also allowed us to broaden our range into non-perishables and keep to our vision of scaling up.

How do you protect yourself from the problem of Brain Drain?

Mayank (Co-Founder) and I have made it a point to keep the company culture such, that no attrition takes place. We understand the resources that go into training new staff. We let people go if we feel they could prove to be a hindrance in our processes, anytime in the future. We have had situations where we have asked our staff to leave within a few weeks, knowing they could possibly foster a culture of ignorance within our other staff. We reward our staff well and let them take important
decisions related to operations, as it’s them who spend most of the time in the kitchen and know best what works well. They are given a Monthly budget to take the initiative to source thing’s for the kitchen that might improve our overall operations.

According to you, what are the three qualities an individual must have to achieve success?

Determination, Honesty and Attitude.

Which online tools/ services/ apps do you use the most and would like to recommend as well?

We use Trello to keep our tasks in check. We use slack for certain aspects in smaller teams to avoid delays. Whatsapp helps us have a virtual office and deal with the small thing’s that need to be kept in mind, like those evening round of drinks.

Share any one habit which you think makes you more productive.

We understand the importance of timely entrance into the market. But we feel that in this race people forget the importance of Functionality, Aesthetics and Price. We take our time in forming our product range, our packaging and our price. We know that the consumer is looking for an honest brand that talks the talk and walks the walk.

Share any one habit which you wish to change in yourself.

That would be my habit of losing my temper to achieve perfection. I mean good and my colleagues know that, but it’s not reasonable and I know that.

Answer in less than 50 words

• One tip to success:

Ensure delivery of Quality, on time, each time.

• One mistake you believe every individual must avoid:

Procrastination. Don’t wait for the right time, now is the time, keep trying and be determined.

• One most important lesson that you have learnt till now:

Consumer’s are ruthless and ignore your existence at the spur of the moment. Be sharp and take care of your consumer.

What are your plans for next 3 years?

In the next three years, we plan to create a standard of health. Tomorrow when consumer’s walk into a store, they find a range of products on the shelf and see our logo on one of them, they automatically go for that product knowing it would be healthy and good for them. It’s all about creating a – Stamp of Good Health.

If you get a chance to start your career again what would you do differently this time?

Let’s just hope I would not require a second chance.

What are your top three getaway destinations?

Amsterdam, London and I have heard a lot about the Maldive’s and I’ve never been, so that’s next on my list.

Share a quote that inspires you the most?

“Life is a lesson you learn it when you’re through.” – Limp Bizkit

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