Neeraj Mittal is a mechanical engineer from Delhi College of Engineering after which he did post-graduation in Management. Having over 23 years of experience in product development and sourcing, Neeraj recently started Bonita India.
After analyzing the home utility market, Neeraj introduced the brand Bonita, which is a combination of innovation, design and quality. It houses several revolutionary products under the category of Laundry, Storage, Organizing and Kitchen. Already having presence in more than 35 countries, Bonita India plans to expand its horizon by becoming the most preferred brand in the home utility segment globally.
Please provide a brief overview of your product/ service.
Based on the results of our study, it was found that the requirements of the consumers in the industry can be grossly segregated under the 4 categories of Laundry, Storage, Organizing and Kitchen. Taking these categories as the foundation of our brand, we launched several revolutionary products under each category which catered to the individual needs of the consumers under these sub-categories. Under Laundry, we launched ironing boards, clothes drying stands, never seen before Alpha ironing mat with an inbuilt silicone pad, clothes pegs, Delight retractable clothes line and many similar products. Under Storage, we provided attractive shoe racks, easy to assemble mobile wardrobe, space savers etc. For organizing, we gave products like travel organizers, Laundry Baskets, accessory organizers etc. Under Kitchen, we launched microwave safe stainless steel bowls, snack servers and dessert sets. Each of our products caters to a particular need of the consumer and all have been very well received.
What inspired you to build the above product / service?
It was found that the home utility industry consisted primarily of unorganized players who were found to be pushing products which mostly proved to be ineffectual in meeting the entire gamut of requirements of an average consumer. The products were of poor quality and the designs lacked any application of innovation to meet the requirements of the consumer. We noticed a huge gap in the market which made us introduce Brand Bonita which was a culmination of innovation, design and quality under a single banner.
What was the most challenging part of your journey till now?
- To attract & retain quality talent
- Convince and inspire confidence amongst B2B customers for our brand.
- Help attract funds for investment in brand.
What is your life mantra?
Resolve to keep happy & maintain a positive demeanor towards all challenges of life.
How did you overcome those challenges?
By having firm belief in our brand, the value it brings and perseverance in maintaining a standard & engaging communique with all our customers.
Share some details about the investments that you have been able to fetch for the business till now.
So far investment funding has been managed through self-financing and also borrowing from friends & relatives. The company is in advanced talks to raise Rs 30 crores through series-A funding to enter new markets, add more products and brand building in its products portfolio.
Tell us about your company’s attrition control practices.
By providing a healthy & challenging atmosphere conducive to learning so that all staff members can grow with the company.
We provide a positive work atmosphere where all staff members are encouraged to brainstorm & think out of the box. Staff members who come out with Innovative and great ideas are suitably rewarded through cash awards, certificates & trophies.
According to you, what are the three qualities an individual must have to achieve success?
- Self-confidence in ones abilities to overcome all challenges
- Leadership traits with eagerness to take charge of the prevailing situation
Which online tools/ services/ apps do you use the most and would like to recommend as well?
- I frequently use LinkedIn to connect with our B2B customers and for all business related communication on behalf of the brand.
- Whatsapp is an app I use almost every day. It helps me stay connected with friends, colleagues & family.
Share any one habit which you think makes you more productive.
I meditate without fail every morning which helps me stay focused besides engaging in physical exercises every day.
Share any one habit which you wish to change in yourself.
Answer in less than 50 words:
One has to master the art of keeping emotions in a state of well-being. At the end, one also has to understand that failures are fertilizers to success. In fact, failures are postponed success.
- One mistake you believe every individual must avoid:
Trying to attain quick results by engaging in activities that may be deemed unethical
- One most important lesson that you have learnt till now:
There are no short cuts to success! Only hard work coupled with smart work yields results.
What are your plans for next 3 years?
We aim to expand our presence from the present 35+ countries to at least 50+ countries and become the most preferred brand in the home utility segment globally.
If you get a chance to start your career again what would you do differently this time?
This time I will choose a career which will be close to my heart than mind.
What are your top three getaway destinations?
Share a quote that inspires you the most.
“To believe in something, and not live it is dishonesty”.