When P-TAL appeared on Shark Tank India, it did more than just pitch its business; it sparked a conversation about heritage and innovation.
Securing a deal of Rs 1 crore for a 3.2% equity, it garnered financial backing from all five sharks and instilled confidence in its mission to rejuvenate the Thatheras craft of Amritsar, Punjab—a tradition recognized by UNESCO for its cultural significance.
This marked a pivotal moment for P-TAL, which began as an ambitious project by SRCC students to blend traditional craftsmanship with contemporary living.
P-TAL serves as a bridge connecting the rich legacy of brass, copper, and Kansa crafts with the modern household. By balancing traditional techniques and modern aesthetics, P-TAL makes ancient crafts accessible and relevant for today’s consumers.
P-TAL’s journey from a college project to a celebrated brand on Shark Tank India reflects the vision of its founders, Aditya Agrawal (CEO), Kirti Goel (COO), and Gaurav Garg (CPO). Witnessing the decline of India's only UNESCO-listed craft form in Amritsar, the team was moved by the artisans' struggle against modern metals and fading traditions.
Agrawal emphasizes the brand’s purpose, stating, "Our drive wasn't just about preserving a craft; it was about enriching lives through sustainable practice and health-conscious living."
The onset of COVID-19 emphasized health, leading P-TAL to spotlight the Ayurvedic benefits of its brass, copper, and kansa products. This reinvention aligned ancient wisdom with contemporary aesthetics and health benefits, catering to a growing demand for health-conscious living.
A crucial aspect of P-TAL's impact is its transformation of artisans' livelihoods. Collaborating with around 55 artisan families, P-TAL has significantly increased their earnings, showcasing substantial economic upliftment.
P-TAL's strategic pivot towards customer retention has been instrumental in sustaining its growth. With a keen focus on nurturing initial interactions into significant engagements, P-TAL prioritizes customer satisfaction and long-term relationships. Agrawal emphasizes the importance of retention in their niche market, leveraging word-of-mouth as a potent tool for growth.
Partnering with WebEngage's Startup Program has enhanced P-TAL's retention marketing efforts. Agrawal praises the program for providing tools to experiment and perfect retention strategies, along with invaluable support from a customer success manager.
The program offered exclusive perks, recognizing the budget constraints faced by startups. Utilizing WhatsApp for retention plans allowed P-TAL to customize communication effectively, influencing their decision to partner with WebEngage.
As P-TAL prepares for the future, its focus shifts towards re-engaging with past customers and solidifying its global presence. With plans to launch new products, P-TAL aims to boost revenues through increased retention rates.
Beyond numbers, P-TAL seeks to cultivate a community deeply connected with its journey and heritage. Looking ahead, P-TAL aspires to become a global ambassador of Indian traditions and craftsmanship, promoting health benefits and unique flavours worldwide.
This bold vision underscores P-TAL's commitment to sustainable growth and cultural exchange.
