At BrilliantRead Media, our aim is to bring to our community some of the unique and compelling stories from the start-up ecosystem. As part of this endeavour, this weekend we invited passionate entrepreneur Rajiv Duggal for an exclusive interview with us. He is a Seasoned Entrepreneur, Business Leader, Consultant, Industry Expert, Pharmacist, Mentor, Sales Strategist and Trainer. He is the Founder and Director of Pheasantz Pharma Solutions. Let’s learn more about his inspirational journey and his advice for our growing community!
Excerpts from our exclusive interview with Rajiv:
We are aware of your contribution to the ecosystem, talk us through your background and your journey as an entrepreneur, please;
“A typical middle-class Punjabi boy. My nuclear family migrated from Amritsar to Delhi, stayed in rented accommodation for 25 years before affording a house of our own. Still could not enjoy staying in my own house and rather opted for career growth away from home.
The latter changed him as a person as well as a professional. After a shocking pre-school failure, he upgraded himself to become a meritorious student thereafter.
Started as a trainee sales representative, scaled up as Director of a foreign company and finally at the age of 45 took a call to start his second innings as an entrepreneur” … It is Rajiv Duggal S/o Shri K. K. Duggal for you.”
Born in a typical middle-class family where my father worked hard on our( me and my 2 sisters) upbringing to manage limited resources such that we get well educated rather than purchasing our own house. Being migrants from Amritsar, Punjab when I was 4 years old and was struggling in the pre-school base itself. We shifted to Delhi for a better future & education. My first school was Anandale, Patel Nagar run by an entrepreneur lady.
My base improved and so was my confidence. I did well and shifted to Cambridge foundation school, Rajouri garden for mid-school to SSC studies. It was expensive in my father’s pocket yet as he believed that education, mannerism and polished English speaking is the key to stand tall amongst the bureaucratic society. Hence he worked relentlessly to provide us (me & my two sisters) with private school education (those days govt. schools did not have that infrastructure). Since Private school education was getting heavy on his pocket for my younger sister (by that time our elder sister start working to support my father)
By that I could understand that it was important for us to save the money for other expenses and make it light on his (my father) pocket, for HSC(XI &XII), I switched to semi-govt. school, D.A.V, Pusa Road in science stream( Medical). We all know those days govt. school education standard was driven by students and not the teachers. The more independent you are the better you come out. One had to put much more efforts into knowledge enhancement and good as well as one becomes independent. I could release that I was becoming good in studies and kind of liking a few subjects as well.
Especially Biology and Chemistry. Such that I used to re-explain a few things to my classmates which made me feel better and looking at my communication skills I started doing tuitions for primary students as well to make some pocket money and support my father. This hardship made me tougher and focused on my studies so that I worked on my career & improve our standard of living. Science was my interest and Biology was my favourite subject. I was a bright student and came out meritorious in Biology (with a national highest score of 99% which during those days was some achievement).
Since I wanted to learn more about how medicines work on our body, so opted for a Pharmacy course. My graduation started at the College of Pharmacy (Now DIPSAR), New Delhi. I had my interest in all subjects yet pharmacology and pharmaceutics were my favourite ones. By then our financial situation improved a bit yet my mother went down by schizophrenia. Which got controlled quickly. So I enjoyed my college life. Since I had an interest in dramatics I fulfilled my hobby by participating in inter-college competitions of dramatics and mimicry( which I still like doing in family gatherings). I maintained my interest in studies such that I might not have been brilliant yet at least good in studies. I passed out with distinction in a few of the subjects.
As now was the question of plunging into the real world of earning my living and fully supporting my father, I started searching for a job yet the question was which way to go (Production, Research or Marketing). Me & my father consulted one of our maternal uncles who was already working in a senior capacity in a pharmaceutical manufacturing company. He suggested me to go for a sales & marketing job as I had expressive communication and liked travelling (whereas the other two are jobs with confined environments)
Being a Punjabi boy and a family person I wanted to be based out of my home town only, though I cleared most of the first rounds yet could not move ahead to closure as non of the A-listed companies offered a clear base position and the final call was to be taken only on our in house training evaluation & results. I made the selective rejection of such offers for a couple of months before I finally got through with my first assignment as Trainee Medical Representative with Alkem Laboratories that too for Delhi and working territory close to my home region. What else I could ask for.
Learning in Alkem was good, I was good in all departments (communication, knowledge, customer engagement & results). Yet wanted advanced learning to improve my skills & competency. During those day MNCs had an upper hand as they devoted time & resources to employee L&D. Hence I was lucky to get through with Novartis. I worked there for more than 6 years and learned a lot, was given an opportunity to explore myself as an improved and creative marketing personal.
We have handpicked 4 sales guys from erstwhile pharma teams and put into promoting the product for Alzheimer’s using our own innovative approach to generate awareness amongst the general mass. Being a creative person I was always in the hunt for something new and challenging and used to get bored with a monotonous approach or product line, so I switched to Medtronic(a US-based MNC) to promote a valiant device for neuro-modulation.
By then Indian was still learning to get adapted to more sensitive indication as that of cardiac pacemakers, consequently, the neuro implantable pacemakers meant to improve the quality of life of movement disorders was a big challenge in terms of awareness, results and price. Since it was an interesting scientific concept I plunged into it travelling away from my home town to Hyderabad to establish the concept within the entire south India region. For career growth, I took this decision whereas I was married for just 1.5 years.
It was newness all around yet a tough one to move, place, people, product and personal life. The work-life balance was tough to manage as I used to travel outside the city quite often and there were cultural or domain challenges for my spouse to get through with a job. Which soon overcame and we were happy to explore some newness professionally as well as in our personal life. Since it is tough to make a home away from home and being typical Delhites we missed all that happening cultural of our city and our families back home, so the moment I got the opportunity to transfer back to Delhi I quickly opted for it.
With family around things were falling in place yet the monotony at the workplace kept on pushing me for something new. I explored to move into a different segment and as by 2008 onwards cosmetology was booming in India, so I thought of exploring this avenue with a common interest of selling innovative science. Had knowledge acquisition, learning something new. My very experience of national sales position in the derma-cosmetic segment got me my first profit centre position in Win-medicare as SBU head for their dermatology division which was a collaborated venture with Leo® pharma (Denmark) promoting only one product.
Had ample learning especially team & marketing management. The latter gave me an opportunity as NSM in USV’s dermatology division (Sebamed by Sebapharma, Germany). Where I learned the key customer engagement along with sharing my experience of promoting science, team building, skill development and giving expected sales revenue back to the company. Sebamed is a household name nowadays.
It was again a job demanding a lot of travel and commitment and somehow I felt the monotony which instigated me to move on. Based on the same I decided to explore an opportunity of top management position for a Spanish company stepping in India as a subsidiary( earlier had an inconsistent presence in the market through distributor arrangement for a couple of years), with an expensive range of cosmetic products.
For me, it was worth a try as the authoritative position of a Director (India Country Manager) and scientific selling, for a small yet global brand as Sesderma, was lucrative without researching about the company and the awaited operational challenges ahead. Still, I plunged into it with my limited learning on managing a Director’s position. It was a position of a go-getter, self-starter and had minimal assistance from the parent company as they too were new to the Indian drug & import regulatory system. Subsequent to joining I explored that the parent company had already invested a good sum as an establishment cost without making any start in the market as a subsidiary.
Then I had to create a business model, build a sales & marketing team, work on other business functions like finance, HR, logistics, regulatory affairs etc. Perseverance was the key here and I had to imbibe quick learnings to overcome the challenges step by step based on the priority with continued learnings along with getting the business as well. It was a scratchy start yet I was determined to make it. Hence after a year or so I could gain the confidence of building a respectable market presence for this Spanish brand with a belief that yes, I can do it. Things with Sesderma went on good until the expectations of the parent company raised and I too wanted to leave as the full circle of business functions took a toll on my health.
I restarted after a break of 3 months to plunge again into another assignment continuity of sustaining a face value with key customers who in turn would be my business drivers when I start something of my own. It was just a matter of time that I had decided to start my own start-up venture by then looking at the roller coaster ride I had been having with every assignment I picked up and unmatched expectations from either side.”
Thinking about a start-up is easy yet the process to start is tedious. The idea was clear that I would continue into the cosmetic-dermatology segment only yet the first key challenge was the seeding investment. For which I got fund assistance from a friend which would help me to procure the saleable goods, manage operations and marketing expenses. The only yet big challenge was to a marketing plan and execute it quickly.
Being in the derma-cosmetic field for more than a decade and qualification in pharmaceutical sciences, the company as the first important factor to step out in the market. Pheasantz was the well-explored name which got the nod from my family as well. This had to relate to the objective of the start-up so that the customers can relate. Since my job assignments had imported products with challenges of Indian regulatory policy( imports or drug approvals) and consequently a high cost. Hence I planned to get high-quality cosmeceuticals manufactured here in India yet those will have use of international ingredients, excipients or packaging, as those are only aspects which different an Indian product from the imported ones. The products will be based on inputs from consumers and dermatologists. Hence this hybrid approach has a relation and connection to Pheasantz as the latter is also the same.
It was a herculean task in spite of the money and trusted face value amongst the dermatologists, as the bigger challenge was looking out for quality cosmeceutical manufacturers who can deliver what I expect. It was a real hunt yet finally with a thorough online and field search I got a few to fit the bill of my first set of the product line. The product basket had to be based on market trend with some innovation to make a quick entry.
Next was the sales team as I single-handedly could not have managed everything and to have a quick start to the sales revenue meter as well. To build a small team with 2 sales guys with me being the third as I was always the one for the past 2 decades and enjoyed being in the field and meeting Doctors. Though the competition was tough as pharma entrepreneurship was a trendsetter starting 2017 onwards.”
Hence already ex-pharma peers with good face value were already into the business by then. My strategy to make the quick start was innovation, quality, cost-effective pricing and of course the face value. Being primarily in cosmetology and looking at the market trend, I focused on the promotion of first set dermatology-cosmetology. I started with Mumbai and Bangalore as well by the mid of 2019. Yet the challenge was the distant management of these two territories. Especially when it comes to pharma field sales distant support or day to day monitoring is a challenge. Mumbai being a cosmetology hub gradually picked up along with Delhi yet Bangalore could not survive the challenge due to the mindset of customers to pick up a new brand. Alongside Pheasantz I was thinking about resolving another issue within our learned society that is lack of proper direction and career counselling with young pharmacy students.
So I thought of starting another start-up by the name of ARDIkonsulting in education, learning & development, to help young talent make a choice of career in pharma sales & marketing, guide PGs on their projects and market research companies with their projects. I along with my college alumni friend did a few programs done involving pharma graduates. Thanks to RKGIT College of Pharmacy, Ghaziabad and DPSRU, Delhi for allowing me the opportunity to be part of their L&D team as an external panellist & industry expert. My enterprising and public speaking skills helped me here share my experiences with young talent.
Things were gradually falling in place before Covid hit us badly. The Lockdown phase affected Cosmetology clinics such that they shut down for a while yet re-opened after a month or so yet by then Doctors priority was to meet a handful of patients and keep a distance from company representatives for reasons of medical safety. Hence keeping sales guys was an expensive affair and with no business for a couple of months, it was tough to meet the operational expense. Out of compulsion I had to dissolve the sales team, quit the rented office space and operate from home till things normalize.”
Yet our hard work for 1.5 years paid us the dividend for maintaining some traction and had a strategic alliance with a company that already had a few top brands on the plate. So field promotion of my products they re-absorbed a few of our sales guys yet as the market scenario did not change much hence the sales traction was slow. Simultaneously, I had to re-invent the way to go forward as mere dependency on someone else would not help and I had to think of more ways to re-build the business.
Having a sales person’s knack as part of my regular professional regime, I thought of reaching out to a few of the key customers using digital and social media. Since other fresh pharma entrepreneur’s situation was no different from mine, hence what’s an app and telephonic communication helped me to build some momentum in the traction to assist our brands to exist in the market apart from what our strategic alliance was doing. If a catastrophe puts us in a claustrophobic situation, at the same time it brings an opportunity to re-invent ourselves as well.
During the lockdown phase, some of our end users called our customer care no. about product availability. By then couriers has not resumed. They suggested making our products available on other e-commerce or e-pharmacy portals for ease of access and purchase. I began registering the brands to improve visibility. This helped in improving traction of our general skincare products though select ones would continue to be recommended by the Derma-cosmetologists. I looked at awareness issues with the general mass regarding making the right choice of consumer skincare product either from retail or e-commerce portal which consequently lands them into trouble at times before they consult a skin specialist.
So I have begun with another parallel start-up by the name of SKYNZATION FARMACOS INDIA LLP which will work on selling OTC products sold through e-commerce or brick & mortar model. Lack of awareness has been instigated by incorrect information been shared by self-proclaimed influencers available on youtube or Instagram. So I thought of assisting the consumers on the right choice of products purely based on science though still, the diagnosis of skincare issues is the forte of a dermatologist.”
Hence being a clinical pharmacist, my role would be to assist skin specialists on general awareness of the right pick of a skincare product. So that we allow the people to make the right choice of a product related to the sensitivity of their skin. The customers can send in their queries or call me for assistance on any OTC skincare product. Skynzation will be working closely on e-commerce sales of the skincare range. As of now, I have diverted a few general skincare brands on the e-commerce portal.
What attracts you towards entrepreneurship instead of a corporate career?
A corporate career might give money, status and recognition yet one works to fulfil the expectations of others with a performance evaluation and a continuous pressure to perform.
Whereas entrepreneurship might not give you everything yet liberty to explore, experiment and self-evaluate. Entrepreneurship encourages no boundaries to think, plan and explore whereas a corporate career has limitations to everything along with the vulnerability of politics.”
Being into a corporate career for more than 2 decades I got everything yet limitation to explore & freedom to experiment. The liberty to think and transform the idea into practice is what entrepreneurship attracts me for. There is no compulsion for results as you are to earn for yourself and one better understands how much he needs at a particular time and what pace he wants to grow with.
‘Pheasantz Pharma Solutions’ is such a unique name; talk us through more about it, please. Our audience would also love to know what kind of problem you are solving?
Pheasantz as the name signifies reflects a European bird Pheasant which is a hybrid breed of Pigeon and Peacock.
On similar concept Pheasantz Pharma works on hybrid approach of exploring an unmet need, take doctors inputs, consider consumer’s feedback, use quality blend of ingredients and work with a standardized R&D cum manufacturing facility.”
In order to produce and offer a result-oriented product. On similar lines, I have been working with Skynzation as well. So that I can improve the basket of products and also try to close the loop of offering a suitable product to a consumer with the right fit to his/her skin. Hence a synergy of a product and service together.
During this COVID-19 crisis, what are the measures you have undertaken to continue your business without disruption?
Like some of the other start-up pharma companies, I too had to rethink to reinvert the business model and cut down the overheads. The effort was to maintain the continuity first by retaining existing customers and the latter scale up as the situation revives a bit
a) Collaborated with an alliance partner to cut down expenses yet continue to build sales involving a common team with non-conflicts. Though maintained both a close follow up and con-genial association to support.
b) Quit office space to save on non-essential overheads and started working from home which was appropriate for virtually getting connected to the customers
c) Took to virtual communication like whatsapp or telephonic calls, since dermatologists did not allow physical visits due to medical safety reasons
d) Started putting products on e-commerce portals for ease of access to end-users without any offers to neutralize any conflict with trade price.
What are the business mantras you have embraced as you sought to establish your success story?
“Your face value has more value than your brand. Which will give you success from first set of trusted customers and a belief to keep you going.”
Raise yourself as a brand more than your own start-up. As that is the only constant thing which will survive throughout with you. No one can take that away from you. Your start-up company name, product/service you create, all can dissolve yet your knowledge, skill and face value, no one can bargain for.
Your name is imperishable till the time you are alive!
How do you manage yourself and keep on going despite the challenges? What drives you?
I feel that a continuous touch with your key stakeholders like end-users, customers, partners keep you updated on the current scenario and one can take relevant measures. During the pandemic always asking for business looked one-sided affair yet assisting the customers with moral, emotional support also helps to get closer to them.
Personally, I engaged myself on taking onto SM more frequently than earlier as I was operating from home and travel time saved, hence more time left. I kept busy putting my thoughts on LinkedIn, FB and Insta. And with “likes” or “comments”, I used to feel encouraged to contribute more. That kept my mind working during a claustrophobic situation where you are locked physically and blocked mentally.
What are the three most important lessons you have learned building your startup?
“It is not you yet a start-up idea which might fail. Keep your intention to improve it”
1 – Building a start-up is a roller-coaster ride even if you are an experienced professional you cannot have a cakewalk or guaranteed results even if you have money, experience and knowledge. As the market as many like us yet may not be equivalent to us.
2 – If you are a founder and have co-founding or capital investing partners then be sure of securing your intellectual property and stakes.
3 – As 9 out of 10 start-ups fail to reach break-even or profitability. Consequently, you might observe your investing partners pulling off from the said venture. Re-start again with some modifications to your marketing strategy and over expenses. This will help re-build traction considering your idea did not fail and it was just a slow progress which though could not generate expected sales revenue yet some sales traction indicating customer acceptance to your product/service.
“Failure might distant your team from you. You should be prepared to move alone as a failed attempt not a defeat at all.”
Given the rapid pace at which the world is changing, what are the leadership traits that are necessary for success?
Be flexible to adapt to the dynamic market scenario. As a rigid approach may land you in a scenario like Nokia or Kodak. Innovation and continuous learning is key here. Take competition positively and take inputs from their success rather than envy them.
In your opinion, what is more necessary: An idea or a good team for a successful startup?
In my opinion, a mix of both helps better yet both might require some change with time. A good idea is a must in a competitive world. As an entrepreneur you have to manage most of your business functions single-handedly for some time till you gain proper traction, circulation of funds, manage your own expenses.
I have seen companies with very innovative ideas with niche market segment fail because they lack perseverance and an empathetic team environment.
For a successful startup, one should be open to inputs on improvising the existing idea or products, even if it comes from family or friends. One must be vocal on asking for assistance especially from those you believe the most. You never know what input may add value to a failed attempt and give a rebirth to the existing idea.
“Neither a good team nor an idea can necessitate a successful start-up. Both might have to change at any given point in time to succeed in a start-up”
Please share with us – what has worked well for you so far?
Two people made difference in my life as of now. My father has been my first and the only guru I have had in my life. Untiring support from my spouse has helped me keep moving in spite of constant professional challenges.
He (my father) was also into selling anything and everything and said that sales is the backbone of any business hence until one is an aggressive seller he can continue as an entrepreneur to become big if that knack of a salesman is in his spirit.
He always used to say:
“Salesman AKKAY NA, CHHAKKAY NA TE THAKKAY NA”(A mantra in Punjabi)
Means A salesman:
Never gets bored – brings freshness to a given approach with innovation
Never shies away – shows perseverance against any challenge
Never gets tired – keeps trying and never gives up
You are always positive and motivated, what keeps you going?
I am passionate about contributing to society through science, innovation and philanthropy. On the contrary, any challenge drives me on, especially when it comes to improving the healthcare issues, navigating youngsters, grooming talent and improving my knowledge.
“Passion is the key to keep you driving. Even helps you to show perseverance”
We would love to know your advice for all those starting out as an aspiring entrepreneur?
Entrepreneurship is all about cultivating an idea utilizing a synergistic approach of applying knowledge and experience to solve the unmet need. Yet before that explore that need first.
One has to decide whether he/she would like to be one of many or one out of many!
No one is perfect, so failures are bound to happen, accept and learn from them. Be flexible and shed all your egos as you have to play multiple roles from peon to a president. Keep your passion and perseverance on, all the time. As these two will help you keep going till you achieve what you aspire for. Fix time frame for your short-term objectives and not the long-term vision, as the latter depends on various factors.
“Failure, is of a start-up or an idea and neither of one’s skill. Hence after failed start-up comes a re-start! So think of your evolution to bring revolution around you.”
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
