Geevarghese Boben Paul’s business idea was rejected several times by Bharat Cafe in Thripunithura and one of the oldest cafes in Kochi before he came up with the idea. “They didn’t want to take the commitment of keeping the product available because they kept their production within a normal consumption pattern. What if they couldn’t place an order after they were accepted?
Small shops hit by the pandemic were hesitant to move into the online space. Bharat Cafe was one such. Gevargis’ plan is simple – to connect these types of local businesses with customers. With his wife Elba, Gevarghese founded Kerala Buys Local (KBL), which provides an online platform for these businesses. It seeks to bridge the gap in a way that is beneficial to all parties involved – the business and the customer, while working on a ‘mutually beneficial solution’. “There are many local vendors, who are famous within a particular area. I want to take their products to a wider range, which will be great for their business and customers.”
These shops have been in the city for decades, operating from that original outlet. Usually driven by the second or third generation, they were hesitant to disturb the status quo, so e-commerce was never part of their plans. Geevarghese wanted to take these products popular in Thripunithura, other places in Ernakulam and even to Aluva. Hesitation was inevitable and something that Gevargis understood. “They have been in business for years and have their own customer base. They were satisfied. The mindset of not taking unnecessary risks was a hindrance in the beginning. However, young people were ready to explore this option.”
How it works is simple. Items are displayed on KBL social media platforms such as Instagram (@keralabuyslocal) and Facebook, orders can be placed on the given WhatsApp number. The service is provided at no extra cost to the seller, although the customer has to pay a delivery fee of ₹50. There is no minimum quantity clause. Operating for four months, it has built up a community of regular customers. In the customer profile, senior citizens or children living outside place orders for their parents.
Other products available through KBL are medicinal herbs, freshly ground coffee and spices, flowers, provisions and even vegetables and fruits, mostly from businesses and farmers based in Thripunithura.
Gevarghese and his wife, both IT professionals, relocated from the US to Tripunithura in July 2020, where they had been working for two years. Both are engineering post-graduates, while Gevarghese also holds an MBA in Entrepreneurship. They started working on the idea in August last year and it was only by January 2021 that they managed to add more people before it was launched in May this year. Starting with five shops, today they have seven (from Tripunithura) and a few farmers.
Gevargis brings to operations his experience in vendor relations, which was part of his previous job. It gives them insight into vendors’ problems and provides them with tools to help them work their way through.
For now, Gevargis isn’t looking at profitability. “It is too early for that. It is a means of providing support services to sellers at no extra cost. For example, we offer packaging solutions so that sellers spend money on it efficiently.
Long-term plans include adding more stores from Kochi, apart from launching an app, which will be ready later this year. “In the long run, I want KBL to be a platform for ‘Made in Kerala’.”
@keralabuyslocal on Instagram/www.keralabuyslocal.com
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