Ashokan Dorms: Of Hobbies Turned Businesses
-Devika Jamkhedkar(UG 2021) and Ranjini Ghosh(UG 2022)
A common part of the college experience is finding one’s passion. As The Social Network might attest, this energy prospers under start up culture – students who shape their talents into viable business ventures. But what happens when you’re stranded in Sonepat far away from the bustling city, with its massive market and business connections? Work from your dorm. In the last few semesters, this campus has seen the growth of student- run ventures. What started as a casual hobby turned into full-fledged, small scale business venture. From mug cakes to eco-friendly bars of soap, there is brewing entrepreneurial spirit within the residence halls.
What is it about Ashoka that makes it so conducive to businesses? On a fundamental level, it is a steady stream of goods and services in space rife in demand, but scarce in options. Being practically in the middle of nowhere on the side of a highway, it is hard to find basic confectionary or sweet shops. Aishwarya Choudhary, co-founder of Cocoa Butter Kisses attests that her business was founded by a frustration to not be able to eat something sweet in her lowest moments. “I guess we found a problem at Ashoka that there were not enough quality baked goods available and that’s how we secured this niche market”, she says. A captive audience always helps a start-up since they are not competing in the open market and have a steady supply of customers. In fact, being in the ’middle of nowhere’ actually helps eliminate the availability of substitutes. Thus, dorm businesses prove to be a boon for everyone- the buyer who gets a much coveted item, and the seller who makes a steady profit.
A simple dorm business is easy to contemplate- it is commonly perceived as an upgraded version of the lemonade stand. However, this simplistic analogy falls flat, as the Entrepreneurship Network of Ashoka had seven distinct business.The sheer variety is a glimpse into the abundant talent and skill of the students. While businesses in college are not exclusive to Ashoka, it certainly lends a hand in their prosperity. The Centre for Entrepreneurship offers guidance to these ‘in-dorm’ businesses and helps them expand to meet their personal goals.
Besides official assistance, Aishwarya says there are strategic perks to running a dorm business. There is a microwave oven is readily available with the electricity cost covered. The email-driven marketing is all they need to ensure that a handful of loyal customers turn up to every bake sale or preorder. At Ashoka, the limits of the market size, demand and marketing techniques is conducive to entrepreneurial success – Cocoa Butter Kisses have been self-sustaining after their second sale.
In a campus that is virtually wrapped in a whirlpool of pollution, certain businesses are particularly relevant. Tanisha and Anjali (UG’22) started their business ‘Nirvah’ selling environmentally friendly soaps, menstrual cups and bamboo toothbrushes to name a few. This was done with a view to create a culture of sustainability on campus. Having made them in the residence hall pantry, their products were sold out at several events. Knowing what a pressing issue climate change is, products like these could be change we are looking for on campus. Anjali says “Sustainable development is the future; more people should be conscious about the products they use.”
In spite of the small nature of their enterprises, business-owners vouch for a deep sense of fulfilment brought on by their endeavours. Aishwarya says she started baking for herself while battling clinical depression. “I realised how great it would be if everyone got to reward themselves with a piece of cake or a cookie.” Shreya Pothula, who does stick and poke tattoos on campus, says that her practise is primary because of the experience of sharing a treasured art form. “I’ve been blessed to manifest many people’s first tattoos! It’s immense trust that they’re putting in you.”
Through dorm rooms and pantries lies a rising wave of the Ashokan entrepreneurial spirit. This spirit is helping students grasp the intricacies of business while managing their daily lives. With the commitment and investment that goes about in the dorm, such businesses have the potential to succeed in the world outside of campus.