A lot of business owners take years to develop a successful business. Fewer and fewer begin a brand new one once they are past the age of 60. But that’s exactly what Revathi Roy did.
After decades of entrepreneurship, Roy should have gotten tired.Roy could have grown weary after launching Asia’s first women-only taxi service, and creating companies in a variety of industries. Rather, she found a new passion during the pandemic which has led to the development of Serenity by Reva, a home fragrance handcrafted company focused on soy-wax candles, reed diffusers, wax-sachets, and thoughtful gifting.
Roy is a 66 year old entrepreneur who is still running her real estate advisory firm and expanding Serenity by Reva.Now at 66, Roy is still working in her real estate advisory business and developing her company Serenity by Reva, proving that entrepreneurship doesn’t have an age limit.
A Hobby that turned into a Business
But Serenity by Reva was never in a business plan.
While people all over the world were learning new hobbies during the pandemic, Roy decided to give candle making a go. Candles, she had always loved, not only for the fragrance but the beauty they brought to a room. In fact, often when she was given a candle she would look at it for weeks before using it.
She wanted to learn how to make her own candles, so she purchased a small Do-It Yourself candle making kit online. The initial experiment started out as a simple idea and turned into something special.
The merging of scents, the pouring of the wax and the making of each candle was very soothing to Roy. She kept on experimenting and small orders began to trickle in from friends and family. As she practised her skills with each new batch, her hobby became her business.
Launching another company was never Serenity by Reva’s thing for Roy. It was the idea of making something people could do at home out of their passion.
Creating More Than Just Candles
The name Serenity is in line with the brand’s purpose.
Roy feels that candles aren’t just decorative products. They assist humans to relax, slow down and establish quiet moments in their day to day lives. An aroma can alter the atmosphere in any room, whether you’re reading a book, spending time with your family, or just relaxing after work.
She also feels that products that are handmade are the result of care and intention by the one who made them. Each candle is manufactured with care, rather than being made in huge quantities and in a uniform quality.
That customer-centric approach has become one of the biggest reasons why customers are hooked onto the brand.
Standing Out in a Crowded Market
The home fragrance market in India has seen a significant rise in the past few years. As well as for decorating, consumers are now buying higher quality candles, reed diffusers and home fragrances for wellness, gifting and self-care.
Whereas a large product catalogue meant competing head-to-head, Serenity by Reva has been dedicated to doing a few things exceptionally well.
The brand’s handcrafted soy wax candles, wax sachets, reed diffusers and customised gifting solutions are available. The unique aspect of it is the fragrance layering, a process in which various scent notes emerge as the candle burns, offering a dynamic and evolving fragrance experience rather than a static perfume.
There are also products that can be customized for the customer, so that each one is more special.
For Roy, quality is always the most important factor over quantity, and she will only expand when she’s creating new products that align with the brand’s dedication to craftsmanship, sustainability, and thoughtful design.
This is the period when thoughtful gifting began.This was the time of thoughtful gifting.
Customised gifting is one of the areas that Serenity by Reva has thrived in.
Wedding gifts and corporate gifts have come out of the confines of traditional gift boxes throughout India. Personalized gifts are becoming more and more popular, as companies and families seek to make a lasting impression.
It is reported that the gifting industry in India is still expanding… with the increasing demand for premium and customised products, particularly during festivals, weddings, and corporate events. Nowadays consumers prefer handmade, one-of-a-kind items as gifts.
This change has been great for Serenity by Reva, as they have developed a customised hampers, candles and fragrance collection for various events.
The key is in creating a building with passion, not a huge investment.
Roy has created companies in entirely different industries, and says that each start-up experience has something to teach.
She has previously taken chances with big investments in operation and infrastructure. But Serenity by Reva began from a home studio and into it came very little capital.
This experience has taught her that a large investment is not essential to a successful business. But passion, creativity, patience and constant learning can also create a powerful brand.
Roy did not attempt to make a major jump in the right direction but took care to refine her products over time, taking into account consumer feedback.
Repeat customers are still one of the most significant success measures of the brand even today.
The use of social media as a storytelling medium.
Similar to many lifestyle brands these days, Serenity by Reva has leveraged Instagram to get in touch with their customers directly.
What’s interesting is that a lot of Roy’s content is actually created by her. She posts behind-the-scenes videos, how to make the candle, and the stories behind the candles, giving customers a glimpse of the craftsmanship behind each candle.
The brand has built up a considerable organic following on social media, gaining a lot of exposure through exhibitions, customer referrals, and word of mouth rather than paid advertisements.
Roy feels that more important than numbers of followers is the true relationships in a handcrafted business.
Sustainability at the Core
Sustainability is a key element of the brand’s identity as well.
Most of Serenity by Reva’s cands are made from soy wax – a cleaner burn and more earth-friendly alternative to paraffin. A lot of its containers, such as glass bottles, handmade cement containers and mango wood bowls, are intended to be used more than once after the candle itself has been used.
In addition to the products, Roy has also worked on providing opportunities for others.
<p>The post How Revathi Roy Turned a Pandemic Hobby Into Serenity by Reva at 60 first appeared on Hello Entrepreneurs.</p>
