2. We Grow Because We Struggle (Case Study H2O Mantra

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The innovative Mind- Case Study h2O MANTRA STARTup

Prime Minister Modi had announced ‘Janshakti4Jalshakti (people’s power for water power) as one of his priorities at the outset of his second term. Like the cleanliness campaign, he seeks to turn water conservation into a mass drive. This is an important step and requires the same attention as the cleanliness mission. Therefore, it presents many opportunities for start-ups. Any successful entrepreneur must identify challenges around him or her. Many possibilities of a successful start-up emanate out of the process of working out solutions for these challenges. An innovative mind can turn adversities and challenges to opportunities. India has no shortage of both. Thus, possibilities abound for developing innovations. Never before we had such a robust discourse around startups and innovations in this country. The business climate was mostly restricted to the conventional methods of earning money, till not long ago. A lot of work is still required for innovations. We are still mostly copying developed countries in the name of innovations. India was never short of fertile minds. What she lacked was initiatives like ‘Start-Up India’ to channelise their potential. The new India gives youth a chance to not only realise their dreams but also give employment to others. Many youngsters are successfully doing the same. Dr Shailesh Kharkwal’s achievements present one such story. A Singapore-based water scientist of Indian origin, Shailesh epitomises PM Modi’s vision

of youth’s participation in enhancing India’s ‘Jalshakti (water power).’ His start-up ‘H2O Mantra’ finds mention as a rolemodel for youth in many of government’s departments related to innovation like Startup India/Government e-Marketing Platform. While luminaries like Mark Zuckerberg, Bill Gates and Steve Jobs are a source of motivation for youngsters across the world, you can learn real lessons from innovators who have found their way tackling local circumstances and challenges. The government must also promote such start-ups to inspire young people. India has no dearth of youngsters who have not only established themselves but also shown the way to the budding entrepreneurs.

An Indian innovative mind in Singapore

Dr Shailesh started his journey from a nondescript town of Tanakpur. After completing his M.Tech from IIT Kharagpur, he reached the National University of Singapore and gifted that country many valuable innovations. More importantly, he is now utilizing his expertise for India. An Indian innovative mind honed in Singapore and serving his country. Shailesh believes PM Modi’s vision is opening new doors of opportunities in India. This vision has inspired him to innovate for water conservation in India as part of the ‘Jalshakti’ campaign. Shailesh is wellaware of the Indian milieu when it comes to practical education, challenges in the business sector and lacunae in India public sector. This is all the more reason why his story holds valuable lessons for start-ups and innovations in India. The ‘Start-Up India’ has opened the fray for youngsters who would not otherwise dare to take-on established business empires. The conventional wisdom dictated the essence of capital before setting up any venture suggesting thereby that only rich could grow in trade. You can learn five things from Shailesh’s case study in this respect:

Keep your motive clear Prepare fully, make a clear road map Begin with a small, yet effective team Be ready for setbacks Upgrade innovations as per requirement.

PM Modi’s schemes like Startup India, Government E-Marketing Platform, Skill India and Make in India has facilitated social entrepreneurship among youth. The government aims at creating new employment opportunities. But Shailesh’s story also highlights some other benefits of start-ups in India. Any start-up is much more than a mere business venture if it also serves the country. Shailesh is leading a successful life in Singapore. He gives consultancy services in water management all over the world. This means he does not have to bother about his livelihood. Shailesh believes the future of any start-up is sealed the moment its purpose becomes clear. The spirit of social entrepreneurship gives you a greater purpose. Earning money can never fetch big results. People associate themselves with higher and clearer vision. This makes your initial journey easier. These are mostly as follows: Not finding enough work Not finding capable associates and employees Lack of funding Losing money in branding and marketing Shailesh has technology and expertise which most Indian start-ups are lacking. Being a scientist, he can improvise as well. This makes him a trusted partner for clients, especially the governments and ruling out the first contingency of not finding enough work. Earning money is good and the primary motive of any business. Yet, a clear and higher purpose begets money automatically. Associating people with such vision will give new

dimensions to your venture. Delivering on big government contracts will require funding. Only robust future possibilities attract investors. Finding them was never a problem for Shailesh as his start-up was a long horse. A clear purpose and social entrepreneurship will attract media as well as government machinery. Shailesh remains a go-to person for Indian media on issues related to water conservation. His start-up finds a place in the official Twitter handles and Facebook pages of The Start-Up India and GeM. What could be a better way of reaching out to customers, that too without spending money!

Prepare yourself, make a clear road map

Shailesh started H2O Mantra sometime after PM Modi announced ‘Start-Up India.’ He was a scientist and having learnt most of his skills in Singapore, he had no idea of the intricacies involved in doing business in India. Yet, he was aware of the Prime Minister’s vision and expectations from fresh blood. He meticulously studied the provisions of the ‘Start-Up’ India scheme and began preparing a road map. He found capable support in Professor Hu Jiangyong, the Director of the Water research Department at the National University of Singapore. Shailesh’s case shows the kind of challenges one faces while setting up an innovative start-up in India. The start-up culture of Singapore is certainly not the same as India. The city-state is globally acclaimed for its innovative culture and an atmosphere conducive to start-ups. It outranks even the US in Innovation index. Whereas this sector is still in nascent stages in India. Coming from such a country and that too from a scientific background and not from the commerce stream, Shailesh’s challenges were no less. He sought help from many Indian experts. According to Shailesh, his biggest strength is his penchant for research. He delved deep into the prospects of setting up a start-

up in India. This included studying the process of establishing a company in India as well as the state facilities for start-ups. This gave him the idea of registering with the Government e-marketing (GeM) platform. It was the beginning of his working association with government departments. Lack of preparation spells doom for many start-ups. Mere dreaming and reading other people’s success stories hardly suffice. You should work on your road map. Do not hesitate to consult experts, if required. Product innovation and expertise in one particular field will not be enough. You will have to learn all aspects of the related trade. Shailesh’s story proves this does not require a formal qualification. All that is required is an understanding of nuances, thorough research and a lot of studies.

Begin with a small, yet effective team

Dr Shailesh started with a small team. He needed to reach out to people who could efficiently implement his plans. Shailesh says red-tapism is the biggest impediment in doing business in India. PM Modi’s efforts must be intensified to simplify government procedures. The officials are well-educated but the system is complicated. The process of setting up a business is often stuck at one stage or another. Working in India under the current circumstances requires knowledge of how the Indian system works. You must lookout for people who can help in this regard. A start-up can never take-off if its core team members are only on-board for salary or shares. Popularising an innovation at low cost and with a small team is the defining aspect of any start-up. An innovative idea makes a mark in the market in no time. There is a problem only if it is not properly presented. H2O Mantra began with a small team but each member of the team was selected on merit. Soon, the team needed expansion. Shailesh says one can hire people at the outset itself. However, a compact core group can run a start-up more efficiently during the initial phases.

A small team means hiring only on need basis. Roping in people with diverse skills adds strength to any start-up. Your success counts on your colleagues. Do as much work as you can in the beginning. Things like office, reception, branding and staff may not be available at the first step. Follow this tip even if you have liquidity. Innovation and its outreach to the market is the essence of a start-up. Whosoever helps in this cause is your core team. You will hear most youngsters talking about venturing beyond a regular job. Yet, they tend to fall into the trap of wielding power as a boss while starting their own business and end up hiring more people than required. Check this urge if you want to play long innings. Start-ups are indeed supposed to provide employment. However, it can happen only after your enterprise is established.

Be ready for setbacks

The story of H2O Mantra seems to be taken straight out of a movie script. It is appealing because of Shailesh’s determination in the face of adversities. He was inspired by noted environmentalist and former Union Minister Anil Madhav Dave. He was the first person to motivate Shailesh to bring his technology to India. Shailesh fitted his system at Dave’s ashram at his own expense. Dave was so impressed that he allocated his entire quota of Members of Parliament Local Area Development Scheme (MPLAD) fund to establish a similar project on the banks of Narmada river. It was a substantial project and a great opening for Shailesh’s start-up in India. Preparations began in full swing. Dave’s stamp of approval became a sort of certificate for Shailesh’s idea. Shailesh was working at his laboratory in Singapore when he received the unfortunate news. Dave had passed away. It was a loss for the government and the country and rattled the H2O Mantra. Shailesh says he was worried more about the country that

had lost such a visionary leader. Dave was a quick decision-maker with a deep knowledge of the environment and technology. It was indeed an irreparable loss. H2O Mantra’s bagging of a big project had attracted investors. But Dave’s demise dissuaded them. They suspected the start-up may never get such a substantial contract again. Shailesh was disappointed, but not disheartened. He returned to India and started contacting officials that Dave had lined up through letters. It was a tiring process and most officials were hard to convince. However, some exceptions gave Shailesh a chance to set-up a few systems. Shailesh believes one should never stop work, no matter how hard the circumstances. Keep walking and you will find the way.

Upgrade innovations as per requirement.

Dr Shailesh’s start-up was offering an alternative to RO water purifying technology. Narmada river’s water was infested with mud, bacteria and virus and Shailesh was innovating to clean it through a non-RO technology. This is what Dave liked the most. Most prevalent water purification technologies waste up to 70 per cent water. The treated water lacks minerals. H2O Mantra was established to find a solution to this problem. The company was trying to bring its patented technology to India. The aim was to make the country’s rivers pollution-free. The Singapore government has adopted this innovation. The company hopes the Indian government will show the same sagacity.

You can steer your boat through the storm if you the basics of your job. Shailesh gave precedence to social entrepreneurship. People were liking his technology. However, poor power supply was posing problems. He re-innovated to make solar-powered systems and established first such plant for a women’s self-help group at a small town in Madhya Pradesh. These women started supplying mineral water to the local market. They named it

‘Nimad Neer.’ Soon, the company introduced the same technology in several cities across 7 states. The focus everywhere was the conservation of water and energy along with the supply of safe and mineral-rich water. Sound research and preparation led to H2O Mantra’s registration with GeM (Government e-Marketing Platform). The start-up team demonstrated this technology to officials in several districts. PM Modi’s vision aided a nascent start-up. New and small companies used to struggle for finding buyers. Pre-conditions like 3 years of mandatory turn over nipped their growth in the bud. However, facilities like GeM provided an opportunity to the H2O Mantra to compete with big manufacturers. This example also teaches the importance of constantly updating innovation and the company’s profile. Shailesh is himself an IIT alumnus and he has now entered into several research and development (R&D) contracts with IITs and institutes like CSIR. His research will always keep in him in a different league of start-ups. Dr Shailesh and his start-up teach many other lessons. He came out of the fancy of books and focused on research. He is an avid reader, but the motive is to keep himself updated and upgraded. For him, the courage to face every situation and strength to keep working spells success. While launching the Start-Up India scheme, PM Modi had stated that the country has a million problems, but also more than a billion brains to solve them. We don’t need these many brains. Even a hundred or so entrepreneurs like Shailesh can change the face of the innovation ecosystem in India. We have the labour force in plenty but only limited innovative minds. They are not born but groomed. The chapters ahead will focus on some case studies demonstrating how innovative minds thrive in India scenario.

Things to remember:

• Link your start-up to common person’s problems. In other words, develop social entrepreneurship. • Product innovation is not enough. You also need marketing, branding, legal knowledge and an understanding of the government system. • Begin with a small, yet effective team. Don’t try to become a boss on the first day. Learn to be an efficient employee first. • Keep updating your innovation. Don’t remain stuck in old ideas. • It is natural to go through rough patches at any stage. This is just part of the game you should be prepared for.