From Klip.in to Nova Nova: Harsh Gadia’s Journey of Entrepreneurship and Innovation

Are you a management student eager to delve into the world of entrepreneurship, digital marketing and product development? If so, you’re in for a treat! Recently, ATLAS ISME – School of Management & Entrepreneurship organised a captivating guest session that brought to light the remarkable journey of Harsh Gadia, Co-founder of Nova Nova. In this session, Harsh shared valuable insights on entrepreneurship, his experiences in the digital marketing realm and the fascinating story of Nova Nova’s evolution. As management students, there’s a wealth of knowledge to glean from his entrepreneurial journey.

The Birth of Klip.in: A Tinder for Fashion

Harsh Gadia embarked on his entrepreneurial journey in 2008 by founding a full-service digitalagency. Riding the wave of the e-commerce and social media boom, he and his partner created Klip.in – a groundbreaking Social Commerce App. Imagine Tinder, but instead of people, it featured fashion products! Klip.in allowed users to follow expert shoppers, connect with like-minded fashion enthusiasts, access genuine product reviews and engage in group discussions about fashion articles. In essence, it simplified the cumbersome process of online fashion shopping.

This innovation was a game-changer in the fashion e-commerce industry and the app continued to thrive for the next few years, eventually being acquired by Craftsvilla. It’s a testament to the power of identifying a gap in the market and providing a solution that resonates with consumers.

Enter the Food Space: From Waffles to Nova Nova

In 2013-14, Harsh and his team ventured into the food industry, aiming to bring international food experiences to India. While giants like McDonald’s and Domino’s were making their mark, Harsh and his team saw an opportunity in the waffle market. Waffles were a rarity in India, unlike countries like the UK where they were readily available on the streets. They introduced the brand “Waffle House,” specialising in fresh waffles primarily sold offline.

Their journey was marked by participating in food events and gradually opening outlets across the country. By 2019-20, they had 25 outlets, including partnerships with cinema chains like PVR and INOX. However, the COVID-19 pandemic struck, leading to the closure of their outlets, which primarily operated in theaters and malls.

But adversity breeds innovation. Harsh and his team introduced a product called the “waffle cookie with Indian-style crunch in chocolate” during this challenging time. The response was overwhelming, leading to the birth of Nova Nova. They expanded their product range beyond waffles and the name “Nova Nova” was chosen to reflect their commitment to innovation and new experiences.

Product Development and Innovation: The Nova Nova Edge

Nova Nova’s success story is a testament to their commitment to product development and innovation. Harsh shared that they launch multiple products every month and test them online. They monitor what works and then push successful products for distribution. Being a digital-first brand provides them with the flexibility to experiment at a lower cost.

This experimentation led to the creation of unique products like “best bites,” choco-filled bite-size waffle cones, and “choco pockets,” tiny wafer pockets filled with chocolate. These products became bestsellers and even spawned memes and media attention. The core philosophy at Nova Nova is clear: if your product is good, it takes care of everything else.

Marketing and Building Trust

Building trust with consumers is a crucial aspect of any business. Nova Nova’s pricing strategy, starting at INR 299, was designed to make their products accessible to a wide audience. Additionally, they emphasised transparent communication about how their products are made and their brand values.

For effective branding, they collaborated with a professional agency and conducted thorough research into their customers’ preferences and desires. Understanding your target audience is paramount to creating a brand that resonates.

Measuring Success and Planning for the Future

When launching new products, Nova Nova follows a clear timeline. They analyse the initial response to ads, track repeat orders after delivery and make a decision within 90 days on whether to continue with the product. This systematic approach ensures that their product lineup remains dynamic and profitable.

Lessons for Management Students

Harsh Gadia’s journey from Klip.in to Nova Nova is an inspiring saga of entrepreneurial spirit, adaptability and innovation. As management students, there are several key takeaways:

• Identify Market Gaps: Recognise opportunities in the market and provide innovative solutions to meet consumer needs.
• Flexibility and Innovation: Being digital-first allows for cost-effective experimentation and innovation in product development.
• Building Trust: Transparent communication and affordable pricing help build trust with consumers.
• Customer-Centric Approach: Research and understand your target audience to create products and brands that resonate with them.
• Measured Growth: Implement a structured approach to measure the success of new products and make informed decisions for the future.

Harsh Gadia’s entrepreneurial journey serves as a valuable case study for aspiring management professionals, highlighting the importance of adaptability, innovation and customer-centricity in the dynamic world of business.