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It is commonly said that, for any flourishing business, one requires business sense. And this includes a thorough sense of one’s target audience and a sense of goodwill, among other imperative values. People, especially youngsters, lead hectic lives today and cannot spare time for going on long shopping sprees. In such a scenario, keeping the proximity between the product in demand and the potential customer as much as possible is a remarkable business tactic. Following this as a thumb rule, is Mr. D Narsing, who runs his Junk Jewellery business outside St. Francis College for Women, Begumpet. He is seated on the pavement, right outside the gates of the institution, displaying his trendy collection. One cannot help but give the ‘store’ a deserved second look.

A resident of Purana Pul, Mr. Narsing, started this business of his in the year 2004. He has a wide array of accessories that young girls use these days – from ear rings, bangles, bracelets and necklaces to studs, hair clips and rubber bands. The price of these ‘must-haves’ is very reasonable, ranging from Rs. 5 to Rs. 100. Not only does he bring simple and stylish accessories from Begum Bazar, Secunderabad and Char Minar, he also manages to rope in a few from Mumbai as well. These items are served by him to the students of St. Francis College as if on a palette, for affordable prices. “My brother visits Mumbai and I update my stock once in 15 to 20 days”, he says. “I started my business with a very small heap of rubber bands and ear rings. The response of the students is very good, and I now have larger variety”, he adds.

At work. Credits : Shubhra Jain

He is at work six days a week, from 11 a.m. to 4 p.m, outside St. Francis College. While on Sundays, ‘his avenue self-revenue’ changes to General Bazar, Secunderabad. When asked about what he does when the educational institutions are off for holidays, he says, “I go to other colleges like Bhoj Reddy College at Santosh Nagar, Vanita College at Nampally or the Government College at Begumpet.”

“We can’t enter or leave college without noticing his collection, which is hung very appropriately. He’s planted himself outside a girls’ college and that’s a brilliant strategic plan”, feels Nandita Mahajan, a second year student of the college.

Mr. Narsing’s assortment of fancy jewellery is popular with the students as well as the lecturers. “The way he keeps things is very attractive, knowing very well that youngsters like junk jewellery”, says Celeste Li, a student of Psychology. The customers are not restricted to St. Francis College alone. “Students from Villa Marie College often buy things from me too. However, the residents of the area do not buy much”, he says.

Conversing with the students in Hindi, English or Telugu accordingly, Mr. Narsing has made a mark for himself. “He is aware of the college timetable and has his schedule worked out accordingly. He winds up early when there are fewer students or when there’s some important function in the college. With very flexible marketing strategies, he is an ideal business person”, opines Mrs. Ritwika, Lecturer, Department of English.

Although the ‘pavement store’ does not have boards like ‘Fixed Rate, No Bargaining’, his reputation for the same is quite established among his customers. “I have a fixed rate for all products and do not entertain bargaining”, he states. Pointing out the difference in rates, he says, “Hair bands cost Rs. 90 in regular stores, while I sell them for a meager Rs. 10. My profit margin is only 10% while it is as much as 60% in the bigger outlets.”

The Wide Range of Collection. Credits: Pens Eve

He does intend to expand his business and open a store, but realizes that, “there are too many issues for opening a store. Things will fall into place when the right time comes”, he shares.

“It is the appropriate blend of target customer, right product and perfect timing. I like the constancy in the prices – it adds to his values, says Titiksha Jain, a first year student.

Albert Einstein once said, “Try not to become a success, rather try to become a man of value.” And this is exactly what Mr. Narsing is trying to do.