iNM Magazine Volume 7 | August 2015
Cover Story
Grow with your enterprise,
don't let it grow on you
Raju Kandakatla
Director - White Thoughts & Branding
Quite often, we come across a question. While it sounds like
a pat on the back, on the flip side, it also turns into a situation
that bewilders us with 'hmmm-how-do-we-really-defineit!' Well, that inevitable question is: “what is
entrepreneurship?”
To begin with (and going back to our student days), we
remember entrepreneurship as “running a small business
and assuming all the risk and rewards that come with it.” But
truly, that's only a definition. There's a lot more to it, than
what's defined, with due respects to those who've scripted
them. We'll tell you with our story.
Circa 2007
The story of White goes back to 2007, when it started off
as nothing more than just another 'ad agency' that sprung
up in Hyderabad. It was called Portrayal Advertising Pvt.
Ltd., which took off as a two-people start-up. There was
struggle, crests and troughs. But then, we were determined
to stay on, and we did. So in the first two years itself, we
outnumbered ourselves from two to seven. As we
progressed, we keenly observed how the market behaved,
and what we had to be. We noticed that while there were
advertising agencies, there were none or few, who really
delved into identifying the problems associated with a brand
and then offered practical brand solutions and brand
sustenance advice. As fundamental as it may sound, that was
the big opportunity we saw. Even if it meant we had to rebrand ourselves. From ad-makers, we decided to turn into
problem-solvers. Soon was born an outfit that meant what it
spelt: White Thoughts & Branding.
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