In an exclusive interview with Ramesh Chandra of Indian Startup Times, we delve into the fascinating journey of Anna Iangrai, the creative mind behind a unique candle-making venture. From humble beginnings in 2021 to expanding her business across India and internationally, Anna shares her insights, challenges, and triumphs in the competitive world of artisanal candles. Discover the secrets behind her success and the innovative strategies that set her brand apart in this captivating narrative of passion, perseverance, and entrepreneurial spirit.

Q: Can you tell us about your background and how you started House of Hestia?

A: Sure, I’m an economics graduate from St. Stephen’s, New Delhi. Initially, I was preparing for UPSC, but I felt a calling towards arts and crafts. During the lockdown, I discovered a love for scented candles, eventually leading me to start House of Hestia. I began by making candles at home; now, we have our unit where we handcraft them.

Q: What’s the story behind the “House of Hestia” brand name?

A: Our brand name is inspired by Greek mythology. Hestia is the Greek goddess of the home and hearth. Since our first collection was themed around Greek mythology, we wanted a name representing the essence of home and warmth, which candles symbolize. It’s a nod to a candle, like a small fireplace in your home.

Q: How much time does it take from the start of the process to the finalization of a product?

A: The time frame depends on the project. For example, launching a new product for summer involves designing the label, experimenting with fragrances, and finalizing the product’s physical appearance. This process can take anywhere from two to three days to a week. Once the product is finalized, we focus on marketing, but in terms of manufacturing, we can fulfil orders quickly, sometimes within a day if needed.

Q: What sets your candles apart, and how do you ensure their uniqueness?

A: Our candles stand out due to our handpicked fragrances and unique blends. We curate themes for our collections, like our popular Greek mythology candles, which were a novel concept in the market at their launch.

Q: Are you primarily catering to orders from across India?

A: Yes, we are catering to PAN India orders. We recently started shipping internationally and had our first order from London last month, a trial run to test the process and response.

Q: Do you plan to sell your products on e-commerce websites or other platforms?

A: I have considered platforms like Amazon, but their commission rates are pretty high for a small business like ours, so for now, we’re focusing on social media for growth.

Q: Have you received any investment offers for your business?

A: Not at the moment, but we are open to it in the future.

Q: What challenges have you faced as a woman-owned small business in this industry?

A: Initially, sourcing raw materials was challenging, primarily because we were based in Imphal. Shipping and logistics took time. Also, during corporate gifting, we faced challenges finding a warehouse and dealing with legal processes. Additionally, being a woman can sometimes require people to take you more seriously, which can be a challenge.

Q: Do you plan to expand into other home decor products besides candles?

A: Yes, we are looking to expand into body care products like soaps, lotions, and body butter, especially with summer coming and candles being less popular in warmer months. These plans are still in the research and ideation stage.

Q: What are your plans for expanding your product range?

A: We are still developing plans to introduce tote bags, soaps, and body butter.

Q: Are your products available on other e-commerce platforms?

A: We’re not heavily focused on e-commerce, but we’ve recently started selling our products in-store at a cafe called Altogether Experimental in Saket. Allowing customers to smell and experience the candles in person can lead to higher conversion rates than online purchases. This expansion to in-store sales is recent, starting in March.

Q: How has the response been to your products at the in-store location?

A: The response has been positive. The store has asked us to stock more candles because people enjoy the scents and want more variety.

Q: Are you open to collaborations with other brands that cater to similar target audiences?

A: Yes, we’re open to collaborations with brands that align with our target audience. We need to maintain a consistent brand identity and quality while expanding our reach.

Q: Do you plan to position your brand as a premium gifting brand, or do you have other plans?

A: While I do want to maintain a premium feel for the brand, I also have plans to launch a different brand specifically for premium gifting. The current brand, House of Hestia, caters more to people of my age group who are willing to spend but are conscious of pricing. We’ve kept our prices reasonable and competitive. The new brand, Artisan Fields, will cater to a more premium segment.

Q: How do you market your products, especially to the younger generation?

A: We use Instagram and Reels for marketing, which has been quite successful. Our packaging is also distinctive, enhancing the unboxing experience and attracting customers.

Q: How has the response been to your business in the past three years?

A: The response has been good, with steady growth. We’ve also ventured into corporate gifting, starting around last year’s Diwali.

Q: Can you estimate the investment you’ve made in your business over these three years?

A: It takes work to provide an exact figure. I started with a small investment of around twenty to thirty thousand rupees, which has grown over the years. However, it’s easier to give an accurate amount with specific data.

Q: How do you ensure your candles stand out in the competitive market, particularly regarding fragrance?

A: We differentiate ourselves by handpicking and curating unique fragrances and blends. Each candle mixes two or three fragrances, ensuring a distinct scent profile. Like the Greek mythology candles, our themed collections also set us apart.

Q: Who is your target audience, and how do you reach out to them?

A: Our target audience is primarily the younger generation. We use Instagram, particularly Reels, to reach them. Collaborating with influencers has also been beneficial. The unique packaging and storytelling around our candles add to their appeal.

Q: What are your plans for the House of Hestia?

A: We plan to expand our product range to include body care products like soaps and lotions. We also aim to continue growing our brand through social media and marketing.

https://www.houseofhestia.shop/

https://www.linkedin.com/company/house-of-hestia/

https://www.instagram.com/houseofhestia.shop/?hl=en