In an exclusive interview with Indian Startup Times, Raamesh Chandra, editor, spoke with Ranita Basu Ray, founder of TurtleBox. The interview explored Basu Ray’s remarkable shift from corporate travel to entrepreneurship and how TurtleBox is transforming the premium gifting industry with its emphasis on health-conscious treats, beautiful packaging, and exceptional customer service.

Ranita Basu Ray stands out as a beacon of inspiration in the bustling world of entrepreneurship, where innovation and creativity thrive. Transitioning from a successful career in corporate consulting to the founder of TurtleBox, she has carved a niche in the premium gifting industry. With a keen eye for quality, a passion for health-conscious treats, and a commitment to exceptional customer service, Ranita’s journey reflects the essence of entrepreneurial spirit and determination.

Ranita Basu Ray’s journey from the high-powered world of consulting to entrepreneurship is a testament to the power of passion and purpose. Fueled to provide healthier and more delightful gifting options, she founded TurtleBox, which combines the finest ingredients with exquisite packaging to redefine premium gifting. From her initial inspiration during Diwali to the challenges of delegation and navigating the startup ecosystem, Ranita’s story is one of perseverance and innovation. With a turnover of one and a half to two crores last year and a commitment to sustainability and product innovation, TurtleBox continues to thrive under Ranita’s leadership, aiming to become synonymous with thoughtful and premium gifting experiences.

Q: You transitioned from the high-powered consulting to the entrepreneurial realm with TurtleBox. What ignited this shift?

A: Consulting, especially at McKinsey, was an incredible experience. It opened my eyes to a kaleidoscope of cultures and flavours, later influencing TurtleBox’s unique offerings. However, motherhood brought a beautiful upheaval. The constant travel demands became incompatible with raising a family. During Diwali, surrounded by an abundance of unhealthy gifting options, the spark ignited. Experimenting in my kitchen, I crafted exciting flavour combinations for dried fruits and nuts. The enthusiastic response from loved ones fueled my passion, and TurtleBox was born.

Q: How did you develop the name Turtle Box for your brand?

A: The name Turtle Box came about because I started collecting curio turtles from various countries during my travels. It began in Venice at the Murano glass factory, where I picked up some adorable turtles and continued adding to my collection. When it came time to start the brand, since it’s a tribute to the global flavours that have influenced me, it would be a fitting name to incorporate that. Additionally, the turtle symbolises long life, which further resonated with the concept.

Q: The gifting industry is a crowded marketplace. What makes TurtleBox stand out from the masses?

A: We identified a specific void – the yearning for premium gifting that’s both healthy and delightful. Our customers rave about the exceptional quality of our products, from gourmet flavoured dried fruits and delectable nuts to irresistibly fragrant Indian sweets and invigorating teas. We prioritise using the freshest ingredients, free from refined sugar, preservatives, and artificial additives, ensuring a burst of flavour with every bite. But the experience goes beyond the delectable contents. Our packaging is meticulously designed, elevating the entire gifting experience into a celebration for the senses.

Q: Every entrepreneur encounters roadblocks. What were some of the hurdles you faced while building TurtleBox?

A: Delegation was initially a formidable challenge. As someone accustomed to being in control, trusting others to execute my vision proved difficult. However, I soon realised that effective delegation is the cornerstone of growth. Additionally, the startup ecosystem was far less developed back then. Resource scarcity and limited support structures made navigating the initial stages even more demanding.

Q: What core values define TurtleBox’s mission?

A: We aim to revolutionise premium gifting by offering innovative and health-conscious alternatives. Using the freshest ingredients is paramount, and we believe in creating delightful taste sensations without compromising quality or health. We also strive to make premium gifting accessible, offering various products to cater to diverse budgets.

Q: How do you ensure the quality and freshness of your products?

A: We ensure freshness by preparing everything to order. Additionally, we offer clients the option to customise their orders. For example, one of our offerings is pink peppercorn paprika tossed with assorted nuts, which prompts questions about what pink peppercorn is. It’s a Brazilian spice similar to black pepper but with a milder and pink flavour.

Q: Can you share your turnover figures, including last year?

A: Our turnover has been around one and a half to two crores last year. We were bootstrapped and profitable from day one.

Q: Looking back on your remarkable journey, what wisdom would you impart to aspiring entrepreneurs?

A: The most crucial step is to leap! Refrain from being daunted by the pursuit of your vision. Pour your heart and soul into your venture, especially during the formative stages. Surround yourself with skilled professionals who can manage tasks beyond your core expertise. Financial hurdles are inevitable, so please be prepared and have a set plan in place. Finally, always maintain core values like professionalism and respect. These are the pillars of success in any endeavour.

Q: What exciting developments are on the horizon for TurtleBox? What’s next for this thriving brand?

A: We constantly innovate and expand our product range, meticulously attuned to customer preferences. Sustainable packaging is a significant focus, and we’re actively implementing strategies to minimise our plastic footprint. We’re also exploring new gifting options, like family packages catering to multiple celebratory occasions. Ultimately, our vision is for TurtleBox to become synonymous with thoughtful, premium gifting that elevates life’s special moments.