While he got the opportunity to become a doctor, Prateek Kumar chose Hotel Management instead. Born eldest of three brothers in Ranchi, which used to be a sleepy little hamlet at the time, Prateek says, he was raised by his working class parents...

1. ← Press Release | NeoNiche Integrated Solutions wins at
Stars of the Industry Awards 2014
NeoNiche Integrated – Inclusive Growth Based On The Premise
Of Ideas, Innovation & Insights
Posted on September 9, 2014
While he got the opportunity to become a
doctor, Prateek Kumar chose Hotel
Management instead. Born eldest of three
brothers in Ranchi, which used to be a sleepy
little hamlet at the time, Prateek says, he was
raised by his working class parents with a very
strong value system. It was during that 3 year
course in IHM Mumbai, that Prateek got more
inclined toward the events aspect of the
hospitality business rather than the culinary and
serving side. “This led me to pursue Event
Management as a career which was still at a
nascent stage and was yet to be organized”, he says, “which gave me hands-on experience with
multiple exposures – right from working as ‘Glorified Office Boy’ to creating new branch offices and
non-existent avenues as profit centers across different organizations that I worked for.”Prateek
founded NeoNiche Integrated Solutions which is an experiential marketing company which acts as a
marketing extension to its clients.
In an exclusive conversation with LifeBeyondNumbers, Prateek Kumar shares his story of founding
NeoNiche Integrated, the challenges he faced, his learning and lots more…
Inception of NeoNiche Integrated
The value creations are limited when you try to push your ideas through an existing system,
especially if you have ideas that are different than the existing norm. This led me to found NeoNiche
Integrated Solutions, as we wanted an inclusive growth based on the premise of ideas, innovation
and insights. A truly amazing organization which cares for its stakeholders – be it clients, partners, its
people or the society. In the beginning we had no money and no work for the first 6 month. We
decided at the onset that we will not take any salaries till the time business becomes profitable and
pulled in our personal resources so that company could
become profitable faster. We also believed that if we want to
create something of value we need to look beyond the
numbers hence we built the system where we paid our
partners on time, part of the profits were shared as
Recent Post
NeoNiche Integrated – Inclusive
Growth Based On The Premise Of
Ideas, Innovation & Insights
Press Release | NeoNiche Integrated
Solutions wins at Stars of the Industry
Awards 2014
Life in the digital era: food, shelter,
clothing and Internet
Men who Matter : Prateek N. Kumar,
MD & CEO, NeoNiche
Integrated Solutions
Creating meaningful experiences not
campaigns :What does it takes
Your Life Within The Pixel Will
Change – Prateek N Kumar, MD &
CEO, NeoNiche
Innovation in Event Management
space & Creation of a tangible Brand
presence – Valay Lakdavala
Personal link with consumer is must –
Prateek N Kumar
Siemens organizes annual day event
for employees
Google Enterprise organizes Google
Apps Seminar event in India
Corporate Office, Mumbai
B-1/17-A, Vyapar Bhavan
PD Mello Road,
Camac Bunder,
Mumbai -400009,
India
+91-22-23485522
NeoNiche Integrated Solutions Pvt. Ltd.
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2. performance bonuses and a CSR policy was adopted right
from first year.
What is NeoNiche IntegratedNeoNiche-logo-lifebeyondnumbersNeoNiche Integrated is an
experiential marketing company which acts as a marketing extension to the clients that we serve. We
conceptualize multi-disciplinary brand building strategies across different platforms be it online –
digital and social, or on ground through customer contact programs, events and exhibitions. This is
our third year of business, and we started as bootstrapping business with me and my four co-founders.
Luckily, the team had various expertise and was very complementary in nature. Also from
the onset we wanted to keep the organization very transparent and merit-based, hence we decided
that none of the co-founders’ family members can join the business. Over the period of time due to
the persistence of the entire NeoNiche team we got to work with some of the most prestigious names
and best brands. Our clients became our trusted advisors and also suggested our names to their
ecosystem partners which helped us in the growth.
Based on our value system of ideas, innovation and insights we have always tried to create some
value for the clients that we served. We have produced some of the innovative events right from
“Silent Theatre Conference” where the entire conference was conducted through Bluetooth headsets
and mikes, Blucasted Exhibition pavilion with real-time contests running through the pavilion.
Virtual Events on the desktop crowd sourced installations and more. We have also created a profit
sharing module for start-ups and SMEs as we think this segment needs a level playing field and due
to lack of marketing resource and budgets takes more time to scale up.
The Way AheadWe are striving to create more value for the ecosystem that we exist in, drive more
innovation in the way that we are currently doing business and add more value to the society that we
live in. Our immediate focus is to add some value in start-up and SME space where we think profit
sharing model will work better than the cost based model.
Challenges and LearningAs I stated earlier, in the beginning we did not had any money or business
but we wanted to create a valuable organization which would pay its people on time and also respect
its ecosystem partners. We wanted our clients to get the Value for Money solutions rather than rack
listed services. Going was slow at the beginning. I still remember I was pitching for one of our clients
who had bigger agencies as options and initially was hesitant to give us business. There was a lot of
negotiations at the table and finally I said, “Sir, please give us business, we do not need any advance.
After the delivery, if you think we have done even one rupee worth of job, just tell me and we will
issue you an invoice for that sum”. The bet paid off and that one brand helped us in getting more
business. It’s the dedication of NeoKnights and trust of our clients’ which has helped us win the
prestigious “Stars of the Industry” awards as “Most Admired Event Management Company”.
It is always difficult to score your first win – be it hiring the first employee, closing the first vendor or
getting the first project but if you are consistent and are able to deliver it’s just a matter of time before
people start trusting you. As an entrepreneur specially as a start-up, you need to be passionate and
believe in what you are doing than only the world will notice, you need to be a scavenger and
without ego. If the business means you have to wait outside a prospective clients office for hours you
just go ahead and do that. Look at creating value, and profits will follow. And last but not the least
it’s NOT about ‘who you know’ but ‘what you know’ that stands between success and failure.
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Your Life Within The Pixel Will Change – Prateek N Kumar, MD & CEO, NeoNiche
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