1 hr ago
Karan Ahuja Builds Cococart’s Premium Confectionery Range
Karan Ahuja helps choose the treats sold by Cococart.
He personally places the first order from each new brand.
He orders many different products so customers can try them and show which ones they like.
For example, he might order 20 to 25 products from Hershey’s Malaysia, even if only eight are likely to stay.
Some products may not sell well and could need to be cleared out.
Ahuja takes responsibility for that risk with the first order.
After that, his team takes over and works to make the products succeed.
Karan Ahuja says he personally makes the first order for every brand Cococart carries.
He initially orders a wide selection so customers can help determine which products remain.
For a brand such as Hershey’s Malaysia, he may order 20–25 products even if only eight are expected to be retained.
Ahuja accepts the risk that some initial products may need to be liquidated.
After the first order, Cococart’s team is responsible for managing the range.
- Who
- Karan Ahuja of Cococart.
- What
- Ahuja personally selects and underwrites the initial order from each brand, then leaves later orders to his team.
- Where
- India; the example mentions products from Hershey’s Malaysia.
- When
- For the first order from each brand; no date is specified.
- Why
- To test a wide range of products and let customers’ choices help determine which products remain, while accounting for the long learning curve.
Key facts
- Company
- Cococart
- Founder/leader mentioned
- Karan Ahuja
- First-order approach
- Ahuja personally makes the first order for each brand.
- Example brand
- Hershey’s Malaysia
- Example initial selection
- 20–25 products, though Ahuja expects only eight may be retained.
- Risks noted
- Margin pressure, expiry dates, and possible liquidation of products.
- Responsibility after first order
- Cococart’s team is responsible for making subsequent orders work.
Quotes
Karan Ahuja
Cococart executive describing his approach to placing initial brand orders.
“Most confectionery companies have huge portfolios, that’s why I go wide on the initial order. So, if I know I’m going to be able to buy only eight products from Hershey’s Malaysia, I’ll order at least 20-25 and let the customer decide which ones stay.”
livemint.com
“Every first order of any brand is made by me because otherwise the learning curve is too long.”
livemint.com
Sources
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