Anand Jain, the founder of CleverTap, on Sunday, May 30, shared the fascinating story of a parallel business startup that he ran while building Burrp from the ground up. The current CEO of CleverTap, a customer engagement and retention platform, moved back to India from the US in 2006 to start a restaurant review and listing startup called Burrp. Jain said while he grew up in Ahmedabad, he relocated to Mumbai because that was the launch city for Burrp. “I would travel to Ahmedabad on weekends to meet family,” he said.
In early 2006 I moved back from the US to start a restaurant review & listing startup called burrp!
While I had grown up in Ahmedabad, I relocated to Mumbai because that was our launch city for burrp!
I would travel to Ahmedabad on weekends to meet family.
— Anand Jain (@helloanand) May 30, 2021
A few days after he returned from America, Jain noticed the problem of pigeons that were everywhere. “On rooftops, ledges, outdoor air-conditioner units, cars, window grills, balconies (if you had that luxury in Mumbai,” Jain wrote. “It’s not that pigeons had suddenly appeared in India. It was me who felt sudden annoyance from these flying rats.”
Barely a few days into my return from the US, I noticed the problem of pigeons. They were everywhere. On rooftops, ledges, outdoor air-conditioner units, cars, window grills, balconies (if you had that luxury in Mumbai :)). These rascals were everywhere.
— Anand Jain (@helloanand) May 30, 2021
Jain then looked around for solutions but couldn’t find any. “You could import bird spikes from the US at Rs. 700 a running foot but that would end up being too expensive,” he wrote.
It’s not that pigeons had suddenly appeared in India. It was me who felt sudden annoyance from these flying rats.
I looked around for solutions but couldn’t find any. You could import bird spikes from US at Rs. 700 a running foot but that would end up being too expensive.
— Anand Jain (@helloanand) May 30, 2021
Jain continued, “In Mumbai, I noticed bird spikes only in high-end places like the JW Marriott or The Taj Mahal hotel.” It was probably expensive for them too and they didn’t cover the entire property with it, just some critical parts of their property, Jain wrote.
In Mumbai, I noticed bird spikes only in high end places like the JW Marriott or The TajMahal hotel.
It was probably expensive for them too and they didn’t cover the entire property with it, just some critical parts of their property.
— Anand Jain (@helloanand) May 30, 2021
Here comes the “newly minted entrepreneur” into the picture, who thought he would solve this problem. “Remember, I had moved back to startup Burrp! I will *also* manufacture bird spikes. cough cough.”
So the newly minted entrepreneur, the ever confident yours truly, thought I’ll solve this problem. Remember, I had moved back to startup burrp!
I will *also* manufacture bird spikes. cough cough.
— Anand Jain (@helloanand) May 30, 2021
“The US-manufactured spikes had metal spikes integrated on a plastic frame. Think of 3-inch spikes protruding out of a foot ruler,” he said. “My version would be plastic through and through because that would make it easier to manufacture.”
Jain invested a princely sum to get the die designed (found an autocad expert) and manufactured. “I had 100% confidence, and 0% experience,” he said. “Then we sent the spec to be made into a die. It came back a couple of months later. It was good looking and weighed probably 300 kgs.”
The US manufactured spikes had metal spikes integrated on a plastic frame. Think of 3 inch spikes protruding out of a foot ruler.
My version would be plastic through and through because that would make it easier to manufacture.
— Anand Jain (@helloanand) May 30, 2021
“I’m detail-oriented and got the brand name – BirdGuard etched into the die. See the image,” he wrote.
I’m detail oriented and got the brand name – BirdGuard etched into the die. See the image. pic.twitter.com/eCHBHd0Sgj
— Anand Jain (@helloanand) May 30, 2021
Step 1 was complete. According to Jain, the second step was to find how he could manufacture the spike out of this die. “So I found some plastic manufacturing factories who would take on jobs on an 8-hour shift. One could rent these for 8, 16 or 24-hour shifts. They’d load your die, your plastic granules and start the injection mould,” Jain said.
Step 2. How do you manufacture the spike out of this die. So I found some plastic manufacturing factories who would take on jobs on a 8 hour shift timing. One could rent these for 8, 16 or 24 hour shifts. They’d load your die, your plastic granules and start the injection mould.
— Anand Jain (@helloanand) May 30, 2021
The CleverTap CEO added he had no idea about the different kinds of plastic material, or that they came in granules. “So that research happened. Found out there are so many varieties – SAN, ABS, PC, etc. and each has a specific characteristic. Some brittle, in some colour, can be added, etc.”
I had no idea about different kinds of plastic material, or that they came in granules. So that research happened. Found out there’s so many varieties – SAN, ABS, PC, etc. and each has a specific characteristic. Some brittle, in some color can be added, etc.
— Anand Jain (@helloanand) May 30, 2021
Jain experimented. He bought 5 sacks each of 4-5 varieties and ran through the 8-hour shift producing the output for each type. “Put the initial pieces in the 45-degree temperature to see if they’d simply melt away or sustain the shape. Boiled some pieces to see what happens,” he wrote, adding he finally settled on PC and ABC. “ABS is flexible and good if you need to twist the piece and can be produced in multiple colours. PC (Polycarbonate) is very brittle but transparent.”
So I experimented. Bought 5 sacks each of 4-5 varieties and ran through the 8-hour shift producing the output for each type. Put the initial pieces in the 45 degree temperature to see if they’d simply melt away or sustain the shape. Boiled some pieces to see what happens.
— Anand Jain (@helloanand) May 30, 2021
Just another reminder that Jain came back to India to start Burrp and the work was on that project as well.
The next question was how to package and sell it? “Taking inspiration from my previous experience of selling soap door to door, I began selling this to shopkeepers door to door and also asked around family/friends if anyone wanted this,” he said.
Step 3 – how do you package and sell it? Taking inspiration from my previous experience of selling soap door to door, I began selling this to shopkeepers door to door and also asked around in family / friends if anyone wanted this.
— Anand Jain (@helloanand) May 30, 2021
Jain did taste success, getting orders from factories, temples, some commercial buildings, malls, etc. Following the success, he roped in a friend to help out with the installations.
Found some success. Got orders from factories, temples, some commercial buildings, malls, etc.
Roped in a friend to help out with the installations.
— Anand Jain (@helloanand) May 30, 2021
“I would climb gutter ducts, dangle from the terraces of buildings, climb out on ledges to install the bird spikes. Some of my sample installations in the pictures. We sometimes used Araldite, drilling holes, or just zip ties to hold the thing together. Here’s the logo of Avian Roofing – which is what I called the business,” Jain wrote.
I would climb gutter ducts, dangle from the terraces of buildings, climb out on ledges to install the bird spikes. Some of my sample installations in the pictures. We sometimes used araldite, drilling holes, or just zip ties to hold the thing together. pic.twitter.com/328QkZ53AN
— Anand Jain (@helloanand) May 30, 2021
Jain said he ran Avion Roofing over weekends while simultaneously running Burrp full time during the weekdays.
I ran this business over weekends while running burrp! full time during the weekdays. It was exhausting and rewarding at the same time.
Finally, when burrp! took off in popularity, I handed the business to the friend who swiftly drove it to the ground ????
— Anand Jain (@helloanand) May 30, 2021
Here’s the logo of Avian Roofing – which is what I called the business. pic.twitter.com/tu92CV3DBp
— Anand Jain (@helloanand) May 30, 2021
Jain’s friend left the die on the balcony while taking off on a 6-week vacation to Europe in July. “The rains totally rusted the die, and it became unusable. Started 2006-ended 2007. We had a literal monopoly at the time. No one – PCI, Hi-care or anyone was doing this at the time,” he said.
Jain’s company did 50 installations across Mumbai and Ahmedabad. “For those interested, I sold the bird spike at Rs. 70 a running foot,” he wrote, adding it was 10 times cheaper than the imported version. It cost him Rs. 22/piece to make.
He left the die in the balcony while taking off on a 6 week vacation ???? to Europe during July. The rains totally rusted the die, and it became unusable. Started 2006-ended 2007.
We had a literal monopoly at the time. No one – PCI, Hi-care or anyone was doing this at the time.
— Anand Jain (@helloanand) May 30, 2021
So that was the story of Anand Jain’s parallel startup which he ran until Burrp became popular. Let us know what you think about the story in the comments.
