Scripting a successful start-up story from a small village in Jharkhand

In June 2020, amid the global pandemic, Kundan Mishra, who hails from a small village named Pupunki in Jharkhand, launched Custkart Merchandise with his savings. In just two years, his venture, which manufactures and sells customised t-shirts on bulk order, is clocking revenues to the tune of Rs 1.5-2 crore and has a pan-India clientele. What clicked? It was Mishra’s conviction and intention. He wanted to send across a message to the youth of Jharkhand — who often have to migrate for work or end up scrambling for government jobs back home – that entrepreneurship is also an option and one can run a successful venture even from a nondescript village like Pupunki. Mishra, 25, also wanted to be a job creator, so, on the payroll of Custkart are daily wage earners from the village who are looking for additional income or those who were working in big cities but had to return home during the pandemic. Read and share this story because it’s important to promote young entrepreneurs like Mishra who are trying to set an example.


Swati Subhedar

The year was 2014 and the place, Pupunki village, which is about 10 kms from the steel city of Bokaro in Jharkhand. Kundan Mishra, then 17, left his haystack-roofed home and, along with his parents, arrived in Gangtok in Sikkim to join the IT engineering course at the Sikkim Manipal Institute of Technology. It was for the first time that someone from the village was stepping out to pursue higher education.

His mother, Rita Mishra, saw some hoardings outside the college that carried pictures of successful alumni who had made the institute proud. Mishra’s mother got emotional and told him to make it to one of the hoardings someday. Mishra promised her he would. And he did.

Right from the start of college, Mishra was clear that he would never take up a job or work under someone. The entrepreneurship bug bit him in 2016 while watching a web series with his friends. The plot of the popular web series revolved around four friends who quit their jobs to launch a start-up. The idea inspired Mishra.

The start of the entrepreneurial journey wasn’t smooth. “In 2016, three of us came up with an idea for a start-up. We got selected for an entrepreneurship event at our college, but the venture could not take off. In 2017, we conceptualised another start-up, but since we could not find investors for the same, we gave up on that in 2018.”

The same year, Mishra passed out from college, declined a Rs 8-lakh per annum placement offer, and came back to his village. His father Bidyut Mishra, who works as an ordinary contractor with the Bokaro Steel Plant, was quite upset.

Kundan Mishra (left) launched Custkart in June 2020. His brother Abhishek (right) joined him

The beginning of the journey

“After coming back, I started working on another idea. By mistake, my father got hold of some business documents and when he came to know that I was looking to launch a start-up and not take up a job, he stopped talking to me. He told me that he was disappointed as he had spent Rs 12 lakh on my education, a huge amount for a family like ours,” said Mishra.

In 2018, Mishra launched a venture called Custkart Brand. “I started the business of providing customised merchandise, like bags, mugs, and t-shirts, to customers. However, there were several issues,” said Mishra.

“I did not have any website or any source of reaching out to more customers. There were already many players in the market. Also, I would outsource the raw material and the prints, so I did not have any control over the quality. I realised that the venture did not have a long-term future, so in June 2020, I tweaked the core business idea and changed the name of the start-up to Custkart Merchandise. At this stage, my elder brother Abhishek Mishra also joined me,” he added.       

Custkart was launched from Pupunki village in Jharkhand. Within two years of its launch, it has clocked revenue in the range of Rs 1.5-2 crore

Making Pupunki the business base of Custkart

Mishra, who knows how to stitch and understands the end-to-end printing process, decided to set up a small factory unit, train a few people, and start manufacturing t-shirts. His strategy was to target colleges, universities and corporates and take up bulk orders for t-shirts.

“During events and festivals at colleges and universities, there is a need for customised printed t-shirts. Corporates too require t-shirts in bulk for events or to distribute as souvenirs. And these are bulk orders in the range of 5,000-10,000 t-shirts. I started taking up such orders. Presently, the entire process of cutting of t-shirts, the printing of t-shirts as per customer’s demand, quality check, ironing, packing, and despatch happens from our small factory and warehouse in Pupunki,” said Mishra.  

Did he not consider moving to a bigger city, a metro or to Bengaluru, which is the start-up and unicorn hub of India?

“No. I was positive about Pupunki. I realised there are several advantages of launching a start-up from a village. First, I did not have to spend a lot to set up the factory and the rents are minimal. Second, the production costs are very low. Third, in Jharkhand, we get electricity at a highly subsidised rate. Fourth, labour cost is very low, and the availability of labour is also not an issue,” said Mishra.

On the payroll of Custkart are daily wage earners from the village who are looking for additional income or those who were working in big cities but had to return home during the pandemic

Hiring locals to do the job    

At Custkart, there are two sets of employees.

“Seven of us, including me and my brother, are the permanent ones. We have the experience, so we train others. On our payroll is the entire village! When we get bulk orders for t-shirts, we send across a message on a WhatsApp group. Everyone is on that group. Depending on the number of t-shirts, we give them a time frame and the number of hours they need to put in,” said Mishra.

He added: “People drop by whenever they get the time, do their share of work, take their daily wages, and go. We ask them to do just the cutting part of the t-shirts. There is a separate team of trained members who do the printing. The t-shirts are then sent for quality check, ironing, packaging and finally, they are dispatched.”    

Some of these people are farmers, some work as carpenters or plumbers in nearby townships. What they do at Custkart, becomes an additional income for them. Some are experienced. Before the pandemic, they were working as daily wagers or contract labourers with big national and international retail brands in cities like Delhi and Bengaluru. Unfortunately, during the pandemic, some of them lost their jobs and for some, in the absence of salaries, it became difficult to live in cities. So, they came back to the village.

Custkart has something interesting lined up for the women as well.

“Presently, because our factory is in a remote location, we are not hiring women. But very soon we plan to open a 5,000 sq ft factory that will have all the facilities for women. We want to give them a safe and secure working environment. There are many women in the village who are extremely skilled and under the government’s Skill India Mission have received sewing machines. We want to make them financially independent so that the men can focus on their core job, and they won’t have to come to us for additional income,” said Mishra.    

The USP of Custkart, as per Mishra, is that it treats its customers like family

A bootstrap venture, zero marketing, word-of-mouth publicity 

Custkart does not have a website. It has not spent a penny on marketing. So, how did they manage to secure a pan-India clientele?

“We let our work speak. Initially, we targeted colleges, universities, and corporates where we had some base. People loved our professionalism, the quality of our t-shirts and our timely deliveries. They started publicising our work and we kept getting bulk orders. In fact, now things get so hectic during college annual fests that we end up working non-stop and round the clock. During the lean period, we target corporates,” said Mishra.

The one thing Mishra is extremely proud of is the robust logistical chain the start-up has adopted that ensures timely deliveries. The only requisite is airport-to-airport connectivity. Another fact he is proud of is that he has managed to get all the prestigious colleges and universities in his kitty that would earlier go to a bigger start-up based in a big city or a metro. 

Custkart is purely a bootstrapped venture. Bootstrapping is the process of building a business from scratch with minimal external capital, without attracting investment, sharing equity, or borrowing huge sums of money from banks.

“We plan to continue with our bootstrap model. In villages, people believe that once you borrow money, it’s an unending trap. We feel the same. Despite the risks taken, in the first year we managed to clock revenues of Rs 60-70 lakh. We have grown year-on-year and presently, our revenues have touched Rs 1.5-2 crore,” said Mishra.

So, what is the USP of Custkart? “We treat our customers like family. We don’t let them feel they are a part of any business dealing. Also, when we make a mistake, we acknowledge, apologise, and rectify,” said Mishra.

By launching this start-up Mishra wanted to motivate the youth of Jharkhand and encourage them to be entrepreneurs

A message for budding entrepreneurs from small towns and villages  

“We did it. Others can do it too. We live in a house the roof of which is made of haystack. We did not have any capital or source of funding. We don’t have any entrepreneurs in the family to guide us. We can’t converse in fluent English. We are very ordinary people. Yet, we did it. That was the message we wanted to send across to the youths of Jharkhand who either migrate for work or keep trying for handful of secure government jobs. We wanted to tell them that entrepreneurship is an option. A business can originate in Pupunki, and it can give a Bengaluru start-up a run for its money,” said Mishra.

And what do his parents have to say about his achievement? “Well, my father has started talking to me again. Not that he fully understands what I do, but he is happy that I am doing something! As for my mother, who has always supported me, I recently made it to a poster outside my institute. It was emotional for us,” said Mishra.

This story is a part of our series ‘Venture Stories’ in which we tell stories of ventures or initiatives that were, like us, born during the pandemic. You can read the first two stories here. If you are a pandemic venture and want us to tell your story, write to us at  

A jukebox that will make you nostalgic

When nature forced us to be locked up inside our homes during the pandemic-induced lockdowns, many of us sought solace in music, which helped us heal emotionally. As our lives switched to digital, it led to many connecting in the online world to discuss and share music, and form online music clubs, small and big. So, when two Mumbai-based friends — Kalpana Swamy, a communications professional, who is trained in Hindustani classical music and Kunal Desai, an IT and telecom professional, who is a trained Western classical musician – got an opportunity to create a musical venture, they grabbed it. After two months of intensive research came into being Nostalgiaana Jukebox. Their endeavour is to unearth the forgotten melodies from the 1980s and beyond that evoke the feeling of nostalgia. The USP of their venture is guided listening. In this interview, Swamy and Desai, co-founders of Nostalgiaana Jukebox, tell The Good Story Project’s Swati Subhedar how, through their musical venture, they are striving to spread the goodness of music.     

Music is therapy. During the lockdowns, music helped many deal with their emotions. Tell us about the importance of music in the present anxiety-ridden times.

Swamy: Music has always been an integral part of our culture. Whether classical bandishes or western tunes, everyone has their individual liking and seek solace in their preferred genre. Film music binds everyone alike. During the lockdown, while living within the four walls of our homes, digital connectivity helped us stay connected to the outside world. Online music groups and art communities helped in a big way by channelizing peoples’ creativity.

Tell us about the thought behind launching Nostalgiaana Jukebox.

Swamy: Jukebox is an offshoot of the Nostalgiaana group (earlier known as Rewind), which, during the lockdown, came up with the idea of starting a radio-style online music listening show focusing mainly on the retro film music. This show, known as R4 (Radio Retro Revival), was an instant success, and the audience loved their sessions. 

Desai: When Nostalgiaana approached us for a series on the music of the 1980s and beyond, it seemed like a natural progression. However, before we agreed to take up the show, we started working on the song list. We wanted to make sure that we had a pool of songs to choose from because we had long-term sustenance in mind. After almost two months of background work and research, we hosted our first show on November 16 (2021). I still remember how nervous we were before the show! And, after the show, we behaved like teenagers who had taken their 12th board exam and were cross-checking the answers!

Kalpana Swamy and Kunal Desai, the co-founders of Nostalgiaana Jukebox

People usually associate soothing Hindi melodies with the decades of the 1960s and 70s. It’s interesting that you chose the decades of the 1980s and beyond.

Desai: The general perception is that melodies faded out in the 80s and 90s. On the contrary, some beautiful melodies were composed and sung in this period. Even in the post-millennium years, thanks to the advancement of digital technology, good music was created. However, in the pursuit of commercial success and publicity, good music lagged.

Swamy: Both Kunal and I have grown up listening to the music of the 80s and 90s. There is a great repertoire of melodious music in terms of film songs, non-film albums, and regional music that seldom comes to the surface. Our endeavour is to unearth these lost gems and the forgotten popular numbers and give them their due respect. Through our show, we also highlight the regional and non-film songs that have remained unnoticed by the audience at large.

Tell us more about the concept of guided music sessions.

Swamy: Imagine a studio or a Jam room where before performing a song, the musicians narrate to us the back story of the song to make us understand the nuances and the soul of the song. This way, the audience is able to connect with the song and it enhances their listening experience. This is known as guided listening, which is our focus. It happens many times that we like a song but are not able to decipher what makes it so melodious or why do we yearn to listen to it again and again. We don’t know what raaga the song is based on, what the arrangement of music is or who the arrangers are. Unfortunately, many talented but unknown musicians and songwriters are not known to most people.

Desai: At Nostalgiaana, we highlight the nuances of the songs we play. We believe in “Art before Artiste” and strongly follow what we believe in. This format of ours is loved by our members. They are able to enjoy the songs from a multi-dimensional point of view, which adds value to their listening experience.

What is the USP of Nostalgiaana Jukebox?  

Swamy: We feel film music is much more than just entertainment. It’s a perfect amalgamation of music (composition), literature (lyrics) and art (singing/emotions/picturization). What makes our show unique is that each song is preceded with an elaborate narrative through which we tell our audience about all the nuances of the song. So, it’s the narrative which guides them to listen to a particular song or a portion that’s played. Our other USP is the quality of audio that we play. We invest long hours in editing the songs before we present the playlist to our listeners.

The highlight of the show is the trivia that you pepper the show with. What’s the process behind gathering this trivia?

Swamy: Our source of information is not just what’s there in the public domain. For every song, we try and highlight elements which we are personally sure about. Kunal is a trained Western classical musician and I have taken formal training in Hindustani classical. So, both of us analyze the songs mostly for their musical relevance. We rely on multiple sources to crosscheck facts and we present them to our audience only when we are 100% confident.

Share with us some interesting songs and trivia that you came across while researching.

Desai: We stumbled upon a forgotten gem yeh barfani raatein from the 2017 film Babumoshai Bandookbaaz and loved it. Interestingly, we found its roots in classical raags as well as the blues. Then we came across this beautiful fusion song from a film Blue Mountains called bheeni bheeni bhor, which was loved by our audience. Very recently we played a song chaha hai tujhe chanhenge from the film Jeena Marna Tere Sang which was released in the early 90s. While researching on it we traced that the mukhda of the song is inspired by an unreleased song of RD Burman. In fact, we have a small segment on our social media pages called #JukeboxConnect, where we co-relate some known tunes and their counter new songs. This helps the audience relate to the old tunes which inspire new melodies.

How do you make sure that each episode is unique?

Swamy: We have always believed that the narrative should be complemented by songs and not the other way round. So, for every episode, our challenge is how to make the song presentation intriguing and interesting. Then comes the playlist curation, which is the most difficult, but also the most interesting, element of our work. For each episode, we include a few unique elements like an artist’s birthday or achievement showcase and one farmaish song by our members. While we try and balance out the mood of the songs, we try to retain the element of nostalgia in all the songs. We think from the perspective of our audience while selecting the songs. Both Kunal and I have different tastes in music and many a times we end up having differences of opinion, but it’s our great partnership that has shaped Nostalgiaana Jukebox.

How do you ensure that the non-connoisseurs of music are as invested in the show as those who understand music and melodies?

Swamy: Every member is important to us. While a few patrons are musically trained and understand the nuances, most of the members are new to this concept of guided listening. So, instead of making our show information-heavy, we try to keep the flow very easy and conversational. Whether a member is musically inclined or a casual listener, we make sure each member enjoys the playlist that we curate. We also have a live chat going on throughout the show which makes the interaction lively and engaging.

What have been the biggest milestones so far? How has the response been?

Desai: Our 50th episode was our biggest milestone. We were overwhelmed with the love and appreciation we received from our audience. We have been fortunate to receive some great reviews from our friends from the entertainment industry. We did one on-ground show in Mumbai which was very well received. Recently we hosted our 60th episode.

Swamy: We thrive on comments and feedbacks. We have many senior members in our group and it’s very encouraging to see them enjoy the music of 90s and beyond. The way they engage in conversations is very overwhelming. Once a member wrote to us saying that when he was feeling low after his mother’s untimely demise, our show helped him rebound. This was precious to us. Another member, who is a singer, said he was surprised to find that there are so many incredible songs from the 90s and beyond that he can now add to his playlist. We are glad that we are able to enrich the lives of our members in many ways.

What’s your vision for your venture in the years to come?

Desai: At Nostalgiaana Jukebox, we are committed to providing wholesome entertainment to our members with our unique playlist and narrations. We want to make Jukebox the biggest platform where contemporary music is appreciated. We also want to bridge the divide between music lovers from yesteryears and the current generation.

This is Part 1 of our promotional series ‘Venture Stories’. If you want us to write a feature on your venture, drop us a mail at and we shall share the details.


The Good Story Project came into being in October 2020, in the middle of the global pandemic. To read the stories published on our platform, click here.

To read the testimonials, click here, and to know about the various content services that we offer, click here.