Biography of Aditya Agrawal: Founder and CEO of P-TAL (Punjabi Thathera Art Legacy)
Biography of Aditya Agrawal
Aditya Agrawal, a young and ambitious entrepreneur, had a
vision of blending traditional craftsmanship with modern needs. He co-founded P-TAL
(Punjabi Thathera Art Legacy), a company aimed at reviving the ancient craft of
the Thathera community in Jandiala Guru, Punjab. The Thatheras, skilled
artisans known for their brass, copper, and kansa (bronze) products, had once
faced a decline in their craft, overshadowed by modern manufacturing. Aditya
and his team wanted to restore this unique heritage, not just as a preservation
effort, but to bring the craft back into contemporary homes as everyday
kitchenware and decor items.
From College Project to Business Venture
P-TAL was not born in a corporate boardroom but as a college
project at Shri Ram College of Commerce (SRCC) in New Delhi. Aditya, along with
his co-founders Kirti Goel and Gaurav Garg, started the project with a
deep-rooted passion for social entrepreneurship. The team saw that the Thathera
artisans of Jandiala Guru were struggling, their craft fading away as the
younger generation turned to more modern job opportunities. Motivated by a
desire to create change, they decided to support these artisans and elevate the
craft by turning it into a globally recognized product range.
Turning Heritage into a Business
P-TAL’s journey began with a simple yet ambitious goal: to
create a brand that would offer handmade, traditional kitchenware, cookware,
and home decor products made from brass, copper, and bronze. The team believed
in the potential of these materials, not only for their aesthetic appeal but
for their health benefits, such as the Ayurvedic properties attributed to using
copper and brass utensils. The goal was to introduce these products to modern
kitchens and make them relevant in today’s world, while also offering a taste
of India’s rich artisanal heritage.
Empowering Artisans and Reviving Lives
One of P-TAL's core missions was to uplift the artisans
themselves. When Aditya and his team began working with the Thathera families,
they realized that the community's economic struggles were directly tied to
their lack of modern marketing and retail connections. So, P-TAL focused on
helping these artisans by setting up self-help groups (SHGs) to better organize
their work. This approach increased their incomes by a staggering 1,100%.
Previously earning a mere Rs. 2,000 a month, some of these artisans now make as
much as Rs. 30,000 to Rs. 1.5 lakh monthly, transforming their lives and
providing a sense of financial security.
Recognition from UNESCO and Global Platforms
As P-TAL grew, it began receiving recognition not only from
customers but also from prestigious organizations. UNESCO acknowledged their
efforts to preserve this traditional craft by granting the Thathera craft a
place on its Representative List of the Intangible Cultural Heritage of
Humanity. In addition to this, P-TAL received a letter of appreciation from
UNESCO, cementing the company's role in safeguarding an important cultural
heritage. Aditya and his team were also recognized by global platforms, further
establishing P-TAL as a brand committed to preserving India's artistic
traditions while driving economic growth.
The Shark Tank Moment
A pivotal moment in P-TAL’s journey came when the team
appeared on the popular TV show Shark Tank India. With the aim of securing
investment to scale their business, they pitched their idea to the five sharks,
including industry giants like Namita Thapar, Aman Gupta, and Vineeta Singh.
The pitch not only highlighted their social impact but also demonstrated the
commercial potential of their brand. All five sharks were impressed with the
business, and in a remarkable turn of events, they offered to invest Rs. 1
crore for a 3.2% equity stake in the company, giving P-TAL the funding it
needed to accelerate its growth.
Expanding Product Reach and Impact
With the backing from Shark Tank India, P-TAL set its sights
on expanding its reach. The brand's handmade products began reaching customers
in multiple retail outlets across seven states in India, as well as 13 premium
exhibitions. This helped P-TAL tap into a broader customer base and, over time,
expanded internationally into 25+ countries. The company generated over $1
million in revenue by connecting the craftsmen to global markets, further
proving that there was a growing demand for high-quality, handcrafted
kitchenware.
Customer Retention and Growth Strategy
While the initial success of P-TAL was driven by acquiring
new customers, Aditya soon realized that the real key to sustainable growth lay
in customer retention. The brand took a strategic approach to nurture
relationships with customers who initially made smaller purchases. Aditya and
his team noticed that once customers tried P-TAL’s products, they often
returned for larger purchases, turning into loyal repeat customers. This shift
in focus helped increase their repeat customer rate to an impressive 32%, emphasizing
the importance of customer satisfaction and loyalty in the brand's long-term
success.
Biography of Aditya Agrawal: Founder and CEO of P-TAL (Punjabi Thathera Art Legacy)/age/net worth/investor/startup/kitchenware and decor brass, copper
Leveraging Technology for Retention
P-TAL’s retention strategy was further strengthened by their
collaboration with WebEngage, a platform designed to optimize customer
engagement. The partnership helped P-TAL design effective marketing strategies
and automated communication funnels, allowing the company to retain customers
while continuing to grow. A key insight from their collaboration was the
importance of WhatsApp as a communication channel, especially for their older
customer demographic. By using WhatsApp, P-TAL was able to personalize messages,
target specific customer segments, and keep their community engaged in a more
direct and effective way.
Recognition and Future Aspirations
In 2023, P-TAL’s rapid growth and impact were further
acknowledged when it was named one of India’s 42 fastest-growing
Direct-to-Consumer (D2C) brands by Inc42. This recognition was a reflection of
the hard work and perseverance of the entire P-TAL team, as well as their
commitment to preserving a unique cultural heritage while offering products
that meet modern needs. Looking ahead, P-TAL aims to expand its presence not
just in India, but also internationally. The vision is to make P-TAL a
household name around the world, bringing India’s rich craft tradition into
global kitchens and celebrating the health benefits of traditional brass,
copper, and kansa products.
A Future of Sustainable Growth
As P-TAL continues its journey, Aditya is confident that the
brand's future is bright. With plans to introduce new product lines and expand
further into international markets, P-TAL is set on a path of sustainable
growth. A key part of their strategy is re-engaging past customers and bringing
back those who have grown inactive. Even a modest increase in their customer
retention rate could result in significant revenue growth. Aditya’s ultimate
goal is not just to build a successful brand, but to create a community that
values the tradition and craftsmanship that P-TAL represents.
Bringing India’s Heritage to the World
Aditya's vision for P-TAL goes beyond just running a
business. He wants to introduce the world to the beauty and benefits of
traditional Indian kitchenware and home decor. By offering high-quality
products that blend ancient craftsmanship with modern functionality, P-TAL is
positioned to become a global ambassador for India’s cultural heritage. As the
company continues to innovate, Aditya hopes to see P-TAL products in kitchens
across the world, promoting healthier cooking practices and celebrating the artistry
of India’s Thathera community. With this long-term vision in mind, P-TAL is
more than a brand; it is a movement to share India's legacy with the world.
A timeline for the story of Aditya Agrawal and P-TAL:
2015: College Project – Aditya, Kirti, and Gaurav start
P-TAL as a college project at SRCC, aiming to revive the Thathera craft.
2016: Launching P-TAL – P-TAL officially begins, offering
handmade traditional kitchenware and decor made from brass, copper, and kansa.
2017-2019: Empowering Artisans – P-TAL sets up self-help
groups, increasing artisans' incomes by 1,100%.
2020: UNESCO Recognition – UNESCO acknowledges the Thathera
craft as part of the Intangible Cultural Heritage of Humanity.
2021: Shark Tank Appearance – P-TAL secures Rs. 1 crore
investment for 3.2% equity on Shark Tank India.
2021-2022: Expansion – P-TAL’s products are sold across
seven Indian states and 13 exhibitions, expanding internationally to 25+
countries.
2022: Focus on Customer Retention – P-TAL boosts customer
loyalty with a 32% repeat purchase rate.
2022: Leveraging Technology – P-TAL partners with WebEngage
to optimize customer engagement, using WhatsApp for personalized communication.
2023: Industry Recognition – P-TAL is named one of India’s
42 fastest-growing D2C brands by Inc42.
2024: Future Aspirations – P-TAL focuses on sustainable
growth, plans to introduce new products, and expand further internationally.
2024: Global Vision – Aditya aims to make P-TAL a global
ambassador for India’s Thathera craftsmanship, promoting healthier cooking and
cultural heritage worldwide.
