The 21st Century Creative

Launching a New Business in the Pandemic with Amrita Kumar

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The experiential marketing world in India was shattered overnight when lockdown forbade face-to-face campaigns.

Amrita Kumar turned the crisis into opportunity by launching Mojo Box – a subscription discovery platform that kept her business alive and engaged 240,000 consumers.

‘Going slow is okay’ – learn how patience became Amrita’s secret weapon.






Episode summary
Amrita Kumar

Amrita Kumar is co-founder and CEO of Candid Marketing, one of India’s most awarded experiential agencies. When in-person activations ground to a halt in 2020, she launched Mojo Box – a home-delivery sampling service that now reaches over 240,000 registered consumers across India.

Big ideas in this conversation
  • Reinvent under pressure – turn a long-held idea into a lifeline when your core business stalls.
  • Design for all stakeholders – create value for brands, consumers and micro-influencers alike.
  • Embrace slow experimentation – launch quickly, gather real feedback and refine as you go.
  • Consumer insight drives innovation – real-time feedback sparks better products and services.
    • Advice worth hearing in full
    • Going slow is okay – give yourself permission to build at a sustainable pace.
    • Push imperfect launches – if you’re not embarrassed by your first version, you launched too late.
    • Charge for commitment – a small fee ensures engaged participants and richer data.

      • Where next?

      Explore sample boxes and join Mojo Box via @iwantamojobox.

      About The 21st Century Creative podcast

      Hosted by creative coach and award-winning poet Mark McGuinness, The 21st Century Creative podcast helps you succeed as a creative professional amid the demands, distractions and opportunities of the 21st century.

      Each episode features insights from Mark and interviews with outstanding creators – including artists, writers, performers, commercial creatives, directors, producers, entrepreneurs and other creative thought-leaders.

      Make sure you receive every episode by subscribing in Apple Podcasts, Spotify or wherever you listen.

      Join the mailing list to have every episode delivered to your inbox, along with the free 21st Century Creative Foundation Course.

      The post Launching a New Business in the Pandemic with Amrita Kumar appeared first on Creative Coach | Mark McGuinness.

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