Startup Accelerator Winner: How Neeta Turned Her Passion into a Profitable Venture

eeta has had a lifelong love for arts and crafts, with a particular interest in painting. Nearly 20 years ago, she decided to begin painting, and the results are beautiful. With her business well-established, Neeta joined the GetSetUp Startup Accelerator Program to enhance her marketing skills and boost online sales. Competing against over 200 entries from across India, she emerged as the winner along with another fellow entrepreneur. During the 3-month accelerator program, Neeta not only gained valuable marketing skills but also connected with fellow entrepreneurs. These interactions allowed her to exchange ideas, learn about technology, and acquire various other business skills.

"I have been interested in arts and crafts since childhood. I used to paint on canvas, but in 2005 I took up porcelain painting. A couple of my friends attended porcelain art classes, and I joined them," Neeta recalls. At the time, Neeta still worked as the department head of a local children's playschool. She held this position for over a decade. Eventually, it felt stagnant because there was no room to grow. So she quit. In doing so, she could finally turn her attention toward painting. People already appreciated her work; now that she had more time to devote to the art, she could sell her pieces. 

The ART

She shares with us how Chinese porcelain painting is a dying art and wishes to bring more attention to it. Most people prefer canvas painting because porcelain paints are hard to come by. Neeta imports her colors. The porcelain must also be high quality, or the finished work will become ashy and prone to breaking. 

Once painted, pieces require at least three firings at 800 degrees Celsius. "The more depth you want to give the painting, the more you have to fire."  Over the past 17 years, Neeta has completed over 400 pieces. She typically fires ten pieces at a time to conserve electricity. One thing she loves about porcelain painting is that you can wipe off the paint and start over. With canvas or watercolor works, this is not the case. Neeta loves being able to rectify her mistakes and make the piece as beautiful as possible for clients and exhibitions. 

"I do a lot of customized orders. I often get orders from mothers to customize for their kids, like a cup, a bowl, and a plate. I have done Superman and Peppa Pig-themed porcelain art with the child's name. I have also made customized dinner sets."  Neeta also takes on intricate custom orders, including the Gateway to India, the Victoria Memorial of Calcutta, and the Howrah Bridge to Amsterdam. Customers living far from home love these detailed works of their countries.

Neeta uses her Facebook and Instagram pages and word-of-mouth to market her work. Porcelain painting is a niche market with little awareness. Neeta enrolled in the Startup Accelerator Program to improve her social media, photography, and marketing skills. She particularly enjoyed the goal-setting classes. Besides painting, Neeta enjoys psychology, running, baking, cooking, and crocheting. Since winning the GetSetUp Startup Accelerator, Neeta has expanded her business, Aria Arts. "I'm still using the prize money. I want to be economical with it and spend it in the best way possible. I'm using the money mostly to participate in exhibitions so that people know about my art," Neeta explains. Exhibitions are crucial for building awareness and attracting customers. She has also invested in essential tools for her craft, including special brushes and paints from Portugal. Neeta admires artist Felipe Pereira’s brushes and uses high-quality paints that must be mixed with a medium.

Neeta's biggest sales occur at art shows during festivals. Since participating in the Accelerator program, her social media presence has grown significantly, with 200 new followers on Facebook and nearly double the followers on Instagram. Neeta has achieved several goals for her business. She has participated in more exhibitions and has begun conducting workshops and seminars. 

Additionally, Neeta aims to expand her product line to include decorative furniture and hopes to partner with interior designers. Given her success, Neeta firmly believes in following your passion regardless of age. Her advice for active agers considering starting their own business: "I always say age is just a number. You can always start. You need to have the determination and the passion to do it."

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