Aman Verma - Starting Your Own Business Is Tough, It’s Not Just About Looking Cool (Co-Founder at Primebook)

My ultimate goal is to make Primebook so innovative that whenever a student thinks about getting a device for digital education, Primebook should be the coolest brand on their radar

1. Tell us about your background and journey.

Hi, I'm Aman Verma, the Co-founder and Chief Operating Officer of Primebook. My journey from being a team lead at Paytm to co-founding Primebook has been an exciting ride, driven by a passion for innovation and a commitment to narrowing the digital divide.

My academic journey at IIT Delhi, civil engineering was where  my fascination with startups was nurtured by my inspirational seniors, encouraging me to take up internships in the start-up space. It was during these experiences that the idea from Primebook was sown.  While actively participating in NCC activities, I discovered the stark digital divide hindering students' access to education in lower tier cities, especially amongst those who came from low-income families. This realization got me thinking and pushed me to design a solution that would not only be affordable but also accessible with an easy learning curve. 

2. Can you share the inspiration or motivation behind founding Primebook, and how has the journey been since its inception?

Teaming up with my IIT batchmate, Chitranshu Mahant, we set out to develop the most cost-effective, high-performing laptop – Primebook. Our initial goal was to create a device that could leverage the processing power and internet connectivity of smartphones, addressing the digital disparity. However, as we delved deeper into the project, our vision expanded, leading to the creation of a full-fledged laptop. The result was the Primebook 4G, featuring our indigenous PrimeOS operating system.

Our breakthrough moment came on Shark Tank India, where we highlighted the challenges faced by 25 crore students in India who lack proper education due to the high cost of digital equipment. Piyush Bansal of Lenskart and Aman Gupta of Boat recognized the potential of our venture, and we accepted their offer of 75 lakhs for 3 percent equity.

Since our launch in March 2023 with Flipkart, Primebook has achieved significant milestones, selling over 30,000 laptops. We proudly earned the title of the number one laptop brand (>20k price category) during the festive season and secured the second position (>20k price category) overall in 2023. Our two variants, Primebook 4G and Primebook Wifi cater to diverse connectivity needs.

Beyond business, Primebook is making a social impact by collaborating with over 10 NGOs to provide laptops to underprivileged students. Our broader goal is to sell over a million devices next year and directly supply Primebook to schools and colleges.

In the short span from March to November, Primebook has achieved a remarkable revenue of INR 25 crores with a net profit of 10%. As we envision a future where technology facilitates universal education, our journey is just beginning.

3.  Can you share some insights into the decision-making process when accepting the investment offer from Peyush Bansal and Aman Gupta?

Certainly! When deciding on the investment offer, we looked for partners who really get the tech and marketing side of our business. That's why we chose to go ahead with Aman and Peyush. They understand our industry well, and we believe their expertise will help us grow and succeed.

4.  How can one overcome the hurdle of lack of funds when starting up?

There isn't a perfect answer to this question, and it really depends on the type of business you want to start. But in my opinion, a good way to get money for your startup is to do a mix of things. You can ask friends and family for help, find individuals who invest in startups (instead of VCs), use crowdfunding, check out government grants, and consider barter partnerships.

Also, one major suggestion I want to give to aspiring entrepreneurs is to have a completely unashamed attitude and try to meet as many people as you can or attend as many events as you can. This will eventually open a network for you, which might lead you to the right partner or investor who will truly believe in your idea.

5.  What are your tips for first-time and aspiring entrepreneurs?

First things first, starting your own business is tough. It's not just about looking cool; it's mentally challenging. Be ready for the tough stuff.

If you're set on doing your own thing, my advice is to start small and grow slowly. Don't spend too much on hiring people. Understand what your customers really need, and focus on solving their problems. Be quick to pivot if something isn't working out—stay flexible.

Most importantly, just be in the game. Entrepreneurship is a long journey. Keep learning, be ready to face challenges, and don't give up.

6.  Can you share a successful marketing campaign or strategy that significantly contributed to Primebook's visibility?

We created the marketing campaign "Har Hath mein Primebook," which symbolized our vision that every child's hand should hold a Primebook, offering them equal access to quality education, irrespective of their geographical location. The execution of our campaign involved a multi-faceted approach.

First, we strategically enrolled in Shark Tank India Season 2, which allowed us to showcase our vision to a vast audience and secure essential funding. Following the episode's airing, we launched a pre-booking campaign at an affordable INR 500 price point to create market curiosity and gauge the level of interest in our product.

To build brand trust, we consistently focused on producing high-quality creatives that resonated with our target audience. These creatives reinforced the idea that Primebook was a premium quality product.

This strategic move resulted in a significant sales boost, with around 200 laptops sold daily. We also shifted all pre-booking customers to Flipkart to enhance our search visibility on the platform.

In addition, we initiated an influencer marketing campaign by collaborating with a mix of nano and mid-scale influencers, allowing us to reach diverse audience segments effectively while maintaining cost-efficiency.

7.  What challenges did you face in establishing Primebook, and how did you overcome them?

One of the toughest challenges we faced in creating Primebook was making an OS that works really well on affordable hardware. We needed it to smoothly run Android apps, which are important for students. To tackle this, we brought on Umang Leekha as our CTO after a thorough search on the XDA platform. Umang guided us in the right direction to solve this problem and even led the development team.

8.  What sets Primebook apart from other laptops, especially in terms of catering to the learning needs of students? How do you approach innovation in product design and features to stay competitive in the market?

Primebook is the first-ever Android-based laptop made in India, specifically designed for students. It stands out for its high performance, affordability, and unique features. Powered by our patent-pending operating system, PrimeOS, it offers:

Android Focus: Tailored for the Android platform, especially beneficial for educational technology (Edtech).

Multi-Window Support: Experience a desktop-like environment with the ability to run multiple Android apps simultaneously.

4G SIM Capability: Enables calling and internet connectivity for on-the-go usage.

Affordability: Primebook boasts a high price-to-performance ratio, providing excellent value for its cost.

Educational Tools: Includes features like a Pop-Up Browser, AI assistant, and a Pop-Up tool kit to enhance the learning experience.

PrimeCoding: A dedicated coding terminal designed for K12 students.

PrimeSecure: Incorporates parental controls for added safety.

PrimeFiles: A student-focused file manager for better organization.

PrimeBrowser: A secure browser tailored for student use.

Extensive App Access: With access to over 50,000 apps, including popular ones like Word, Excel, PowerPoint, Gmail, Browser, WhatsApp, Zoom, and more.

Priced between INR 13,000 to INR 16,000, it enters the laptop market at an accessible price point.

9. Looking ahead, what are your professional or personal aspirations and goals in this industry, and how do you plan to achieve them?

My ultimate goal is to make Primebook so innovative that whenever a student thinks about getting a device for digital education, Primebook should be the coolest brand on their radar

Bio-

Aman Verma, Co-founder and COO of Primebook, embarked on an entrepreneurial journey rooted in a mission to bridge the digital divide. Graduating from IIT Delhi with a degree in civil engineering, Aman's fascination with startups grew during internships, laying the foundation for Primebook. The vision was to create an affordable, high-performing laptop addressing the educational challenges faced by students in lower-tier cities.

Primebook's breakthrough on Shark Tank India garnered support from industry experts Piyush Bansal and Aman Gupta, propelling the venture. Since the March 2023 launch, Primebook has sold over 30,000 laptops, achieving the title of the number one laptop brand (>20k price category) during the festive season. Aman's dedication extends beyond business, actively collaborating with NGOs to provide laptops to underprivileged students, envisioning a future where technology facilitates universal education. With an impressive revenue of INR 25 crores, Aman aspires to make Primebook the go-to brand for students seeking innovative digital education solutions.

Interviewed and Edited by - Arunangshu Chatterjee