• arka das

What’s our Unique Selling Point?

A sneak peek how we have made this so far....



“What’s your USP”, they asked me with scorn.


I replied, “helping startups to build their applications and products.”


“Nope! Not service but USP? The room is full, you can see and all are promising same. You must have something under your hat.”


They caught me off guard for the first time. I hate hats. Hats hide the obvious.


But, they were true. I and my team did not have any USP. I was on the same page with billion others ready to float themselves around startup bandwagon.


Everyone was mad for startups then. They all wanted to help startups to turn their ideas into great products. We were there too.


We were pretty confident that our technical brilliance would carry them to the summit. Our cognition, array of skillset and intellect would shine them, sharpen them to leave an infinite dent in the universe.


Ten years have passed and they still ask me-


“So, what’s your secret sauce for coming so far?”


“Nothing special. Helping startups like old days.”, I said brimming with confidence.

Then they shower me with all marketing jargons. “SWOT”, “niche audience”, the “X” factor and what not.


I leave the room as I don’t have a sound answer to pacify them. Thank god, they don’t chase me. The room is full, even today. But, faces are new.


I wanted to help startups then. We just want to help startups now. Isn’t this enough?


It was enough for Giri though. Giri approached me with his baby idea, building a diet management software from scratch. We shaped up his idea together into a diet planner application. “Mindful Meal- Easy meal planning for busy families”, Giri named the app. It was fun making the app. And a journey worth to take again and again.


When a man dives into the unknown with few idea dots and he has no one but a bunch of developers, designers and product consultants, it’s wonderful to march ahead piercing all obstacles.


When a founder chases investors and calls frequently to iterate the features, to fight with me over tiny details in app’s interface, we feel for him. He did not want his investors to snub him. Neither we.


We felt responsible for him, for his investment in our activities, for his indomitable trust in our prowess and power. We had to HELP him.


Do I need to win him with my illusory USP?


But someone came with an answer.


World's most respected spiritual institutions The Art of Living wanted to develop a guided meditation app for their devotees around the globe. With all our might and imagination, we developed Abhyaasa. A mobile app that guides one to do their daily meditation without any hassle.

We have never boasted the number of installations of the app. Something higher is at stake here, we understand from day one. Though the matter of fact is that the app has now been installed over 2,00, 000 times. Isn't that our USP too?



P.S- Case studies don’t tell the background hustle of startup founders. We have felt the injustice and wanted to change it. Want to explore the real journey of startups? Get in now.

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