MSME SuperPower:
Building RhinoKraft: Venturing into the adventurous terrain of eCommerce
Tina Goyal
Owner, RhinoKraft, New Delhi
Growing up in Hubli, North Karnataka, I was surrounded by the entrepreneurial spirit of my family. Watching their business thrive, I always dreamed of building something of my own. After spending years in the banking sector and living abroad, that dream took shape when I returned to India and discovered a gap in the adventure gear market. In 2017, RhinoKraft was born.
At the time, the Indian market lacked high-quality sleeping bags. Consumer awareness was low, and the market was disorganized with very few reliable options. I saw an opportunity to create not just a business, but a brand that offered products people could trust. Today, I’m not just a mother of three but also the proud founder of a thriving company specializing in sleeping bags and adventure gear.
Starting Small, Dreaming Big
Entering the eCommerce space with no prior experience was daunting. I started RhinoKraft with just one sleeping bag design, bootstrapped with my savings, and partnered with a manufacturer to produce in small batches. From the beginning, my focus was on delivering durable, well-crafted products.
The name “RhinoKraft” holds a special meaning for me. My husband is from Assam, where the rhinoceros symbolizes strength and resilience. It felt like the perfect name for a brand that stands for durability and adventure.
eCommerce was a completely new landscape. I listed my products on Flipkart in 2017, but my logistics infrastructure was still developing, making operations challenging. Despite this, I prioritized customer feedback, using it to refine and expand our offerings. For instance, a customer’s suggestion led me to introduce an inflatable pillow, which became a popular addition to our catalog.
From that single sleeping bag, we’ve grown to over 100 SKUs, with prices ranging from ₹999 to ₹11,000. Today, our products cater to diverse customer segments, and our top markets include the Northeast, Tamil Nadu, Kerala, and Himachal Pradesh.
A Game-Changer: The Walmart Vriddhi Program
In 2022, I joined the Walmart Vriddhi program to take RhinoKraft to the next level. The training modules on supply chain management, digital marketing, and financial planning were transformative. They helped me optimize logistics, streamline inventory management, and plan deliveries more efficiently. The content was so accessible that I completed the program while caring for a newborn!The impact was immediate. RhinoKraft’s annual sales skyrocketed by 150%, with a turnover of ₹2-3 crores. Flipkart’s advertising tools played a key role, allowing me to optimize my marketing budget effectively. Today, 75% of our business comes through Flipkart. From selling 900 units in August 2022, in 2024 we now ship over 2,000 units monthly.
What truly sets Walmart Vriddhi and Flipkart apart is their personalized support. If sales dip, my account manager steps in with actionable insights. This support system has given me the confidence to scale further, and I’m now planning to set up my own manufacturing unit.
Building a Legacy
In seven years, RhinoKraft has grown by an astounding 6,000%. What began as a single product is now a multi-crore business offering a wide range of adventure gear. The overwhelming demand through Flipkart keeps me fully engaged, and my focus remains on scaling operations while maintaining the highest quality.
I am proud to have built a dedicated team of six, including two women, and we’re gearing up to open a new warehouse in Noida. The biggest lesson I’ve learned as an entrepreneur is adaptability. Markets evolve rapidly, and success lies in responding to customer feedback, refining processes, and innovating constantly.
Paving the Way for Future Adventures
My dream is to make RhinoKraft a household name among adventure enthusiasts across India. I am aiming for 50% growth in the coming years, and with Walmart Vriddhi’s continued support, I am confident this vision will come to life.
To aspiring entrepreneurs, especially women, my message is simple: believe in yourself and stay persistent. eCommerce offers endless opportunities, even if you start small. With the right tools and determination, you can achieve your dreams.
Walmart Vriddhi has been a game-changer for me, and I can’t wait to see where this incredible journey takes RhinoKraft next.