PROGRAM
PARTNER
MSME SuperPower:
From small town entrepreneurial dreams to global eCommerce success
Mahendra Kewlani
Owner, Ashirwad Overseas, Delhi
Growing up in a business family in Khairthal, Rajasthan, I was inspired by the entrepreneurial spirit around me. Yet, I knew my path would be different. After earning degrees in commerce and law in Delhi and working over 5 years in corporate auditing, I found myself yearning for something more fulfilling.
In 2016, that yearning turned into a vision: creating affordable, high-quality sportswear for athletes and fitness enthusiasts. As a former state-level basketball player, I understood the struggles of finding durable, budget-friendly gear that met real needs. That’s when Culish Sports was born—combining my love for sports and a desire to make a difference.
Turning a Vision into Reality
Culish Sports started with a simple goal: to deliver durable, stylish, and affordable sportswear. From unisex T-shirts and gym sandoz to track pants, shorts, and jackets, our designs resonated with Gen Z customers, especially in Tier 2 and Tier 3 cities.
What sets Culish apart is our obsessive focus on quality. Every fabric is rigorously tested for durability, color retention, and shrink resistance. From sourcing materials in Ludhiana, Noida, Delhi, and Surat to manufacturing in New Delhi, I’ve ensured that every step of the process reflects our commitment to excellence.
In the early days, the challenges were immense. The backdrop of demonetization and GST reforms created uncertainty, and I had to bootstrap operations while building a small but capable in-house design team. A breakthrough came when I introduced printed gym sandoz—a product that was unique in the market and quickly became a bestseller. This innovation, coupled with competitive pricing, helped Culish gain a strong foothold on platforms like Flipkart.
Flipkart: A Catalyst for Growth
When I joined Flipkart in 2017, Culish Sports started small—fulfilling just 5-10 daily orders. But the platform’s efficiency and vast customer reach transformed my business. Faster delivery times, reduced operational hassles, and data-driven insights allowed me to scale quickly.
By 2023, Culish’s annual revenue grew from ₹80 lakhs to ₹1.15 crore, and Flipkart accounted for 80-85% of our online sales. Today, we’re fulfilling 400-500 orders a day, and the journey feels nothing short of extraordinary.
Unlocking Potential with Walmart Vriddhi
In 2023, I joined the Walmart Vriddhi digital training program, seeking structured guidance to take Culish to the next level. This decision was pivotal.
The program taught me the power of “benefit selling”—educating customers on how our products meet their needs. It also introduced me to strategies for cost optimization, launching new products, and improving profitability. One of my biggest takeaways was the importance of continuous market research. By regularly visiting retail stores, I stay on top of trends, ensuring Culish remains relevant and innovative.
Since completing the Walmart Vriddhi learning program, our annual revenue has doubled to ₹2.3 crores, with sales growing 40-50% year over year. Recognizing the untapped potential in offline markets, I’ve adopted a distributor model in the South and Northeast regions, which has proven more cost-effective than opening franchises.
Charting the Path to New Heights
As I reflect on Culish’s incredible journey, I am filled with gratitude and excitement for what lies ahead. My vision is clear: I want to open new warehouses in Mumbai and Jaipur to enable faster deliveries, double annual sales to ₹4-4.5 crores by next year, introduce more trend-driven designs tailored for Gen Z customers, strengthen our direct-to-consumer presence through Culish’s website and expand into cross-border trade by further building on our initial orders from Walmart Marketplace.
Lessons from the Journey
Entrepreneurship has taught me the value of perseverance, adaptability, and customer focus. From navigating financial uncertainties to scaling operations, every challenge has been an opportunity to grow stronger.
To anyone dreaming of starting their own business, my advice is simple: stay determined, keep learning, and never stop innovating. Success doesn’t happen overnight, but with passion and persistence, it’s always within reach.
As I look back, I’m proud of how far Culish Sports has come—from a small idea to a thriving business serving thousands of customers. And this is just the beginning.