Switching careers, failing at government job exams, and feeling unlucky can weigh anyone down. But sometimes, what looks like bad luck is really redirection toward something better. In the first episode of Sandeep Maheshwari’s Business Mastery Series, a real-life case study unfolds: a young woman from Bihar, after multiple short-term jobs and challenging government exams, considers starting her own cosmetic shop in her village. Her journey captures the heart of many aspiring entrepreneurs in small towns and villages across India.
If you’ve been stuck in unstable jobs or are unsure whether to risk your family’s savings or property for a business, this story offers practical advice, smart strategies, and plenty of encouragement. Here’s a step-by-step guide based on Sandeep Maheshwari’s insights—perfect for anyone dreaming of starting a business in a rural market.
Understanding the Motivation and Challenges Behind Starting Up
Life Experiences Shape Bold Decisions
When you hop from job to job, barely lasting for more than a few months, it's easy to start feeling unlucky. Our case study lived this reality, working at six or seven different places before hitting a wall each time. She sat for several government exams, hoping for a stable career; each attempt ended in bad luck—results slipped out of her grip.
Feeling stuck, she realized job instability and constant setbacks weren’t signs to quit, but nudges toward doing something on her own. That spark to start a business was kindled by these very disappointments.
Why Set Up a Cosmetic Shop in the Village?
She didn’t choose cosmetics at random. She saw a big problem in her village’s local market:
- No recognized brands: Most products sold in her area are unbranded and often of questionable quality.
- Inflated prices: Products that cost ₹30 in city wholesale markets were being sold at ₹250–₹300 locally.
- Expired Goods: Many items on sale were past their expiry but still bought by villagers who didn’t know better.
Why do rural markets often lack quality branded products?
- Limited distributor reach.
- Lack of awareness about product quality and expiry dates.
- No affordable or direct supply chains from cities.
- Few honest sellers focusing on customer welfare.
She wanted to change this, offering genuine cosmetics at fair prices and building trust in her own community.
Figuring Out the Finances
But a critical question stopped her: Should she use her savings (about ₹2 lakh) or take a bank loan?
- Taking a loan usually means providing security—like mortgaging family property.
- This risk worried both her and her parents.
- If the business failed, losing a family home wasn’t worth the gamble.
The expert’s advice: Avoid big loans at the start, especially when there’s family property at stake. Start small with your own savings to manage risk and stress.
Step-by-Step: Open a Small Cosmetic Shop, Don’t Build a Brand Yet
Start Small and Grow Organically
Sandeep Maheshwari’s advice was firm—skip the urge to launch a new brand. Creating a brand demands heavy investment, deep pockets for marketing, and patience for slow returns. Instead, a single well-run shop presents less risk and greater control.
Here’s the basic plan:
- Find a Shop Space: Look for a rental with manageable rates, around ₹10,000 per month. It’s often possible to negotiate even lower in some villages.
- Stock Wisely: Don’t overfill your shop. Buy only the fastest-moving, most essential cosmetic products.
- Set Up the Shop: Keep the décor simple. Spend only where necessary, like a clear, bright signboard and a clean display.
- Inventory First, Interiors Later: Focus more on having solid, quality stock than fancy interiors.
- Signage: An inviting, clearly written shop front draws foot traffic.
Pricing and Inventory: The Secret to Attracting Customers
Cosmetic products are available at low wholesale city prices but sell for much more in villages—a golden opportunity if you do it right.
| Product Type | Wholesale City Price (₹) | Local Village Price (₹) | Your Price (₹) |
|---|---|---|---|
| Lipstick | 30 | 250–300 | 200 |
| Nail Polish | 20 | 150 | 120 |
| Kajal | 15 | 100 | 80 |
By offering better prices than the local competition and guaranteeing original, in-date products, your shop quickly stands out.
Add value with simple goodies:
- Buy One, Get One Free promotions.
- Free trial packs on select purchases.
- Small gifts or samples.
This approach isn’t just about discounts. It’s about making customers feel special and welcomed, which earns loyalty.
Only Stock What Sells
Use the 80/20 rule: 80% of your revenue will come from 20% of your products. Ask wholesalers what flies off their shelves, and observe village shops to see which cosmetics local women buy most.
Building Customer Trust & Loyalty
In rural markets, trust is everything. Here’s how you build it:
- Honesty: Never sell expired or fake products.
- Education: Teach customers to check dates and packaging.
- Personal Help: Offer advice on shades, usage, and best options.
- Freebies: Give trial packs or small gifts to build goodwill.
- Friendly Service: Greet, chat naturally, and remember regulars.
Customers remember these gestures. Many will return to your shop not just for low prices but for respect and attention.
Leveraging Past Experiences for Business Growth
The Skills from Odd Jobs that Make You Stand Out
Every job teaches something valuable. This future shop owner may have considered her short stints as failures, but in truth, they gave her:
- Strong communication skills: Learned from dealing with various people and roles.
- Computer know-how: From a stint as a computer operator in a government job.
- Graphic design sense: Useful for shop promotion, designing signboards, or social media posts.
- Billing and cash management: Vital for handling daily sales smoothly.
All these combine to give her an edge over someone with no experience. Even skills you develop in jobs you didn’t love often turn out useful in a new venture.
Local Language and Cultural Advantage
She’s from Bihar, speaks the local dialect, and understands her fellow villagers. In business, this is like knowing the secret handshake. Outsiders struggle to build such instant connections.
Tip: If you want to win in a rural market, talk the talk. It earns trust fast.
Flipping “Unlucky” Into “Lucky”
Sandeep Maheshwari shared a powerful mindset shift: Never say “I am unlucky.” Instead, say “I am lucky,” or even better, “Luck doesn’t decide my results. My effort does.”
“Never say I am unlucky. Always say I am lucky. That belief will guide your mind in the right direction.”
By treating past setbacks as learning, not defeat, you move forward with fresh confidence.
Research and Preparation: Don’t Skip Your Homework
How to Do Market Research in Your Village
Jumping in blind is risky, but field research is simple and practical.
Market Research Checklist
- Visit Existing Shops: Sit in or observe from the side. Count customers entering and leaving.
- Track Purchases: Note how many leave after buying something and what they buy.
- Monitor Pricing: Compare what current shops charge to city prices.
- Talk to Owners and Customers: Glean firsthand info about bestsellers, slow-moving items, and hot trends.
- Check for Expiries and Quality: See firsthand what’s being sold—genuine or expired goods.
- Act as a Customer: Make small purchases and ask questions. Learn from the ground.
This research tells you:
- Daily foot traffic and sales volume.
- Which products sell quickest.
- Whether pricing changes could steal customers.
- What customer concerns or complaints are.
Understanding Profits and Managing Risk
Suppose 30–40 women visit a competing shop daily, and 10–15 make purchases averaging ₹500. If you’re able to secure a 70–80% margin by sourcing smart, that can mean ₹45,000 monthly profit on ₹1.5 lakh in sales—a strong start in a small market.
But always keep running costs in mind: rent, inventory, travel. Calculate real profits and work out how low you can set prices while still making a solid living.
Don’t rush to take loans. Test the waters with your own savings—losing cash is painful but nowhere near as risky as losing family land or property.
Five Keys to Grow and Succeed Long-Term
1. Never Compromise on Quality
Sell only genuine, branded products. Educate your customers. If you spot expired stock, pull it immediately. This alone will separate you from many competitors.
2. Build a Name with Consistent Service
Being honest and friendly isn’t just good karma—it’s a proven business strategy. Over time, good word-of-mouth grows your shop and profits.
3. Stock Smart, Not Deep
Remember the 80/20 rule: initially, only keep top-selling items. This makes inventory easier to manage, risks lower, and returns higher.
4. Keep Learning
Get better at talking to customers, pitching products, and understanding market demand. Stay on top of trends and adjust products according to what's hot locally.
5. Trust Effort Over Luck
You control one thing—how well you run your shop. The market won’t always be smooth, but steady effort beats luck every time.
“If you run your business the right way, why won’t it succeed? It has to.”
Conclusion
Standing at the crossroads of fear and opportunity, many dreamers freeze because of the shadow of past failures and unlucky experiences. But as shown in this story, each setback can build the skills, confidence, and insight needed for future success.
A small cosmetic shop, run honestly and with care, can change not just your life but also set a new standard in your village. Focus on what you can control—your honesty, your preparation, your service. Use your skills, stay careful with money, and let your genuine care for your customers build a thriving business.
Success doesn’t require a miracle. It grows where honesty, effort, and a little street-smart thinking come together. Your journey, just like this one from Sandeep Maheshwari’s Business Mastery Series, can inspire many more to turn setbacks into stepping stones.
So, next time doubt creeps in, remember: Never call yourself unlucky. Work well, and work honestly—good results will follow.
