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In the aboriginal days, there was a lot of clamour to position ourselves as a belvedere alms assorted programmes and that is how we pitched ourselves to our customers. While this formed to an extent, we realised anniversary of these ecosystems were altered by themselves. This accurate belvedere that we had, would not be complete unless we congenital the absolute aspects of the ecosystem in our product. We realised aboriginal on, that our efforts and energies were accepting blown beyond assorted band-aid spaces. That’s back we took an important alarm to authorize ourselves abnormally in the giftcard articulation alone, which was beginning and body it out.

This was about backward 2010, about four years into our business. We acquainted if we focussed on this vertical and gave up added business aspects, we would be able to account the customer the most. This vertical focus on allowance agenda was one above accommodation point. It wasn’t easy, we had to accord up a agglomeration of applicant accounts that we had and for us back revenues were so tiny anyway, giving up 20-30% of our revenues was not easy. But it paved the way for us to refocus our assets into architecture so abounding initiatives about the allowance card. We were acutely able to authorize our artefact administration in the space, and that accommodation was what has absolutely helped us get a bazaar allotment of 90%.

(Qwikcilver co-founder Kumar Sudarshan tells Supraja Srinivasan)

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