A secure job is everyone’s dream. But more than that security, it was his own passion and desire to provide employment to others that made Senthil Prakash the founder of the brand ‘Mats Avenue’. Starting with an investment of just Rs. 2.5 lakh, Mats Avenue has grown into a D2C brand with a turnover of over Rs. 1 crore today.
From ‘cat lover’ to entrepreneur
After his MBA, he joined this venture in 2022 with experience working as a commercial manager at Koncheri Viewers and later at the state government organization Foam Matings India.
Senthil, who loved cats since childhood, had noticed that cats pawed at household appliances and sofas. That is why when he planned to start his own venture, he thought, ‘Why not make mats (mats) for cats to paw at.’ Today, in addition to cats, products for other pets are also being brought to the market.
4 categories
Mats Avenue markets products in four main categories:
- Pet Care: Cat Scratch Pads, Sleeping Mats, Litter Soil, Playpens, etc.
- Home Furnishing: Doormats, Carpets, Rubber Mats, Polypropylene Mats.
- Home Kitchen: Wooden Chopping Boards, Bamboo Spoons, Kitchen Organizers, etc.
- Bird Products: Handmade Bird Feeders and Cages.
Construction by third party
Without having its own production unit, the method of manufacturing products in its own design through ‘third party manufacturers’ was adopted. The products are stored and shipped from home. The final work is also done at home. That is why it was possible to start the venture with a low investment. Along with Senthil, his relative Vinayak Vijayan is also fully supporting the venture.
80% on Amazon
Currently, 80 percent of the sales are through Amazon. The products were sold through platforms including Flipkart and the Mats Avenue website. Now, there is an offer to sell products only on Amazon with the tag ‘Made for Amazon’. It is hoped that with the receipt of this tag, more sales will take place.
Turnover 1.25 crores
In the first year, the turnover was only Rs 40,000. Last year, it reached Rs 1.25 crore. Most of the orders come from North India. They ship 75 to 125 products a day. Sales increase during the offer sale.
The net profit after commission and advertising expenses from e-commerce platforms is around 20 percent. Senthil says that the target is to achieve sales of Rs 1.5 crore this year. Currently, this entrepreneur provides employment to five people directly and around thirty people indirectly.
The market should be developed
The goal is to reach a turnover of 10 crores in the next five years. For this, efforts are being made to find investors, set up our own infrastructure and start production. We will also take advantage of opportunities in the global market.
Training for those interested
Senthil also provides training to those who want to enter this field under the name ‘Dream Big E-Commerce Consulting’. So far, about 185 sellers have completed the training.
‘E-commerce is a sector where we can succeed without following anyone if we have a good product. We just have to be ready to work hard and learn constantly. Mats Avenue is a company that operates without a single rupee of debt. If your product has a clear identity, the world will come to you,’ says Senthil.
