Ms Geeta Singh, Founder and Director of the Delhi-based agency TYC Communication is constantly taking giant leaps in public relations (PR), digital marketing (DM), and event management landscape with an unwavering entrepreneurial spirit and competent team. The gusty shepreneur is a source of inspiration as well as energy to her teams in Delhi (India) and Estonia.
- From hailing from a small town of Uttarakhand, from Starting from scratch with Rs 50,000 to the present moment of being at the helm of TYC Communications (You have come a long long way indeed)?
You have to be the bravest at the beginning; the rest of the journey derives inertia from your determination. Being a bootstrap startup with insufficient funds and no track history of serving big brands, the first few years were really tough and challenging for us. From convincing the prospective clients that we are capable to meet their demands to ensuring new recruits that we have a distinct vision to flourish in the market, it was a time of litmus test for us. But good intentions, good tactics, and a good team can come off all the transitory setbacks despite challenges.
We devoted maximum time of the day working around this venture, from waking up in the wee hour and catching the inter-state bus to attend meetings in Gurugram, Noida, Uttarakhand, UP, etc., to spending the whole night inside the office after working on proposals and meeting deadlines. On countless occasions, we just took only 3 hours of sleep on the office couch and started again the next morning with fresh energy to accept newer challenges. During this struggling phase, we were sure that this hard work would never go in vain and success would be our ultimate destination. Today, we are reaping the benefits of those struggles, and they motivate us to make extra efforts and reward ourselves with extra credits.
2. How have you grown TYC Communications so exponentially & dramatically? Please share the verticals & profiles of it?
We started as a proprietorship firm in the field of translation and content development in the year 2012 from a ramshackle room with just Rs 50,000. After two years of hard work, TYC Communication developed into a private limited company in 2014 with a wider vision and greater strength to pursue bigger goals. So, it is the sheer hard work and unflinching professional commitment that enable us to perform beyond expectations. Hence, there is nothing dramatic or miraculous about our steady growth; we have been moving ahead by applying constant efforts, and most of the time, the results complement our efforts.
Today, with a solid experience of serving 300+ clients of national and international repute, we excel in PR, Digital Marketing, and Event Management, serving 40+ retainer clients onboard with 150+ employees and associates across the country and headquarters at Uppal Plaza, Jasola District Centre (New Delhi). Besides, we have already started operations in Europe with our first overseas office in Estonia, where Ms Ritika Singh is appointed Director – Operations. To have a detailed overview of the organisation, please refer to the company profile.
- Where does your revenue stream profitability lie?
The company’s steady growth is helping us earn decent revenue from the three major service verticals –Public Relations, Digital Marketing, and Event Management.
4. Do you think communication has changed in the COVID-19 world? How have you as a communications agency adapted to the changing circumstances?
The pandemic has made significant changes in our life on almost every front, be it the process of sharing information to the consumption of marketing communications by prospects. People pay attention to content which adds value to their lives, a mere marketing or promotional message doesn’t intrigue the senses of the audience already bombarded with information galore. Gone are those days when jingles and punch lines used to create a buzz. Today is the era of organic marketing, where the marketer’s storyboard should align with the real-life stories of his audiences. Since value-based content is the engine of present days communication, we are delivering bespoke communication strategies for our clients to promote their brands in traditional as well as new media.
- What does effective communication mean to you?
As discussed above, anything that enhances the audience’s experience and motivates them to adopt some value-added changes in life is considered effective and impactful.
- What have been your biggest successes and challenges?
The biggest successes of my life are having TYC’s own office instead of a rented one, the company’s core leadership, which has been with us for more than eight years and retaining 20+ clients for five years or above. The other side of the picture is full of challenges, and the biggest challenge for me is work-life balance. That’s why whenever I get some time; I love to spend it with my family, nurturing each other moments with mutual joy and happiness.
7.Is it difficult being a woman entrepreneur in India? What are the lessons you have learned along the journey?
Being a woman entrepreneur is not a cakewalk in Indian society, where they are even deprived of their basic human rights. Things are changing as their accessibility to educational institutions is improving day after day. To fight against all odds, the most powerful weapon is self-belief. If a woman has confidence in herself, has the courage to accept challenges, and has the guts to take strong decisions, there are fair chances of turning the course of life in her favour. This is the gist of my journey as a woman entrepreneur.
