With an objective to continue redefining the content and media space through their own creative contributions, Ritika Bajaj launched MeritC2 - creatives & communications with her partner Meghna Shah. Owner Ritika Bajaj reveals the company focus and much more…

By Anjuri Nayar

Starting out

MeritC2 – creatives & communications was launched in August 2009. The idea behind MeritC2 is to be a complete content and design house for branding and communication needs. With a background in media and publishing, page-making and editing was always a passion for this business duo. Their flagship project was a visual book for children called ‘5-Minute Tales of Wisdom’. This was a huge success and has already entered its second print run.

“My partner, Meghna Shah and I, were into media prior to this. We were both with a magazine called Marwar where I was the editor and she was the art director,” says Ritika. They then moved on to Dainik Bhaskar together for a small stint. Finally, when they got a job offer together for the third time, they decided it was best to start out their own venture. Further, their perfect qualification mix added the right flavour to their venture. “Meghna has a Masters in Graphic Design while I have done my Masters in English Literature,” adds Ritika.

Motto and USP

“Our main objective is to deliver a high standard of content and design for different formats. We would like to create a significant impact in the print publishing and web world,” she says. They are a small boutique agency and operate in a customised manner where each client’s needs are addressed differently. This makes them more accessible to SMEs and entrepreneurs. “We also have a wide repertoire and can move from web to print and publishing and event collaterals. Thus, we are a one-stop shop for all branding needs,” she explains further.

Challenges

Due to the huge number of players already present in the industry, Ritika faced numerous challenges in the beginning. They had to build a client base and spread the word about their company. So they spent a lot of time in making their presence felt within the existing group. “Being only in the print media, we also spent a lot of time gaining domain knowledge in different formats. Understanding business practices also took some time as we were not professionals prior to this,” Ritika recalls.

Services offered

MeritC2 offers a wide range of services from content and design for print or web as well as event collaterals and custom publishing. “We also do packaging design and designs for book covers, invitation cards, e-mailers and outdoor hoardings and signages,” she adds. Editing, proof-reading and finding a relevant publisher are also some of the other parallel services provided by them. The team of MeritC2 is rather small ¬– consisting of the two founders Ritika and Meghna. Other than that they have tie-ups with illustrators and web developers and outsource most services.

Promotion and financial assistance

While starting out almost the entire capital investment was done by the founders. With its current set up they are still not aggressively investing too much on infrastructure.

MeritC2’s promotion is done primarily through social media. “We also advertise in brochures. We send out e-mail blasts regularly, informing our clients of any services and additions to the portfolio.” Maximum market demand is from entrepreneurs, creative individuals like writers and SMEs who are new to branding. “Competition is always rampant but slowly as one gains a niche of their own, you just tend to focus on your own expertise,” she remarks.

Future growth plan

"Our tie-ups are largely with service providers. Over and above that, we occasionally tie up with like-minded companies for promotional activities,” she says. Five years from now, Ritika and her partner see MeritC2 as a more comprehensive, established and accomplished entity. They look forward to building their revenue and clientele, and expanding their services and presence in different parts of the country.