Once upon a time, an intelligent man was sitting under an apple tree. When an apple fell down, so many unconventional questions arose in his ingenious mind, like, why the apple fell straight down rather than sideways or even upward. Chasing the answers to those questions with his imaginative genius, Sir Isaac newton formed the theory of the law of gravity, a revolutionary concept full of timeless ideas that transformed the world as we see it.
Today, thanks to Sir Isaac, Transformatory ideas are being used frequently to advance businesses, industries, and corporates. To match the customer expectations, unique ideas are being created reasonably using unconventional engineering advancements. By realising the exponential power of ideas, Raj Mutreja, a pathbreaking engineer, established Gravity Concepts, a quintessential Events and Experiential Marketing agency.
In an interview with Insights Success for its edition of ‘India’s 40 under 40 Brightest Business Leaders, Raj, the Founder and Managing Director of Gravity Concepts conveyed the story of his successful business, novel insights, expert ideals, traits and future vision.
Raj, please tell us about the saga of Gravity Concepts since its inception.
Cut out to make a successful engineer; I found my calling through my innate urge of creating moments! Moments engineered with a concept, manufacturing ideas into reality. Exploring the art of storytelling towards making an impact has been the intention all along.
Gravity Concepts was an incepted with the sole focus of creating concepts that elevated brand experiences for consumers, customers, and employees. Moments that embarked as memories, creating milestones of significance for the healthy growth of Gravity.
The saga of GC evolved not just with (X numbers) of clients with the hunt for talent that was passion-driven and real about making moments matter with the team. Gravity later elevated touching heights of success only because of the workforce that has kept the concepts, ideas and execution going.
After over a decade of conceptual growing into a five-million-dollar company, the GC saga sings tales of trust, efficiency, and excitement.
What was your inspiration behind venturing into the business arena?
The inspiration comes from life, its lessons, its learning, and its tests; at 23, my father fuelled my dreams of doing something substantial with super cool support and freedom of getting out there and getting it done. Pessimistic about procrastination, his words just ignited my innate need to explore, expand and experience, which has truly made me the exciting ball of energy, I am today.
There onwards, the inspiration grew with the need to explore how we could touch the hearts and lives of our customers, via the brands, with experiences that fit the current times and trends. With 25 MNCs within the first year and a turnover of one million dollars by our second year of conception, Gravity Concepts was also one of the few who played it large in 2020, with 300 virtual events that allowed the pandemic to become our space to bloom and blossom – our intention, we raised the bar with our concepts that varied from on-ground to virtual and today, into the hybrid spheres.
Standing tall, selling stories that captured ROI, values, integrity, and hearts of our clients and their customers. We are now Omnipotent!
What initial challenges you have to surmount to ensure Gravity Concepts’ success rate reaches greater heights?
Like every new venture built on passion and hunger to make a difference, when I began Gravity more than a clientele, I chose to focus on the foundation that Gravity was going to be built upon, with people pursuing the same goals with their individual expertise. Breaking free from the ideas of being preferred vendors, we elevated to being potential partners that visualize the client’s vision towards driving marquee events, activation, and experiences. The hiccups were barely any different from the regular, but thankfully pauses and failures don’t shake me but make what’s to follow more irresistible.
Risks excite me that make the regular a challenge I take up every day, each day like it’s the beginning and every client like it’s a brand-new story; the initial hiccups are fortunately a continuing process that allows me and my team to stay abreast – fresh and new.
What professional values and qualities do you think your clients value in you and Gravity Concepts the most?
The beauty of our effort and enthusiasm is reflected in the admiration and trust our clients find in Gravity Concepts. Being an ace conversationalist, I find the rhythm of connection with conversing about thoughts, possibilities, and potential, and that is what frames a top-notch concept. We talk and walk their brands to ensure we are emitting the same vibe they envision. Another key element that has truly fire blazed our paths have been the constant space for learning. We, Gravity Concepts, are unbreachable with the knack of learning, adapting, and evolving with every new mind we connect with on the client’s side.
What USPs highlight your brand’s uniqueness in the industry you are catering to?
Our core is formed with concepts; we lean towards delivering efficiency and value, respecting time and effort. While we are ferociously flexible, we are also reasonable to ourselves and our business. The GC team thrives on the vibrant culture of ideas that drive innovation. Being technology enthusiasts, one of our USPs shine with the kind of variety and reach we bring with our infusion of technology. For EG 2012, we introduced Drum Café to the Indian experiential space with an act originating from Africa. Our expertise also shines ways onto the space of curating conceptual experiences in the space of government campaigns and events.
As an experienced professional, what would you like to advise the budding aspirants willing to enter the business world?
The force of attraction towards weaving stores that amplified required vision and intentions is what justified our space within the experiential marketing sphere of the country. At the end of the day, when YOU love doing something – it shows. It needs you to be slightly stubborn, sturdy, and strong because it is definitely not easy but is also absolutely fun!
After all, isn’t life about making most of everything!
There are times when it all looks like an absolute waste of time, but then the fact that you’ve come this far, there is no harm in exploring it even more, right?
How do you envision Gravity Concepts’s operations with the emerging technologies and automated tools revolutionizing the business world by enabling innovations?
With that said, Gravity concepts is taking its capabilities to newer heights; we envision our concepts creating memories that stay a lifetime with Gendaphool, Our weddings’ vertical.
Creative Concierge and the Print Republic shall enhance our clientele with a one-stop solution for all creative and branding requisites.
With IHM, we aim to ace curating experiences with an internal team that looks after all things hospitality and logistics.
With Gravity Concepts, we aim to gravitate everything experiential under one roof, bringing our client to the comfort of a creative home. Where together, we create moments that matter.
