Entrepreneurs Today reached out to Saurabh Shrivastava, director of Estilo de Vida Spaces Pvt Ltd, who has been a key figure in transforming Indore’s social and cultural landscape since 2011.
Under his leadership, Mangosteen, a café and co-working space, introduced the city to LinkedIn, Twitter, and Instagram meet-ups and pioneered jamming sessions for local artists.
Mangosteen is known for its diverse workshops in cooking, pottery, aerial yoga, and dance and fitness, as well as hosting the World Food Festival and Pizza Festival. In collaboration with Secret Sessions Bombay, Saurabh introduced Side-B by Secret Sessions and #PrivateDisco for unique networking and music experiences.
In addition to Mangosteen, Saurabh has consulted on marketing and gamification for startups. He values strong networks and has facilitated the launch of several startups from Mangosteen, bolstering Indore’s entrepreneurial landscape.
Upcoming projects include Rewardo, a fitness B2B app set to launch this year, and a new Mangosteen café with a bar by Diwali 2024. A roastery and bakery are planned for January 2025, followed by a resort in July 2025.
Early Entrepreneurship
Saurabh’s entrepreneurial journey began with a garage startup during his graduation, where he and his friends developed a TA Bill Calculator for the MP government and software for a computer vendor. When his team disbanded, Saurabh transitioned into SEO, sports content writing, live broadcasting, and consulting in branding, UI, and tech. Saurabh says,
“Returning to Indore, I decided to open an office. The space I found housed two offices under one roof. Initially, I wanted a rooftop for networking sessions, but my love for cafes led me to envision a cool, organic café with space for yoga and workshops. I named it Mangosteen, inspired by the fruit known for its anti-ageing properties and connection to Queen Elizabeth’s diet, aiming to build an anti-ageing brand around lifestyle.”
The USP
Mangosteen stands out due to its innovative use of space and strategic approach to revenue generation.
By maximising space usage, the venue operates 24/7 and hosts a diverse range of activities, including workshops and networking events. Collaborating with top trainers and skilled individuals has created a loyal customer base.
Saurabh Shrivastava’s tech background has enabled Mangosteen to excel in digital marketing and community building, utilising AI to analyse footfall and tailor offerings. This tech-driven approach complements the venue’s growth, expanding from 2,000 to 45,000 square feet with plans to exceed 200,000 square feet. As one of Indore’s oldest running café and cultural spaces, Mangosteen’s adaptability and innovation have fostered strong brand loyalty among the city’s elite.
Navigating Challenges
Saurabh Shrivastava faced several challenges when starting Mangosteen. Navigating the nascent social media landscape posed difficulties, compounded by a challenging landlord situation.
To overcome these hurdles, the team distributed pamphlets in local newspapers and personally invited influential community members, fostering valuable partnerships and increasing awareness.
Additionally, Saurabh’s SEO expertise attracted tourists, helping Mangosteen become one of the first cafés in Indore to be featured on TripAdvisor and Lonely Planet. His freelancing background played a key role in growing Mangosteen’s online presence. The philosophy of building personal relationships with customers also contributed to strong loyalty and high ratings.
Celebrating Feats
Mangosteen has achieved notable success in Indore’s cultural and business scenes. The café has hosted brand launches for major names like Bira, Simba, LinkedIn, Microsoft, and numerous startups.
Key milestones include partnering with Sunburn for Goa 2014 and partnering with Sunburn and NH7 to Indore, as well as the “Brew for the Flag” campaign featured nationwide in HT in 2015.
Mangosteen has received several awards, including the Concept Award by World Book of Records and Best Café of the Year by FM’s from 2017 to 2020, as well as the Invest in Spain selection in 2020. It was also featured by Lonely Planet in 2014, recognized as “King of Concept” by Firstpost in 2013, and was a finalist in CNBC’s Entrepreneur Awards in 2013. Additionally, Saurabh Shrivastava has been a TEDx speaker in 2024 and an Indian delegate to CERN in 2018.
Plans Ahead
Saurabh’s plans for the future include growing Mangosteen’s physical space to over 200,000 square feet by the end of the fiscal year and opening a four-storey, members-only café with a bar by Diwali 2024.
Additionally, he plans to diversify offerings with a roastery and bakery set to launch by January 2025, followed by a resort by July 2025. Technologically, Saurabh is developing Rewardo, a gamification-based fitness B2B app, and a Mangosteen app that will integrate all services and offer loyalty perks. He also intends to strengthen community engagement by expanding workshops, events, and forming strategic partnerships with brands and artists.
Lessons Learned
Reflecting on his journey, Saurabh emphasises the importance of adaptability, networking, and a customer-centric approach. He advises budding entrepreneurs to leverage technology, manage finances prudently, and continuously innovate.
Building a strong community, fostering good banking relationships, and investing in a capable team are crucial. His message for new entrepreneurs is,
“Follow your passion, stay resilient, value your network, embrace change, focus on customers, invest in innovation, manage finances wisely, build a strong team, leverage banking and government schemes, respect every customer, use gamification for motivation, and understand the difference between hiring and onboarding. The journey of entrepreneurship is a marathon, not a sprint. Stay true to your vision and enjoy building something meaningful.”
