“Stand firm in your decisions and make them right, even if they seem weak in some areas.”
Entrepreneurs Today reached out to Varun Goel, an Amity University graduate with a post-graduate degree from IMT Ghaziabad, who began his career at marketing firm Affle, where he quickly rose through the ranks from executive to senior manager within five years.
During his tenure, Varun developed expertise in marketing technology, digital marketing, and brand solutions, working with major brands such as Cadbury, Tokopedia, and Uber.
He then joined Social Cloud, where he expanded his skills in full-spectrum brand management, including video production, influencer marketing, and media promotions. Over three years, he helped grow brands such as JK Cement, JK Wall Putty, and GAIL.
Currently, he is the founder of Neelmay, a marketing solutions company dedicated to serving brands in building materials and home furnishings.
Getting Started
Interviewer: What was the factor that pushed you to build something of your own?
Varun: “I have always wanted to make a difference in society with innovations in work, and that can only be achieved once you have decent people with you. So I gathered the best of people to make an army and do things for society.”
Recognising the disorganised nature of marketing within the building materials sector, Varun founded Neelmay.
In just two years, he secured clients like JK Cement, Greenply, and Rungta Steel, while also launching JK Paints. Varun is also set to launch Buildshala, a marketplace for Neelmay brands, and operates a bathware manufacturing unit under the name “Neel.”
Varun’s vision is to create a disruptive ecosystem for building material brands, simplifying their communication with dealers and contractors and helping them stand out in a competitive market.
In terms of what is unique about Neelmay, Varun asserts,
“Every street has a marketing agency, and we are the only marketing agency that serves brands for building material and home furnishing. None of the competitors in the market are doing this.”
A New Dawn
Looking back to the time Varun started, he acknowledges that the challenges have been many. However, the most significant challenge was to build a team for Neelmay and find the right talent. Varun adds,
“We’ve managed to stay strong with the support of our dedicated junior staff and people who have the passion to make a difference. It’s been working well for us.”
In terms of achievements, Neelmay has garnered recognition from prestigious platforms like ET Brand Equity and Zee National Achievers, which Varun cites as key markers of success.
Varun’s plan for the future is to establish “Buildshala,” a marketplace exclusively for Neelmay’s clients, to enhance client loyalty and retention. This platform will provide dedicated support for building material and home furnishing brands, giving them a competitive edge in the market.
