Startup Originals Team
Starting in 2022, a Chennai entrepreneur named Kunal Bhandari launched a company in the adhesive and home repair sector called Gree. In just two years and with a team of only 25 people, Gree has grown to a turnover of ₹30 crore. According to Kunal, the secret isn’t heavy marketing, it’s letting the product speak for itself.
The Beginning & Business Focus:
- Kunal founded Gree in 2022 with a focus on adhesive, sealing, and DIY home repair products.
- The brand stands out by offering user-friendly products and positioning itself as reliable and easy to use for common household needs.
- Kunal’s philosophy: if the product is good, word of mouth and customer trust will drive growth, so he focused on quality over flashy promotions.
Growth with a Lean Team:
- Despite its rapid expansion, Gree has stayed lean, operating with just 25 employees across its functions.
- The small team enabled agility, tight cost control, and direct accountability across product development, supply, and customer feedback.
- The company scaled quickly, reaching ₹30 crore in turnover by late 2024 or early 2025.
Why Their Strategy Worked:
- Product as Marketing: By prioritizing performance, packaging, user experience, and consistency, Gree cultivated organic customer advocacy.
- Focused Niche: Home repair products like sealants and adhesives are often niche, but with broad utility; Gree targeted this white space.
- Customer Trust & Feedback Loop: Early users, when satisfied, became repeat buyers and sources of referrals.
- Lean Operations: With lower overhead and less waste, maintaining quality while scaling was more manageable.
Challenges & Lessons Learned:
- Without a big marketing budget, Gree had to depend heavily on distribution, retail partnerships, and product visibility in the field.
- Scaling cleanly while preserving product quality is tough when demand spikes and sourcing costs rise.
- The team size, while efficient, meant each person had wide responsibility, hiring, training, and retaining talent is critical under such pressure.
Conclusion:
Kunal Bhandari’s Gree is a compelling example of how a well-designed product, disciplined focus, and customer-centric thinking can create high growth even with a small team. In two short years, turning ₹30 crore in turnover without mass marketing shows that, sometimes, letting the product do the talking is the strongest strategy of all.
