Three Entertainment | Follow Your Heart
Meet the IT girls of Mumbai - Aashna, Saanya, and Sanjana. Out of a mutual passion for events, business and iced hazelnut cappucinos, they formed their first event planning company, Three Entertainment, in Mumbai, India. On that side of the world, it’s the city that never sleeps. But the party scene was starting to get repetitive with nothing novel to offer and these ladies noticed an opportunity. Having studied and travelled abroad, Aashna, Saanya, and Sanjana want to disrupt the party scene and bring international concepts to Mumbai.
How did Three Entertainment form?
We started out planning events initially as a side gig. Very quickly, we realized, the planning and organization bit is where our expertise lay and we decided to turn it into a business venture and thus, Three Entertainment was born. Besides events, all three of us had an inclination towards Marketing and were all working as Marketing/PR executives at our full time day jobs, so we decided to the bring that to the company too. Today, Three Entertainment is an Event Management firm that organizes Corporate, Commercial and Wedding events. We have also added a sub-unit called “Three Consultancy’, which provides Social Media and PR solutions to brands across the Country.
Turning a friendship into a business relationship can be challenging. What made you three know you were up to the challenge?
First of all, we never thought of it as a challenge. The part about turning a friendship into a business relationship, I mean. From the first day, we all three had a fairly understanding work relationship. Our creative energies just clicked. So, there was never a point when we thought of it as a conversion from a friendship into a working relationship. But I guess it is easy to get carried away when working with friends. Initially we had to kind of tell ourselves to be more professional during office hours and then we just got the hang of it. Once certain ground rules are established, trust me, it is the best feeling in the world to be working with your friends.
How did you market Three Entertainment to gain clients?
When you just start out, especially in such an established field, where competition is cut throat, you HAVE to go all out to Market yourself. And so we did. Via every social media platform. Via every contact our parents and us combined may have. And via word of mouth. And we continue to do so till today.
What’s the most exciting part of your job?
We brainstorm, conceptualize and visualize different, unique concepts with clients and then every single time, piece by piece, watch that vision come to life. That is the most exciting part of our job.
What has been the biggest lesson you have learnt being an entrepreneur?
The biggest lesson we’ve learned is that you never stop learning. Every event, every client, every opportunity teaches you something new. You have to be open-minded in a field like this and you HAVE to accept both flattery and criticism with equally open arms or you will never move forward.
Is there any advice (personal and/or professional) you would give to other women entrepreneurs who are just starting out or want to start their own business?
If you have a passion, an idea, a calling- just go for it. Take the leap. We were the first girls/women in Mumbai to work in the Nightlife space. Initially, it was frowned upon by many, sometimes even our own parents and grandparents. “5am is no time for a girl to enter the house.” It didn’t stop us. We worked hard to create a niche of our own in the Industry. Today, we have contacts at some of the best restaurants/hotels/clubs in the Country. Today, we have on our profile some really great, valuable IP’s that we are proud of. Today, we see so many other girls getting into this field.
So take it from us, there is no field in this world that a woman cannot conquer. Always follow your heart and believe that it will take you exactly where you are meant to be. That’s the personal advice.
As for professional, and this is to both female and male entrepreneurs, money is not the most important quantification of “growth”, when you just start out. Do not miss out on learning opportunities because of money. At the same time, do not jump on opportunities you cannot do justice to because of money. Work hard, gain as much experience as you can and establish yourself- this is the most important form of growth; and then the money will flow.