Preet Shah: Being benevolent is the secret to being a successful entrepreneur.

Preet Shah is the founder and CEO of Infiniqe Marketing, a creative business based in Surat that specializes in brand design, brand creation, and digital marketing. Preet's master's degree in business administration, which he earned in Australia, has given him a penchant for marketing and branding and he aspires to assist brands in realizing their full potential.

Infiniqe Marketing began its illustrious journey in 2017 with the mission of "Converting Business Cards into Brand Names." In an exclusive conversation with Graphream, Preet spills the secret behind his success and much more. 

Graphream (GR): Mr. Preet, let us start by asking about you and your company in brief. Tell us about your business and the idea behind its origin?

Preet Shah (PS): Infiniqe Marketing is a true artistic agency specializing in brand design, brand consulting, and digital marketing. During my master's program in Australia, I got the opportunity to gain real experience with marketing and the enormous impact it has on a firm. I've always wanted to help brands understand and attain their peak performance.

GR: Infiniqe is a very unique name, is there a reason behind you choosing it?

PS: I appreciate how you used the term "unique" to describe it; in fact, "Infiniqe" is a combination of the words "Infinite" and "Unique." This refers to your brand's ‘Infinite’ potential, which can be realized through the 'Unique' concepts we provide.

GR: Our research states that you ventured into the field of digital marketing, despite having a well-established family business. Is there a reason behind it?

PS: I guess that was the result of several things rather than just one, for instance, I'm sure you're familiar with the urge to be independent when you're young. I wanted to achieve something on my own and not rely on my parents to secure my future or cover my expenditures; in addition, I had studied market research and market analytics extensively and wanted to put what I had learned into practice. When I returned to Surat after completing my master's degree, I understood that getting involved in the family business without any practical experience would be detrimental to both the business and myself. So, before joining my family firm, I chose to put my theoretical knowledge into practice, get exposure, and experience.

After doing some preliminary investigation, I discovered that in Surat, the word "Digital Marketing" was being used to describe only Social Media, but it is a much broader concept. Web development, Google Ads, SEO (Search Engine Optimization), Web Presence, Branding activities, and so on are all part of it. I decided to enter the digital marketing profession after identifying a potential market in Surat.

GR: The first question before initiating any startup is “Where to get the funds?” So, how did you handle this challenge? 

PS: As a service-based industry, digital marketing relies more on imagination and a desire to succeed than on finance. I self-funded my firm because the original investment was minimal. Any further expenses related to the expansion of the business were deducted when revenue was generated.

GR: What helps your business stand out in the crowd and how did you reach where it is now?

PS: That can be attributed to the education I've received; in comparison to our competitors, we have a distinct perspective on digital marketing. Our strategies are built on the foundations of awareness and participation. Aside from that, we use a variety of tools to track our campaigns and social media activities.

GR: Knowing what you know now, is there anything you would have done differently when you were first starting?

PS: Definitely, I've been on a continuous journey of learning from my past and evolving since the beginning. Designing is an important part of digital marketing, and we developed a theory to help us better our designs. The theory is made up of four components: concept, content, creativity, and communication. The first stage is to decide on the campaign's concept, after which you can create the content; creativity is vital because you only have 3 seconds to attract the audience's attention; and last, you should choose the communication channel. 

GR: What challenges did you face during this pandemic? How did this affect your business and how did you overcome it?

PS: The pandemic had a negative impact on the firm, as the Indian market is fast to cut marketing budgets in the face of adversity. During the peak of the pandemic, we had a complete lack of clients; we chose to consider this as an opportunity and focus on self-improvement. We changed the look of our company, learned new concepts, and did research. When the situation improved, there was a clear certainty that digital marketing would be well welcomed by the public. Infiniqe presented a better version of itself as soon as everything returned to normal.

GR: Lastly, what piece of advice would you give to future entrepreneurs and students? And what are your future plans?

PS: I feel that benevolence, patience, and perseverance are essential qualities for an entrepreneur; a lack of patience can lead to rash decisions that will cause more harm than good. Always have a clear and pure aim toward your clients and audience, and engage in team-building and a work culture that values hard effort. Infiniqe intends to expand in the field of brand design; we've acquired three additional cities and intent to expand into multiple metros in the coming years.

(Team Infiniqe)