Krupa Kholkar’s Journey from Hobby to Candle Business

Krupa, originally from a business family in Baroda, is now married to Tanmay Kholkar, a prominent businessman and real estate developer from Panaji. Like her husband, Krupa grew up with an entrepreneurial spirit, which seems to run in her veins. Her father, a first-generation businessman, instilled in her a natural inclination toward business, and her mother, a commercial artist, nurtured her creative side. This perfect blend of business acumen and artistic flair laid the foundation for her future endeavours.

After completing her commerce degree from MSU, Baroda (The Maharaja Sayajirao University of Baroda), Krupa ventured into entrepreneurship, combining her creative passion with her business sense by starting a candle-making enterprise. What began as a hobby during her school and college years has blossomed into a successful full-time business. Nearly two decades into her marriage, Krupa has firmly established her candle-making business in Goa, merging her natural talents and family legacy into a thriving venture.

Krupa’s journey into candle-making began as an unintentional hobby. Reflecting on how it all started, she shared, “I’ve always loved the art of candle making. Back then, I used to recycle used candles from home, melting them down and reshaping them into stylish, decorative pieces. I didn’t have professional moulds, so I’d use whatever I found in the kitchen—small utensils of different shapes and sizes—to pour the melted wax into. It was simple and creative.”

The wax she repurposed came from white candle sticks her family bought to use during frequent power outages. “In Gujarat, power cuts were common in those days, so the candles I made were always put to good use at home. My parents were delighted that my handmade candles, which had become quite fancy over time, were both functional and beautiful.”

As her passion grew, a friend joined her, and together they decided to take their candle-making venture to a commercial level. “We started making plans to sell our candles at exhibitions, but the biggest challenge was funding. I approached my dad and asked him for a loan of five thousand rupees to get started. To my delight, he agreed.”

Her father’s loan came with a small interest rate, a lesson in responsibility. “He told me that lending the money with interest would give me a better sense of accountability and help me understand the value of investing wisely,” she explained. During a visit to her grandmother’s house in Mumbai, where her mother grew up, Krupa took a candle-making course. “I explored Crawford Market in Mumbai to source the raw materials I needed, using the funds my father provided. That was the start of my journey into transforming a hobby into a business.”

After spending 10% of her initial funding on a candle-making course in Mumbai, Krupa returned to Gujarat ready to turn her newfound skills into a business. “When I came back, I taught my friend what I had learned, and we started by participating in an exhibition, inviting our friends and family to support our new venture. At that time, candles were mainly used during power cuts, and the concept of fancy or scented candles wasn’t popular at all,” she recalled. “Selling our candles was challenging because we had to educate people on the beauty and value of decorative, scented candles.”

To stand out, Krupa and her friend decided to get creative, launching floating candles during the Diwali festival. “It was a huge success. We hit the bull’s eye with our first big venture,” she said, smiling. They managed to sell out their entire stock, turning a quick profit and establishing their small company. “We made the most of the first-mover advantage, with tremendous help from friends and family.”

Krupa also utilized an art gallery owned by her father’s friend, displaying her candles on a profit-sharing basis. Over the next two years, they participated in multiple exhibitions, building a reputation for their unique products. By the time Krupa graduated, her candle business was thriving. However, her life soon took a turn when she got married and moved to Goa within six months.

The move to Goa brought new changes. “My husband, Tanmay, was already running a successful real estate development business and had taken on an Airtel franchise in the city. He asked me to oversee the Airtel operations, but everything was running smoothly with the staff managing sales and customer service, so I had time to explore other interests,” Krupa explained. She started helping Tanmay with his business, taking charge of the HR department. But amidst her busy schedule, her passion for candle-making resurfaced. “We had converted Tanmay’s three-bedroom apartment in Panaji into an office, and whenever I found time, I’d use the pantry area to make candles. It became a way for me to reconnect with my creative side while balancing my professional responsibilities.”

Krupa recalls that, even in a place like Goa, candles were not seen as essential products back then and were primarily used during power cuts or religious ceremonies. “The candles we made were designed for an upscale market, and the only way I could promote them was through networking,” she explained. One of her key platforms for this was the Rotary Club of Panaji. “They had a women empowerment cell that supported my candle business, helping me build valuable contacts. I also pledged to donate a portion of the profits to charity, which resonated with the community.”

However, building the right marketplace and sourcing raw materials in Goa was not easy. “It took a lot of time and effort to establish the business here, but the support I received from local networks made all the difference,” she added, reflecting on the perseverance it took to turn her passion into a sustainable business in her new home.

Like many women entrepreneurs, Krupa had to take a long break from her business when family responsibilities called. “I took a nine-year hiatus until my kids were old enough to take care of themselves,” she shared. “I have two children, and alongside helping my husband with his business, I had to step back from candle making. Working with wax can take a toll on your body, and during my pregnancy, I was advised to avoid it. But once my kids were independent and Tanmay’s business was running smoothly, I told him I wanted to return to my passion, and he gladly supported me.”

Krupa restarted her candle-making journey from home, gradually expanding her operations. “Half of my house turned into a storage space for raw materials,” she laughed. Eventually, she relocated her growing business to Tanmay’s ancestral home in Ribandar, transforming it into a full-fledged workshop. By this time, she had already established her brand and began supplying her candles to lifestyle stores across Goa. “I source unique fragrances from the U.S., where many of my family members live. They send me the scents, or bring them along when visiting India, which sets my candles apart from others in the market.”

Krupa’s brand carries a distinctive logo and message: “Made with Love from Goa.” She explained the thought behind it: “I wanted tourists and visitors to Goa to take a piece of the state with them, as a souvenir to their cities and countries.” Today, social media has become a powerful tool for her to promote her line of scented candles, which are available at various locations throughout Goa. Additionally, she makes candles for clients who purchase them and resell them under their own branding. “Social media has been a blessing for businesses like mine, and it’s helped me expand my reach,” she added.

Krupa is now planning to take her candle business to the next level by opening her own retail outlet, where she will showcase her full range of candles. “Gifting is one of our biggest markets, especially during weddings in Goa, where scented candles are popular as giveaways,” she shared. In addition to the physical store, Krupa is also exploring the online market. “It’s challenging, but I’m learning to navigate it. Currently, I use Instagram as my primary platform for online sales, and I’ve recently added WhatsApp Business to the mix.”

Her product line now boasts over fifty unique fragrances, distinct from what’s typically available in the market. “I’m always experimenting with new types of candles to stay ahead in the marketplace,” Krupa said.

Sustainability is also a key aspect of her business. She uses eco-friendly packaging, aligning her products with the values of the upscale segment. “I focus on making my candles both sustainable and affordable,” she explained. “While the cost of raw materials fluctuates, I try to keep my prices reasonable, only making slight adjustments to cover production costs.”

With the increasing demand for candles in gifting, birthdays, and baby showers, Krupa is confident in the growth of the market. “The demand is continuously rising, and I believe the future of candle-making is bright,” she concluded.