Is the US a magic spot for making money? If so, who holds the magic wand? Without doubt it is the ‘celebrated entrepreneur’ who can think out of the box. Accomplishing this task as an Indian immigrant in the US is this story.
A publicity shy serial entrepreneur Dr Balu M Balasubramanian migrated to the US from Dindigul, Tamil Nadu, as a polymer chemist. Working for a pharma company with a remuneration job, he could have settled happily, but that would not have made him the founder of Cocoa Town, making over a million dollar in revenue and most importantly, is revenue the proud creator of over 2000 entrepreneurs around the world.
Balu’s debut as an Indian American entrepreneur began in 1992 when he floated his company, Inno Concepts Inc, for supplying equipment for the gourmet food industry.
Initial push was to sell the Sumeet Mixer grinders for the US market. Not being a mere seller, Inno Concepts focussed on service and warranty, something not available for products brought from India at that time.
The Indian diaspora, thinly spread across states, was a challenge to be served. There was space for the unique needs like Indian Golu dolls and other festive items. In 1995, to cater to remote locations, he started the first website to sell equipment for Indian specific requirements. Within a short time he established a market for the Indian brands and his viable business model began attracting other vendors.
Specialty machines for chocolates…
Balu now thought it was the right time to expand looking for more exciting ventures. Here is when Cocoa Town LLC was born as a company that designs, develops, manufactures and sells specialty machines for small capacity chocolate manufacturing.
Balu noticed a need for a cost effective melangers and grinders for grinding cocoa beans. Chocolate making industry was dominated by big players. The new trend to make farm style gourmet was not happening in chocolate manufacturing even where cocoa farms were in abundance. This was because of the prohibitive cost of machinery. The desire to do something unique attracted him to address this challenge and Cocoa Town was formally registered in 2009.
Long hours of research
Long hours of research were spent in adapting Indian grinders for processing cocoa, economically viable roasters, crackers, winnowers and melangers for making high quality, healthy dark chocolate commercially for viable entry level, mid-sized and large players. Farmers in more than 100 countries in Australia, Europe, Africa, Japan, Brazil, Peru… became Balu’s prized customers.
With easy access to cocoa beans through Amazon and other online platforms, Balu’s machines became much in demand. Over 95 per cent of customers across the world are first-generation entrepreneurs. Over 2000 small farmers have become successful chocopreneurs because of his pioneering efforts.
Plant at Atlanta, office at Coimbatore…
Cocoa Town has its assembly plant in Atlanta and an engineering and web support office at Coimbatore. Balu expects exponential growth in turnover in the coming years with the company’s increased focus on African Choco bean markets.
During Covid times business became a challenge, Cocoa Town engaged in workshops and seminars disseminating knowledge on effective chocolate making practices thereby boosting the morale of his customers. Balu is ably supported by his wife Andal Balu, an agricultural scientist.
successful entrepreneurs create market…
Analysing Balu’s entrepreneurial journey it is evident that successful entrepreneurs create the marketplace. They are the first to see a market opportunity. These entrepreneurs are the best innovators of products and ideas. They are celebrated because they create wealth and make a measurable impact on the world around them. Balu says, yes had I been in India I would have had my own driver nor would I have thought twice to hire an accountant! But the take away pleasures are moments where I meet an awe struck stranger at an international airport lounge where he smiles acknowledging me for who I am, said Balu. – Suchitra Srinivas from New Jersey
