Profiting from Passion in Frontier Markets as a Powerful Woman

On Top of the World

(Hard-hitting, real and enduring interview of Anika Rabbani, proprietor of _Y_OGANIKA in Dhaka, Bangladesh. This interview goes in depth of running a passion-driven business in challenging cultural circumstances as a female entrepreneur)

Thanks for checking out our second in series of blogs on pioneering SMEs in Bangladesh (If you missed it, here’s the link to our last SME Superstars entry.)

I met Anika on a chance visit to her yoga studio in Baridhara DOHs (Dhaka). Back in Sydney, just before setting off for Dhaka, I was investigating fun activities for my son Ayaan. I came across her page and loved the content, and particularly the kid’s yoga sessions. Soon upon arriving I took my son to his first session, only to realize it was my first yoga session ever!

Fast-forward five months into my stay, I continue to be amazed by Anika’s business acumen in running an enterprise that (ironically) should have done very well decades ago, given Bangladesh’s geographical and cultural proximity to the birthplace of yoga.

Here is Anika’s story. Please read, share and like as you must. Would appreciate comments too.

So how did you get into this line of business? Did your academic and/or career track help or hinder in any way?

I always loved doing yoga, loved how it made me feel, think, express and behave. I did not plan on becoming a yoga teacher professionally — more for the expectations of family who figured with a Masters in Development I ought to be working in development. This I did do for a decade however out of passion I would teach yoga on the side.

Following the birth of my child and a subsequent divorce, a hint from the universe that I really needed to up the ante by boldly taking charge of my life I decided to teach yoga full-time. Can’t say it was not scary or that I was doing it clear of any risk. Business is always a risk, riskier when you are considered a risqué woman in society owing to your non-conformist attitude. My academics have only helped my yoga — the literature I studied in college enables me to find poetry in what can be dreary every day life and also helps me delve into ancient texts with gusto. The studies on development gives me a broad and strong understanding of health and its mechanics in the forte of our country.

How was the overall process of converting a passion into livelihood in the initial stages? What were the main challenges in the context of Bangladesh?

It still is a challenge but I don’t like to see it as one. I wholeheartedly love what I do and it gives me a lot of soul satisfaction — sometimes this is much more important than hoarding money in the bank. In Bangladesh, people don’t like women like me much. They will wax poetic about what I do in terms of being ennobling but they won’t invite me to dinners with their spouses.

I think the reason is that women like myself challenge the status quo. Women like myself might give other women ideas on how to break free and escape the norm and free/find themselves. I do want to do that. That to me is never going to be a challenge but maybe my life’s work.

How would you rate your business acumen? What are the opportunities in Bangladesh in the Health & Well-being industries and which target demographics do you think has the strongest need for such services (or products)?

I’ll be honest here. I am more of a mentor and teacher than business person but I am trying to develop that side. After all anything is possible. Yoga as a business brings in the question of affordability.

A lot of people, friends, especially will saunter into class and expect me to not take payment from them. Perhaps they feel entitled but the truth is I am a woman in a third-world country running my own small business without any help or direction from a man.

I am still pondering what hinders people to not want to pay for a class when they will spend the same over coffee or a week’s worth of cigarettes.

The corporate offices in my opinion would benefit the most from yoga. Maybe that way we can settle some of the karma accrued from attempting to always outdo the Joneses.

Training Lux Channel i Beauty Contestants

What are key components, in your opinion, to succeed in the Health & Well-being industry in Bangladesh? Did you have a mentor(s) or advisors to guide you? If yes, what do you see are essential qualities one must look for in mentors and advisors? If no, what keeps you driven & focused, commercially?

I had mostly a version of myself — stuck between a rock and hard place. Looking back I think people/mentors who shaped me into who I am have been the everyday ones who really pushed my buttons. I am sure most Bangladeshis will find this claim outlandish and inappropriate (since as a woman I didn’t mention my father, mother or husband) but I’m Made in Bangladesh too! But I find Dhaka more than a tad provincial.

My teacher whom I try to visit every few years and other teachers inspire me to no end. The students who come through my doors encourage me to keep going. I look for sincerity and the willingness to go the extra mile out of sheer faith alone in people. We have too many folks dabbling in shallow waters these days, yoga isn’t like that. It demands that you bring forth your real authentic self. Like I said I love what I do and that alone drives me. I don’t do the yoga — the yoga does me.

Since successfully starting your business, how have the consumers of your services changed? (think behaviour, exposure, willingness-to-pay, etc.)

After I started my business more yoga teachers joined the scene and I love this. It means the scene will grow and develop. On a personal level, I feel that people have started to trust me more and as their faith grows in a way I too am growing — not just as a teacher but as a human being and with every growing pain the thought that keeps me going is that my potential — as well as that of others is truly limitless.

Corporate Yoga at Grameenphone Telenor

What works best for attracting and retaining clients? (think advertising/engagement mediums like social media, strategic partnerships, networks, etc.)

This one is a toughie. For me it would be connecting with my students on an individual and personal level. I consider myself a deeply caring person and I also am very sensitive as well as strong. I feel that merely teaching someone a bunch of poses does not make me a teacher. I need to know them as human beings first and vice versa. Many people find me strict and demanding — yes I am. But I am that way with myself too. I don’t settle for second best, not even when it comes to myself.

Can you give specific methods of acquiring new clientele and keeping them engaged?

I used social media mainly — engagement via posts, quizzes, blog etc to engage students. Mostly people who come study with me come to me based on word of mouth via friends. My FB group has over 5000 members and page has over 7,000 likes. Besides this I teach at two studios and over time have also taught at other international clubs. Right now I am working with a major international company but can’t give details yet. Soon!

Has your business model changed since you launched Anika’s Yoga? If yes, how so?

Maybe just a tiny bit, it has not been that long. I am currently doing a consultancy with a major company related to health that hopes to have nationwide impact. I am going to switch the curve to address women’s rights, health and sexual health in the near future. I am not all that ambitious, but I when I am, I try to get it right.

As a professional woman transitioning into a businesswoman and entrepreneur, what were your key challenges and how did you overcome them?

I used to once think that have been really exceptionally dark and sometimes traumatic moments in my life. Now when I look back I find lessons in each of them, all of which compelled me to grow and become a full being living with awareness.

My key “challenge” continues to be being looked down up and less entitled than a man. However the word challenge was your pick, I take it as my entitlement to shake up the universe and make sure that label drops off every single woman in this country.

If you could do anything different commercially since you started, what would they be — and how would you do them differently today?

I would not have done anything differently. One needs to crawl before they can walk. Seek no shortcuts.

As one of my favourite rappers said it so well —

If the game shakes me or breaks me / I hope it makes me a better (wo)manTake a better stand / Put money in my moms handGet my daughter this college plan, so she don’t need no manStay far from timid / Only make moves when ya heart’s in it

And live the phrase Sky’s The Limit

What a fantastic approach to purposeful living! I hope more women entrepreneurs in frontier economies like Bangladesh are empowered by Anika’s story. In a super-networked global environment currently in philosophical flux of seismic proportions, the search for meaning has never been greater than now. Anika’s approach keeps us, both men and womenfolk, ready and prepared.

Visit www.tradeshi.net to find what you need to start your purposeful business today