商品敘述：

When Indian college student and anime fan Dev Taneja wanted to build something of his own, he started reviewing anime on YouTube and noticed that many fans were unhappy with the quality and price of anime merchandise. Sensing an opportunity, he began creating and selling anime-themed products to his college peers. The response was positive, confirming that his idea solved a real problem. However, he soon realized that selling high-quality products at low prices left him with little profit, making it hard to scale his business. To grow further, Taneja pivoted to a different market: young professionals aged 22 to 28, mostly men living in major cities. He stuck with anime themes but narrowed his product line to premium T-shirts. At the same time, he began testing various marketing channels and found that some worked well for his new audience while others didn''t. In April 2025, Taneja needed to decide whether to shed his niche positioning and expand into the mainstream market. He also faced a significant scaling decision: should he grow slowly using his own resources or seek venture capital for faster expansion? Vaibhav Tripathi is affiliated with University of Petroleum and Energy Studies;Sonalee Chauhan is affiliated with University of Petroleum and Energy Studies;Subba Lakshmi Prabha is affiliated with University of Petroleum and Energy Studies;Gracy Malik is affiliated with University of Petroleum and Energy Studies

涵蓋領域：

Start-ups;Product launches

相關資料：

, (W45069), p, by Sonalee Chauhan, Vaibhav Tripathi, Subba Lakshmi Prabha, Gracy Malik

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