Passionate artists are often restless. The burning desire to follow their passion gives them the courage to overcome all the odds that come across their path. Whatever may be the struggles, personal or professional, that artist within cannot be stopped or silenced. Whenever it sees an opportune moment, it erupts like a volcanic spirit and becomes an indomitable force impossible to suppress.

Obsessed with a strong focus, steadfast commitment and discipline, an artist then even turn the passion into a profession, and steadily walking on the path with dedication, devotion and never dying attitude, finally enjoys the taste of success.

Meenakshi Senthil kumar is exemplifying the transformation of her passion into a successful profession. A former IT professional, she always followed her heart through ups and downs and eventually began providing training on various forms of arts with an artist-friendly approach by founding Art Splash Academy of Fine Arts in 2015 and nurturing a creative environment.

In an interview with Insights Success for its edition of ‘India’s 40 under 40 Brightest Business Leaders, Meenakshi SethilKumar spoke about the complete story of her academy, her motivation, struggles, valuable traits, and uniqueness and advice to the newcomers.

Please tell us about the saga of Art Splash Academy since its inception.

I am Meenakshi, a former IT professional and presently running Art Splash Academy of Fine Arts successfully since 2015. Art Splash Academy trains students on Trinity College London based Keyboard, Guitar, Violin, Rock and Pop vocals, Indian Music, Carnatic vocals, Bharatnatyam, CSTD Certified Jazz dance, Arts, Yoga, Tabla, Zumba etc.

My school provided great exposure to dance and vocal, both being my passion. I had participated in various cultural competitions and events during school and got recognized and awarded by those who were Chief Minister and Governor at the time. I even performed in the international sports festival inauguration dance that happened in India during my grade 12. The thrill was the music was composed by our Oscar awardee AR Rahman, India’s pride. I used to actively participate in Lions club events, competitions and Book fairs every year.

To start any business, we need to have the investment and I definitely wanted to save for that big day. It took me years and I decided after my younger kid was born. I wanted to balance my work and family life better, without compromising both and also keep them growing.

I definitely wanted to be an entrepreneur in the education field. That was a decision taken probably about 2006 when I struggled between regular office, travel to Singapore Malaysia, pan India and global implementation of about five applications at once and building a team from scratch until the software was operationally successful and handed over and also training and support system built from scratch and independent to function in place.

All this was single-handedly done by me and later assisted by a support staff of four members. All this when I had my mom suffering from post-operative situations of brain cancer and me having a baby. I managed to work until my second baby in 2012. Then I wanted to start my own business.

And the Art Splash was thus born.

Ads and articles in weekly newspapers have been very supportive in the first year of operation. We need to shout out we are here. Advertising banners, posters, flyers, paper inserts, online ads, Facebook reach, Insta handle, Google everything has a role to play. You need to observe each time an ad is placed and plan what has been successful. Cost vs reach vs conversion. After two years you can bring it down to quarterly ads or seasonal ads or especially when you completed a concert or anniversary or as and when you introduce a new course like aeromodelling.

Once this pandemic hit us, quickly in about a week’s time, we started our operations online. I had to make a quick plan. As always, I keep making backup plans by nature, this came in handy when covid happened. Initially, about 40 per cent of customers agreed to online classes and the rest felt they could resume after the lockdown ends.

But slowly as we saw what happened with COVID-19, close to 80 per cent agreed with the new normal mode of online classes. I had a lot of students come to us through our existing customer references. Also, many new joiners from abroad. Thanks to social media for this.

Our teachers are well experienced to plan our lessons and theory and make them reach students in a systematic way. This came as a major advantage for us. Not only did we get new customers, but we also retained them.

Our online presence has helped us reach out to many countries including Germany, Singapore, Ireland, Canada, US – California, Texas, Australia, UK, France, UAE and more.

Our clients include Junior, middle and high school students, undergraduates, working professionals like Doctors, Architects, IT professionals, Businessmen, Homemakers, Corporates, Schools, gated communities and more

We train kids, teens and adults on vocals, dance, instrumental music, arts and more. In most cases, we follow the western syllabus recognized by Trinity College London and the Indian syllabus for the Carnatic style.  We provide the best training on Piano, Keyboard, Guitar, Drums, Vocals, and Violin on the Western syllabus and Bharatnatyam, Carnatic vocal, Violin, Mridangam, and Tabla in Indian style.

We also train Hip-hop, Jazz and special choreography for corporate events and occasions. We provide Zumba and yoga sessions for fitness as well. Arts we have an exclusively wider range from sketches to acrylic to Tanjore art of Kerala Mural to coffee painting and more.

Not only do they learn but they are given opportunities to perform and exhibit their learning on stage and live concerts time to time. In the case of abroad students they perform online live on facebook or youtube and various platforms.

The most increase was through word of mouth and existing references.

Several newcomers to the music business have interacted and collaborated with us in more of a franchise way.

Until this pandemic happened, I had really not looked at going online although there was a demand for it. Most of the customers who heard about us pan India and those who took up our camps and workshops felt so satisfied with our work, ideas and warmth.

There were many customers from abroad who enrolled kids for our summer or winter camps on a regular basis upon their vacation to India. They always requested online classes as the kids and parents got the comfort level with us. Many were impressed with our crash courses…Robotics, Aeromodelling and Animation were all fruits of my love for science and not many providers for these custom-made programs. These were very successful too.

I had to double up staffing as the work has increased 100% after online operations.

A 24hr support system has been kept in place to manage the time differences at different locations that we serve. A technical support system during our sessions has helped to keep zero downtime.

What was your inspiration behind venturing into the business arena?

My paternal grandfather was my mentor in Indian music. He taught me Carnatic vocals when I was four years old. He was my inspiration. My maternal grandfather was a businessman who ran hotels, lodges, oil and rice mills, spares shops etc. He too was my inspiration. My mom will always be an inspiration to me as she taught me righteousness and virtues.

What were the initial challenges that you had to surmount to ensure Art Splash Academy’s success rate to reach greater heights?

It took me two days for the first customer and in the first month, we touched 15 customers which is pretty good. Sep 5th, 2015 was the official launch. Things rolled well until the floods in Dec 2015, but we grew to 50 customers by then. It hit me bad as the floods ended up deroofing trees and falling over the building. It caused leakages due to which the false ceiling got damaged, and the air conditioner and keyboard suffered due to power fluctuations.

I had to redo the entire wiring again as the safety of kids is the number one priority and redo the interiors just in three months of operation. Due to floods retaining the customers and getting new customers were both getting harder. We scheduled and rescheduled sessions according to our class commitment and made sure we gave flexible hours during the morning when rain was bearable.

We arranged a safe pick and drop in a few cases. Online wouldn’t work as the entire internet network and power connectivity failed during floods. But we managed to put up and giving up is definitely not why I started this for.

Every year since then every Dec we face a natural disaster like cyclone Vardah or Gaja which has caused a lot of damage to many including us. We prepare ahead and keep plans ready.

If you own a place and it can be used for commercial purposes the risks are lesser.  But we need to see the footfall.

We have wonderful musicians around and am proud of my team. They have been with me in ebb and flow. Despite their talents, there are many who face struggles as they don’t have the proper support to get a loan or start their own academy. Their revenue is not consistent. Only a handful really meet heights and luck does matter. I well understand this as my grandfather suffered struggles despite his abilities. I have long associations with my team of teachers, and we have the trust in place.

Since we tend to spend heavily to maintain the rented space, we keep investing funds to repair and maintain, paint regularly and maintain safety and clean environment for students. Sometimes we don’t get supportive landlords and face difficulties to bear a lot of costs for a hired place. The lockdown had definitely pushed us hard. Though we did not give up.

Tough things don’t last, tough people do!

Also, pricing in the beginning days had to be attractive since that definitely helps get attention.

What professional values and qualities do you think your clients value in you and Art Splash Academy the most?

This was and is different from other business ideas as it is not just the commercial mindset that could help. We need to absolutely understand the customer, and their requirements and ensure their passion eventually gets met. It’s a long-term association and takes time. This is not like just grabbing a cup of falooda or just buying a branded cloth or getting a facial done. It’s more of managing each client each time at each session consistently delivering for a longer tenure.

We need to keep up our words, honour our commitment and make sure we meet their learning needs. We have to understand the customer including their interest, choice and their time schedules to be flexible with them. That personal connection is the core.

Similarly, the connection with the mentors. Artists have to be encouraged and kept well. Only a happy mentor can meet up the learning needs. Their work involves a lot of repetitive cycles, and we have to choose the right mentor who enjoys the work so much that it no longer becomes work but a passion.

Being a mother helped me understand better my students’ needs, and the parent’s expectations and my work experience in understanding requirements and customer management was an added advantage. To be honest, it’s an extended family, the bond we share with each of my customers.

Nothing works like word of mouth. Although ads and promotions help to convey what we have to offer and how unique we are.

I believe our strength is our core team of teachers and our expertise in teaching Keyboard, Guitar, Violin, Vocals and Bharatnatyam. All this needs a systematic approach and knowledge of the theory of music and experience to impart the lessons successfully to kids. This makes us stand up from the crowd and turn us unique.

I always choose different topics that would interest people like robotics or reverse glass mural workshops that would create curiosity in people to know what it is about. I would offer packages or combos at competitive pricing. This improves footfalls and develops an interest to visit us.

It’s not been about commercials, and it has been a journey and travel along to help students achieve what their passion is all about.

You can read our reviews by customers.

What are the USPs that highlight Art Splash Academy’s uniqueness in the industry you are catering to?

During severe rains, floods, and school vacations the business could get fewer customers. We may have to work harder and smarter to schedule lessons in such a way it doesn’t disturb the student’s grade exams with Trinity and the schools. We need to always have a backup plan. Trust me it helps. Off-seasons like December, April, and May fluctuate a bit as many have travel plans.

I do not charge the customers in such cases. I rather work out summer camps, art workshops, winter camps, and events and make sure I balance the cash flow stress. In some cases, we provide the lessons combined rescheduling the sessions basis availability of students.

After starting operations online due to the big leap few reminders quite rarely though that I share with customers got missed. I made sure there is a backup and support system in place.

Definitely would attribute the growth to consistent efforts, efficient planning ahead and quick decision making and proper backup.

In a few cases where buying an instrument was a concern, I have also provided rental options to help initial high cost at the customers’ end. Also, in many cases, they may want to explore what the kid likes and would not want to spend high before it is clear. So, we give demo classes and see the student’s interests. In some cases, a student still young may have the potential to learn instruments or arts early as four or five years. So, we help to assess and take them.

As much as possible we customize to everyone’s need. Not all will follow the same learning or pattern or choices. We ensure we have choices. Flexibility is another strength to help them continue the passion long term without which working professionals or students can’t handle it with exams and academic pressures.

From time to time we conducted Facebook live to make sure students not only learnt but also performed online on live sessions. This is a very important aspect for any budding artist to get exposure and also build confidence.

We provide the students with instruments, and they need not buy an instrument to start the learning.

Many were impressed with our crash courses. Robotics, Aeromodelling and Animation were all fruits of my love for science and not many providers for these custom-made programs. These were very successful too.

I had to double up staffing as the work has increased 100%

A 24hr support system has been kept in place to manage the time differences at different locations that we serve. A technical support system during our sessions have helped to keep zero downtime.

As an experienced professional, what would you like to advice the budding aspirants willing to enter the business world?

If we don’t take care of our customers, somebody else will. My motto.

It’s okay to go the extra mile to deliver better. It’s not about numbers and profits alone. It’s also about how many we inspire, educate and help grow. When you meet customers forget your numbers. It helps!

How do you envision Art Splash Academy’s operations with the emerging technologies and automated tools that are revolutionizing the business world by enabling innovations?

I feel blessed as perseverance and consistency have yielded a good reputation for us all despite our struggles and induced trust and confidence in us. Self-belief and hard work never fail. We need to have an open mind to work over weekends and holidays in order to help customers learn. Especially in the first three years I never had weekends or festivals or any vacation. But all these helps you grow and sustain. Success is not easy but definite.

I was approached by a few to take up franchisees and investors. I will definitely plan for that as a long-term goal. I am looking out for marketing associates abroad as well.

Abilities or habits if you ask me, I always follow a pattern. Am good at decisions. I will assess the pros and cons way ahead. I can foresee. I don’t let myself be surprised unless good ones, I don’t regret it. I choose the right people. Yes, my marketing plans sometimes don’t go well depending on the season it falls especially the vacation or travel period. But these kinds of things do happen.

Presently we use Google Meet and Zoom. Yes, we are working on getting a platform that we could customize. I would want to decide after time testing. We maintain student progress reports. All financials pay worksheets are handled by me. I personally take care of Facebook or Insta handles, social media marketing and regular administration.

Exam assessment and other reports are also maintained. Visitors and inquiries are tracked. Follow up on the payment and feedback system managed by me. Schedules of class, timetable and attendance are all managed too.

We have demands for teachers always as online classes have made it packed for our team. I have employed new teachers to handle the growing needs. I always welcome teachers and am open to hiring. I don’t want to miss anyone who makes a difference.

Looking forward to more business expansion. Hoping to touch more students and help deliver their passion for arts.

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