GAPPU is one of the renowned names in the percussion musical instrument brand that dominates Bengal and Bharat with its quality and individuality. Their journey started with Anirban Bhattacharya and his immense interest in percussion. Anirban has always been a music enthusiast which drove him to learn drums. During the process he came to know about Cajons which appeared pretty similar to drums, at the same time, more versatile and flexible. As Anirban already had percussion skills with years of practice on “Tabla”, neither drum nor Cajon took much of his time to become a capable percussionist. Along with that, seeing the rich music culture and a huge base of tabla experts in India, predicting Cajon’s market was indeed pretty straightforward.
As per an article by The Hindu, the demand for tabla education is currently increasing at a major rate, which also indicates a growing demand for tabla. Simultaneously, Cajon’s evolution has also become quite eye-catching. Looking back, Cajon was only played as an Afro-Peruvian musical instrument for the local music throughout some areas of America and Spain. After major evolutions from wooden crates to clever use of snares, Cajon is one of the biggest parts of modern jazz, blues, pop, funk, rock, funk, and so on music genres. Such huge scope was undeniably attractive for Anirban to ignore.
Anirban started GAPPU in Kolkata, in a small room of his home with only 5k in hand and with the support and assistance of his mentor, his father, Mr. Dulal Bhattacharya. Anirban started manufacturing Cajons and along with his father, his music teacher came forward. Eventually Cajon selling started through the students of Anirban’s teacher. After that, Pallab Ghosh joined as the co founder of GAPPU and started working together, with shared expertise in music and marketing. GAPPU introduced Cajon to many of these little percussionists. Through word-of-mouth, the chain increased and sales took its pace. Once it was a small room, today it is a 1600 sq. ft. factory.
Promotion is one of the key factors behind business growth. People invest thousands of dollars in advertising and influencer marketing in the current era. GAPPU focused on percussionists’ reputations and targeted their followers to drive sales of Cajons. They approached renowned percussionists around Kolkata and asked them to share their honest reviews. Today, not only has GAPPU’s reach increased but they have also become capable of approaching even more famous persons.
Bickram Ghosh, one of the most respected tabla players in Kolkata is currently one of the notable names who contributed to the growth of GAPPU. Through them, GAPPU was able to reach every percussion enthusiast in Bengal and also gathered enough resources to spread their wings all over India.
The journey from 5K to 5M is rooted in the accurate identification of marker scope and the appropriate application of marketing strategies. Today, GAPPU is not only a Cajon retailer; they are also one of the most recognized names of Cajon tutorials. Their active presence on the internet along with top-notch product quality, allowed them to become the first choice for percussionists in India.
