Resilience and Reinvention: Nikita Nikalje’s Journey Through Business Turbulence

The entrepreneurial journey of Nikita Nikalje, founder of The Communication Room, serves as a testament to resilience and adaptability in the face of unprecedented challenges. Starting her PR agency specializing in hospitality in July 2018, Nikalje encountered success, working with numerous brands, restaurants, and hotels in Mumbai. However, the promising trajectory took an unexpected turn with the arrival of the Covid-19 pandemic in 2020.

The abrupt nationwide lockdown in March 2020, aimed at curbing the spread of the virus, dealt a severe blow to Nikalje’s thriving venture. “In a matter of a few hours, I went from running a successful agency with 30 clients, 10 employees, and a turnover of more than Rs8 lakh per month to nothing at all,” Nikalje laments. The hospitality sector, one of the hardest-hit industries, faced closures, cancellations, and uncertainty, leaving many businesses grappling for survival.

A study by Bain & Company, Google, and AWE Foundation highlighted the disproportionate impact of the pandemic on women entrepreneurs, with almost 73 percent reporting negative consequences. Nikalje’s experience mirrored this trend, and like many others, she found herself at a crossroads, contemplating the future of her business.

Undeterred, Nikalje made a strategic decision—to diversify and digitize operations. Recognizing the surge in home-based businesses seeking digital assistance, she reshaped her agency to cater to a broader clientele. “We started helping small businesses scale their operations and reach a bigger audience. That’s when we found our spot in a dynamic business environment,” she explains.

The pivot proved successful, leading to the acquisition of 15 new clients from Mumbai, Delhi, and Hyderabad, and the expansion of her team to six employees since November 2020. The ability to adapt to the evolving needs of clients and the market became a hallmark of Nikalje’s entrepreneurial journey during the pandemic.

“Diversification is the key to stay afloat,” Nikalje emphasizes. The insights gained during the challenging period prompted her to work with a home-baker for six months, guiding the transition to a cloud kitchen. Simultaneously, her agency assisted larger brands in revisiting their digital strategies, irrespective of their industry. The flexibility and versatility displayed by Nikalje’s team exemplify the resilience required to navigate the uncertainties of the business landscape.

The journey, however, was not without its hurdles. In 2019, Nikalje’s startup generated around Rs65 lakh, while in 2020, the figure plummeted to a paltry Rs8 lakh. Despite the financial setbacks, the adaptability and determination demonstrated by Nikalje allowed her to weather the storm and position her agency for future growth.

As the second wave of the Covid-19 pandemic grips India, bringing new challenges and restrictions, Nikalje remains undaunted. Approximately 30 percent of her clients have temporarily put services on hold, but the remaining 70 percent continue business unaffected. Nikalje’s proactive approach emphasizes finding opportunities amidst chaos and delivering value even in uncertain times.

Nikalje’s journey reflects the broader narrative of women entrepreneurs who, faced with adversity, have embraced innovation and adaptation. The study by Bain & Company noted that 54 percent of the women surveyed had changed their business models in response to the pandemic, showcasing a collective commitment to survival and growth.