GAPPU: How It is Redefining Musical Instruments in India

The musical instrument industry in India is growing and is projected to reach $6.6 billion in revenue by 2024. In this industry, a name that stands out is GAPPU, a leading manufacturer based in Kolkata known for its high-quality percussion instruments, including Cajons, shakers, bongos, and more.

With a commitment to innovation and affordable prices, GAPPU is bridging the gap in the market by providing exceptional products that resonate with musicians of all levels.

In this article, explore more about GAPPU, its founders, funding, products, growth, and more.

GAPPU - Company Highlights

GAPPU - About

Founded in the heart of Kolkata in January 2018 and incorporated in March 2022, GAPPU is a leading musical instrument lifestyle brand dedicated to manufacturing high-quality Cajons and other percussion instruments. As one of the first companies in India to produce Cajons locally, GAPPU takes pride in its commitment to innovation, craftsmanship, and sustainability. The instruments are designed to meet the needs of musicians across genres, offering exceptional sound quality and durability.

At GAPPU, they are passionate about music and believe in its power to inspire and connect people. The company's journey has been marked by remarkable growth, with a year-on-year increase of 100 to 150%. This year, the team at GAPPU is excited to be nearing the crore mark in revenue, a testament to their dedication and the support of their community.

GAPPU is a completely made-in-India, bootstrapped company, driven by the vision to become India’s No. 1 musical instrument brand. Its products are loved by popular Indian artists and music enthusiasts alike, reflecting their commitment to excellence and innovation.

GAPPU - Industry

GAPPU belongs to the musical instrument industry. In India, the musical instruments market is projected to generate revenue of approximately $6.6 billion in 2024. This segment is expected to grow at a Compound Annual Growth Rate (CAGR) of 9.44% from 2024 to 2028, indicating strong demand for musical instruments.

With ambitious plans for the future, GAPPU aims to achieve a market share of INR 100 crore within the next 5 years. To expand its reach, the company will venture into producing more percussion and string instruments, establish music schools, and open retail shops, further strengthening its presence in the industry.

GAPPU - Founders and Team

Anirban met Pallab in July 2020, during the peak of the COVID-19 pandemic, when Anirban was searching for a tech-savvy individual who could also handle digital marketing. At that time, Pallab was fulfilling those needs. After their initial meeting, Pallab convinced Anirban that they needed to create a new website. Over the next five to six months, they built a strong friendship, which ultimately led to their partnership in April 2021, when they established a new company and began working together.

Anirban Bhattacharya

Anirban is a co-founder with a 12th-grade education and 6 years of experience in the musical instrument industry. He focuses on production, research and development, and sales.

Pallab Ghosh

Pallab is also a co-founder and has a similar educational background with a 12th-grade pass and 3 years of experience in website development, digital marketing, and the musical instrument sector. He handles marketing and investor relations.

As of 2024, the company has a total of 8 employees.

Advisors and Mentors

• Arun Kumar Mukherjee
• Ranodeep Saha
• Meghdut Roy Choudhury

GAPPU - Startup Story

GAPPU was founded by Anirban Bhattacharya and his father, Dulal Bhattacharya, in January 2018. In 2020, after the onset of COVID-19, Pallab Ghosh joined the company as a cofounder. From 2021 onwards, Anirban Bhattacharya and Pallab Ghosh collaborated to develop GAPPU further.

They identified a big market gap in India, where they couldn't find high-quality products at affordable prices. To address this need, Mr. Dulal Bhattacharya, with over 30 years of experience in the industry, played a very important role in helping them create a good product.

In 2016, while playing drums and tabla, Anirban came across a box-sized percussion instrument called a cajon. He really liked it, so he wanted to buy one, but he couldn't get it because it was too expensive at that time. This inspired him to create his own Cajon with the help of his father. Thanks to Anirban's father's connections in Kolkata, he was able to sell his first Cajon pretty easily.

In the early days, many prominent artists in Kolkata supported GAPPU, helping it gain traction in the music community.

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GAPPU - Mission and Vision

Long-Term Vision:

GAPPU's long-term vision is to establish itself as India’s leading musical instrument brand, recognized globally for its innovative designs, exceptional quality, and dedication to sustainability. The brand aims to expand its product line to include a wide range of percussion and other musical instruments, catering to musicians of all levels and genres worldwide. The goal is to create a lasting impact on the music industry by continuously pushing the boundaries of craftsmanship and innovation.

Short-Term Vision:

In the short term, GAPPU aims to solidify its presence in the Indian market by increasing its reach and accessibility. This includes expanding the distribution network, enhancing the online presence, and forming partnerships with music schools, artists, and retailers. The company also plans to introduce new and improved versions of its existing products, incorporating feedback from our customers to ensure the highest level of satisfaction and performance.

Core Belief:

At GAPPU, they believe in the transformative power of music. The core belief is that music has the ability to inspire, connect, and heal people across cultures and generations. This belief drives the team to create instruments that not only produce beautiful sounds but also bring joy and comfort to the lives of their customers. GAPPU is committed to sustainability, ethical manufacturing practices, and supporting the local community, ensuring that the growth positively impacts society.

Motto:

Crafting the Sound of Excellence

GAPPU's motto reflects the team's dedication to quality, innovation, and the love of music that inspires everything they do. The brand strives to craft instruments that resonate with excellence, providing musicians with the tools they need to express their creativity and passion.

GAPPU - Name, Tagline, and Logo

The name of the company, GAPPU, is derived from the names of two of the biggest drummers in Kolkata, who are also excellent teachers to Anirban. One is named Gabu, and the other is Appu; together, their names form "GAPPU."

Initially, the company’s logo was cajon-oriented because, at that time, their focus was only on selling cajons. However, as their vision expanded, both the logo and tagline evolved. The new logo is a reflection of premium quality.

The tagline is, "MUSIC BRINGS HAPPINESS," reflecting their broader target audience covering all sectors of musicians.

GAPPU - Products

GAPPU is the most trusted percussion musical instrument company. It offers a wide range of products, including Cajons, shakers, foot tambourines, rain sticks, bongos, hot rods, and many other percussion instruments.

GAPPU plans to expand its product line by launching new items such as practice pads, strings, and picks, all designed for musicians. The company is dedicated to solving the problem of providing high-quality products at affordable prices.

GAPPU’s unique selling proposition (USP) lies in its exceptional sound quality and commitment to being Made in India. Currently, while the company does not offer any tech products, it has many ideas for developing tech-based instruments in the future.

GAPPU - Business Model

GAPPU operates on a distribution-led business model, generating a gross profit margin of 50-60%. This approach allows the company to reach a wider customer base while maintaining strong profitability. By focusing on distribution, GAPPU can ensure its products are easily accessible to musicians across various segments and markets.

GAPPU - Launching Company Strategies

When GAPPU launched in Kolkata, the company partnered with both Indian and international musicians. These collaborations helped spread awareness of the brand. GAPPU initially launched its product offline in Kolkata’s musical instrument market. After that, the company started working with distributors to reach more customers and further expand its market presence.

GAPPU - Funding

With the same commitment to excellence, GAPPU is excited to share its next big step by launching guitar strings! This new venture has been made possible by raising INR 50 lakhs in funding, with a valuation of INR 2 crores. The support came from Arun Kumar Mukherjee of Chaigram, the Bengal Entrepreneurs Ecosystem (BEE), and other dedicated investors who believe in the magic of a Made-in-India brand.

GAPPU - Growth

GAPPU primarily operates in Northeast and South India but supplies its products all over India. Last year, the company achieved a revenue of INR 40 lakhs, with a gross merchandise value (GMV) of approximately INR 75 lakhs, reflecting steady growth in the business.

GAPPU - Key Tools and Software

GAPPU utilizes several essential tools to support its operations and growth, including:

• MS Excel and MS Word
• Canva
• Hitech BillSoft
• Google Tools

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GAPPU - Competitors

Some of the key competitors of GAPPU are:

• Clapbox
• Kadence

GAPPU - Future Plans

GAPPU plans to expand into different sectors within the next 2-3 years, diversifying its offerings and reaching new markets to continue its growth and innovation.

FAQs

What is GAPPU?

GAPPU is a leading musical instrument lifestyle brand dedicated to manufacturing high-quality Cajons and other percussion instruments.

Who are the founders of GAPPU?

Anirban Bhattacharya and Pallab Ghosh are the co-founders of GAPPU.

What products does GAPPU offer?

GAPPU offers a wide range of products, including Cajons, shakers, foot tambourines, rain sticks, bongos, hot rods, and many other percussion instruments.