How Alok Nanda & Company was formed just on the basis of faith

About 15 years ago, Alok Nanda left his job as the creative head at advertising agency Trikaya Grey to set up shop independently. He decided to not take along any of his existing clients. The only one he approached, turned him down.

Nanda had approached Narotam Sekhsaria, the co-founder of Ambuja Cements. Sekhsaria was a client of Nanda’s at Trikaya Grey and the only one he hoped to get business from. But Sekhsaria refused, reasoning that knowing where he will get his next cheque from may make Nanda complacent. However, Nanda left with an assurance, that should he fail, Sekhsaria will support him. “I will fund your failure, not your success,” that’s what Sekhsaria said and with this show of faith was born, Alok Nanda & Company.