How many times have you wondered that all you need in your life to make it perfect is just a little bit of magic? Only if we could just sway our wands and make all our dreams and aspirations come true! Also, magic doesn’t end just there. What if we had superpowers? Transfiguration! Invisibility! Flying! How easy could life be?
Such thoughts often seem to knock on the door of our imagination and all of us search for a single key that would simply open the door and let the worlds of dreams and reality actually merge. This is exactly what the company called EFG is doing. An abbreviation for Every Flavor Geeks, EFG is a fandom based merchandise store. The CEO of the company is a young lady named Tanisha Fagwani, who is one of the most hardworking and talented entrepreneurs that India has ever produced. To begin with, she is only 21 years old and has a company to her name. She started working when she was 18 and has never stopped or looked behind in work, since then. Her company creates and recreates various accessories and other creative products that are related to the popular fantasy/science-fiction movies and shows. The store basically works to produce commodities that fans can select and buy according to their own choice of favorite characters, items, and series. They make collectables that can be kept for records and stock like wands and Hogwarts acceptance letters, items that can be gifted like pocket watches and bracelets, and certain products that can be used as regular utility objects like socks and bottle openers. All these artefacts and products are basically based on the movies of Harry Potter, Fantastic Beasts and Where To Find Them, Justice League along with items from the DC Universe and also, F.R.I.E.N.D.S. These shows are the most well-liked and sought after among the young public and thus, the products get highly purchased and appreciated.
The company was first established in November, 2015 and the selling of items all over India was started on the 1st of May, 2016 through their official website. They designed their own merchandize and then, outsourced the manufacturing. It was after a while that the company was approached by the production house of the Warned Bros and since then, is acting as the official Exclusive Warner Bros Licensee in India for brands like Harry Potter, Fantastic Beasts, DC Comics & F.R.I.E.N.D.S. The company now sells its items mostly online and also holds various exhibitions and festivals for the various diehard fans of India.
The most unique thing about the company is that the founder is just a simple girl who had a small wish to let success engulf herself in her career. She has been inclined towards the fields of Graphic Designing and Digital Marketing from her graduation days. Being an exceptionally devoted fan of J.K Rowling, the author of the Harry Potter franchise, Tanisha decided that she would let the Potterhead ( term used for the fans of Harry Potter ) in her take the initiative of bringing a little bit of magic in the lives of the people around her. Thereby, her brainchild came into existence and she became an entrepreneur by choice. But, she agrees that being a young beginner is not all cakewalking. Since she was young, it took her a lot of time to convince people to believe in her work. Also, not always did her ideas and notions make the correct shape as she lacked in experience. However, she learnt from her mistakes and passed every hurdle to stand where she is today. Her dedication to her work and the ardent admiration and love that she holds for the pop-culture phenomena led her company, EFG to win a prestigious prize in the Comic Con Awards of 2017.
The motto of the company says “ If plan ABC didn’t work, there is always plan EFG.” This mostly focuses on the undying spirit that the young founder nurtures in her heart and spreads around in, through her team.