Not every success story begins with a top rank. After taking a drop year to prepare for JEE, Kuldeep Rathore couldn’t clear JEE Advanced. However, this setback marked an unexpected turn in his journey rather than the end of it. In September 2023, he learnt about the IIT Madras BS Degree Programme in Data Science, whose flexible online format allowed him to pursue his studies while exploring his entrepreneurial ambitions.
From fashion to quick commerce and manufacturing, Kuldeep has explored diverse industries. His latest venture, SamanNow, has reportedly raised USD 1.1 million in pre-seed funding.
In May 2024, Kuldeep and his co-founder, Shivansh, launched Zodok, a fashion-focused quick-commerce startup in Pune. Taking a hands-on approach, the founders rented a flat near a Zepto dark store, built their website, and developed their operations to serve customers quickly.
Their efforts helped Zodok reportedly scale to around 100 orders a day and more than 10,000 users. The startup was eventually acquired by KNOT, opening up new opportunities for Kuldeep to build on his e-commerce experience and explore business operations.
Following the acquisition, Kuldeep joined KNOT as an Entrepreneur-in-Residence in the founder’s office, gaining practical experience in India’s manufacturing and MSME ecosystem. According to his professional profile, he helped launch two private labels that achieved a 90% sell-through rate and developed supply networks across Surat, Delhi NCR, and China, connecting with more than 100 manufacturers.
This experience deepened his understanding of sourcing, private-label development, and supply-chain management, while helping him identify opportunities to reduce costs through more efficient operations.
SAMANNOW: AFFORDABLE QUICK COMMERCE
Building on his experiences at Zodok and KNOT, Kuldeep launched SamanNow, a value-first quick-commerce startup focused on delivering everyday products within 60 minutes across Tier 2 and Tier 3 cities. By combining his knowledge of manufacturing and supply chains with a quick-commerce model, the venture aims to make everyday shopping more convenient and affordable beyond India’s largest metropolitan markets.
SamanNow has reportedly raised USD 1.1 million in pre-seed funding from Antler, Titan Capital, and All In Capital. The funding marks an important milestone as the company works to expand its value-focused commerce model in emerging urban markets.
For Kuldeep, SamanNow brings together lessons from his previous ventures, from understanding customer demand at Zodok to building manufacturing relationships at KNOT. His journey illustrates how practical experience can shape business ideas and help founders identify opportunities in complex markets.
A MESSAGE FOR STUDENTS: BEYOND EXAM RESULTS
Kuldeep credits the flexible format of the IIT Madras programme with allowing him to build businesses alongside his studies. His journey offers an encouraging message to students who feel limited by academic results: potential can emerge in unexpected places, and practical experience can open doors that examination scores alone cannot predict.
His story is a reminder that success does not always follow a conventional path. By exploring opportunities beyond the classroom, learning from real-world challenges, and continuing his education, Kuldeep has charted a distinctive entrepreneurial journey.
One examination may influence your journey, but it does not have to determine your destination.
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