Toss Coin（TTC）首席执行官Reshma Budhia与联合创始人兼董事总经理Jayan Narayanan开玩笑说，他们的12岁的营销咨询公司

2024年12月10日至12日，当Reshma在美国参加客户会议时，TTC的9.17亿卢比的IPO开盘了，并被超额认购1,025次

Twelve years after Reshma Budhia and Jayan Narayanan started Toss the Coin (TTC) as a marketing consultancy, they joked that it should be so good that it makes money even as they sleep. Well, in a way, that’s what happened.

Reshma Budhia和Jayan Narayanan开始将硬币（TTC）作为营销咨询公司扔了十二年后，他们开玩笑说，它应该是如此的好，即使他们睡觉也可以赚钱。好吧，从某种意义上说，这就是发生的事情。

When Reshma was in the US for client meetings from December 10 to 12, TTC’s ₹9.17-crore IPO opened with a bang, was oversubscribed 1,025 times, and made history as the third most subscribed IPO on the BSE SME platform. It was listed on December 17 on the BSE at ₹345 against the issue price of ₹182, and quotes at around ₹380 at present. “It was surreal,” says Reshma.

当Reshma从12月10日至12日在美国举行客户会议时，TTC的9.17亿卢比IPO爆炸开放，被超额认购1,025次，并将其作为BSE SME平台上第三大订阅的IPO。它于12月17日在BSE上以345卢比的价格列出，价格为182卢比，目前报价约为380卢比。 “那是超现实的，”雷什玛说。

There aren’t many full-suite marketing consultancies that have chosen the IPO route to raise funds. Founded in 2012 as a partnership between Jayan and Reshma, primarily as a B2B tech consultancy for marketing strategy, TTC’s services grew to include strategy and consulting, branding, content development, and digital campaigns. “Led by design thinking, our approach to strategy starts from deconstructing the buyer persona and building content relevant to their sales cycle,” says Reshma.

没有太多的全套营销咨询公司选择了IPO路线来筹集资金。 TTC的服务成立于2012年，主要是Jayan和Reshma之间的合作伙伴，主要是作为营销策略的B2B Tech咨询服务，包括战略和咨询，品牌开发，内容开发和数字活动。 Reshma说：“在设计思维的领导下，我们的战略方法始于解构买方角色并构建与销售周期相关的内容。”

Clocking ₹4.8 crore revenue in FY 23-24, the company looks to scale up its business with the IPO proceeds. It anticipates FY25 revenue of around $1 million (around ₹8.74 crore). As Jayan explains, the company needs to hire talented people from the IT industry and they are expensive. Also, as TTC expands, it’s looking to set up offices outside Chennai; it already has small teams operating in Bengaluru and Gurugram. “That’s a huge capex we would need. And the third plan is to scale up operations in the US, as that’s our largest market. We also plan to develop our own apps,” he says.

该公司以23-24财年的收入为4.8亿卢比的收入，希望通过IPO收益扩大业务。它预计25财年的收入约为100万美元（约87.4亿卢比）。正如Jayan解释的那样，该公司需要雇用来自IT行业的才华横溢的人，而且他们很昂贵。同样，随着TTC的扩展，它正在寻找钦奈以外的办公室。它已经在班加罗尔和古鲁拉姆（Gurugram）运营小型团队。 “这是我们需要的巨大资本支出。第三个计划是扩大美国的运营，因为这是我们最大的市场。我们还计划开发自己的应用程序。”他说。

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From a partnership it became a private limited company, and now a public company with marquee clients.

从合作伙伴关系中，它成为一家私人有限公司，现在是与商标客户的上市公司。

How it began

它是如何开始的

Jayan and Reshma were colleagues in IT firm CSS Corp in the early part of last decade. Jayan quit as he became bored with his corporate marketing job while Reshma, who was into content writing, quit a few months later to have a baby. Jayan connected with some of his old bosses to take up work ranging from client pitches to corporate overviews and graphic design. The early focus was on a B2B business model involving tech. In early 2013, Reshma teamed up with him.

Jayan和Reshma在上十年初是IT公司CSS Corp的同事。贾扬（Jayan）对他的公司营销工作感到无聊，而雷什玛（Reshma）则对内容写作感到无聊，几个月后就退出了孩子。 Jayan与他的一些旧老板建立了联系，从而从客户宣传到公司概述和图形设计，从而从事工作。早期的重点是涉及技术的B2B业务模型。 2013年初，Reshma与他合作。

As for the company name, Jayan insists the proverbial penny didn’t drop when he was tossing a coin, but rather he was looking for something with good recall. “The name has been one of the best decisions he made, for the recall it has, besides calling me into the business,” says Reshma with a laugh.

至于公司的名字，贾扬坚持说众所周知的一分钱在扔硬币时没有掉落，而是在寻找有很好召回的东西。 Reshma笑着说：“这个名字一直是他做出的最好的决定之一，因为召回它，除了呼唤我从事业务。”

TTC’s business initially grew purely through references.

TTC的业务最初完全通过参考而增长。

One of the bigger corporate gigs for the fledgling company was with the Murugappa group, involving internal branding for its HR. “It was a great exposure to corporate life and we realised that marketers who understand technology as well as users’ journey is a rare combination. And we always valued what we brought to the table. We said we will not negotiate because it is our intellectual property. And that really created our brand, with people saying, ‘Toss the Coin doesn’t negotiate but then they deliver beyond expectations’,” says Reshma.

刚起步的公司的更大的公司演出之一是在Murugappa集团中，涉及内部品牌的人力资源。 “这是对企业生活的巨大曝光，我们意识到，了解技术和用户旅程的营销人员是一种罕见的组合。我们总是珍视我们带来的东西。我们说我们不会谈判，因为这是我们的知识产权。 Reshma说，这确实创造了我们的品牌，人们说：“扔硬币没有谈判，但随后交出了期望”。

Artisanal approach

手工方法

Ram Sellaratnam, Group CEO and MD, iBUS Networks, says his company found TTC through reference. “Ironically, TTC is itself a marketing and branding company and should have been visible through media. We were pleasantly surprised to learn that TTC’s growth is mainly through endorsements of customers. Its approach to executing projects is almost artisan-like. No pre-conceived templates or models. iBUS is a beneficiary of this curatory approach. Jayan and Reshma were incredibly patient even as we struggled to verbalise our vision and positioning of iBUS. TTC combines hard work, a humble approach and astute creativity,” Sellaratnam elaborates.

IBUS Networks集团首席执行官兼医学博士Ram Sellaratnam说，他的公司通过参考找到了TTC。 “具有讽刺意味的是，TTC本身就是一家营销和品牌公司，应该通过媒体可见。我们惊喜地得知TTC的增长主要是通过客户的认可。它执行项目的方法几乎像工匠一样。没有预先构想的模板或模型。 IBU是这种策划方法的受益者。即使我们努力地言辞我们的Ibus的视野和定位，Jayan和Reshma也非常耐心。 TTC结合了艰苦的工作，一种谦虚的方法和精明的创造力，” Sellaratnam阐述道。

From 2018-19, TTC became more ‘corporatised’, hiring more people and moving offices while its varied client list expanded. It got its first funding from venture capitalist Gunavanth Kumar Vaid.

从2018 - 19年间，TTC变得更加“公司化”，雇用了更多的人并搬家，而其不同的客户列表则扩大了。它从风险投资家Gunavanth Kumar Vaid那里获得了第一笔资金。

Its clients include iBUS Global (rebranding and serving as CMO office for marketing strategy and content); 3i Infotech (crafting brand and visual language for sub-brand NuRe); overseas start-ups like Gigasolv, Medyaan, Oasis Global (working on brand narrative, positioning, and go-

它的客户包括IBUS Global（重塑和担任CMO营销策略和内容的CMO办公室）； 3i Infotech（用于子品牌Nure的制作品牌和视觉语言）；诸如Gigasolv，Medyaan，Oasis Global之类的海外初创企业（从事品牌叙事，定位和Go-