Khubani Shares His Secrets
With a drive for business and independence, Ajit “A.J.” Khubani has managed to carve out a $1 billion empire persuading consumers to buy check more products marketed on TV. As the founder and CEO of the Fairfield, N.J.-based TeleBrands, Khubani calls himself the “Infomercial King” and he’s out to rule for some time to come.
As the son of immigrants from India, Khubani reportedly got his start at 23 when he paid a few thousand dollars to run an advertisement in the National Enquirer. Today, he is inextricably linked to the sale of millions of products, including AmberVision sunglasses, Ped Egg, and Doggy Steps. According to AOL Small Business Reports, Khubani helped “bolster the careers of ubiquitous TV pitchmen, including the late Billy Mays, who enthusiastically hawked products now found on the shelves of more than 100,000 retailers,” and he is among the leaders of the $20 billion direct consumer marketing industry, turning out more “low-tech” products than ever before.
Khubani has seen his ups and downs, having taken the company through bankruptcy and costly litigation with the Federal Trade Commission. However, TeleBrands is enjoying unprecedented retail success as it continues to pan the landscape for unknown inventors vying to bring the next big idea to the consumer marketplace.
What does he look for? According to AOL, Khubani looks for anything with the volume turned down and the practicable factor up full blast. Surprisingly soft-spoken for an infomercial impresario, Khubani says the best products all have one thing in common — they solve everyday problems.
“My father immigrated to the U.S. from India in 1957 by boat,” Khubani tells AOL. “He got his first job as a busboy, but eventually started an electronics importing business.” His father was a self-made millionaire and taught him how to spread his entrepreneurial wings. In the 1980s, when the economy was in a slump much like it is today, Khubani was working as a pizza delivery man and tending bar while attending college. “I didn’t want to continue doing that after I graduated. I wanted to take the next step up and use my education to facilitate my income and my personal growth. So I thought of this idea of selling products through mail order. I had connections to suppliers of electronics through my father and I started looking through some trade journals. I found a product, an AM/FM Walkman-style radio, that I thought would sell really well.” Khubani tells AOL that he began selling a Sony Walkman knock-off for about $10. He packed and shipped every product himself, typing labels on an IBM typewriter and delivering the products to the post office.” His determination paid off.
“It was very exciting,” says Khubani. “I broke even, which gave me the encouragement to keep on going. I thought if I could break even my first time out, then the more I learned the business, the better I would get. I continued with a couple more items and nothing really made money. The first two years I didn’t make any profit at all. I just continued to break even.” Today Khubani doesn’t just break even. He heads a billion dollar company turning unprecedented profits despite a national recession.
Not everyone is cut out for this industry. real racing 3 hack It takes a lot of self-determination, will, and vision to look beyond the horizon and keep one’s eye sharply focused on the trends that will demand and accept the next big product. Khubani agrees. He says, “Some people don’t want to be thinking about work seven days a week. Some people check more don’t want to work 12 or 14 hours a day. If that’s the case, then you shouldn’t be in business. But if you are willing to do put for the effort, it is more rewarding than anything you can imagine. I work very hard. I work harder today than I worked when I was in college starting the business. For me, it is so rewarding that I never feel I’m working.” It is said that if you do what you love, the money will follow. Direct marketing leader A.J. Khubani proves it to be true.