In this episode of Add to Cart, Nathan Bush had the pleasure of sitting down with Anaita Sarkar, Co-Founder and CEO of Hero Packaging. Anaita’s journey from accountant to e-commerce entrepreneur is nothing short of inspiring.
In this episode, she shares the highs and lows of building a sustainable business, the importance of staying connected to your finances, and her approach to personal branding. Anaita also discusses her latest book, “How to Sell Anything Online,” which has quickly become a go-to resource for small business owners. Here are three key lessons from her conversation that every entrepreneur can learn from.
Three Lessons from Anaita
1. Stay On Top of Your Finances
One of the most critical lessons Anaita shared is the importance of staying connected to the financial health of your business. She candidly discussed how a lapse in this area led to a significant crisis for Hero Packaging.
“We were growing so much, revenue-wise, orders were flooding in, and I thought I was doing fantastically well,” Anaita recalls. However, after delegating financial oversight to an external CFO, she found herself in a precarious situation.
“It took only six months for me not to look at the numbers for everything to go so wrong… and it’s taken 18 months to actually turn the tables around.”
Anaita’s experience is a powerful reminder that, no matter how successful your business appears, you must maintain a firm grasp on your finances. Whether it’s understanding your cash flow, managing margins, or tracking expenses, these are tasks that should never be fully delegated. As Anaita says, “You have to be very careful from the outset. You also have to go through these things to end up being a better business owner.”
2.Innovate Through Customer Feedback
Innovation doesn’t always require radical changes; sometimes, it’s about listening to your customers and iterating on what they’re asking for. Anaita shared how Hero Packaging’s decision to bring manufacturing in-house was driven by years of customer feedback.
“For over five years, customers were saying, ‘Hey, can you do this size box? Can you do this?’” Anaita explains. Instead of rushing to release new products, they took the time to research and understand what their customers truly needed.
“We did our research, we found the machinery… We brought manufacturing into our warehouse in Chatswood, and we get to own the entire supply chain.”
By taking control of the production process, Hero Packaging can now offer faster service and better quality, meeting the specific demands of both small and large businesses. This strategic move not only sets Hero Packaging apart from competitors but also reinforces the brand’s commitment to sustainability and customer satisfaction. “It just feels like we own the whole lifecycle of the products and the customer, and that’s what is exciting.”
3. Authenticity is Key to Personal Branding
In a world where social media can often feel contrived, Anaita emphasises the importance of authenticity in building a personal brand. With over 340,000 followers across TikTok and Instagram, she’s found success by being genuine and true to herself.
“I don’t check views or likes anymore. I just create content I want to create, and I do it consistently,”
This approach has allowed her to focus on what truly matters—providing value and sharing her insights on marketing, e-commerce, and business growth. She differentiates her content based on the platform, with TikTok being more about quick, actionable tips, while Instagram and LinkedIn are where she shares deeper, more personal insights.
Anaita also highlights the importance of setting boundaries, especially when dealing with the pressures of social media. “You need to know how to communicate openly… if you’re choosing to do it, enjoy the shit out of it. Be good at it, try your best, but like, enjoy it.”
This lesson is not just about content creation but also about how you show up in all aspects of your business. Authenticity builds trust, and trust is essential for long-term success.
Anaita’s journey with Hero Packaging offers valuable insights for entrepreneurs at any stage of their business. From the importance of financial oversight to the power of customer-driven innovation and the role of authenticity in personal branding, her experiences serve as a guide for building a sustainable and successful business. Whether you’re just starting out or looking to scale, these lessons are a reminder that success is built on a foundation of vigilance, customer focus, and staying true to yourself.
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