Rajiv Mistry

Rajiv Mistry

Ascent Meditech Ltd

Heat therapy is a common way to relieve back pain. And, Flamingo heat belt has become one of the most sought-after medical equipment for people looking for the treatment of musculoskeletal disorders. Given Flamingo’s popularity now, not many would believe that its founder Rajiv Mistry, who began the company when he was 22, had once thought to shut the business after a few years of its inception thinking that his idea was a failure. “In 1991, when I had built the heating belt, there was no one doing this in India. For people, it was an alien product. They relied on water bags for heating therapy and were happy using it. Thoughts crossed my mind that maybe I’m on the wrong path, I even thought many times to shutter the business but as destiny had its own plans, it took me a decade to make my product a success,” he says. After completing his engineering from Mumbai, Rajiv had clear plans that he didn’t want to choose a 9-5 job. Rather, he wanted to use his potential in business. He stumbled upon the idea of making an electronic heating belt seeing the discomfort provided by heated water bags. Being an electronics engineer, making the first prototype wasn’t a difficult task for Rajiv; however, getting consumers on board was tedious. “That time there was no internet where you could educate customers about your product through a video or detailed post. We had to go door-to-door to promote the product, give the demo and do sales,” Rajiv recalls. People were very hesitant to use an electronic product on their body, he adds. It took a decade for the product to gain market acceptance. After 2005, when the market opened up and people started spending money on comfort, Flamingo's consumer base grew. Flamingo then entered into the orthopaedic soft goods space followed by entry into the wound-care and mobility space. AML has set up its state-of-the-art manufacturing unit in Valsad, Gujarat. The company manufactures over 400 top of the line pain management solutions.

State : Maharashtra

Gender : Male

Sector : Medical devices

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