From Architect to Chocolatier: The Journey of VOCCA’s Founder Ashwin Nayanar
VOCCA is a proudly homegrown UAE brand that brings the finest Belgian chocolates and an array of exquisite flavors to chocolate lovers. VOCCA aims to elevate the chocolate experience by combining luxury with creativity. In this interview, Ashwin Nayanar, the visionary founder of VOCCA, shares his remarkable journey from being an architect to an entrepreneur, detailing the challenges and triumphs of building a brand that has quickly become synonymous with premium quality and innovation in the UAE chocolate market.
Can you tell us the story behind VOCCA chocolate and how you went from being an architect to a founder?
So, my journey from architect to entrepreneur is compelling, completely incidental, and accidental, I would say. The need to become an entrepreneur arose out of necessity when I lost my job in 2018, with no means to an end. That's when my partner and I stumbled upon a business opportunity like this. My primary business initially, in 2018, was in advertising and corporate gifting. From there, we dived into the world of chocolates. So far, it's been an interesting journey.
VOCCA has garnered more attention and positioned itself on a much higher level. I would say VOCCA is a much bigger success than my previous business. Nonetheless, every journey, and every decision we make, has been a learning curve. My takeaway from my previous business is that relationships are the most important aspect, and collaboration is one of the fastest ways to grow in this market.
You've been quite active in sharing your personal journey on Instagram. How has building your personal brand helped Vocca grow?
In this day and age, you can't separate the face of the brand from the brand itself because people are getting smarter by the day. People want to know the individuals who are invested in the brand. I guess that builds a much stronger emotional connection with the audience and consumers. I urge every business owner to do this for their brand and take it to the next level.
How do you balance being a growing content creator and an entrepreneur?
Honestly, I still haven't found the balance. I do get very overwhelmed at times, and it's too early to say that I've mastered the art of content creation. Every day is a new learning experience for me. Hopefully, in the coming months, I'll find that equilibrium between content creation and running my business.
Can you share a bit about the early days of building Vocca—what were some of the toughest personal hurdles you faced during that time?
In the early days when VOCCA was formed, the biggest challenge was that we were a completely bootstrapped company, meaning we invested in ourselves with whatever means we had. As we scaled up, and the team and the business grew, we had to ensure that everyone was taken care of—salaries were paid, and even when we couldn’t take anything back, we had to keep the team united and motivated. We are only as good as our team. There were times when we had to live off almost nothing, and we hope that day doesn’t come again. But seeing the support of the people, we feel that we’re well on our way to becoming the finest chocolate brand.
Vocca pulled in six figures within just three months. What do you think were the main factors behind that quick success?
I would say it was purely based on innovation. Even though there are many players in the market, our mindset to innovate—whether in terms of packaging or flavors—helped us open many doors and generate that level of revenue in such a short time. I believe any brand trying to make a mark should be open to adapting and innovating its products time and time again. In the chocolate industry, innovation is key in product development, and right now we’re pushing the boundaries.
Vocca’s flavors are quite innovative. What’s the process behind developing new products, and how does your R&D budget play into that?
I wouldn't say there's a right or wrong way to develop a new product. In terms of R&D, what my partner and I do is keep an open eye and ear. We pay attention to buzzwords in the market, nostalgic factors, and seasonal trends. For example, when Diwali is around the corner, we infuse Indian flavors like saffron and pistachio into our chocolates. For Ramadan and Eid, we incorporate Arabic flavors such as baklava. So, for every season and occasion, we try to innovate in terms of flavors. As for the R&D budget, we don’t limit ourselves—it’s quite dynamic, so it's hard to put a specific number on it.
How did the collaboration with Noon come about? And how is your take on the viral Dubai Chocolate different?
It was more of a leap of faith—neither side had seen each other before. We had a great product, and Noon had an amazing distribution channel. By combining these two forces, we managed to create a fantastic product, like the Big Daddy, which you may have seen on social media and Noon Minutes. I wouldn’t say our product is better or worse; we believe in providing the best quality while also making sure it's affordable to the masses, which is why we came out with this version.
The Big Daddy is extremely popular – how successful has it been in terms of sales?
It has significantly helped position VOCCA in everyone's minds. A huge part of that success is due to Noon’s faith in us and the collaboration we built together. This partnership has allowed us to scale, and we plan to release even more products soon.
Are there any upcoming collaborations that you’re excited about or companies you’d like to collaborate with?
Sure. I believe in putting our dreams out there as a form of manifestation. Apart from our recent collaboration with Emirates, where VOCCA was served in Emirates First Class, we are also looking at collaborating with Dubai Duty-Free and other duty-free outlets in multiple regions. Additionally, we are aiming to enter other markets, especially in Europe, where we’ve received many inquiries. As we scale up, these are our hopes and aspirations. In parallel, we have some exciting collaborations under wraps, which you'll likely see by the end of the year.
Entrepreneurship often involves emotional highs and lows. How have you managed to stay grounded throughout the challenges of building a brand from scratch?
I believe the people around us keep us grounded. As I mentioned earlier, this is not a one-man show. I have two other partners, and we are co-founders of VOCCA, with each of us wearing different hats in the company. It's always good to have someone to rely on, a shoulder to lean on for support. That has really helped us move forward. Beyond that, I believe it's more about building discipline than motivation. There are days with highs and lows, but having the discipline to take a step forward every day is what helps in building a brand throughout the journey.
What was the most pivotal moment in your journey where you felt things started to change for the better? How did you navigate that moment?
Our growth has been so dynamic over the past couple of years that we try to stay focused on what's next, as we understand that the faster we grow, the faster we could fall. So with every decision, we are mindful that things may not last long. I don’t want to jinx anything, but getting listed to be part of Emirates was definitely a defining moment for the brand. Collaborations like that have helped position our brand. Right now, I believe this is the biggest chapter for VOCCA, as we are transitioning into a larger manufacturing facility, increasing production, and expanding into new regions and territories. I feel that right here, right now, is the best moment for VOCCA so far.
Looking back, is there a piece of advice you would give your younger self before starting on this entrepreneurial path?
I would say, don’t worry about what people say about your idea. If you believe in it, don’t give up—give it a shot, and don’t hold back unless you’ve given 100%. So honestly, the best advice is to not care about others’ opinions.
We weren’t born into a business background. Every day is a new learning experience, as I mentioned earlier. There were times when people, due to our upbringing, would say that this might not be the safest option or the best idea. But we believed this was something that could work here. Especially for me, being born and raised in the UAE, it was a dream to build something I could call my own in this region. So that’s what I’m trying to do, and I hope I’m on the right path.
There must have been times you wanted to give up. How did you navigate that?
I believe every entrepreneur is on the verge of giving up at some point, but they just don’t. It’s about taking one more step forward, and that’s how they get to where they are. You just have to be a little crazy—you have to be a little delusional.
So in this day and age, do you think it is still relevant for aspiring entrepreneurs to go to school and get a business degree?
I would say that, regardless of being an entrepreneur, everyone should master the skill of selling because, in every aspect of life, you're always selling—whether it's in your marriage, selling to your partner, in your company, selling your skill set, or as an entrepreneur, selling your brand. So selling is the most important aspect.
School or not, a certain level of education always helps. Most importantly, what I learned from architecture has helped me in terms of creating a product and building a brand. So, I wouldn’t say that anything is in vain. Education is important, but it should contribute to your daily life—especially in areas like soft skills, communication, and conversational skills. Invest in your soft skills, as they can take you much further.
Your mission is to make VOCCA the finest chocolate brand in the UAE – that's a very high bar in this saturated market! What is your game plan for this?
The way we’re doing things, I don't even see it from that perspective. We believe in using high-quality ingredients and materials, and as I mentioned, innovation is key. But beyond that, we’re trying to build a community, which is something I don’t see many chocolate brands doing. So, our goal is not only to be the UAE’s finest chocolate brand but also to build a community around it—hopefully, the best chocolate community as well.