Poonam Khubani

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Location: Fairfield, NJ
Founded: 1983
Industry: Electronic retail marketing

Poonam Khubani

TeleBrands International

TeleBrands International offers products such as Star Shower laser-light decorations and the Ped Egg callus remover. “Our products solve everyday problems for the consumer by saving them time and money,” says CEO Poonam Khubani. TeleBrands manufactures its products, produces commercials for them, and sells them in the U.S. and more than 140 countries around the world.

Fun Fact: TeleBrands supports Children’s Hope India. The company’s contribution has set up a school in a village called Ajmer.

“Our founding vision was to create new, innovative products at a reasonable price for the consumer,” says Khubani. “We wanted to give them the opportunity to have a quality product without spending a lot of money.” Last Christmas, the company’s biggest success was the Star Shower. “Star Shower was so successful at Walmart that we outsold bananas in the last week of November,” says Khubani.

Among the company’s biggest challenges was taking its products from the As Seen On TV category into retail. “Initially, [retailers] couldn’t understand how a product that’s selling well on TV could have the same success at retail,” says Khubani. However, TeleBrands remained persistent and its products are now carried by major retailers such as Target, Walgreens and Kohl’s.