ASALI: Growth Soars with Digital Grant Assistance

ASALI, a family-run business producing genuine leather products, has significantly expanded its personalisation services to online customers thanks to a digital grant. ASALI specialises in crafting luxurious leather items, from weekend bags to key rings. The Ministry of Defence officially licenses some of these items. The company prides itself on its ability to personalise these items, making each one truely unique. ASALI also supports various charities, including several associated with the RAF.

The Journey of ASALI

Launching in May 2017, ASALI was created when owner and entrepreneur Mindy Arora identified a gap in the market for luxurious, officially licensed military products. The word ASALI is Hindi for ‘genuine’, so naturally, authenticity is at the heart of everything they do, using genuine leather to produce genuine licensed military products.

Mindy's journey began in marketing in London, but a significant career and life change occurred when she married an RAF pilot, prompting a move to Lincolnshire. Her family’s involvement in a leather factory in India, combined with her marketing experience and the growing influence of the RAF, was crucial in the foundation of ASALI. These elements of her life combined to create the company as it stands today.

Sales quickly took off after some of Mindy’s products were featured in a charity pop-up shop in London’s Liberty Department store. The business growth didn't stop there. With the purchase of a hot foil machine, ASALI could now personalise products with metallic de-bossing. This service was first trialled at the Lincolnshire Show, where it was well received by customers and judges, earning a “highly commended” award. The service also garnered praise at RIAT, the largest military festival in the world, attracting notable customers, including Carol Vorderman.

 

Support from Business Lincolnshire

To expand its personalised product line further, ASALI sought investment. Mindy applied for and received a Digital Grant through the Business Lincolnshire Growth Hub. This grant allowed ASALI to offer its personalisation services online, significantly expanding its customer reach.

Mindy expressed her gratitude, stating, “The funding really helps us control the budget and mitigate the risks associated with expanding our services. It’s a very exciting time for ASALI as we expand our offerings. We are also delighted to see repeat customers, a genuine following, and love for our brand in Lincoln and across the UK.”

 

Future Plans

ASALI continues to thrive. In response to popular demand, the company has developed a new range of products, such as weekend bags and purses, all made from genuine leather without MOD branding. ASALI plans to collaborate with more aviation groups and expand their product range. Mindy says, "It's a very exciting time for ASALI as we expand our offering. We are also delighted to see repeat customers, a genuine following, and love for our brand in Lincoln and the UK."

Most importantly, ASALI remains committed to its core value—being genuine in everything they do.

 

Business Lincolnshire Growth Hub: Fuelling Local Success

Since its launch in 2015, the Business Lincolnshire Growth Hub has empowered over 30,000 local businesses to achieve remarkable growth. By providing 12 hours of fully funded support at no cost to businesses, the Growth Hub has enabled SMEs across Greater Lincolnshire and Rutland to unlock their full potential, gaining recognition locally and throughout the UK.

The Growth Hub’s team of industry experts, armed with a wealth of insider knowledge, has guided businesses like ASALI to innovate, boost turnover, and surpass competitors. Their support includes finding local and national funding streams to help businesses implement their big ideas.

Curious about how a Growth Hub Adviser can elevate your business? Learn more about how they can help make your business dreams a reality by visiting the Business Lincolnshire Growth Hub.

 

For more information and to explore their personalised products, visit ASALI’s website.