social media

The Website

We had some discussions and brainstorming on what is that we are trying to achieve by making a website for Kizuna India Badminton Strings. Some of the thoughts that came out are as follows:
The objective of our website is a virtual location where our prospects would be able to visit and see what is that we offer them. They must get a feel that we are a legitimate business that can be trusted with their money. We must be able to do this without much clutter with a straight forward format. Our prospects would visit our site though their smart phones from bandwidth constrained locations all over India. The information must be light weight that will be easy to load in their phones in low band width. We must be able to convey all this in the short attention time that they will have during their site visit.

In the short term, we were influenced by books like Making Websites Win by Karl Banks and Ben Jesson and Positioning The battle of your mind by Jack Trout making decisions on the website in particular and marketing and selling Kizuna badminton strings in general. Of course, it is our past experiences, books that we have read and the peers is what influences us in what we do.

As it is going to be a simple website we decided that we will employ a designer whom we have worked with on some other projects. We decided on word press as we wanted the site to be easily editable and also because we had some experience with word press. It was also decided that we will use some resource from to do the technical aspects of the site.

We presented wireframes, links to Kizuna Japan and Malaysia sites and available art material like logos to our designer. She came up with some designs. We had to scale down on graphics part as that was not according to the plan. One of the issues here is that graphic designers are focused mostly on the aesthetic part. Their sole focus is that it has to look good. It is difficult to convince them that function precedes form. The graphics and the colours are meant only to assist in the conveyance of the message.
We decided on a technical person chosen from upwork whose past work was pretty clean and decent. His rates were modest also. One issue was that he had experience only on elementor whereas we wanted to use a theme called onepagepro. He told us that he will do the work in onepagepro. However, what we got in the end was a website in elementor theme. He changed our catalog to his own version of the design we gave. He was not receptive to our suggestions. He kept on ignoring our requests to make some of the changes. We were running out of time and budget.
Although we were not fully happy with the work, we felt it is passable and will meet our purpose for the time being. By this time we spent less than $200 on it. And a lot of our time. I think whatever we got was worth more than the money we spent on it.

Thus was born

Social media, marketing, database in next post

company social media

The Domain Name

The next challenge in our journey was creating the marketing channels.  Kizuna India badminton strings needed a website. And the website needed a domain name. was not available. The next best was It was taken. When we checked the details for, it was found that the domain is registered by a Delhi based investor in domain names. We didn’t have the money to buy from the investor for how much ever he was asking for. was available, but we were not very happy with it due to the long extension.

During the early days of the corona virus, we, by chance found that the domain name was not renewed. We thought that it could be an opportunity to get the desired domain name. May be the holder of the domain has lost interest in it after holding on to it for a long period of time and is going to let it go. We started monitoring it on a daily basis. Depending on the domain name provider it can take about 30-120 days for a domain. We talked to our domain service provider go daddy on how we can get hold of the domain name. Their opinion was to monitor on a daily basis to see when the domain will become available for purchase in the open market. The wait and the monitoring finally gave fruit at the end of about 96 days. The domain was available to buy in go daddy and we immediately purchased it.

The next thought was where to host the new website. Our websites and are hosted with go daddy. Having faced some issues with hosting like the sites taking a lot of time to open especially on mobile devices and the inability of hosting plan to have multiple sites with https, we looked at our alternatives and zeroed in on Amazon AWS. They had a plan called light sail where we could try it for free for a month and they had a plan where we pay based on the traffic at the site. AWS also had a tie up with let’s encrypt ( which provides TLS 1.3 encryption free of cost. Https is a necessity for better search engine ranking. AWS also had bitnami frame work available which will help us host multiple technologies. This was required as and were using different technologies. 

Now we had to find a designer for the website and someone to implement the technology side at our budget. More about that in our next post.


The launch

Launching a new sports related brand itself is rather daunting in normal times. Doing it during the time of an epidemic is a challenge. There are restrictions on travel, gatherings and playing. People are fearful of sending their children to play grounds due to the virus. This is a time the general economic activity slows down. Nevertheless, the show must go on. There will be an anti-virus vaccine soon, people will start venturing out and things will go back to being normal. The thought process is that if we start launching the product now we will be ready to go big when things open up again. As John Adams rightly said, “Every problem is an opportunity in disguise”.

Kizuna badminton strings are made in Japan in their own manufacturing facility. Kizuna badminton strings are developed by Mr. Hideo Abe who is the former Japan Men’s badminton team coach. Kizuna makes the thinnest badminton strings in the world and their badminton strings are famous for its hitting sound, power, control and feel. They are proud to be the No. 2 badminton string brand in the world.

We decided that we will use all available communications technology to digitally launch Kizuna badminton strings all over India. We will have a Kizuna India specific website that gives information about Kizuna badminton strings, have an effective social media presence in facebook, instagram and twitter.

We also have a large data base of stringers and sports dealers in India whom we have communicated and have done business with over the years. We decided that we will use this data base to communicate directly with the stringers about Kizuna badminton strings and what the brand has to offer them.

The following are the social media presence we created:


Instagram: kizuna_ind

Facebook: KizunaIndia

Twitter: @kizunaindia

We created a Whatsapp business account (+918589905858) to communicate with our contacts as it is the preferred medium of communication of all in India.

We also set up a Google pay account for ease of payment.

The KIZUNA India Badminton strings journey continues. We will have more in our next post.



The Z63X in vibrant colours.

Bikazoom is a company that has been in the sports equipments business for a good 10 years and has dealt in several leading products and brands including Victor,Lotus Sports,Speedo,Tinsue etc. In this span of time, we were fortunate enough to deal with a wide network of dealers across India, gaining their friendship and trust.  Over time, due to certain unethical practices from some of our players, we had to end many of our partnerships and were staring at a situation which demanded us to reinvent ourselves to thrive in an uncertain market.

Our search to redefine ourselves and our desire to associate with a brand oozing  quality, took us to Kizuna. Kizuna is a world renowned badminton string brand and is currently the No. 2 in badminton strings. If there’s one market that has been elusive to Kizuna , and a major one at that, is India. India is one market that everybody would want a piece of, across segments and products, owing to its demography and receptivity. The badminton strings segment in India isn’t overcrowded and there’s a clear vaccum for technologically sound and quality badminton strings. And thus was born Kizuna India. Watch out for this space as our journey unfolds before you in coming blogs.