TELEBRANDS USA

Looking back at 20 years in the business, it is difficult for A.J. Khubani to imagine a time when TELEbrands, his $200 million dollar company, was $13 million dollars in the red, filing for Chapter 11. The self-made millionaire has been “there and back” as they say, having sold his first product (an AM-FM radio for $10) at the age of 23, skyrocketing to $200 million dollars in annual revenue in 1995, plummeting to bankruptcy in 1996, and climbing out of Chapter 11 only three months later.

Ajit Khubani began working for his father’s import business in 1982, after graduating with a degree in business administration from Montclair State University. After gradually increasing revenue by placing strategic print ads, Khubani created an infomercial for AmberVision sunglasses in 1987. The infomercial was wildly successful, prompting sales of 15 million pairs. After considerable persuasion, Khubani convinced Herman’s Sporting Goods and “ABCD” Marketing (Accelerated Brand Creation and Deployment) was born. For the next eight years, TELEbrands rode the wave of success, creating retail demand products like the Smart Mop, Magic Hangers, the State Quarters Map and the Better Pasta Pot.

When an unexpected lawsuit drove the company to file for bankruptcy in 1996, Khubani felt the toll financially and emotionally. However, he managed to turn the upset into an opportunity to rebuild his business from the ground up. By trial and error, Khubani has discovered the importance of a smaller staff with a strong nucleus; a brilliant management team to which he credits the company’s success.

Today, TELEbrands has once again exceeded expectations, having become the driving force in the DRTV industry. The company’s invention channel can be seen on television, in print ads and catalogues, and on the Web in 90 countries. Khubani currently resides in Saddle River, New Jersey with his wife, Poonam and his three children.