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Entrepreneurship and Diversity: The IE Neon Wall of Greetings

Entrepreneurship and Diversity: The IE Neon Wall of Greetings | IE Business School

MIM student Hardik Kedia founded the start-up behind the emblematic wall in the IE Tower.

The IE Neon Wall of Greetings stands on the 3rd floor of the IE Tower as testimony to IE Business School’s values of entrepreneurship and cultural diversity– not only because it welcomes visitors in a range of languages, but because it is the brainchild and product of a student who wanted to contribute to the newly constructed tower. 

The story of the wall started when Master in Management student Hardik Kedia, founder of Neon Attack, wanted to expand his growing business and reached out to IE to pitch the idea of a multi-language greeting. 

He and his colleague Alejandra Rubira, a student of the dual degree Master in Management and Master in Talent Development and Human Resources were put in direct contact with the IE Tower architect to work on the project. 

“The idea behind the Neon Wall of Greetings was that no matter where you come from or what language you speak, you are welcome here at IE University,” said Kedia. 

The logistics behind the wall proved a big challenge for scaling up Neon Attack.

“We have never shipped any neon signs outside of India before and this was a really big project for us,” said Kedia.

“The kind of support that IE provided us was very helpful and it also proves the point that the university values entrepreneurs and will go an extra mile to support you.”
Hardik Kedia, founder of Neon Attack.

Kedia, who founded Neon Attack a few months before joining IE, said he applies what he is learning in his courses to his business on a daily basis.

The idea behind his company came after he and his family could not find a business in India that sold the customizable neon signs they wanted to decorate their home. Neon Attack now ranks in the top 1% of the Shopify stores in India.

“I think this wall is a true testament of what IE stands for. That is, diversity and entrepreneurship.”
Hardik Kedia, founder of Neon Attack.

Watch the full interview as Kedia explains how IE supported his business idea and allowed him to contribute to the IE Tower.