Is it easy to launch a national brand from Kerala? No, but three entrepreneurs who have proven that if you have a vision, it is possible, have openly shared their knowledge gained through years of experience with new entrepreneurs.
M.P. Ramachandran, founder of Jyothi Labs and Sahyadri Bio Labs, Dr. K. Paul Thomas, MD and CEO of ESAF Small Finance Bank, and Dr. A.V. Anoop, MD of AVA Group, have not faced one or two crises on their paths. But the courage they showed to overcome each crisis is what made these national brands today.
These senior entrepreneurs shared the steps they took to become national brands during a panel discussion held on the sidelines of the Dhanam MSME Summit, organised by Dhanam Business Media.
Jyothi Labs was started in Bombay with its headquarters. It was a business that started with very small capital and just five people. At that time, it was started with the idea that it would be beneficial to find money for expansion and other business needs. But M.P. Ramachandran said that this played a big role in becoming a national brand.
There are big challenges to becoming a national brand, especially in a category like consumer goods. Today, Jyothi Labs has reached not only across India but also to Malaysia. It is difficult to reach the entire country from Kerala, which is located at one end of India. Even branding has to be carefully managed. Jyothi Labs adopted the method of starting in one district and expanding slowly. Even advertising began in each regional language before moving to national branding. He also said that when branding is taken to the national level, it is necessary to ensure that the product reaches everywhere.
Dr. K. Paul Thomas’ words about the ways taken by ESAF, which started as a social movement, to become a national brand were also noteworthy. ESAF was started in response to unemployment and human suffering. ESAF is guided by the belief that people can find a way to stand on their own only through entrepreneurship. It began as a charitable society to provide help to everyone. Even when it started as a charitable society, there was a vision to grow to the national level.
When ESAF became a bank, many advised it to go to Bombay, but it started in a rented house in Mannuthi, Thrissur. He said that the reason for establishing a base in Thrissur was the idea that the benefits of becoming a bank should be more accessible to the local people. He believes that when we grow, we should give back to the community. Today, ESAF has branches across India.
Dr. A.V. Anoop said that entrepreneurs in Kerala should move forward with proper awareness of the schemes provided by the government. Doing business is risky. There was a time when even a telephone call scared them. But they have always wanted to overcome all crises and come out ahead. A.V. Anoop said that the thought of selling brands has never occurred to them. He also clarified that although many promises have been made at various times, they are not thinking about selling the brand.
The panel discussion was led by Sijoy Varghese, actor, ad filmmaker, and MD of TVC Factory and Amazing Star. He said that entrepreneurs need a clear sense of direction and must know what their brand is. That is the way to overcome crises. Varghese added that real entrepreneurs are those who value brand equity more than money. There will always be setbacks in business, and entrepreneurs should raise their ventures with the same passion as raising a son or daughter.
