VOICE OF SMEs

From the age of industrialization and the license raj to liberalization and the current phase of global competitiveness, India’s manufacturing sector has gone through a sea change in its history. With strong consumerism in the domestic market, this industry is the second largest workforce in the country after agriculture and is booming rapidly currently. It is expected that if they continue on the same pace, India will be the 3rd best manufacturing destination in the world by 2020. The small and medium enterprises are undeniably of key importance to this sector. According to the Economic Times, The Indian manufacturing SMEs will contribute 50% to the GDP by 2020 from the current 38%.
Considering their significance, we were ready to have some stimulating conversations with manufacturing SMEs to know the industry from their vantage points. But, for this issue we were in a mood to go beyond the mainstream and hence got in touch with a few atypical businesses which are innovative and promising.
Bringing some exclusive excerpts and well -articulated answers straight from their founders.

 Zebaworld is a manufacturing company based in Mumbai, specializing in home décor items which range from cushion covers to wall arts, bed sheets, carpets et all. Speaking to one of its founders, Mr. Rajan Mehta (interestingly the other founder is his own wife, an equal partner in the company, we discovered his beautiful journey which is now considered to be highly successful by the industry. 
With his benevolent disposition, he begins with some interesting insights.  “We started Zeba in the year 1987 as a small manufacturing firm exporting carpets and rugs. Even in those early days, our sense of aesthetics and adventure took us to the heart of the country, into the company of local weavers, where we perfected designs that helped us carve a niche in the international market. As the 90s dawned, we reoriented our vision, from adorning floors to dressing every surface. Pioneering a complete look that encompassed floors, windows and furniture, we strengthened Zeba’s portfolio and successfully launched the brand for Indian homes. Over the years, we have exported our products to all major mail order catalogues, departmental stores, and specialty chains across Europe and the USA. The showroom, in addition to the Zeba Design Studio, has helped us create meaningful inroads into Indian and overseas mindsets.
On asking this well experienced and successful entrepreneur on what makes his brand stand out in the crowd, he answers with grit and exuberance “Manufacturing is not a challenge for us, infact it is the easiest thing for us to do. Putting things together is what we work most diligently on. Presentation, exposure, marketing, social media presence, basically giving the entire look and feel are the most important elements which separate us from our competitors. One should focus on how your customers see your products, they must love it, obsess over it and get addicted to it”

Our second story comes from a really young entrepreneur who is assertive, vehement and innovative in her approach. She thinks that her venture is really close to PM Modi’s idea of Make in India and has planned big for her venture’s future.
“After college, I stepped into the predictable path of getting a corporate job and experienced that for close to two years. However, eventually I decided to take the plunge and follow my heart, that’s how I landed into this tricky world of entrepreneurship” says Gursakhi Lugani, founder of a handcrafted jewelry start-up, Nakhrewali. During the conversation, she further adds that “We as a generation are going through a phase where everyone is concentrating on how art and creativity is important for what they do. While all of that is extremely important, NakhreWaali in a traditional sort of sense believes that numbers are equally important. These numbers can be your social media numbers, your traction, your funds, your earnings or your profits. But these numbers are what shape and add fuel to your future, these numbers are what make your creativity grow, these numbers are what let you do what you really want to do and create that perfect balance”. This young lady has definitely chosen an unconventional path for herself with handcrafted products. She manufactures these products which are in no way usual and mundane, infact she has become a trend setter with even celebrities now obsessed with these jewelries. She says” I’m someone who’s always paid attention to Indian handicrafts. And India as a country has a diverse range of handicrafts. From the phulkaris to the ikkats, all of it is something that’s fascinated me, all of it is something that’s forever pulled me towards it. At the same time, India despite having a plethora of heritage, textiles and craft; has a practice currently of aping the west. I for one, believe in being proud of what you are, being proud of where you belong from; and being proud of what you wear. At the same time, the campaigns such as Make in India which the government is running are beautifully echoing my thoughts to it. I feel NakhreWaali as a brand is perfectly synonymous to the campaign” And lastly, she had a special message for everyone who wants to establish their brands in the market. She says” If I had to give a tip to anyone starting their own venture, it would be to be patient. Success doesn’t come in a day. It takes years of hard work and fear. But one shouldn’t be scared of being scared, it’s this fear that makes us do things that we really want to. There will be hardships, there will be competition, people will hate you, criticize you, try to pull you down, but keep at it. Stick to what you stand for. Stick to your USP and there’ll be no stopping you.