1. What made you venture into the wood craft business and how did you prior experiences prepare you for this venture?
I worked in a real estate sector in Mumbai for many years and associated myself with some top level architects there. My interactions with them gave me the much required impetus to start my own business here in Nagaland. Over and above, the fact that high quality timber in Nagaland is found in abundance and coupled by the demand for high quality furniture here and also the lack of a reliable local manufacturing unit here pushed me to venture into wood craft business.
2. Can you tell us about your experience in bank financed you? launching this enterprise?
The unit started in 2016 with five local carpenters with some very basic tools like table planer, power tools etc. The journey has been a rollercoaster ever since. Scouting for the right location and construction of the manufacturing unit itself took six months. Collection of timbers and tying up with reliable timber suppliers again caught me up some time. However once my products rolled out in the market it has only been a learning experience. I must say, the last couple of years has been hard, the business took a down turn because of the pandemic but all glory to God I have picked up from that setback as well.
3. Hand holding support received under any schemes of any department? If so, how did you learn about the scheme and which bank financed you?
The Prime Minister’s Employment Generation Programme (PMEGP) under the department of Industries & Commerce really helped me, especially during the formative years of my business venture. I learnt about the scheme through my friends and well wishers and got all necessary details about the scheme through their website. I got the required loan from IDBI bank.
4. How many employees do you have at the moment? Full time/part time.
At the moment, I have six full time workers and eight part time workers. More part time workers are engaged during peak seasons depending upon the number of orders receive.
5. Where do you source your raw materials from and how?
I have loyal timber suppliers from Phek District and Eastern Nagaland. At the same time I have reliable friends who deal with Timber supply in Manipur too. I have also established my own network here in Kohima and Dimapur as well who supplies me with the best quality timbers as and when required.
6. What is your marketing strategy?
My enterprise sponsored a very popular local football club in my District, Tseminyu for three years and thereby established a strong base there. I also collaborated with some top showrooms in Nagaland and offered competitive prices for all my products establishing a good rapport with them. I also sponsor prizes in Church programs to attract customers from diverse backgrounds. Furthermore I distribute my manufacturing logo to friends and well wishers, thus enabling me to spread my wings to other districts.
7. Do you advertise your products? IF so, what platforms do you use?
Yes, at the moment I use Instagram. Initially I started with facebook, whatsapp and placing billboards at strategic locations. I use every platform where young minds gather so as to promote my brand and also encourage them.
8. How did u build a successful business base?
First and foremost, I do not compromise on quality and as far as possible I make it a point to deliver my products on time. I offer discounts during festive seasons and to some trusted customers I even let them pay on instalments. My motto is ‘customers first’ so that my customers are not merely satisfied but are actually happy with my products and service.
9. What motivates you to keep going?
During my initial days my advisors and consultants in Mumbai motivated me to start my project. Now my family and friends are my greatest motivators. The trust that my customer poses on me constantly motivates me to do a better job every day. It’s a journey I am relishing now. I attend seminars and workshops whenever it is organised to update myself on the recent trends and happenings in my field of work.
10. What aspects of your business are non-negotiable?
No product can be good without a good raw material hence I give top priority to quality raw materials. I never compromise on high quality timber even if I have to pay extra for that matter. No matter the degree of workmanship the timber quality decides the final outcome of any wood-work and this is my core component. I don’t want to compromise even in the days to come.
11. What are the common and major obstacles experienced in your business practice? Steps taken to move forward.
The most common challenge is to keep motivating my workers. Due to delay in salary disbursement and other bill payments – a frequent occurrence in Nagaland, my employee’s salary is also delayed sometimes.
This is a recurrent problem for me especially because most of my customers are salaried individuals or salary dependent groups. Another challenge is delay in repairing of machineries which hampers my work progress. The most unpredictable thing is the price fluctuation and the inability to cope with it sometimes incurs huge losses. However, the biggest challenge faced so far was the global pandemic from 2020-2022. My business enterprise is probably among one of the few to have survived that phase. I ventured into small time business to sustain myself and the families of my employees during that period.
12. Your greatest entrepreneurial achievement so far?
My unit has offered employment opportunities to many talented skilled youths of Nagaland. This to me is the greatest achievement in my entrepreneurial venture so far.
