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Amid Kerala’s digital transformation, Oxygen: The Digital Expert has been at the forefront, delivering cutting-edge digital brands to consumers while ensuring their post-sale needs and aspirations are fully met. With a legacy spanning 25 years, the company has built an unshakeable bond of trust with over 7 million customers. In a candid discussion, CEO Shijo K. Thomas offers a glimpse into the brand’s extraordinary journey and its ambitious plans for the future.

Can you tell us about your entry into the world of business?

My journey into entrepreneurship was shaped by both circumstance and passion. After completing a diploma in computer engineering, I began my career at a private firm in Ernakulam. But life had other plans—when my mother required medical care in 1999, I had to step away from my job and return to my hometown, Kanjirappally in the Kottayam district.

Faced with the need for an alternative livelihood, I turned to what I knew best—computers. That’s how Ozone Systems was born: a humble 50-square-foot space where I began assembling and selling personal computers. It was just me and one other staff member, working in a time when the idea of a personal computer was still new to most households. Back then, computers were largely the domain of institutions, and assembling one was far from easy.

We would import spare parts, build the systems ourselves, and deliver them to customers. Installing an operating system was a saga of its own—Windows 3.1 came on 31 floppy disks, and one faulty disk could derail the entire process. Fungus on a single floppy meant starting from scratch. It took days to build and set up a computer, but the challenge was part of the thrill.

Today, technology has evolved dramatically—computers arrive pre-loaded and ready to use. But back then, it was about patience, precision, and passion. What began as a modest one-room setup in Kanjirappally slowly but steadily grew, paving the way for our expansion into Kottayam and beyond.

What inspired the name “Oxygen”?

The idea behind the name was to choose something distinctive and unique, without an obvious link to technology, and then build a strong brand around it. Since our first venture was named Ozone Systems, it felt natural to evolve the name to Oxygen. We also found inspiration in the chemical transformation from ozone (O₃) to oxygen (O₂). Beyond that, in today’s world, digital products have become as essential as oxygen, making the name even more fitting and meaningful for our vision.

“Trust is our hot ticket to success” – How has this philosophy helped shape the growth of the Oxygen Group? 

From the very beginning, trust has been our top priority. We place great emphasis on after-sales service. The relationship with a customer starts when they purchase a product, especially electronic goods, and it continues beyond the sale. When computers were not as common in the early days, customers had many doubts about their functionality. It was also the time when the internet was just starting to gain traction. We used to receive constant service calls, even at night, and we always attended them. 

To gain customer trust, selling only high-quality products is crucial. In our early days, the grey market was very active in this sector. However, from the beginning until now, we have only provided company-authorised spare parts, ensuring customers receive the warranty they deserve. We have never compromised on the quality. 

By holding firmly to our principle that “Trust is our hot ticket to success”, we have retained customers who have been with us since 1999. Ever since we rebranded from Ozone to Oxygen, every showroom has had an Oxygen Care service center. These units are our own, set up purely to support customers without focusing on profit.

By maintaining product quality and providing excellent after-sales service, we have continued our journey alongside our customers. This is why, even in our 25th year, we continue to thrive successfully. Hence, “Trust is our hot ticket to success.”

Can you explain the phenomenal growth from a 50-square-foot shop to 44 showrooms across Kerala?

As I mentioned earlier, that era marked the beginning of digitalisation. It was a time when computers started becoming a necessity. Recognising this demand and establishing a firm presence in the market was the key to our growth.

At one point, I met with a major accident and was bedridden for six months. During that period, I realised an important truth—no individual can build and sustain a large enterprise alone. However, if there is a trustworthy and energetic team alongside, success can be achieved. Understanding this, I gradually built a strong team. Instead of focusing solely on highly educated individuals, I prioritised hiring those who were deeply committed and willing to lead our venture selflessly.

Another crucial factor was effectively marketing our products and services. From the beginning, we have paid significant attention to continuously informing both customers and potential customers about our offerings. As we scaled up, we computerised and implemented automation. Today, all aspects of our business operate through systematic automation, which has greatly contributed to our growth. Our ability to recognise and adapt to changing times has been a major factor in our business expansion.

Can you elaborate on ‘Adapting to Change’?

Adapting to change is one of the most critical aspects of running a successful and sustainable business. If a business fails to embrace evolving trends, its very survival can be at risk. For instance, take Nokia, which was once a leader in mobile phones. Its reluctance to adopt the Android operating system led to its decline. Similarly, Kodak was once the number-one company in the camera industry, but when digital cameras emerged, the company collapsed because it failed to adapt.

In our case, we started by assembling personal computers. When laptops became popular, we shifted our focus accordingly. We were the first in Kerala to introduce stores where customers could experience computers and laptops firsthand with a “touch-and-feel” experience. That store became a benchmark, and many others followed the same model.

Similarly, when the smartphone revolution arrived in 2010, we incorporated smartphones into our product category. This brought a massive transformation to our business. Today, nearly 45% of our revenue comes from smartphone sales. If we had not included smartphones in our product line-up back then, our growth would not have been as significant.

We also adapted to changes in the home appliances industry, embracing digitalisation and AI-driven products. Our goal has been to bring all kinds of electronic products under one roof. Now, we are eagerly preparing for the changes the future will bring.

How do you balance innovation and core values?

As a business grows from 10 crore to 100 crore, and then to `1,000 crore, maintaining the right infrastructure, systems, and a tech-driven backend becomes essential. Technology can propel a company to new heights when implemented effectively, surpassing individual efforts. Additionally, it’s crucial that everyone in leadership embraces a growth mindset. The moment one thinks, “This is enough,” the growth trajectory starts to flatten. Building a robust growth engine, analyzing data, and making real-time adjustments ensure that innovation and expansion remain in harmony.

What led to the launch of your own TV brand, ‘Oxyview’?

Through our constant engagement with customers in our stores, we recognized a gap in the market—a need for a high-quality television with essential features, offered at an affordable price. This insight inspired the creation of Oxyview, a private-label brand that allows us to offer direct service and warranty. The goal was simple: to bring smart technology to the masses. The response has been overwhelmingly positive, often surpassing supply due to strong demand.

The success of Oxyview has opened doors for expansion into other home appliances. We are set to launch Oxyview air conditioners in the upcoming season, followed by small appliances. In addition, large-scale manufacturing is taking place in India, with strong support from the Indian government’s “Make in India” initiative.

Are there plans to expand Oxygen at the national or international level? 

Yes, national expansion efforts are already in progress, and they will be realised soon. However, there are currently no immediate plans for international expansion.

What are the essential qualities of an entrepreneur? 

In any business, the most important aspect is to execute innovative ideas creatively. This ability is the first and foremost requirement for an entrepreneur. They must be strong enough to face challenges and crises, take the initiative in every situation, and have the adaptability to adjust to changing circumstances. They should also be capable of creating the necessary resources for the business. 

Above all, an entrepreneur must be patient. Success does not come overnight—it requires consistent efforts and perseverance. Many young entrepreneurs and start-ups enter this field thinking, “I can’t work under someone else, so I’ll start my own business.” However, their rise and fall often happen as quickly as fireflies flashing in the dark. Some keep shifting from one venture to another because they lack the patience to endure losses. 

In my case, for the first five years, I had no profits—I faced multiple financial setbacks. However, patience and persistence helped me reach where I am today. 

Every business typically goes through five stages, known as the “5 S’s”: 

1. Struggle – The initial phase involves battling various challenges. 

2. Survival – This is when a business begins to manage its expenses. 

3. Stability – At this stage, profits start coming in. 

4. Success – This phase involves establishing a strong second-line leadership team that manages systems and processes. 

5. Scale-up – The final stage, where the business grows beyond the entrepreneur’s direct involvement. 

What challenges do you face in running a large retail chain?

The retail landscape has dramatically changed with the rise of e-commerce, creating intense price-driven competition. The focus has shifted from delivering value to customers to simply offering the lowest price. In the past, factors like after-sales service and customer satisfaction were central to the business model. Today, many consumers prioritize price over long-term value, which is a concerning trend. Businesses that rely solely on price cuts will struggle to maintain sustainable growth and customer loyalty in the long run. The key to success lies in balancing fair pricing with exceptional after-sales service and an overall positive customer experience.

If Oxygen were to start a new business beyond retail, which industry would you choose?

If we were to diversify beyond retail, we would enter the field of digital product manufacturing. The potential for digital products is boundless, especially with the rapid growth of technologies like Artificial Intelligence (AI) and Robotics. These innovations are already reshaping everyday life, with AI integrated into everything from smartphones to home appliances. To stay ahead, we would focus on creating AI-driven and robotics-based digital products that cater to the ever-evolving needs of consumers.

How would you sum up Oxygen’s success in three words?

Oxygen’s success is built on three core values:

  1. Democracy – Every decision is made collaboratively, with input from the entire team.
  2. Socialism – We foster an egalitarian culture, where every team member, regardless of their role, is valued equally.
  3. Secularism – Our internal operations are guided by fairness, transparency, and integrity.

Additionally, we believe in being transparent with our customers, consistently delivering high-quality products. From our early days of computer assembly to embracing modern technologies, we’ve always kept the public informed. Lastly, we see wealth as a societal asset, one that should be reinvested for the betterment of society in various meaningful ways.

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The European Union is preparing to approve a package of retaliatory tariffs on up to $28 billion worth of U.S. imports in response to President Donald Trump’s sweeping trade duties, including 25% tariffs on steel, aluminium, and automobiles. The proposed EU counter-tariffs target a wide range of U.S. goods—from chewing gum and dental floss to meat, wine, and clothing—and will likely be implemented in two phases starting April 15. This marks a significant escalation in global trade tensions, with the EU joining China and Canada in pushing back against Washington’s protectionist measures.

EU leaders will meet in Luxembourg this week to finalize a united response, aiming to send a strong message to Washington while still leaving room for negotiation. The bloc is particularly concerned about the economic fallout of a potential trade war, with President Trump’s tariffs affecting around 70% of the EU’s annual exports to the U.S., valued at €532 billion. Notably, the proposed 50% tariff on bourbon has stirred intra-EU tensions, with countries like France and Italy wary of U.S. retaliation against European wines and other key exports.

While some EU nations, like France, advocate for a broader economic strategy—including halting investments in the U.S.—others, like Ireland and Italy, urge a more measured approach. The European Commission is working to ensure broad support across the 27-member bloc to maintain unity and pressure the U.S. into talks. Final approval of the initial counter-tariffs is expected on Wednesday unless a qualified majority votes against it, which remains unlikely.

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Brand, once a prominent figure in British media and former husband of pop singer Katy Perry, has denied all allegations. In a post on X, he stated, “What I never was was a rapist. I have never engaged in non-consensual activity,” adding that the legal process was being used “as a kind of weapon.” He admitted to being promiscuous in his past but insisted all encounters were consensual.

The allegations first surfaced in September 2023 following a joint investigation by The Sunday Times and Channel 4’s Dispatches, which reported sexual misconduct accusations between 2006 and 2013. London’s Metropolitan Police launched a formal investigation shortly after. The case remains open, and authorities are urging anyone with relevant information to come forward.

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Russia’s General Prosecutor has banned the Elton John AIDS Foundation, labeling its activities as “undesirable” and accusing the organisation of promoting values contrary to Russian traditions. The decision, announced Thursday, applies to both the U.S. and U.K.-registered branches of the foundation. Authorities alleged the foundation was part of a broader Western campaign to undermine Russia’s “spiritual and moral values” and spread “anti-Russian propaganda” through support for LGBTQ+ rights and Western family models.

The foundation, founded by British singer Elton John, expressed devastation over the ban, warning that it would severely impact HIV prevention and treatment efforts in Russia. “This work is urgent,” the foundation said, highlighting that over 1.2 million people in Russia are living with HIV, and more than 430,000 are not receiving treatment. It emphasized its long-standing collaboration with Russian institutions to provide life-saving care and services to hundreds of thousands over the past two decades.

Russia’s move comes amid a broader crackdown on LGBTQ+ rights and Western influence. President Vladimir Putin has positioned Russia in opposition to what he describes as a morally decaying West, promoting laws that ban LGBTQ+ “propaganda” and advocating for traditional family structures. The prosecutor’s office further accused the foundation of trying to discredit Russia over the ongoing war in Ukraine, calling it part of an orchestrated Western campaign.

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Britain is confronting potential economic risks from U.S. President Donald Trump’s sweeping tariffs but has chosen not to retaliate, instead focusing on securing improved trade terms, Business Minister Jonathan Reynolds stated on Thursday. While the UK was spared the harshest penalties, facing a 10% levy compared to 20% or higher for other nations, its economy remains exposed to the broader consequences of a global trade slowdown.

Reynolds emphasized that as a globally oriented trading economy, Britain is particularly vulnerable to any disruptions in the international trade system. Speaking to Times Radio, he reaffirmed the government’s strategy of diplomatic negotiation, including closer alignment with the U.S. on key sectors like technology, in hopes of securing an economic deal that could lead to a reversal of the tariffs.

Despite adopting a measured approach, Reynolds made it clear that Britain would not rule out a response if the tariffs significantly harmed its economy. “We’ve got to reserve every right that we have to respond to this if we need to,” he said, while stressing the importance of maintaining a “cool-headed” strategy to navigate the challenges posed by the U.S. trade policy.

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Danish Prime Minister Mette Frederiksen is set to visit Greenland on Wednesday for talks with the territory’s incoming government, following recent tensions over U.S. interest in the Arctic island. Frederiksen’s three-day visit comes less than a week after U.S. Vice President JD Vance’s trip to Greenland, which received a frosty response from both Danish and Greenlandic authorities. Incoming Greenlandic Prime Minister Jens-Frederik Nielsen welcomed Frederiksen’s visit, reaffirming Denmark as “Greenland’s closest partner.”

The relationship between Denmark and Greenland has been strained in recent years due to historical mistreatment of Greenlanders during colonial rule. However, growing international competition for influence in the Arctic, including former U.S. President Donald Trump’s past interest in acquiring Greenland, has pushed Denmark to strengthen ties with the island. Nielsen stated that Greenland seeks to maintain strong relations with Denmark while moving toward its long-term goal of sovereignty. He also emphasized the need for a respectful partnership with the U.S., rejecting suggestions of American control over the island.

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In a landmark ruling, a French court on Monday barred far-right leader Marine Le Pen from running in the 2027 presidential election after convicting her of embezzlement. Le Pen, 56, received a five-year ban from public office, along with a four-year prison sentence—two years suspended and two under home detention—and a €100,000 fine. The court found her guilty of misappropriating over €4 million in EU funds to pay her party’s staff, a charge she denies. While she vowed to appeal, the ruling could significantly reshape France’s political landscape ahead of the next election.

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Swedish journalist Kaj Joakim Medin has been jailed in Turkey pending trial on terrorism charges after covering protests against Istanbul Mayor Ekrem Imamoglu’s arrest. Medin was detained in Istanbul as part of an investigation into a 2023 protest in Stockholm, where a mannequin resembling Turkish President Tayyip Erdogan was hung outside the city hall. Turkish authorities have accused Medin and 14 others of organizing, promoting, or having links to the demonstration.

Medin, a reporter for the Swedish newspaper Dagens ETC, has been charged with “insulting the president” and “membership in a terrorist organization.” His employer raised concerns after he was unreachable for two days. Editor-in-Chief Andreas Gustavsson insisted Medin was being punished for doing his job. Turkish officials also cited his past reporting from Syria, Iraq, and southeastern Turkey between 2014 and 2017.

He was formally arrested via video conference by an Ankara court after questioning in Istanbul. Sweden has summoned the Turkish ambassador in Stockholm to seek clarification and demand that Medin receive urgent consular access, Swedish Foreign Minister Maria Malmer Stenergard told public broadcaster SVT.

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Investors are scaling back on European stocks and the euro after a strong first quarter, fearing that optimism over economic stimulus may have been overstated. Major asset managers, including Amundi and Legal & General Investment Management, are reducing bullish bets amid concerns over U.S. President Donald Trump’s impending trade tariffs set to be announced on April 2. Market strategists warn that a full-blown trade war could stall Europe’s sluggish recovery, with German stocks and the broader STOXX 600 already seeing declines following Trump’s recent 25% levy on car imports.

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Moldovan authorities detained Eugenia Gutul, the leader of the pro-Russian Gagauz ethnic minority, at Chisinau’s international airport on Tuesday evening. Officials from Moldova’s Anti-Corruption Centre stated she would be held for 72 hours as part of an ongoing criminal investigation. Her arrest comes amid tensions between the central government and the autonomous Gagauzia region, which has historically maintained close ties with Russia.

Gutul, who was elected bashkan of Gagauzia in 2023 with backing from exiled business magnate Ilan Shor, has been a vocal critic of President Maia Sandu’s pro-European administration. She faces charges related to corruption and allegedly financing Shor’s political bloc, which Moldovan authorities accuse of receiving illicit funds to sway elections. The Moldovan government, which aims to join the European Union by 2030, has repeatedly accused Russia of attempting to destabilize the country.

Her detention follows the unexplained disappearances of pro-Russian lawmakers Alexandr Nesterovschi and Irina Lozovan, both facing corruption charges linked to Shor. Nesterovschi vanished the day he was sentenced to 12 years in prison, while Lozovan disappeared before her verdict. Shor, sentenced in absentia for a $1 billion bank fraud, is accused of attempting to use his “Victory” bloc to install pro-Russian lawmakers in Moldova’s upcoming parliamentary elections.

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