featured Interview

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.

Pic Courtesy: Pegasus Photography

featured News Trending

Centuries ago, the sage and philosopher Laozi, on the other side of the Great Wall of China, famously stated, “A journey of a thousand miles begins with a single step.” This timeless wisdom highlights how seemingly minor actions can trigger significant changes over time. The remarkable story of an entrepreneurial giant on this side of the Great Wall exemplifies this concept beautifully. When V.P. Nandakumar took over his late father’s modest, single-branch money-lending business in 1986, few could have predicted that it would mark the start of an extraordinary journey. Today, Manappuram Finance Ltd stands as one of India’s premier non-banking financial companies (NBFCs), boasting 5,200 branches across 28 states and Union Territories, an impressive Assets Under Management (AUM) of Rs 42,069 crore, and a dedicated workforce of over 50,000.

Unique Times chronicles the fascinating success saga of Nandakumar, the Managing Director and CEO of Manappuram Finance Ltd, who used his astute leadership skills, razor-sharp acumen and vision to steer his enterprise all through its high-octane journey to becoming a financial powerhouse in the country. The journey that began in modest settings in Valapad, a quaint village in Kerala’s Thrissur, has acquired a pan-India dimension today, which is nothing but extraordinary. Nandakumar has added more feathers to his cap by unlocking the portals of diversification through microfinance, home loans, vehicle finance and SME and personal loans thereby broadening the spectrum of his company. 

Wearing Many Hats With Elan

Born in 1954, Nandakumar holds a postgraduate degree in science and additional qualifications in banking and foreign trade, providing him with a strong foundation for his finance career. His expertise has been recognized by various trade and industry associations, including FICCI, ASSOCHAM, and FIDC, where he has actively contributed to policy shaping and the promotion of best practices within the sector. His commitment to education and professional development is further demonstrated by his appointment to the Board of Governors of the Indian Institute of Management, Kozhikode, in January 2019, highlighting his significant influence in the field of management education.

Nandakumar is a Distinguished Invitee to the All-India Management Association’s Council of Management, where he shares his insights to promote management practices nationwide. As Co-Chair of the State Council of FICCI Kerala, he demonstrates his ability to foster collaboration among industry leaders and improve the business environment in the region. Through these roles, Nandakumar continues to make a positive impact on both the educational and industrial sectors, guiding the next generation of leaders in the financial services industry.

How It All Began

Manappuram Finance Ltd traces its roots back to 1949 when it was founded by Nandakumar’s father, the late V.C. Padmanabhan, in Valapad. The initial operations focused on money lending. It was a modest beginning that laid the foundation for what would become a financial behemoth. Following the untimely demise of his father in 1986, Nandakumar took over the reins of the family business and there has been no looking back ever since.

Diversification and Growth

One of Nandakumar’s most significant contributions has been his proactive approach to diversification. Recognising the evolving needs of customers, he has steered the company into new territories. Today, a remarkable 49% of Manappuram’s total business originates from non-gold segments, a clear reflection of his strategic foresight.

Nandakumar’s efforts have not gone unnoticed. His exemplary leadership and remarkable achievements have fetched him recognition on coveted national platforms. In May 2018, ‘Business World’ magazine listed him among India’s 40 most valuable CEOs. The ‘Economic Times’ acknowledged Manappuram as the ‘chart-topper’ in their ET500 list of Top Wealth Creators of 2019. Furthermore, he received the Hurun Industry Achievement Award in February 2023, a testament to his enduring impact in the business world.

Commitment to Community Development

Beyond his business acumen, Nandakumar’s commitment to social responsibility is a cornerstone of his vision. In 2009, he established the Manappuram Foundation aimed at uplifting the community through various initiatives. The foundation’s reach extends to managing two schools, coaching centres for diverse skills, yoga centres, and wellness facilities. Notably, it also operates a sports complex with badminton and basketball courts, along with an aquatic complex featuring a state-of-the-art swimming pool.

His dedication to community welfare is evident in the foundation’s services, which are provided to people falling under the Below Poverty Line (BPL) category at subsidized rates. Additionally, the foundation has a fleet of ambulances equipped with advanced medical support systems, further solidifying its role as a pillar of support for the local population. He staunchly believes that these efforts to uplift the community will have a butterfly effect over the years as his empire grows.

Leadership Beyond Borders

In addition to his responsibilities at Manappuram Finance, Nandakumar has done yeoman service to international organizations. His journey with Lions Clubs International began in 1981, and over the years, he has held various leadership positions, including multiple district council chairperson and member of the LCIF Corporate, Foundation & Government Gifts Committee. His dedication and service culminated in his election as an international director during the 102nd International Convention in Milan, Italy, in July 2019, marking a significant milestone in his commitment to community service.

Currently, he is serving as the Chair of LCCIA and Chairperson of the ISAME Area Leadership. Through these roles, he continues to foster collaboration among Lions Clubs worldwide, advocating service projects that address pressing social issues. His leadership not only strengthens the organisation but also reinforces his commitment to making a positive impact beyond national borders, embodying the spirit of global citizenship and community empowerment.

Promoting Financial Inclusivity

Nandakumar’s influence reaches far beyond the confines of Manappuram Finance. He has been a driving force in promoting financial inclusivity through his involvement in several key ventures. Notably, he played a pivotal role in establishing Equitas Small Finance Bank Ltd., India’s first small finance bank that provides affordable financial solutions to the underserved. His efforts also contributed to the formation of Aptus Value Housing Finance India Ltd., both of which were successfully listed on the stock exchange, marking significant milestones in the Indian financial landscape.

Additionally, Nandakumar’s promotion of Five Star Business Finance Ltd., an NBFC specialising in MSME finance, further emphasises his commitment to enhancing access to financial services for marginalised sectors. By focusing on micro, small, and medium enterprises, he has championed initiatives that empower entrepreneurs and drive economic growth. Through these endeavours, Nandakumar continues to champion financial inclusivity, ensuring that diverse segments of society have the opportunity to participate in the economic mainstream.

A Legacy of Leadership and Vision for the Future

As Nandakumar continues to lead Manappuram Finance Ltd., his vision is firmly anchored in innovation, community service, and financial inclusivity. With plans for further expansion and diversification, he is well-positioned to navigate the changing financial landscape while remaining dedicated to the values that have guided him since the company’s inception.

In an era where financial services are increasingly crucial, Nandakumar’s journey exemplifies the power of leadership, resilience, and a sincere commitment to making a positive impact. As he looks ahead, it is clear that his influence will continue to shape the future of financial services in India and beyond.

Picture Courtesy: Pegasus Photography/images are subject to copyright

News Trending

The Kremlin has announced the removal of long-time ally Sergei Shoigu from his position as defense minister, replacing him with Deputy Prime Minister Andrei Belousov, who lacks significant military experience. Shoigu will be appointed secretary of Russia’s Security Council. This move, a rare reshuffle in Russian politics, is seen as reflecting President Putin’s decision-making authority, particularly regarding the conflict in Ukraine.

Belousov’s appointment surprises many due to his background as an economist. However, analysts suggest this decision aligns with Putin’s aim to integrate the Russian economy more closely with military efforts. Kremlin spokesperson Dmitry Peskov emphasized the need for innovation in the defense ministry, comparing Russia’s situation to the mid-1980s Soviet Union when a large portion of GDP was allocated to military spending.

The decision to appoint a civilian to such a significant military role underscores the changing priorities within the Kremlin and the necessity to improve efficiency in the armed forces amid ongoing conflicts. Recent events, including the arrest of one of Shoigu’s deputies on corruption charges and prolonged military engagement in Ukraine, likely contributed to speculation about Shoigu’s weakening position.

While Shoigu will retain influence as secretary of the Security Council, his reassignment may be interpreted as a demotion. The future of Nikolai Patrushev, the council’s current head, remains uncertain. Shoigu, who has a civil engineering background, gained prominence in the 1990s as head of the emergencies and disaster relief ministry.

Belousov, described as a staunch defender of the state who believes Russia faces numerous external threats, shares a close relationship with Putin and the Russian Orthodox Church. He has practiced martial arts, including karate and sambo, and previously served as an aide to Putin. His support for the annexation of Crimea in 2014 aligns with Putin’s policies.

Putin’s recent reelection for a fifth term with an overwhelming majority solidifies his leadership position in Russia, which he has held since 2000.

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News Trending

Prada, the renowned luxury fashion brand, is collaborating with Axiom Space to design space suits for NASA’s 2025 Moon mission. Axiom Space announced this partnership, citing Prada’s expertise in materials and manufacturing as valuable contributions to the project. While Prada is known for its fashion prowess, its involvement in the America’s Cup sailing competition has also honed its skills with composite fabrics, making it a fitting choice for the task.

Despite their fashion credentials, Prada’s focus remains on the technical aspects of the space suits. Astronauts won’t be donning paisley or fancy patterns; instead, the primary goal is to ensure a stable thermal environment within the suits. These space suits, akin to miniature spacecraft, must provide pressure, oxygen, and temperature regulation to support astronauts during their lunar missions.

Axiom Space had previously unveiled a 55kg spacesuit designed to offer a better fit for female astronauts during the upcoming Artemis 3 mission. The collaboration between Artemis, Prada, and Axiom aims to incorporate innovative technologies and design to facilitate more extensive lunar exploration, marking a significant milestone as it will be the first crewed Moon landing since Apollo 17 in 1972 and the first time a female astronaut, Christina Koch, will set foot on the lunar surface.

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News Trending

Elon Musk has stated that he refused Kyiv’s request for access to his Starlink communications network over Crimea to avoid being complicit in what he viewed as a significant act of war. Kyiv had urgently requested to activate Starlink in Sevastopol, a major Russian naval port. This decision came to light following claims in a biography by Walter Isaacson that Musk had deactivated Starlink to thwart a drone attack on Russian ships, which a senior Ukrainian official argued allowed Russian attacks on civilians.

According to the official, Musk’s refusal to allow Ukrainian drones to use Starlink led to Russian naval vessels launching Kalibr missiles at Ukrainian cities. The official questioned why some people were defending Musk’s actions, which he deemed as promoting evil and assisting war criminals.

The controversy emerged alongside the release of Walter Isaacson’s biography, which suggested that Musk had deactivated Starlink in Ukraine due to concerns that an ambush of Russia’s naval fleet in Crimea could trigger a nuclear response from Russia. Ukrainian forces had reportedly targeted Russian ships in Sevastopol with submarine drones carrying explosives, but they lost connection to Starlink, resulting in the drones washing ashore harmlessly. Starlink terminals connect to SpaceX satellites and have played a crucial role in maintaining internet connectivity in Ukraine amid the conflict.

Musk countered the book’s claims by stating that SpaceX had not deactivated anything, as Starlink had not been activated in those regions to begin with. He explained that there was an emergency request from government authorities to activate Starlink all the way to Sevastopol, with the clear intention of sinking most of the Russian fleet at anchor. Musk believed that complying with this request would make SpaceX explicitly complicit in a major act of war and conflict escalation.

Dmitry Medvedev, Russia’s former prime minister, supported Musk’s stance, suggesting that Musk was the last reasonable mind in North America if Isaacson’s account was accurate.

In the past, Musk had emphasized that Starlink was not intended for use in wars and had been primarily designed to provide internet access for peaceful purposes, such as education and entertainment. He called for a truce, expressing his belief that Ukrainians and Russians were sacrificing their lives for small pieces of land, which he considered not worth the cost of human lives.

Musk had previously generated controversy by proposing a plan to end the conflict, which included recognizing Crimea as part of Russia and allowing residents of seized regions to vote on their preferred country. This proposal received criticism from figures like Russian chess grandmaster Garry Kasparov, who called it morally flawed.

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