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Tread on bold, new ground

Smart, educated young men shy away from starting out on their own, but Krishnan Ramaswamy thought out-of-the-box. K. PRADEEP tells you how he busted conventional notions

PHOTO: MAHESH HARILAL

OFF BEAT STREAK Krishnan Ramaswamy sitting amidst some of his gadgets from China

Like one of those objects in a Salvador Dali painting, it flows down from its polythene wrappings. When Krishnan Ramaswamy spreads it out on the crowded table you realise it is a flexible computer keyboard. Durable, soft, with a comfortable feel they can be rolled and pushed into your laptop bag. This futuristic, designer keyboard is just one of the many customised products that Krishnan has introduced to the Indian market from China. This plucky guy is a fine example for youths who want to chart out on their own in uncharted territory, provided they have the guts.

Chinese goods

It is just six months since this Kochiite, with a Master's degree in Business Studies from Northumbria University, UK, launched his branded products and it has already received a phenomenal response. And it's Chinese goods. Wait, listen to him before you arch your eyebrows and say, "Oh Chinese!"

It is usually believed that a wide-range of cheap low-end consumer products is the Chinese way of flooding global markets. But they are equally capable of manufacturing high-end products at a much more competitive price, Krishnan says. And Krishnan decided to tap this high-end sector to the full.

Wide range

"It was when I went to a fair in China the first time. I was stunned by the range and quality of the products. The mission was to choose a product sector and it was really tough to settle on new IT products. There is so much more to the Chinese market and goods than what we usually find in our local bazaars. China is a prefect export-oriented growth model. They spend such a lot on research and development. They are always well ahead pushing in products into the world market even before others think about it. There are plenty of manufacturers who are efficiently equipped to create anything you design, at the cost you want."

Discovering and taking advantage of opportunities that others don't see is what makes Krishnan's enterprise stand out. Even while going through the regular grind of a commerce degree in a city college he sought to think differently. A Masters in business studies was what he always aimed at. But he wanted to do this with his own money and waited till he earned some money and gained some hands on experience. He then took a bank loan and joined the University of Northumbria.

Along with his studies and part-time jobs Krishnan looked out for new opportunities. The exposure to new, varied markets and an unlimited growth potential inspired him.

No routine jobs

"There were a couple of job offers, but I did not want to be shackled into one of those routine jobs. Along with two of my British friends, Ahmed and George, we started Idea Trading Limited. What we did was import products from China based on specific orders. If a London-based company wanted speaker systems, with specifications and branded we got them imported from China. This business is doing well but I had decided to do something on my own back home."

Krishnan set up his company Smart Infocomm, along with his friend Sheriff with an investment of Rs. 15 lakhs. They have now launched a whole range of IT-related products under the brand name Smart. "One reason why I decided to come back and start something in my city was to prove that we still have the opportunities here. There is so much talent around that has to be nurtured and all that needs to be done is follow your heart. I feel that we have a closed mind-set. If we can break free, with financial institutions ready to back up and the open door policies, youngsters have a whole world of opportunities before them."

Some of the products like the flexible keyboards, designer web cams, optical mouse, speakers, come at an unbelievable price tag. "Even after providing the dealer and distributor a healthy commission we are able to sell products at a very competitive price. After all this there is still something to take home for us. According to the pace of innovations in the Chinese markets I will have to respond accordingly. I'll not be sticking to the products with which I have started. I will soon diversify into furniture and then later to other high-end products."

Philanthropy

And even while Krishnan is enjoying his place in the sun he has a mind to assist those seeking opportunities. For each and every product sold Krishnan sets apart a certain percentage for charity or assisting the needy.

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