Chennai

The Managing Director of Jayabharatham Furniture and Appliances Ltd, a successful chain of stores that retails branded furniture prefers living the simple life – from his choice of attire – kurtas, to his reluctance to partying. E Rajendran talks about taking a 79-year-old family business into new directions and also tells us how a chance encounter with spirituality changed his entire outlook on life and business. 

A family affair: 

My father started our very first shop in Royapettah, way back in 1937. He started a one-man shop at the age of 16, selling handmade cane furniture, primarily selling to the Europeans who had a significant presence in Chennai. Tamilians from across India, used to place orders from cities like Mumbai, Delhi etc. and order their furniture from us. 

I was pursuing my mechanical engineering degree from the College of Engineering in Guindy. Upon my graduation, I had joined Lucas TVS as a graduate trainee and specialised in motor manufacture for three years. That was where I actually studied engineering. My father decided it was best that I learned the ropes independently. I was very unhappy at that time as I thought he would hand me the family business on a silver plate. I realised the importance of his decision, when he passed away in 1979. 

Beginning an adventure: 

I worked for about four years, moving companies and having saved some money. So I set up my own engineering workshop in 1977 with some lathes, drilling and winding machines, and we started manufacturing mixie motors for companies like Preethi and Elgi.

When the government relaxed the import rules, I started importing machinery from Germany to manufacture furniture. And I found out that furniture products offered a higher margin than engineering components. So I converted my workshop into a furniture workshop. 

In 1986, I started the furniture showroom opposite Pilot theatre and called it JFA. Earlier I wanted to sell furniture and appliances together. Somehow appliances didn’t take off. But furniture did within six months – my growth was in the range of 300 to 400 per cent every year. I slowly started expanding to other locations in Chennai. Today, we have nine showrooms across Chennai, including a signature high-end furniture outlet called Modfurn in Royapettah that retail furniture made in our fully automated factory. 

Time to transform:

Since I started my own venture, I had lost the ability to sleep peacefully at night. And I never had a habit of going to temples. But in 2006, I was forced by a well-wisher into attending a lecture by Sadhguru Jaggi Vasudev of the Isha Foundation. I learnt a few breathing exercises there including pranayama. And just like that, in two weeks I started sleeping soundly. But that was not the only transformation in me. I gradually got over my tendency to raise my voice and behave hyperactively while engaging in business. You could call it a sort of spiritual awakening. Now I have learned the practise of healthy detachment and not getting emotional about work. When it comes to my enterprise, I realise that I am not an owner of my venture, but that I am only a custodian. If I encounter a business loss running into a few crores, I do not get perturbed. I have the confidence and the knowledge that I can earn a few crores later. I also tend to look for the silver lining in every unfavourable scenario. For instance, when I suffered a temporary partial paralysis some time back, I did not get bogged down. I tried to find happiness in the fact that it gave my son an opportunity to join me the family business. 

Route to success: 

I do not have any business mantras per se. However, I do believe in the principles of fairness, honesty and respect for everyone around me. Fair business practices have taken my company a long way. My sincere advice to youngsters looking forward to a career as an entrepreneur, or in any field for that matter, is that do not be swayed by success. Pour your heart into whatever you do as hard-work is the best way forward. Above all, do not fall for the trap of overnight success – pace yourself so that you can remain successful in the long run. 

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