Business was always in my blood. Even though my father wished I would pursue M.Tech, take an IT job, and choose a safer path, deep inside I was burning with passion to create something of my own. I respected his wishes and tried the corporate path, starting an internship with an IT firm. But within days, I realized — my heart craved the thrill, the uncertainty, and the freedom of business. I couldn’t settle for anything less.

Driven by that unstoppable passion, I asked my father to send me a set of samples. I walked through Ranganathan Street — the heart of Chennai’s retail market — carrying our samples, with fear holding me back but craziness pushing me forward. After days of hesitation, I finally gathered the courage to enter a major retailer. That one conversation with the sales manager, who appreciated the value we offered, wasn’t just a small win — it was a validation of the fire burning inside me.

Still hungry to grow, I moved into export merchandising, believing I could learn how global business operated. Every decision was driven by a deep need to understand how to build something bigger, better, and lasting. When I returned to take charge of my father’s business, I quickly realized that the market’s approach didn’t satisfy me. The industry was stuck in low-cost, mass-market thinking, but my passion for building something meaningful was stronger. I couldn’t accept mediocrity.

I fought at every step to push for international quality standards. I refused to see distributors as the end customer — To me, the real customers were the people who wore our products, and they deserved better. Pricing based on herd mentality made no sense. I believed that pricing should be based on true value creation.

I saw an opportunity. Customers wanted world-class quality, but at prices they could afford. That gap became my obsession. Today, our brand stands proudly on this belief: offering irresistible quality at an affordable price — not because it was easy, but because passion, craziness, and a never-dying fire inside demanded it.

For me, business has always been a deep emotional journey — to challenge the market, to disrupt what was “normal,” and to build something that truly serves the customer.

Behind every product, post, and price tag is a mind that thinks three steps ahead and a heart that beats for the passion.                                                                                 Sridhar Natarajan
   MD – NRG