MEET SHEELA KOCHOUSEPH CHITTILAPPILLY, THE LINGERIE ENTREPRENEUR, AN ARDENT SOCIAL ACTIVIST AND ARTIST BY PASSION
Interview: Sangheeta Bhattacharya Text: Shalet James Photos: V-Star
Sheela Kochouseph has still not lost the sparkle in her eyes while speaking about her brand V-Star. Eyeing to transform the Indian lingerie market, the vivacious 63-year-old entrepreneur continues to direct the growth and business of V-Star. Started in 1995, V-Star has become one of the leading lingerie brands in Kerala, Tamil Nadu, Goa, Karnataka and the Middle East. With an initial investment of Rs 20 lakhs, today, V-Star has grown into a business empire with a turnover of around Rs 100 crores. In an exclusive interview with FWD Business, Sheela Kochouseph Chittilappilly, Founder & Managing Director, V-Star gets candid about her life and business.
From a very humble beginning, your business has grown in leaps and bounds. Tell us about your successful journey?
Initial days were quite tough. I started my garment business with the support of my husband Kochouseph Chittilappilly, who owns V-Guard. I started my business with V-Star salwar kameez. Later I realised that salwar kameez has not got a potential market in Kerala. So, I decided to shift my focus to innerwear and outerwear for men, women and kids. I found the market was not competent enough. Initially, our products were branded as Vanessa (for ladies) and Valero (for gents) but now everything has come under one brand, V-Star. Today, we have production units in Kerala and Tirupur in Tamil Nadu, exclusive showrooms in Kochi, Kottayam, Thrissur and Calicut and Concept Stores in Kerala, Tamil Nadu and Andhra Pradesh. Initially, we began with 10 workers and today we have more than 230 direct employees and 1000 indirect employees, 45 distributors and 4,500 dealers in South India alone. About 15 crores of export are done to the Middle East. Everything would not have been possible without the support of my family.
You have been often quoted as a ‘Creative Person’, as an entrepreneur how has your creativity helped to flourish your business?
Since childhood, I was interested in dressmaking and used to design dresses for my dolls. As my father owned a textile and jewellery shop, I used to spend most of my time at the shops observing the customer’s fabrics choices. I enjoy painting and gardening. Last year I and actress Sheela conducted an exhibition of our paintings and the profits of the exhibition were used for social initiatives in Kerala. Every day, I find few hours to prune my creative skills. The creative aspect has helped me come up with new strategies and innovative ideas for my company’s growth.
In many interviews, you have mentioned your husband Kochouseph Chittilappilly as your inspiration. What qualities have you imbibed from him?
He is a person, I always look up to. His time management skills, simplicity and humanitarian nature are some of the qualities I appreciate and try to follow. I always try to look at good qualities in others and try to inculcate it in my life.
As a woman entrepreneur, what advice would you give to women who are thinking to start their own business?
There is no short cut to become successful in your life. You will have to toil hard to set up a business enterprise. Hard work and consistency can only take you to heights. Motivating staffs and trusting them also is very important to run a successful business. In order to earn respect in family and society, I feel that every woman should be financially independent in life.
What is your ultimate vision for your company?
My ambition is to conquer the International Market through my brand V-Star. I believe that with a good team of hardworking staffs and innovative marketing techniques the company will be able to achieve this.
You and Kochouseph Chittilappilly are into active social activism; tell us about your recent social involvements.
We run two institutions—an old age home where elderly people are housed and provided with sustenance and medical care, and Shantimandiram, a home for destitute children where they are provided with shelter, education and food. The homes are run by Thomas Chittilappilly Trust, a charitable venture named after my husband’s father. I believe in the words -“Live happily, doing the best you can for your fellow passengers in this world.”
Recently we got an opportunity to help people living in the tribal village in Attapadi, Palakkad. The plight of the people there really moved us. We were fortunate to build water tanks for the people who were struggling to get water for their daily chores. We could also provide medical assistance for the children who were suffering from sickle cell anaemia – a disease in which one’s body produces abnormally shaped red blood cells. Further, I am also looking onto to coming up with projects that can introduce a proper Waste Management system in the state
Sheela Kochouseph hails from Alappat Palathingal family from Kattor. She grew up in a small village in Wadakanchery near Trichur. Her father was the manager of the first branch of South Indian Bank in Wadakkanchery. She studied at the St Pious Convent School and Government Girls High School in Trichur and went on to get her degree in B.Sc Home Science from St Mary’s College and did a few courses in dressmaking in Vimalalayam. Her husband Kochouseph Thomas Chittilappily is the founder and Chairman of V-Guard Industries Ltd and their sons Arun Chittilappilly and Mithun Chittilappilly are actively involved in strategizing and conceptualising their business enterprises that also includes amusement park and resort – Wonderla.