Sodangsoba Jamir, 35, was born and raised in Salangtem Ward, Mokokchung, now settled in Dimapur and runs a successful LED (Light-Emitting Diodes) production company called Native Enterprises.
His various indoor and outdoor LED products, particularly his ‘Sangwa’ LED bulbs are in much demand in Mokokchung as well as in the state.
Aso, as he’s referred to by friends and family, started his first ever part time job at IT Enterprise in Mokokchung for a salary of Rs 1000 during his college days in Fazl Ali College after which he left Mokokchung for Delhi in search of career opportunities where he stayed for more than 10 years.
In Delhi, he worked at a law firm and in various marketing industries.
“The job I used to work during my college days helped me get the job at the law firm in Delhi. Similarly, these two job experiences led me to marketing industries,” he explained.
“All the work experiences combined together have helped me start my own enterprise. Now I can say that I have experienced enough to take the leap because life has thrown all good and bad experiences on me,” said Aso.
“Native Enterprises wouldn’t have happened if IT Enterprise wasn’t there,” Aso said, recollecting his first job.
“That’s why I always say, go grab the opportunity if given ‘coz we never know what that opportunity can become for you in the future,” Jamir asserted.
Here’s a brief interview with the man that brought ‘Sangwa’ to your homes.
MTimes: Kindly explain your motivation for starting Native Enterprises and your decision to follow this vocation.
Aso: After coming back from Delhi in the year 2019, voltage fluctuation was one of the issues I observed. So I took the opportunity to produce the LED products because no one was doing it in the State at that time, but now I think there are 4-5 companies within the state who are doing the same. LED has the technical circuit that will give constant lumens even if the voltage fluctuates, meaning, LED products will not dim away like the CFLs when voltage and ampere fluctuates. Secondly, I can see that there are constant power cuts in the state, so we, Native Enterprises, urge the citizens to switch to solar systems. My company not only works on LEDs but we also do installation of Solar systems and Solar outdoor lightings.
MTimes: Would you mind explaining to us why you gave it the name ‘Sangwa’ products? What served as its inspiration?
Aso: ‘Sangwa’ means light in Ao language. It’s very simple and easy to say and means literal also. Let there be light (sangwa) and harmony and peace in your town, my town, your state, my state, everywhere. In other terms, my products should reach everywhere.
MTimes: What do you like most and least about becoming an entrepreneur? What do you find most difficult?
Aso: I like being the boss of my own. I also don’t like being the boss of my own because sometimes I drag myself to the comfort zone too far and that’s too dangerous being an entrepreneur.
The most difficult is trying to penetrate the local market because non-Nagas holds 70-80% of the key to the market across the state. Not only me, but other local business owners are facing the same. And the sad part of the story is that Nagas generally wishes to buy products from non-Naga only ‘coz they trust them more. I don’t know why.
MTimes: What characteristics make a successful entrepreneur? What were the worst business errors you’ve made along the way and what lessons did you learn from them?
Aso: Calm, zero self-pride and proud, focus, enjoying while working are some of the characteristics. But in our State, connection with politics also makes a great entrepreneur.
One of the mistakes I made was in the accounts department. We should learn to hold our money tight and distribute in the right path at the right time. I was a spender, now I’m holding a bit back sigh.
MTimes: How do you envision the future of your company? What guidance would you offer a new business owner?
Aso: Like a Palm Tree, grow tall and spread beautiful healthy branches.
My guide for new ones is…. Do maximum hiring and do maximum firing. Then only, you will know who the right person is to work for you efficiently. We all will have less stress if we know there are people who work for us are like us.
MTimes: Which marketing strategies do you think work best for attracting new clients?
Aso: That totally depends on what you’re selling.
MTimes: What do you think is your best accomplishment? Would you please share it with us?
Aso: Yet to. There are too many things to do and many years to go.
MTimes: Where do you see yourself in five years?
Aso: My office might become a bit bigger or a bit smaller but we will still be doing the same.
