Enterprise: Nysa International

Founder: Usha Chaudhari

Industry: Construction Materials, Supplies & Fittings

Year it was founded: 2012

Based out of: Gandhinagar, Gujarat

The ability to identify business opportunities is the hallmark of a good entrepreneur and this is a quality Usha Chaudhari has in spades. Established in 2012, her firm, Nysa International, exports ceramic tiles to different parts of the world. Usha hails from Gujarat and she wisely decided to export products indigenous to the region – ceramic tiles manufactured in the state.

Usha has used digital technology to create awareness about her products globally. She believes that a unique product, right pricing and keeping updated with market trends has helped her carve a niche in the global market.

In exports, one has to be strict about quality control and compliances. We do product quality checks at every process level, to ensure accuracy as per customer required standards.

Usha Chaudhari shares her business journey in conversation with GlobalLinker (GL).

GL: Share with us your export journey.

Usha: My export journey began in 2012. I export premium digital tiles and quartz slabs to the Gulf, South America, Central America, European and African countries. I am based in Gujarat, so I identified a product manufactured in the state to facilitate easy travel, smoother negotiation, ease of communication and deeper understanding of technical specifications. The first order I closed was for ceramic tiles manufactured in Morbi city.

In exports, one has to be strict about quality control and compliances. We do product quality checks at every process level, to ensure accuracy as per customer required standards. Before executing an order, I get a list of documents, certificates and any special requirements from clients for custom clearance in importing country apart from regular documents like laboratory inspection and test reports. We analyse customer needs and accordingly reinvent products to stay ahead in a competitive export market.

GL: What challenges have you faced in your business journey?

Usha: I deal with an unorganised industry, so to maintain international standard specifications is challenging, but over time, we have been able to resolve this issue. Another challenge has been to build relationships of trust with our global partners. Initially, when buyers don’t know you, they hesitate in placing orders. In such cases a face-to-face meeting has always helped in cementing trust.

GL: What is your big business dream?

Usha: I want to export to many more countries and create a market for different India products the world over.

GL: What is your message to aspiring entrepreneurs?

Usha: Your business concept needs to be creative and unique. Imagination, talent and passion is what leads to success.

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