Retailer Surujdai Ramraj, the proprietor of Amavani, is a testament to the power of perseverance and hard work. She has grown the multi-faceted business, whose motto is “Efficiency, Reliability. Quality” from the ground up, retailing stationery and office supplies, as well as cellphones, gifts and other items, while providing document centre services.
“Since I was in my twenties, I had this wish of owning and running my own
business,” she related. “Coming from a poor background, I could not have afforded to start as early as I wanted to. But then after working with a number of organisations, including Freedom House, the Cuban Embassy, Caribbean Resources Limited, Republic Bank and eventually the United Nations Development Programme, I had that golden opportunity to do something I had dreamt of for many years. I took the package that was offered to me and started very small on Brickdam (next to Starr Computers, in 2008), at that time I was working part time with two projects. I subsequently moved from there to Lamaha Street. In the meanwhile, I was building up my clientele and little by little, the business started growing.
“A few years later, the owner of Liberty Office Products (which was situated at the corner of Sheriff and Garnett Streets, offered to sell me that business (clientele, goods and equipment), I took up that offer with the financial help and encouragement from my husband and also my two sons. Today, I have two small stores – one at the corner of Sheriff and Garnett Streets and the other in Alexander Street, Kitty.”
Asked who her biggest influence was, Ramraj responded confidently: “Myself. I may sound egoistic, but it is true. I have never really and truly looked up to anyone to be influenced by them. Mind you, there are people who I admire and from who I may have learnt a lot” – including former Presidents Dr Cheddi Jagan and Bharrat Jagdeo.
The business owner says that along the way she has learnt “you cannot do it alone, you need a team to work with you with honesty and determination. I have learnt that you must trust people – (even though sometimes you get screwed). Appreciate those who work with you. Show gratefulness. And it is not always about money: A smile can take you miles! Show kindness always!”
In more words of wisdom for budding entrepreneurs, she advised that tenacity, honesty and being people/service-oriented were the most important qualities. “Look around first at the needs of the people in the area you plan to open your business.” Her focus on customers is such that her definition of success is “happy and contented customers”.
Ramraj added that easy access to bank loans with a low interest rate, assistance from Government in terms of duty-free concessions, lower taxes, and more zero rated/exempted items would help ensure entrepreneurs succeed, particularly when they are starting out.
The mother of four grown children says juggling family life and business can sometimes be very difficult, but with proper planning it was not impossible. “Sometimes, my husband comes to the rescue at difficult times. I also have very honest and good staff, so when I have family responsibilities (which sometimes have to take priority over the business), I can depend on my staff to handle and manage the business.”
“My sister-in-law, my sister and my nephew were extremely valuable to me during those early days. My nephew, even though he is now a qualified dentist, would still come and assist me when I need his help,” she later highlighted.
Ramraj, who was born and raised in Enterprise on the East Coast of Demerara, plans to extend the business and include her children so it becomes a family business. “My children have their own area of expertise, which we can put all together and go way beyond what I am doing at the moment.”
In the present business environment, she noted: “It has become very difficult as the type of business I have – photocopying, office and school supplies – is very competitive. The bigger businesses are squeezing the smaller ones out. And also the economic pressure on the people is telling on the daily sales you get.”
The Eccles, East Bank Demerara resident says Amavani is “small and surviving in the present circumstances, but we try to meet the needs of the people we serve”.
Contact: 6 Alexander Street, Kitty and 48 Sheriff and Garnett Streets (opposite Royal Castle); 223-5268; www.facebook.com/Amavani
