Tuesday, 12 March 2013

Inspiring Personalities : Mr.A.D.Padmasingh Isaac – Founder of Aachi Group of Companies (AACHI MASALA)





Inspiring Personalities : Mr.A.D.Padmasingh Isaac – Founder of Aachi Group of Companies (AACHI MASALA)

Am back with my regular blog post and this time am going to share about another inspiring personality and a Humble man - Mr.A.D.Padmasingh Isaac. Many of us could recognize his name and correlate with his brand. His story will be SPICY.

Now you have got a clue and yeah he is founder of Aachi Masala and its group companies. Before I start posting about his history and growth,  I must thank Murali sir (Muraliistening Blogspot) for allowing me to take the content from his interview along with some other articles in newspapers cited at the end.

Birth and Initial Stages :

Mr. A.D.Padmasingh Isaac was born in Nazareth Town in Tirunelveli District. After obtaining his Degree in Business Administration he joined Godrej Soaps Marketing wing. During his decade of association with Godrej, he not only learnt but also understood the aspects of marketing consumer Products fully. Today he has over thirty years of experience in marketing of consumer products.

Birth of Aachi :

The urge and desire in him to do something to reach quality consumer goods to the needy made him to start his own in a small way in the year 1989 to manufacture Liquid Blue in small packs valued at Re.1/-. This humble  beginning paved the way for the Aachi group to diversify to masala, Oil etc., and to reach greater heights and this year the group is expected to cross Rs 200 crores of turnover. Aachi brand was established and registered in the year 1998.  

During the sixteen years of operations the journey has not been comfortable always. However Mr. Isaac strongly believes beside his hard work it is also the Almighty who is constantly encouraging, guiding and instilling confidence in him to continue the good work which keeps him going. He believes in the saying "when the going is tough the tough gets going". He always acknowledges the blessings of the Almighty and is always grateful to him.

Stress on Branding :

In an Interview to the Hindu Mr.Isaac has said that Top priority should be given to branding a product in the market at the initial stage itself.

Addressing a meet conducted by the Tuticorin chapter of Confederation of Indian Industry , he said that only when brand image of any product appealed to the consumers, it could trigger sales, leading to more revenue  and profit margin. Small scale industries would not survive in the market, if foreign direct investments were allowed in that sector. Hence, to withstand in a competitive market, branding was all the more essential. To promote a brand, catchy advertisements must be created, he said and added that about six percent of annual turnover from his company was spent on advertisements in the initial stages. But now, advertisement spending had been reduced to two percent.

In another Interview on Vijay TV, he emphazised on the Importance of Networks.  He told that Branding and Proper reliable Networking ensures the success of an entity at all levels and that makes the Aachi a successful brand across the globe.

Aachi – Holds the permanent space in the Kitchen :

Today "Aachi" has become a household name. Simply because the product range is so wide and backed up by quality products that no household can  afford to miss Aachi products from their kitchen shelf. The upper most reason for the success of the group can be attributed to meeting the demand of consumer in every walk of life by pricing the product competitively and in various size packs which can be afforded by common man. In other words Aachi can be termed as Pioneers in bringing Masala, Pickle, etc. in One Rupee packet which is well within the reach of every household.

Aachi – Beyond Boundary :

Mr. Isaac has not only succeeded in making Aachi a household name within the country but also made the product familiar in Indian household abroad. Aachi is efficiently backed up by M/s Nazareth Foods (P) Ltd.,an ISO 9000 Certified company in the manufacturing activities and Aachi Masala Foods (P) Ltd., in the marketing wings of the company which takes care of distribution of these products.

The Product range comprises of  Masalas, Pickles, Thokku, Ready to Eat and  Ready to Cook Product,  Asafoetida, Appalam, Edible Oil, Ghee, Nutritious Food products, Atta, Rava, Vermicelli.

Family & Business :

Mr. Isaac is ably supported in his work by his wife Mrs.Thelma who heads Nazareth Foods (P) Ltd. as its Managing Director and takes complete care of  manufacturing of masalas which is the flagship product of the company.

Mr. Isaac has two sons. Elder son Ashwin Pandian is in the First Year of his MBA course and the younger son Abishek Abraham is specializing in Food Technology. These two are being trained the hard way to learn the operations and become familiar with the organization.

The marketing activities are looked after by well experienced and qualified personnel under the able Leadership and guidance of Mr.Isaac. Mr.Isaac strongly feels "An empowered organization is one in which individuals have the knowledge, skill, desire, and opportunity to personally succeed in a way that leads to collective organizational success."

Mr. Isaac is confident of becoming one of the players in the global market in the years to come.

Social Welfare :

It will not be out of place to mention that Mr.Isaac is not only an entrepreneur and a business man but also understands his responsibility towards the society.

Mr. A.D. Padmasingh Isaac, conscious of his social responsibilities, has been providing quality education at affordable cost to children as the Trustee of ICI Matriculation School, Anna Nagar and Kolathur. His vi  sion is to start  many such schools providing quality education to all, particularly to the under privileged sections of the society.

He also employs physically challenged, destitute and economically backward people. People here works with high self esteem and pride of ownership for being entrusted with the work. 

Visually challenged people work in packaging and preservation division. Physically challenged people work in counting and related division. Mr.Padmasingh Isaac ensures that the people who are from economically  backwards Section of the society are given job security, uniforms, lunch and transport besides salary on par with others.


Successful entrepreneurs are the ones that are persistent, motivated, independent and hardworking. They have a clear vision of what they want to achieve and set out to form a plan, followed by an action in order to reach their goals. Mr.A.D.Padmasingh Isaac is truly a successful entrepreneur.

Source : Muralilistening.blogspot, The Hindu, The Businessline, Aachi group website .

14 comments:

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