V. R. Velayutham

V. R. Velayutham

V. R. Velayutham -Spice Food Products ( GOPIO International Excellence Award 2010 )

In the year 1997, V. R. Velayutham or Vr. Vela as he is fondly known took on the major challenge of turning around Trichy Marketing Sdn Bhd. Trichy Marketing though in existence for 47 years was in a state of near closure with six staff and a turnover of less than a half million.

Thirteen years on, Trichy Marketing is now a major player in the field of traditional Indian spices with a current turnover of RM 12 million and more than 60 staff. Many of the staff are loyal and dedicated and do not wish to seek employment elsewhere. Trichy Marketing's main products are curry powder, powdered spices and a variety of flour – the essentials to create traditional Indian cuisine.

Vr. Vela is the main force behind the total transformation of the now thriving Trichy Marketing. With his depth of skills and knowledge, Vr. Vela applied effective business strategies coupled with a motto to never compromise on the quality of his produce. It took him four years to reposition and rebrand Trichy Marketing into a market leader.

During the said four years, Trichy Marketing plunged deeply into market analysis and research and development. The fruit of this research is the now popular sambal powder. Sambal is a favourite ingredient in this part of the world irregardless of race and Trichy Marketing is the only and first sambal powder provider from Malaysia.

In the year 2010, Trichy Marketing's continuous research and development yielded yet another favourite amongst Malaysians - soup powder. Trichy Marketing is the first Indian Company to produce soup powder and this product is fast becoming a very popular culinary ingredient.

Trichy Marketing's products are distributed locally nationwide and also to the regional Asean markets mainly Brunei and Papua New Guinea. Trichy Marketing embarked on a smart partnership with Mydin Hyper Mart in 2006 wherein a Spice Retail Outlet was set up in Mydin's USJ Hyper Mart, incorporating the concept of traditional Indian values.

Vr. Vela was born in 1957 in Seremban and the nature of his father's occupation in the Malayan Railways led the family to various states in Malaysia. Vr. Vela completed his primary and secondary education in Kelantan. With a Diploma in Accounting, Vr. Vela ventured onto his first job in the field of Insurance. He was later employed as a Theatre Manager by Shaw Brothers. This in turn led to him setting up his own film company, supplying films to theatre houses and television networks. In 1988, Vr. Vela started his first film production and for the following ten years, produced nine Malay films.Vr. Vela is widely acknowledged as the man behind the set up of Malaysia's first Cineplex – the Kota Raya Cineplex. In 1997. Vr. Vela quit the film production arena and ventured into the spices trade. He is married with three children.

What does the future hold for Trichy Marketing? As Vr. Vela has rightfully put it, Trichy Marketing will “Ride the Wave" and continue to focus on quality and research.