CHENNAI: Having started a furniture business at a garage sale with no prior experience in the field, Viji Swaminathan is the woman behind one of the most renowned furniture brands today. The business economics graduate, founder and director of Woodpecker Furniture, juggles multiple roles as a corporate trainer, marathoner, avid photographer and foodie.
You’ve mentioned you had no experience in the furniture field — how did you end up founding Woodpecker?
My husband and I settled in Indonesia after marriage, but I wanted to come back because of my cultural links and the children’s education. I came back alone, and did not have an idea of starting anything related to furniture initially.
After some difficulty searching for a computer table, I decided to get a couple of tables and started off as a garage sale. I ran the business for two years like that. I used to single-handedly manage customers, market the furniture and run the shop — all by myself. That’s how Woodpecker was born!
But your business economics background did help you in some way?
Right from a young age, I always loved business — my father was a businessman, though not in retail business. I used my business sense and my own experience to give tips to customers — especially when we were starting to sell artificial wood, and people were adamant to experiment, I was able to persuade them to buy furniture that kept up with the times.
A woman entrepreneur in the early 2000s wasn’t very common, except maybe in the corporate world. Did you face any hurdles in the journey?
There weren’t a lot of women at that time who started a business without any background. But it helped that I take everything as an experience and nothing as a challenge or hurdle. Everything is a learning experience —it makes you stronger!
How do you balance family and business?
I’m a very self motivated person…the more work you give me, the happier I am! But I also prioritized my life. My kids were always my first priority so I was always made sure that I was there for them when they would go to school in the morning and come back in the evening. I’ve always cooked for them — I did have a maid but only for cleaning. I’d like to say I’m tech savvy — all my work gets done via the phone. I can exist without a laptop. I’m not a workaholic — I just love to work!
What is a day in your life like?
I rise at 4 am, and I have my usual workout session with my training group called UNIS (Unleash Your Inner Strength). I motivate and train people in fitness and running — it’s something I picked up when I tried to lose weight during my obese days in 2012. I’m home for breakfast by 6.30 am and then work takes up the rest of my time. I usually am in bed by 9.30 pm since I’m an early riser.
How do you otherwise unwind?
I am also a Bharathanatyam dancer, zen doodler and a smartphone photographer. I’m a foodie; so most of my photos are of food and sights I see during my training sessions! I am also an avid marathone runner and will be particiapting in the upcoming Airtel Marathon in Hyderabad.
Where did you have the best travel experience?
The place we’ve always enjoyed together as a family is Indonesia because we were settled there for quite some time and have a lot of memories. But one place I liked recently was Cherai Beach in Kerala where I went for my NLP practitioner training.
What further motivations drive you?
There are a lot of small and medium scale entrepreneurs who are trying to set up their firms in the market I’d like to use my experience as a businesswoman and corporate trainer to help them through the same — maybe as their knowledge partner. I’ve also started lecturing in colleges, giving motivational talks and so on.
Would you want your children to work with you?
I’ve given both my daughters a free hand — the elder one is a sports psychologist while the younger one is pursuing BCom. We’ve made it clear that if they want to work at Woodpecker, they need to work elsewhere first!
What is your success mantra?
Everything in life is an experience — there is nothing good or bad in life.