Jagtial/Hyderabad: In Telangana’s growing retail sector, the journey of Vemula Ramya highlights how small home-based businesses are finding scale through digital platforms and direct customer engagement. Known in the market as RamyaNagendra, she is the founder of Ramyanagendra Imitations Private Limited, a jewellery business that began in March 2018 with an investment of ₹500 and has since grown into a company reporting an annual turnover of around ₹10 crore.

The brand is recognised for its black bead jewellery collections, commonly known as nallapusalu, and for its use of live video sales in Telugu. Today, the business operates three physical outlets in Telangana and manages up to 500 orders a day during peak periods. Its online presence includes more than 360,000 followers on Instagram and over 100,000 subscribers on YouTube.

Early Work Rooted in Tailoring

Vemula Ramya was born and raised in Jagtial, Telangana, where her early exposure to work came through tailoring. She learned the craft from her mother, a tailor who trained many women in the local community. From a young age, Ramya developed skills in cutting and stitching garments and later ran a home-based tailoring service.

This phase helped her understand customer expectations, quality control, and time management. However, long hours at the sewing machine eventually led to severe back pain, making it difficult for her to continue tailoring work.

A Shift Driven by Necessity

With health concerns and family responsibilities, including caring for a young child, Ramya began exploring other income options that could be managed from home. She chose imitation jewellery as it required low initial investment and could be sold directly to customers.

In March 2018, she started with ₹500, purchasing a small set of products. In the early days, she and her husband travelled long distances on a two-wheeler to source stock. Orders were packed at home, and customer interactions were handled personally.

Building Through Direct Sales

Initially, sales came through personal networks and basic social media posts. Over time, Ramya introduced live video sessions in Telugu to present jewellery to customers. These sessions allowed buyers to see products in real time, ask questions, and place orders directly.

This approach helped build trust and reduced the gap between seller and buyer. It also allowed the business to reach customers beyond its immediate location.

Handling the Lockdown Without Support Staff

During the COVID-19 lockdown, demand increased as physical stores remained closed. However, logistics became difficult due to transport restrictions and delivery delays. At that stage, there was no team involved in the business.

Vemula Ramya managed all operations herself, including conducting live sessions, responding to customers, packing orders, and coordinating dispatch. Despite delays, she maintained communication with buyers and cleared all pending orders over time, which helped strengthen customer confidence.

Setbacks and Adjustments

The business also faced challenges during its growth phase. A significant setback occurred when inventory worth several lakhs remained unsold. This led to a shift in strategy, with more focus on demand-based sourcing and better stock management.

Ramya began selecting designs more carefully and reduced bulk purchases of untested products. These changes helped improve cash flow and reduce risk.

Focus on Black Bead Jewellery

One of the key growth drivers for the brand has been its focus on black bead jewellery, which holds cultural importance in the Telugu states. By offering a wide variety of designs in this category, the brand built a strong identity in a specific segment of the market.

The company also introduced pricing around ₹399 to make products accessible to a wider customer base. Over time, the catalogue expanded to include more than 1,600 designs across multiple jewellery categories.

Expansion Into Retail and Company Structure

As demand grew, the business moved beyond its home-based setup. In February 2025, it was incorporated as Ramyanagendra Imitations Private Limited. The company now operates three outlets in Jagtial, Mancherial, and Hyderabad’s Saroornagar area.

In addition to retail stores, the brand conducts jewellery expos in multiple cities, allowing customers to view products in person. The combination of online and offline sales has helped the business reach a wider audience.

Employment and Operations

The company now supports close to 100 women through its operations, including roles in stores, packaging, and customer support. During peak periods, it handles up to 500 orders daily, requiring coordination between inventory, sales channels, and logistics.

Digital Presence and Customer Engagement

RamyaNagendra’s use of social media continues to play a central role in the business. With more than 360,000 followers on Instagram and a strong YouTube presence, the brand uses live sessions to showcase products and interact directly with customers.

This method has helped maintain transparency and build long-term relationships with buyers.

Future Plans

The company plans to expand its presence by opening more outlets and increasing its expo network across Telangana and Andhra Pradesh. It also aims to introduce new design collections while maintaining its focus on affordability and customer demand.

From a ₹500 start in March 2018 to a reported ₹10 crore business today, the journey of Vemula Ramya, known as RamyaNagendra, reflects how small-scale entrepreneurship can grow steadily through direct customer engagement, careful planning, and consistent execution in regional markets.