‘Be hands-on to ensure a glitch-free ride’

Son VGP Ravidas, who recalls some of the lessons he learnt, growing up in an eco-system of hard work and simple living, says that now the challenge is to stay relevant through innovation. 

His family-owned VGP Universal Kingdom sees an average of a million footfalls a year. It is also one of the most affordable theme parks in the country, with an entry ticket priced at Rs 350. However, VGP Ravidas does not take anything, including success, for granted. Hard work is in his DNA and his entire focus is on delivering zero-error services to customers, be it in real estate or the entertainment sectors. He often visits the theme park, which is a tourism destination in itself, not to enjoy the rides, but to interact with his staff and to ensure everyone has a glitch-free ride. 

Raised in an eco-system of hard work and simple living by his father, the legendary VG Panneerdas, Ravidas recalls the days when he used to commute to college by public transport. “There were a couple of cars at home, but they were not for us children. I used to take the train to Loyola College from Saidapet where we lived, and from college, again used public transport to reach our showroom in Anna Salai,” he recalls. Did he never hang out with friends? “No, there was no such social life in those days,” he says with a smile. “I would observe all that went on in the shop because once we reached home my father would quiz me. I learnt a lot about marketing, sales and about brand image from him by attending office after college, and this helped me when I toured abroad, selling our VGP lots,” he adds. 

This was the time when people did not venture beyond city limits, but in the 1970s, VGP boldly laid out plots in areas such as Velachery. VGP had become a trusted brand by then since it was found in 1955. Panneerdas, who built Brand VGP, which is synonymous with integrity and quality, started in a small way, with a 300-sq foot showroom in Saidapet in 1955, with borrowed money. This was a huge step for the young man from Tirunelveli who came to Chennai with no money in his pocket, but with dreams of making it big.  He spent a few years doing odd jobs before he came up with the idea of a consumer durables showroom. Impressed by his vision and penchant for hard work, Mohammed Ibrahim of Micotronics backed him up with Rs 15,000.  By 1972, Panneerdas had expanded the business, set up the Anna Salai showroom in 1972, while simultaneously branching off into the real estate business. In the consumer durables segment he not only displayed goods brilliantly in the showroom, but also introduced the concept of payment on an instalment basis.  When no one foresaw the potential in real estate, Panneerdas bought acres of land, approached authorities for proper documentation work, received approvals before putting up lots on sale to the general public. 

Ravidas recalls being sent to Malaysia, USA and the Middle East in the 1980s to sell the VGP lots. He held expos and undertook road shows across 25 states in the US and impressed NRIs. At the same time, the family was well into the theme park and resorts business, again envisioned by Panneerdas, after a visit to the Disney theme park in Florida in 1975. He purchased 100 acres of land and earmarked 60 per cent of it for developing resorts and a one-of-a-kind theme park. Equipment was purchased from US, Italy and other European nations. VGP Universal Kingdom became a huge hit and continues to be a pioneering place, says Ravidas who has also held the post of President, Indian Association of Theme Parks. 

VGP has also been associated with the field of entertainment. While a number of feature films have been shot on its resort property, the company also forayed into making high quality VHS videos of films when the concept was mint-new. Naturally, that too was a success. “My father always said if you want to enter any field, then be the best in that space and that is my motto as well,” says Ravidas. Ïf you have your own individuality people will come to you. My only advice to aspiring entrepreneurs is not to be laid back. Whatever you take up, stay focused, Work hard. You cannot go wrong,” he says.