Neil Banerjee
Innovation, insight and strategic vision are the hallmarks of a good entrepreneur. Umesh Singh has these in oodles. But what sets him apart is the indigenous (and personal) touch he brings to his brand. Tara Candles epitomises the essence of the ‘Make in India’ initiative and is a success story of indigenous manufacturing and empowering local businesses.
Humble beginnings
From producing 10 kg of candles per day by a two-member team to becoming Asia’s largest candle producer, manufacturing 3000 kg of candles per day with the help of 85 members and accounting for 65 per cent of the market share for candle supply in the corporate segment pan India, the journey of Umesh Singh’s Tara Candles has not just been chequered but phenomenal.
“In 2005, my journey with Tara Candles began with a simple vision – to provide exceptional quality candles. We started small, producing just 10 kg of candles per day for a single client in Mumbai. Inspiration came from a desire to create something special, and that marked the humble beginning of Tara Candles,” says Umesh Singh, the founder and director of the brand.
The brand is a widely recognised name today. It produces candles in India across three categories, namely pillar, floating and container candles. Tara Candles does not just cater to 13 regions in India, it has also forayed into other parts of the world. It boasts of over 90 corporate and 5000 individual clients in its portfolio. Umesh’s company today produces an extensive range of 15,300 SKUs and 156 distinctive aroma candle varieties.
Currently, Tara Candles’ product line consists of 8,000 pillar candles, 9,800 floating candles, and 2,240 container candles.
Landmark moments
It was in 2005 that Umesh bagged a prestigious order from Emirates Airlines. He and his wife Richa crafted the candles personally. This made all the difference and after this, there was no looking back for Tara Candles.
After supplying candles to Salim Azgar Ali’s Emirates Airlines showroom, the company tied up with many five-star hotels, including the Taj hotel chain, J.W. Marriott, Grand Hyatt, and ITC Sheraton group of hotels.
It became the first client of Aristo Pharmaceuticals, and in less than 15 days, it delivered 100,000 star-shaped candles. The company has its presence also in pharmaceutical companies like Alkem, Dr. Reddy’s, Alembic, ICPA, and many others. What makes Umesh’s brand unique is its distinctive concept and design.
“Pivotal moments in our journey include securing significant orders, like the one from Emirates Airlines in 2005. The decision to personally craft candles instead of taking the easier trading path was a commitment to quality. Collaborations with prestigious establishments such as JW Marriott and Taj, along with a focus on the hotel industry, have been key decisions shaping our decade-long success story,” Umesh reminisces.
Tara Candles added another feather to its cap when it provided candles for Prince William and the Duchess of Cambridge’s gala dinner at the Taj Mahal Colaba. Umesh’s brand was awarded by Ratan Tata for the best product and services rendered to Taj in the last 12 years. No mean feat that!
“Supplying candles for prestigious events, including the gala dinner for Prince William and the Duchess of Cambridge, has shaped Tara Candles’ identity. Recognition by Ratan Tata for outstanding product and services rendered to Taj over 12 years reinforces our commitment to excellence and quality,” says Umesh.
COVID challenge
No business or venture can stay untouched by hurdles and impediments. These barriers work as an acid test and sometimes become game changers.
When the world was reeling under COVID-19, Tara Candles, in a show of resilience, supplied 1,60,000 corona-shape candles to Alkem Pharma in 16 days.
“This timely response to the market demand not only contributed to our growth but also demonstrated our ability to meet unique and urgent requirements,” Umesh underlines.
His company also supplied almost 15 lakh candles in the same year to various corporates.
He says, “Challenges have been part of our journey, especially during economic recessions like COVID-19. Overcoming these hurdles involved strategic planning, adaptability, creativity, innovative solutions, and a commitment to excellence. For instance, during the pandemic, we not only survived but thrived by supplying specific and in-demand candle designs to pharmaceutical companies.”
He adds, “My two-decade entrepreneurial journey, rooted in organic chemistry and a strategic foray into handmade paper, aligns intimately with Tara Candles’ evolution. My vision has laid the foundation for our resilience, innovative spirit, and strategic positioning in the market.”
Global expansion
In 2016, Umesh’s brand adopted digital marketing. Tara Candles made its first export to the UK market in a container load of candles to the Infinity Group. Tara Candles has now been onboarded at Choitrams Group in the UAE, Infinity Group in the UK, Shopper Stop in India, Amazon India, and Flipkart.
“Strategic decisions, including our first export to the UK market in 2016 and subsequent collaborations, positioned us for global expansion. Distribution partnerships with Choitrams Group in the UAE, Infinity Group in the UK, and our presence on platforms like Amazon and Flipkart further solidified our global footprint,” avers Umesh, adding, “These decisions were guided by the vision of serving diverse markets and establishing our brand globally.”
Hands-on approach
Umesh has always ensured his personal involvement in crafting candles, starting from 2015 for Emirates Airlines. It is a unique aspect of Tara Candles’ history.
“My hands-on approach and attention to detail, as seen in my personally crafting candles for Emirates Airlines in 2005, has been a cornerstone of the brand’s success. This commitment to excellence and a personal touch has maintained a decade-long association with leading hotels, solidifying our reputation for quality,” Umesh asserts.
He continues, “Balancing the personal touch, including customising candle designs with the demands of a large-scale manufacturing company involves a commitment to innovation. My continuous unveiling of new designs and personalised offerings showcases our ability to balance creativity with efficiency.”
Boosting indigenous manufacturing and empowering the local
Tara Candles is a shining example of how an indigenously built product has won international accolades. In the process, it has also generated jobs for the locals.
“I believe we are making a substantial contribution to the ‘Make in India’ initiative. By establishing Tara Candles as Asia’s largest candle producer and expanding our reach internationally, we are showcasing the capability of Indian businesses to manufacture high-quality products. Our commitment to innovation, continuous expansion, and strategic distribution partnerships aligns with the initiative’s goal of promoting indigenous manufacturing and boosting the Indian economy,” Singh says.
“We have a diverse workforce. Many employees have found meaningful employment opportunities, particularly those who may not have had formal education in candle making. The inclusive work environment at Tara Candles has provided them with valuable skills and a chance to contribute to the company’s success,” he adds.
Umesh says, “Individuals with artistic talents have been able to express their creativity in candle design, adding a personal touch to the products. This has not only enhanced the quality of Tara Candles but has also positively impacted the lives of the workers by providing them with a platform to showcase and develop their skills.”
Future goals
Umesh aspires to further international expansion in European and American markets and establish Tara Candles Distributors worldwide. His specific milestones involve, “continued growth, maintaining product excellence, and reinforcing our brand as a global leader in the candle manufacturing industry.”
He also places a lot of emphasis on his team and teamwork, saying, “Fostering a positive corporate culture involves recognising the pivotal role of the team. Our growing team of 85 members contributes to our success through dedication and collaborative efforts. Team members play an integral role in maintaining our brand’s reputation, ensuring product quality, and contributing to our continued growth.”
Being a 3 C leader – competent, committed and with a strong character – Umesh’s brand is poised to achieve dizzying heights. His steely dedication, innovative spirit, and indigenous bent will help him chart new territories and come up trumps every time.
