I am Joseph Celestin, an entrepreneur driven by resilience and vision. My professional life began like many others—with conventional jobs after finishing school and college. It was through meticulous saving of my daily earnings that I laid the foundation to realize my entrepreneurial dream.
The Beginning: Solid Flooring
Around the 1995 period, I launched my first company, 'Solid Flooring,' a small manufacturing unit specializing in Mosaic Tiles. Until 1998, the business progressed steadily, filling me with hope and quiet satisfaction.
The Crisis: Market Disruption
However, the market soon faced a disruptive change. In 1998, Ceramic Tiles became the new industry standard, quickly making my Mosaic Tiles obsolete. The venture collapsed, and for nearly two years, the company remained a dark, dormant structure. This period was, undoubtedly, the biggest crisis of my life.
The Pivotal Shift: Embracing Innovation
It was during this challenging time, in 1999, that I had a breakthrough moment: I accidentally witnessed Interlock Paving being installed in Kochi. It was a revelation! I instantly realized: "I can manufacture this using the 3-ton Heavy Hydraulic Press we already own." I was determined to salvage the machinery and reinvent my business.
I procured a brick sample, designed new molds, and in the year 2000, I launched 'Angel Pavers,' initiating the production of interlock bricks.
Building Trust: The Nilambur Challenge
The initial phase presented a major hurdle: "Nobody in Nilambur knew what interlock paving was!"
Engineers and customers were highly skeptical about its durability. The system required only a two-inch metal base, allowing rainwater percolation—a stark contrast to traditional concrete flooring. With no one willing to take a chance, production continued, but sales stagnated, leaving the yard piled high with inventory.
To overcome this, I sought a champion for the new technology. I approached Velayudhan Sir, the esteemed Chief Engineer in Nilambur, and frankly discussed the product and the public's reluctance.
"Sir, I will install this paving in your courtyard free of cost. You only need to cover the raw material expenses. Your satisfaction is my only requirement."
Impressed by my conviction, the Sir agreed. The work at his residence was a turning point. Doubters observed the quality, and its effectiveness convinced the local market. Interlock paving quickly gained acceptance.
📈 Scaling Growth and Technology
Crucially, during this transition period, no other company in the region was operating in this niche. Seizing the momentum, in 2004, I replaced the hydraulic machine with the more productive High-Density Vibration Technology. This decision was key to scaling our operations.
Launched Angel Products
Consolidated ventures to form the 'Angel Group'
Established a new unit, Angel Traders, in Gudalur, Tamil Nadu, expanding our market reach
Today, we are on the verge of launching our Ready-made Heavy-Duty Compound & Partition Wall System.
This is the story of how an entrepreneur, instead of succumbing to crisis, embraced change and technology, evolving into the head of a successful group.
I hope this journey serves as an inspiration to all.