The Brand Called You

Vijay Kumar, Founder & CEO, TSUYO Manufacturing Pvt Ltd

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Vijay Kumar, Founder & CEO, TSUYO Manufacturing Pvt Ltd
  • Vijay reflects on starting Biryani Box and navigating regulatory shocks such as GST and demonetization.
    • Podcast
    Overview

    In this episode of The Brand Called You, host Ashutosh Garg speaks with Vijay Kumar, Founder & CEO of TSUYO Manufacturing Pvt Ltd, about entrepreneurship, manufacturing innovation, and leadership lessons learned on the ground.

    00:00:45- Risk, uncertainty, and first-generation entrepreneurship
    • Vijay reflects on starting Biryani Box and navigating regulatory shocks such as GST and demonetization.
    • Takeaway: Agility, resilience, and ecosystem awareness are essential.
      • 00:02:34- Lessons from a successful exit
      • Building sustainable, value-driven businesses matters more than chasing investors.
      • Advice: Prioritize unit economics and profitability over external funding.
        • 00:04:09- Execution beats ideas
        • Ideas matter — but execution, disciplined processes, and technology redefine success.
          • 00:05:48- Why TSUYO Manufacturing, and why now?
          • TSUYO emerged from opportunities in EVs, solar, and new energy systems.
          • India’s powertrain and automotive R&D gaps created the right moment.
            • 00:09:30- Designing resilient supply chains
            • A diversified mix of imports, indigenous sourcing, captive production, and multisourcing builds immunity against disruption.
              • 00:12:14- Lean & Six Sigma on the shop floor
              • Inspired by Japanese practices: Lean, TQM, TPM, Gemba walks, poka-yoke, and control plans.
                • 00:14:29- Quality as a culture, not a checklist
                • Lessons from Tata and Hitachi show that tools only work when quality is deeply embedded.
                  • 00:15:53- Balancing speed, cost, and quality
                  • After-sales service and warranty excellence turn products into lasting promises.
                    • 00:17:31- Automation, AI, and digital twins
                    • AI-driven decision-making and digital transformation will enable scalable, cognitive manufacturing systems.
                      • 00:19:10- Go-to-market in a price-sensitive market
                      • Marketing is about building long-term brand equity while understanding customer behavior.

                        • RESOURCES:

                        Learn more about Vijay Kumar: LinkedIn 

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                        •  Vijay reflects on starting Biryani Box and navigating regulatory shocks such as GST and demonetization.

                          • The post Vijay Kumar, Founder & CEO, TSUYO Manufacturing Pvt Ltd first appeared on TBCY.

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