From Vemula Ramya to RamyaNagendra: How a Home-Based Start Became a ₹10 Crore Jewellery Business in the Telugu States

In Telangana’s fast-changing retail space, the rise of Vemula Ramya stands out as a story built on patience, direct customer reach, and steady work over several years. Known in the market as RamyaNagendra, she is the founder and driving force behind Ramyanagendra Imitations Private Limited, a business that began in March 2018 with an investment of just ₹500 and now reports an annual turnover of around ₹10 crore.

The brand is widely recognised for its black bead collections, or nallapusalu, and for its early use of live sales in Telugu. Today, the business runs three physical outlets, sells through its own digital channels, and handles up to 500 orders a day during peak periods. On social media, the brand connects with more than 360,000 followers on Instagram and over 100,000 subscribers on YouTube, building its growth on direct interaction rather than large advertising spends.

A Personal Journey Rooted in Craft

Vemula Ramya was born in 1994 in Jagtial, Telangana. Long before she entered retail, her daily life was shaped by tailoring. She learned the craft from her mother, a skilled tailor who trained more than 100 women in the area. From a young age, Ramya learned how to cut and stitch garments and later used that skill to run a small home-based tailoring service.

This work gave her more than just income. It taught her how to deal with customers, how to manage time between household duties and paid work, and how to maintain quality under pressure. Over the years, however, the physical demands of tailoring began to show. Long hours at the sewing machine led to severe back pain, making it difficult for her to continue the same routine.

A Health Setback Leads to a New Idea

The health issue came at a time when she also had a young child at home. With both physical limits and family responsibilities in mind, Vemula Ramya began to look for another way to earn. She needed something that could start small, run from home, and grow without heavy physical strain.

Imitation jewellery became that option. In March 2018, she set aside ₹500 from her savings and bought a small batch of products to test the market. At that point, there was no shop, no staff, and no fixed supplier network. The work was handled from home, and every decision had to be careful because the capital was limited.

The Reality of Starting With ₹500

The first phase of the business was simple and uncertain. Vemula Ramya and her husband, Nagendra, travelled long distances on a two-wheeler to source stock, often with their infant child along. Each purchase had to be planned, because unsold items meant blocked cash.

Sales came through personal contacts and early social media posts. Orders were packed at home. Customer calls and messages were answered directly by her. The scale was small, but the learning was constant. Over time, she began to see which designs moved faster and which price points worked better for her audience.

Finding a Direct Way to Sell

As the business took shape, Vemula Ramya began using live video in Telugu to show and sell products. Known to customers by her market name, RamyaNagendra, she used these sessions to explain prices, show details, and take orders in real time. This reduced delays and helped buyers feel more confident, since they could see the product before paying.

When COVID-19 lockdowns began in 2020, this approach became central to the business. With physical markets closed, many customers shifted to online buying, and order volumes rose sharply during this period.

Handling the Lockdown Test Alone

The rise in demand came with serious challenges. Courier services slowed, transport routes were blocked, and delivery timelines stretched across the country. At that time, there was no team. Vemula Ramya handled everything herself, from live sales and customer communication to packing and coordinating dispatch.

She continued to take orders, kept customers informed about delays, and cleared the backlog step by step. Over time, every pending order was delivered. This period played a major role in building trust with customers, many of whom stayed with the brand even after normal markets reopened.

A Costly Inventory Lesson

As the business grew, it faced a major setback. At one stage, inventory worth about ₹6 lakh failed to sell. For a self-funded venture, this was a serious blow. The loss forced a review of how buying decisions were made.

After this, sourcing became more careful. The focus shifted to designs with proven demand, and bulk buying of untested items was reduced. Cash flow tracking and stock planning became tighter, helping the business avoid similar risks later.

Building a Strong Identity in Black Beads

One category began to stand out clearly: black bead jewellery, known as nallapusalu. These pieces have strong cultural value in the Telugu states, and customers often look for variety within this style. The brand chose to build depth in this segment, adding hundreds of design options over time.

Along with this focus, the company introduced a clear entry price point near ₹399 to attract first-time buyers. The idea was to make the first purchase easy and then offer higher-priced designs to returning customers. Today, the catalogue includes more than 1,600 designs across necklaces, earrings, bangles, and related items.

From a Home Setup to a Registered Company

By 2025, the scale of operations had moved far beyond the early home-based setup. In February 2025, the business was incorporated as Ramyanagendra Imitations Private Limited. The move brought more structured systems for accounts, sourcing, and daily operations.

The company now runs three physical outlets in Jagtial, Mancherial, and Hyderabad’s Saroornagar area. It also sells through its own website and social media platforms. In addition, it conducts sales expos in several cities to reach customers who prefer to see products in person before buying.

Jobs and Daily Operations

With growth came employment. The company now supports close to 100 women through its stores, packing units, and support work. For a Tier-2 town like Jagtial, this has added steady work options in areas such as quality checks, order packing, and customer service.

During peak periods, the business handles up to 500 orders a day, which requires close coordination between online sales, store stock, and logistics.

Two Names, One Business Vision

In public and in the market, she is known as RamyaNagendra. In official records, her name is Vemula Ramya. The two names now represent the same journey: a shift from home-based tailoring to running a growing retail business that combines digital sales with physical presence.

Plans for the Next Phase

The company plans to add more outlets and expand its expo network across Telangana and Andhra Pradesh. It also aims to widen its design range and work more with traditional artisans on new collections. On the digital side, the focus remains on improving how live sessions connect with online orders and store stock.

From a ₹500 start in March 2018 to a reported ₹10 crore turnover, the journey of Vemula Ramya, known to customers as RamyaNagendra, shows how steady execution, regional language outreach, and direct customer trust can turn a small home venture into a growing jewellery business in South India.