“Make big investments, spend money effectively, and maintain composure.”
Chencho, 48-year-old entrepreneur hailing from Trongsa, has been making waves in the lighting industry with his pioneering venture, Norgu Lights. Founded in Changangkha, Norgu Lights has rapidly gained prominence for its commitment to providing eco-friendly, reliable, affordable, and long-lasting LED lights, while simultaneously addressing the issue of waste reduction. In just four years, the company has achieved remarkable growth, establishing itself as a sustainable lighting solution leader in the market.
At the heart of Norgu Lights’ success story lies Chencho’s unwavering dedication to sustainability and energy efficiency. Recognizing the pressing need to make LED lights accessible to all, Chencho embarked on his entrepreneurial journey with a vision of supplying high-quality LEDs that catered to every budget. Despite facing challenges that often accompany startups, including the lack of a mentor, Chencho’s drive was fueled by his voracious reading of entrepreneurship literature and inspiration from prominent business figures through YouTube talk shows.
However, the path to success was anything but simple for Chencho. In a region where mentors were scarce, he embarked on his entrepreneurial journey armed with determination, a thirst for knowledge, and a stack of books on entrepreneurship, startups, and innovative problem-solving. “When I was starting as an entrepreneur, I was inspired by the YouTube talk shows hosted by renowned businessmen,” he reminisces.
The spark for Norgu Lights was ignited by Chencho’s discovery that a substantial number of rural households in Bhutan still relied on traditional halogen bulbs due to the costlier nature of LED lights. Determined to bridge this gap, he set out to establish an LED light company that could provide budget-friendly yet durable and efficient lighting options.
Overcoming initial market resistance posed by imported LED lights, Norgu Lights managed to carve a niche for itself through relentless perseverance. Addressing the perception that locally-made products were inferior in quality, the company extended a game-changing two-year warranty to its customers. This assurance significantly boosted customer confidence and gradually won over skeptics.
Chencho’s entrepreneurial philosophy emphasizes calculated risks and a steadfast focus on customer satisfaction. Norgu Lights’ products are priced approximately 70% lower than competitors such as Panasonic and Brajash, a testament to their dedication to affordability. Chencho advocates for strategic planning, innovation, and effective resource allocation, believing that adaptability and creative problem-solving are essential traits for business success in an unpredictable landscape.
Embracing calculated risks and an unwavering dedication to customer satisfaction, Chencho emphasizes the company’s commitment to affordability, asserting that their products are 70% cheaper than well-established competitors like Panasonic and Brajash. His advice to aspiring entrepreneurs is clear: “Make big investments, spend money effectively, and maintain composure.” In a world of uncertainty, Norgu Lights navigates challenges with creativity and determination, not only overcoming obstacles but revolutionizing the lighting industry and captivating customers.
Today, Norgu Lights boasts an impressive array of LED lighting solutions tailored to meet the diverse needs of customers, spanning homes, businesses, industrial complexes, and outdoor spaces. With a focus on strategic planning, innovation, calculated risks, and diligent hard work, Chencho underscores the importance of a deep understanding of the business, effective execution, and viewing challenges as opportunities for entrepreneurial growth.
As the sun sets over the verdant hills of Bhutan, Chencho’s Norgu Lights continues to shine brightly, illuminating the path towards a more sustainable and prosperous future. With a heart full of determination and a spirit of innovation, Chencho has not only crafted a successful business but also ignited a spark of change that resonates far beyond the borders of Trongsa, leaving an indelible mark on the landscape of Bhutan’s entrepreneurial ecosystem.
By Tendrel Zangmo
