Oxygen: More Than a Brand, A Promise – Shijo K. Thomas Success Story

As Kerala embraced the digital age, Oxygen: The Digital Expert emerged as a trusted companion in this transformation—connecting consumers with cutting-edge technology while delivering exceptional after-sales experiences. Over the past 25 years, the brand has become a household name, winning the confidence of more than 7 million customers. At the helm, CEO Shijo K. Thomas looks back on this inspiring journey and charts an ambitious course for the future.

Your journey into business is quite inspiring. How did it all begin?

My foray into the business world wasn’t something I meticulously planned—it was born out of necessity and shaped by circumstance. After earning my diploma in computer engineering, I worked for a couple of years at a private firm in Ernakulam. But in 1999, life took an unexpected turn. I had to step away from my job and return to my hometown, Kanjirappally in the Kottayam district, to care for my mother during her medical treatment.

Faced with uncertainty, I knew I had to find a new path. With a background in computers and a strong will to stay independent, I took a leap of faith and launched a tiny venture—just 50 square feet in size—called Ozone Systems. It was a humble setup, focused on assembling and selling computers. At a time when computers were still a novelty in homes and mainly used in big institutions, this was a bold move.

In those early days, it was just me and one staff member, navigating the infancy of the digital age. We imported computer parts, painstakingly assembled each unit by hand, and delivered them to customers. Back then, building a computer wasn’t a quick process. It could take days—especially installing the Windows 3.1 operating system using 31 floppy disks. One faulty disk, possibly with fungus, could derail the entire setup. It was challenging, but it taught me patience, precision, and resilience.

Fast forward to today, where computers come ready-to-use straight out of the box—it’s a different world. But that small seed planted in Kanjirappally grew, spreading its roots to Kottayam and beyond. That’s how the journey began—from a modest room with wires and floppy disks to something far greater than I imagined.

What was the inspiration behind the name ‘Oxygen’? 

One of the key ideas was to bring in a unique name that had no direct connection with technology and then market and brand it effectively. Additionally, since our first venture was named Ozone Systems, the rebranding naturally led us to Oxygen. We also considered the chemical transformation from ozone (O₃) to oxygen (O₂). Moreover, in today’s world, digital products have become as essential as oxygen for people, making the name even more relevant.

“Trust is our hot ticket to success” – How has this philosophy helped shape the growth of the Oxygen Group? 

From the very beginning, trust has been our top priority. We place great emphasis on after-sales service. The relationship with a customer starts when they purchase a product, especially electronic goods, and it continues beyond the sale. When computers were not as common in the early days, customers had many doubts about their functionality. It was also the time when the internet was just starting to gain traction. We used to receive constant service calls, even at night, and we always attended them.

To gain customer trust, selling only high-quality products is crucial. In our early days, the grey market was very active in this sector. However, from the beginning until now, we have only provided company-authorised spare parts, ensuring customers receive the warranty they deserve. We have never compromised on the quality.

By holding firmly to our principle that “Trust is our hot ticket to success”, we have retained customers who have been with us since 1999. Ever since we rebranded from Ozone to Oxygen, every showroom has had an Oxygen Care service center. These units are our own, set up purely to support customers without focusing on profit.

By maintaining product quality and providing excellent after-sales service, we have continued our journey alongside our customers. This is why, even in our 25th year, we continue to thrive successfully. Hence, “Trust is our hot ticket to success.”

What led to the incredible transformation from a tiny 50-square-foot shop to 44 showrooms across Kerala?

The seeds of growth were sown during a pivotal era—when digitalisation was just starting to reshape lives. Computers were evolving from luxury items into everyday essentials, and I saw a clear opportunity to ride that wave. Tapping into that rising demand and establishing a trustworthy, consistent presence in the market laid the foundation for what would become a statewide network.

But the journey wasn’t without its trials. A major accident left me bedridden for six months—a phase that turned out to be an unexpected turning point. During that stillness, I came to a profound realisation: no one builds an empire alone. Growth isn’t about individual brilliance; it’s about collective strength. That’s when I shifted my focus from doing everything myself to building a team. Not just any team, but one made up of passionate, loyal, and driven individuals—people who believed in the dream as much as I did, even if they didn’t come with the most polished resumes.

Another driving force behind our success was our commitment to visibility. Right from the beginning, we focused on communicating consistently and clearly with our audience—educating them, engaging them, and ensuring they knew what we had to offer. Marketing wasn’t an afterthought; it was a pillar.

As we expanded, we didn’t just grow physically—we evolved digitally. We embraced automation and brought every process, from sales to service, under a streamlined, tech-powered system. That forward-thinking approach allowed us to stay agile and efficient as the market changed around us.

In the end, our growth wasn’t just about selling products—it was about building trust, empowering people, and staying one step ahead in an ever-evolving digital world.

Can you elaborate on ‘Adapting to Change’?

Adapting to change is one of the most critical aspects of running a successful and sustainable business. If a business fails to embrace evolving trends, its very survival can be at risk. For instance, take Nokia, which was once a leader in mobile phones. Its reluctance to adopt the Android operating system led to its decline. Similarly, Kodak was once the number-one company in the camera industry, but when digital cameras emerged, the company collapsed because it failed to adapt.

In our case, we started by assembling personal computers. When laptops became popular, we shifted our focus accordingly. We were the first in Kerala to introduce stores where customers could experience computers and laptops firsthand with a “touch-and-feel” experience. That store became a benchmark, and many others followed the same model.

Similarly, when the smartphone revolution arrived in 2010, we incorporated smartphones into our product category. This brought a massive transformation to our business. Today, nearly 45% of our revenue comes from smartphone sales. If we had not included smartphones in our product line-up back then, our growth would not have been as significant.

We also adapted to changes in the home appliances industry, embracing digitalisation and AI-driven products. Our goal has been to bring all kinds of electronic products under one roof. Now, we are eagerly preparing for the changes the future will bring.

How do you balance innovation and core values?

When a business scales up from `10 crore to `100 crore and then to `1,000 crore, having the right system, processes, and a technology-driven backend is crucial. Beyond individuals, if technology is effectively implemented, it can elevate a business to any level.

Secondly, everyone in leadership must have a growth mindset. The moment one starts thinking, “This much is enough,” the growth curve begins to decline. Setting up a growth engine, analysing data, and making necessary adjustments ensures that both innovation and expansion are balanced effectively.

What inspired the launch of your own television brand, ‘Oxyview’?

Our close connection with customers across our stores gave us a valuable insight—there was a noticeable gap in the market for a smart, feature-rich television that didn’t break the bank. People were seeking quality and affordability, and we saw an opportunity to bridge that gap. That’s how Oxyview was born.

Creating our own brand allowed us to offer more than just a product—we could deliver complete peace of mind. Since it’s entirely under our wing, we provide direct service, warranty support, and a seamless post-sale experience. Our vision was simple yet ambitious: to bring smart technology within reach of the everyday consumer.

The response was phenomenal. Customer feedback exceeded all expectations, and in many cases, demand has even outpaced supply. This success has not only validated our vision but also inspired us to expand the Oxyview lineup. Very soon, we’ll be introducing Oxyview air conditioners, followed by a range of small home appliances. What’s more, these products are being manufactured at scale within India, powered by the momentum of the Government’s “Make in India” initiative—which has been a strong pillar of support.

Is Oxygen looking beyond Kerala?

Absolutely. Plans for national expansion are already in motion, and we’re gearing up to establish a broader footprint across India. While international markets are on the horizon, our current focus is to solidify and scale our presence at the national level first.

What are the essential qualities of an entrepreneur?

In any business, the most important aspect is to execute innovative ideas creatively. This ability is the first and foremost requirement for an entrepreneur. They must be strong enough to face challenges and crises, take the initiative in every situation, and have the adaptability to adjust to changing circumstances. They should also be capable of creating the necessary resources for the business.

Above all, an entrepreneur must be patient. Success does not come overnight—it requires consistent efforts and perseverance. Many young entrepreneurs and start-ups enter this field thinking, “I can’t work under someone else, so I’ll start my own business.” However, their rise and fall often happen as quickly as fireflies flashing in the dark. Some keep shifting from one venture to another because they lack the patience to endure losses.

In my case, for the first five years, I had no profits—I faced multiple financial setbacks. However, patience and persistence helped me reach where I am today.

Every business typically goes through five stages, known as the “5 S’s”:

1. Struggle – The initial phase involves battling various challenges.
2. Survival – This is when a business begins to manage its expenses.
3. Stability – At this stage, profits start coming in.
4. Success – This phase involves establishing a strong second-line leadership team that manages systems and processes.
5. Scale-up – The final stage, where the business grows beyond the entrepreneur’s direct involvement.

What challenges do you face in running a large retail chain?

With the rise of e-commerce, the retail sector faces an unhealthy level of competition. The market has shifted toward price-based competition, often ignoring customer value.

Previously, factors like after-sales service and customer satisfaction were given priority. However, many consumers are now solely focused on finding the lowest price, neglecting long-term benefits. This trend is problematic because companies that rely only on price cuts will struggle to sustain in the long run, ultimately leading to customer dissatisfaction.

The right approach to competition should involve offering fair pricing while also prioritising after-sales service and overall customer experience.

If Oxygen were to start a new business beyond retail, which industry would you choose? 

If we were to launch a new business apart from retail, we would venture into digital product manufacturing. The reason is that digital products have limitless potential in today’s world. Technologies based on Artificial Intelligence (AI) and Robotics are rapidly emerging and transforming daily life. AI is already integrated into various products—smartphones, laptops, and even household appliances.

To keep up with these advancements, we would focus on developing AI-driven and robotics-based digital products that align with evolving consumer needs.

If you had to sum up Oxygen’s success in just three words, what would they be?

Democracy. Socialism. Secularism. These three words form the soul of our organisation—and they’re more than just ideals; they’re practices we live by every day.

At Oxygen, every major decision is made collectively. We believe in open dialogue, where every team member’s voice counts—whether you’re in management or on the ground floor. There’s no rigid hierarchy; respect and equality are the cornerstones of our culture. From the CEO to the cleaning staff, everyone is valued equally.

Our commitment to secularism ensures fairness, transparency, and a non-discriminatory environment within the organisation. These values don’t just shape our internal dynamics—they extend to how we engage with our customers too.

Transparency has always been our promise. From the days of manually assembling computers to today’s tech-driven retail experience, we’ve consistently focused on delivering quality while keeping our customers informed and empowered.

And finally, we hold a simple belief close to our hearts: the wealth we generate comes from society—so it’s only right that we give back to society in meaningful ways. That mindset continues to guide every step we take.

Pic Courtesy: Pegasus Photography