N TI O A V SS NS NO O IN ACR ATIO R NE GE
A New Leader in the Pro-Sound and Light Industry: L’Amiga Curaçao This series sheds light on small and medium sized family businesses that have innovated and grown across generations. The family business model (or lack thereof) is actually proven to be one of the most successful business models that exist. According to Roberto H. Flören, the Head of the Business Faculty at Nyenrode Business University, “In the long term, family businesses are more successful and profitable than non-family businesses.” The reasons for this are their ability to be resilient in the face of crisis and to build strong ties to the community. TEXT NEELAM MELWANI
IL’Amiga is at first sight a small electronic store located in Heerenstraat in the center of Willemstad. A second branch of the store recently opened at Zuikertuin mall, an indoor shopping mall located in the populous area of Mahaai. Behind the business are a father and son, Doulat (father) and Gautam (son) Chandiramani, who have increased the success of their organization through keeping up with the times and taking calculated risks.
Growing the Family Business
The Beginning
Up until 2011, L’Amiga focused on consumer electronics, in one store. Shortly after moving back to Curaçao however, Gautam Chandiramani noticed that there was so much potential in the pro-audio department, a new market that was not as saturated that provided many growth opportunities. By 2012, L’Amiga became a multi-floor store, segregating consumer electronics and pro-audio electronics, a new market segment that had really taken off. In 2016, they opened a second branch in Zuikertuin Mall.
In 1974, based on a suggestion from a friend, Doulat Chandiramani, moved to Curaçao in search of opportunity. He worked for an Indian company on the island for about fifteen years, before venturing out on his own. “I had been working for other people my whole life, and realized that it wasn’t going to keep me happy. I therefore decided to start my own company in 1987.” L’Amiga started as an apparel store with a small electronics section. Doulat Chandiramani explained that clothing was a great place to start building a business – he was able to purchase apparel for a low price at the Freezone in Curaçao itself, and sell it with a quick turnaround, saving up to invest in the business he really wanted: consumer electronics. “I was always an electronics man,” Doulat Chandiramani explained, “And I knew I wanted to continue in that line of business. Initially, I didn’t have enough to invest in that, but as soon as I did, I started following my dream.”
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CURAÇAO BUSINESS
| NUMBER 2 | 2016
In 2011, his son, Gautam, joined the family business, and with him came new ideas. Gautam Chandiramani got his Master’s in accounting and worked for PwC for three years in the Netherlands. Gautam grew up in Curaçao, and it had become home. After wrapping up his studies and getting some experience, he was ready to move back home.
According to Gautam Chandiramani, “What we’ve seen in recent years is a decrease in consumer electronics, and an increase in the pro-audio market. We really needed to diversify our product and change our approach to meet the demands of a changing market.”
Bridging the Generation Gap According to Doulat Chandiramani, “I never expected that my son would join the family business. I’m so happy he did though – he
