Virosha Pillay

Virosha Pillay, the managing director of Avvo Labels, purpose is deeply rooted in ensuring that the business maintains its legacy while evolving and growing to meet the challenges of the modern market. “Avvo is a family-owned business that has stood the test of time,” she notes. Established in 1985, the company has grown under the stewardship of her parents, and now, with her at the helm, it continues to flourish. Virosha has brought a unique combination of corporate experience and a personal touch to her role. “I am proud to have stepped out into the world at a young age. The wealth of experience and knowledge it afforded me was incredible,” she reflects.

Virosha’s journey began in the heart of her family’s business. “I grew up in my dad’s factory,” she recalls. Her childhood was steeped in the lessons learned by observing her parents navigate the business world. “They taught me resilience and the importance of hard work,” Virosha says.

Her education followed a path that kept her close to home, first attending school in Clairwood, then moving on to high school in Chatsworth. The foundation of her academic journey culminated at the University of Durban-Westville, where she earned a BSc degree majoring in biochemistry and microbiology. This background may seem a world apart from the world of printing and manufacturing, but it equipped her with analytical skills that would prove invaluable.

Her first job as a chemical analyst, was a role she found to be an eye-opener. “I thought it was going to be amazing until I actually got into the grind of it,” she admits. The work itself was interesting, but the silence of the laboratory felt stifling to her. It was then that she realised she needed a career that offered more interaction and dynamism.

This revelation led her to a position as a sales representative for a multinational pharmaceutical company. “It was exciting, fast-paced, and I was surrounded by a cohort of young, driven graduates,” she remembers. This corporate role was a perfect fit for her outgoing nature and laid the groundwork for the skills she would later bring to Avvo Labels.

COMPREHENSIVE INVOLVEMENT
As the managing director of Avvo Labels, Virosha’s role is as varied as it is demanding. “I find myself not always at my desk, which I prefer,” she shares. She is involved in every facet of the operation, from managing production to overseeing delivery timelines. “I’m very hands-on. I ensure that operations run smoothly, do a bit of marketing, a bit of finance – my fingers are literally everywhere,” she explains.

This comprehensive involvement stems from her passion for the business and her desire to see it thrive. “Being so hands-on allows me to see where we can be more efficient, more innovative,” she adds.

Her primary focus is on maintaining Avvo’s high standards and service delivery, which have been the foundation of its success in the FMCG sector. “My purpose currently is to ensure that Avvo Labels isn’t stagnant. I’m always looking for opportunities to grow, to innovate, and to make the company more sustainable,” she shares. This drive has seen the introduction of a digital press and machinery aimed at reducing the company’s carbon footprint. “We’re now part of a proactive movement towards sustainability, and that’s where I see us making a real difference.”

Reflecting on her early career, Virosha recalls the competitive nature of her first sales job. “Winning Rep of the Year was a standout moment for me,” she says, her eyes lighting up with pride. “It reiterated to me that if you put your mind to something, you can achieve anything.”

Virosha credits one piece of advice for shaping her approach to challenges: “Be careful how you respond to a challenge – think before you speak or write, because words are something you cannot take back. When I was younger, I would react quickly, sometimes too impulsively. Now, I take a moment to consider my response,” she shares. The result? Better communication and a more collaborative atmosphere. “It’s amazing how the right response can change the entire outcome of a conversation,” she notes.

PEOPLE-CENTRIC
Navigating her place within a male-dominated industry was one of Virosha’s greatest challenges. “Avvo Labels was successful before I took on this role, and I had to prove that I wasn’t just the boss’s daughter,” she explains. “People wondered if I was just going to come in and ‘boss’ everyone around,” she admits candidly.

However, through perseverance and showing her dedication, Virosha earned the respect of her team. Her approach to leadership is people-centric. “We have a diverse team, and it’s important to encompass everyone’s ideas and feelings,” she explains. Empathy plays a crucial role in her management style. “Sometimes, in business, it’s easy to forget that people are what make the business run,” she adds. Regular meetings, open communication, and recognition are key to her strategy. “No one should feel like they’re just clocking in and out. What we do here has an impact beyond these walls.”

Virosha’s inspiration comes from her parents, the founders of Avvo Labels. “I’ve watched them grow this company from nothing,” she says. Despite not having formal business training, her father made significant financial and strategic decisions that have positioned Avvo as a leader in its field. “He didn’t complete his schooling career, but his instinct for business is unmatched,” Virosha adds with admiration.

Virosha’s vision for KwaZulu-Natal is one of growth and opportunity. “This is my home, and it’s where my heart is,” she shares. She believes that there is untapped potential within the region. “There’s so much we can explore, and I plan to do exactly that,” she states confidently.

For Virosha, the pursuit of excellence is a continuous journey. “We want to progress, but we should never let go of perfection,” she says. “It’s about working hard, working smart, and making sure that whatever you’re doing is as close to perfect as possible,” she concludes.