Sugeshnee Naidoo

Sugeshnee Naidoo is managing director of Enermous Foam Tapes and Pressure Sensitive Adhesives. The company specialises in converting foam products and manufacturing pressure-sensitive adhesives used across various industries for insulation purposes.

Her journey from a health crisis to becoming a thriving business woman is inspirational. “I got married at a very young age and started my family early,” Sugeshnee reflects. Juggling the responsibilities of being a wife, a mum, and a career woman working for a corporate company, she was also studying marketing. However, Sugeshnee’s life took a sharp turn when she was diagnosed with a brain tumour. “To most people, that’s scary,” she admits. “For me, it was just one of those things. You have to deal with it.”

The diagnosis forced Sugeshnee to leave her job, which presented both emotional and financial challenges. With only one income to rely on, she found herself at a crossroads. “I always wanted to own a business,” she explains. “I thought to myself, what do I do now?” Instead of succumbing to her health crisis, Sugeshnee saw this as an opportunity. Despite the difficulties of starting a business while managing her health and family life, she founded her company. Not only did Sugeshnee start the business, but she went on to do a business management course studying through the University of Cape Town.

“It wasn’t easy being a mum, a wife, and starting a business while dealing with my health issues,” Sugeshnee confides, but she remained steadfast in her resolve. Over the next 18 years, despite her illness, she ran her business successfully, which opened many doors for her. Much of her journey was driven by the need to show her children that “a diagnosis isn’t a death sentence” and that they could still achieve their dreams.

Sugeshnee believes that her dream materialised for her and that there’s a path for all of us. She added, “I’m so passionate about my business; it’s my baby.”

Building a Dream
Having an entrepreneurial spirit was deeply influenced by Sugeshnee’s family, particularly her father. “He was a businessman, and he got us involved in the family business from a very young age,” she shares. “That sparked my interest in owning a business, and it grew into a dream.” While her parents played a pivotal role in her life, Sugeshnee is keen to acknowledge her own self- motivation. “I always look at the positive side of every situation,” she says. “No matter what life throws at us, we have to come out of it.”

Sugeshnee views her business as more than just a commercial venture. “It’s not just a business to me; it’s personal,” she affirms. “My communication skills, leadership, and the personal touch I bring to the business have been key to its success.”

In addition to leading her company, Sugeshnee is committed to making a positive impact on her community. “I’ve received numerous awards,” she says, “but the biggest achievement for me is the impact I have on employment. Knowing that I’m helping someone raise their family is what really matters.” Her commitment to social responsibility goes beyond just providing jobs. Sugeshnee partners with small businesses, donating offcuts of raw materials for them to use in their production processes and mentoring them to help them grow. “It’s not just about being socially responsible; it’s about using my experience and being active in making them a success,” she states.

To young women aspiring to become business leaders, Sugeshnee offers simple yet powerful advice: “Believe in yourself. Don’t be afraid of hard work or taking risks.”

Running a business comes with challenges, but Sugeshnee faced two major crises that could have ended her journey. “The hardest challenge was the July 2021 riots,” she recalls. “My entire business was burned to the ground.” After 15 years of commitment, Sugeshnee saw everything she had built reduced to ashes. “We were ready for our ISO accreditation; things were going well, and suddenly, it was all gone,” she says.

Despite the devastation, Sugeshnee’s resolve remained intact. “My husband asked, ‘What are you going to do?’ and I said, ‘We don’t have an option. We’ve got people that are relying on me for a salary. And I’ve got customers that are relying on a product. We start the business again,’” she recalls.

Within a week, they were back to supplying customers. Her efforts were recognised with several awards, including the Tenacity and Grit Award from the Durban Automotive Cluster and Champion Entrepreneur of the Year.

As if the riots weren’t enough, Sugeshnee’s business was struck six months later by the devastating floods in KwaZulu-Natal. “The entire business was floating in water,” she shares. Yet again, she and her team managed to recover quickly and resumed operations within days.

“Although it was a difficult patch, we made it, and we ended up buying our own premises. Out of all the bad that happens, there is good,” said Sugeshnee. “We had no outside assistance, so we had to rebuild everything on our own,” she explains. The experience, while challenging, strengthened her resolve. “It had a huge impact, but it’s grown us a hundredfold within ourselves and the business. We know we’re here to stay.”
Looking Ahead
Sugeshnee’s goals for the future are ambitious. “We have plans to double the employment levels at our factory in the near future,” she reveals. Her company is currently engaged in export programmes and is looking to expand globally.

Despite her busy schedule, Sugeshnee finds ways to maintain balance in her life. “I love gardening, cooking, reading, horse riding and spending time with my family,” she says. Meditation also plays a key role in helping her manage stress and maintain focus.

As Sugeshnee continues to grow her business, she remains dedicated to uplifting those around her, leaving an indelible mark on her community and the business world alike.