Devamoorthy Selvanithi

Devamoorthy Selvanithi: Building a Business from Belief

When Devamoorthy Selvanithi’s husband fell seriously ill, everything changed. The weight of medical expenses and the loss of a steady income placed an enormous burden on their household. With children to care for and limited options, Selvanithi, just 43 years old and living in the quiet village of Sirupitty, Jaffna, made a life-altering decision. Rather than seek work away from home, she turned inward, drawing on her resilience and resourcefulness to start a business she could run while remaining close to her family.  [1639]

In 2023, she launched her business with a modest Rs. 5000, driven by self-belief and a commitment to producing honest, high-quality products. Despite having no prior experience, she steadily grew her range to over ten items, including chili powder, sattuma, coriander powder, malli coffee, and triposh. What quickly set her products apart was a firm promise to customers: purity without compromise.  [1622, 1584, 1586, 1616, 1629, 1610]

“Most store-bought turmeric is mixed with flour and other additives,” she explains. “We wanted to offer people something clean and truly natural. That’s the reason we started, our goal is to provide products without any adulteration.” [1639]

With profits reinvested into production, Selvanithi expanded gradually, navigating the challenges of a competitive market. Yet she often faced skepticism from local shopkeepers who were hesitant to take on a new brand.

“They’d say, ‘You’ll leave us after a few days, why should we take the risk?’” she recalls. “Some would only agree to stock our products if we offered them upfront for free or with delayed payment. It was disheartening- but we didn’t give up.”

Her brand, Sannidhi Products, has since carved a small but growing niche, thanks to unwavering persistence and family support. When limited market opportunities became a roadblock, she took a bold step, renting a space in the Ammachi building and opening Sannidhi Stores, a retail outlet that now sells both her products and those of other self-employed entrepreneurs in the community.  [1630]

A turning point came when she connected with Viluthu’s Sanjeevi platform, which gave her a trusted space to reach wider customers and participate in entrepreneurial training. She credits Viluthu with playing a vital role in her growth, helping her refine her operations and build confidence.

Throughout it all, Selvanithi has leaned on her family for strength. “I never go to outsiders for help,” she says. “My husband was always my support, and now my children are too. Yes, there have been tensions with extended relatives as the business has grown, but I don’t let it bother me.”

Looking ahead, her vision is bold and community-focused. She dreams of expanding Sannidhi Products across all provinces and, more importantly, of creating employment opportunities for women from economically disadvantaged backgrounds. With quiet determination, clear values, and a heart full of purpose, Selvanithi is proving that even the smallest steps, when taken with courage, can build a lasting legacy.