Venkatachalam Sthanu Subramani: The Visionary Behind India’s Largest Local Search Engine

When it comes to the power of perseverance, few tales are as inspiring as that of Venkatachalam Sthanu Subramani, or VSS Mani, the trailblazer who revolutionized India’s local search landscape. Rising from a modest background, Mani’s journey from an ambitious young salesman to a successful entrepreneur who built and eventually sold Just Dial for a staggering Rs. 5,700 crore is nothing short of extraordinary.

Humble Beginnings And Great Aspirations Of VSS Mani

VSS Mani’s story began with dreams of a stable, respectable profession. As a young man, he had set his sights on becoming a Chartered Accountant. But life had other plans. Faced with pressing financial difficulties at home, VSS Mani had to abandon his studies and take up work to support his family. While many might see this as a setback, Mani turned it into an opportunity to learn the ropes of business. His job at United Database India, where he sold listings for the Yellow Pages, introduced him to the world of local business directories.

Yet, it wasn’t long before VSS Mani began to see the cracks in the existing system. The traditional Yellow Pages were clunky, quickly outdated, and far from user-friendly. Customers often found themselves lost in a sea of print, struggling to locate accurate, up-to-date information. This inefficiency stayed with Mani, planting a seed of innovation that would blossom years later.

The First Attempt: AskMe and the Struggles of Early Innovation

In 1989, armed with a keen understanding of how local information was needed and accessed, VSS Mani left his job and ventured into entrepreneurship. His idea was straightforward yet groundbreaking: provide reliable local business information over the phone. He named this new venture AskMe.

AskMe’s service allowed users to simply dial a number and get details about nearby businesses—no flipping through thick directories or waiting for updates. But as forward-thinking as AskMe was, the market wasn’t ready. At the time, fewer than 1% of Indian households had telephones, and dial-in rates were prohibitively expensive. Scaling the idea proved impossible, and tragedy struck when Mani’s father passed away, forcing him to rethink his path forward.

A New Era, A Renewed Vision: The Birth of Just Dial

The turning point came in 1996, with the liberalization of India’s telecom sector. As mobile and landline connections began to proliferate, the conditions were finally ripe for Mani’s vision to take root. With just Rs. 50,000 in savings, a tiny rented garage, and a handful of employees, VSS Mani launched Just Dial. This time, he was ready to seize the moment.

Just Dial’s initial service was simple: a memorable phone number—888-8888—that anyone could call to obtain contact details for local businesses. Over time, Mani’s team built a robust database, ensuring that users received accurate, timely information. It was a service designed to be as intuitive and convenient as possible. And when the Internet started gaining traction, VSS Mani brought Just Dial online, effectively creating a dual platform that catered to both phone and web users.

Overcoming Setbacks: The Dot-Com Crash and Beyond

The early 2000s brought the infamous dot-com bust, which sent shockwaves through the tech world. Just Dial was not immune. The company’s website faltered, and Mani faced a seemingly endless string of challenges. But unlike many startups that folded under pressure, VSS Mani held firm. He refocused on strengthening Just Dial’s phone-based services, ensuring that even in a turbulent market, the company remained relevant and reliable.

By 2006, Just Dial had reached Rs. 48 crore in annual revenue. This growth caught the attention of investors, and in that year, SAIF Partners invested Rs. 48 crore into the business. With this infusion of capital, Mani could once again dream bigger.

Riding the Internet Wave: Just Dial’s Phenomenal Growth

As Internet penetration increased, Just Dial evolved into an all-encompassing local search platform. VSS Mani introduced JD Omni, a suite of digital tools for small businesses. By bundling multiple services—like marketing, customer management, and e-commerce—into a single platform, Just Dial became indispensable for India’s vast network of small and medium-sized enterprises.

By 2013, the company had grown exponentially, boasting 57 million users and fielding hundreds of millions of queries. That year, Just Dial went public, raising Rs. 950 crore in its IPO. The offering was a massive success, oversubscribed twelve times and delivering extraordinary returns for its early investors.

The Turning Point: A Household Name

Post-IPO, Just Dial entered a phase of widespread recognition. With actor Amitabh Bachchan as its brand ambassador, the company launched impactful advertising campaigns that made the Just Dial name synonymous with local search in India. By 2020, the company had over 30 million active business listings and a steadily growing user base. In a market brimming with competition, Just Dial stood tall, proving that persistence and customer focus could yield remarkable results.

The Reliance Acquisition: An Unmatched Legacy

Just Dial’s success ultimately caught the attention of Reliance Retail, a subsidiary of India’s largest conglomerate, Reliance Industries. With its vast database of business listings, millions of daily users, and established reputation, Just Dial was the perfect acquisition target for Reliance, which was looking to bolster its B2B commerce capabilities.

In September 2021, Reliance Retail acquired a majority stake in Just Dial for Rs. 5,700 crore. It was a monumental deal, cementing VSS Mani’s place among India’s most successful entrepreneurs.

The Journey of a Visionary

Today, Venkatachalam Sthanu Subramani stands as a symbol of determination and innovation. His journey from a salesman flipping through outdated Yellow Pages to the founder of a billion-dollar company is a testament to the power of perseverance. Even when faced with rejection and market collapses, VSS Mani never wavered in his belief that accurate, easily accessible information could transform how people and businesses connect.

His success story reminds us that breakthroughs often come after a series of setbacks and that the path to greatness is rarely smooth. VSS Mani not only changed how India searched for local businesses—he set a standard for aspiring entrepreneurs everywhere.