Syed Murtaza’s Journey of Turning Dreams into Reality

In the serene yet challenging landscape of Kashmir, where business stability often comes at a high cost, a young engineer turned his dreams into reality. This is the story of Syed Murtaza Qadri, a resilient and visionary entrepreneur who established 'Woodpeckers Modula', North Kashmir's first modular furniture manufacturing unit. His journey, marked by dedication, self-belief, and an unwavering spirit, exemplifies the triumph of grit over adversity.

Hailing from Kreeri Baramulla, Murtaza completed his engineering degree from Punjab Technical University in 2014. Like many fresh graduates, he sought a career in his field and began working as a site engineer with reputed builders in Kashmir. However, the routine job failed to fulfil his aspirations.

“I always felt I had more to offer. The monotony of my job didn’t excite me,” recalls Murtaza.
Seeking a change, he moved to Mumbai, where he joined a marketing firm as a business associate. Immersed in the fast-paced corporate culture, Murtaza honed his skills in door-to-door sales and quickly emerged as a top performer. Reflecting on his time there, he says, “Mumbai taught me resilience. It wasn’t just about sales; it was about understanding people, building trust, and delivering value.”

By the end of 2017, Murtaza decided to return to Kashmir with a bold vision—to start his own business. However, establishing a business in Kashmir came with its own set of financial and logistical challenges. “I had no business background, and most of my family were government employees. Entrepreneurship was a completely alien path,” he shares.

Despite the odds, Murtaza knew the  'why' of his life. “If you know the why of your life, the how doesn’t matter,” he says. Armed with his engineering expertise and newly acquired sales acumen, he identified a gap in Kashmir’s modular furniture market and began formulating a plan to establish his own manufacturing unit.

The biggest hurdle was securing funds to bring his vision to life. Murtaza discovered the government’s subsidized schemes and applied for the Seed Capital Scheme through the Jammu and Kashmir Entrepreneurship Development Institute (JKEDI). “The training and support from JKEDI were instrumental,” says Murtaza.

Even with financial assistance, the path wasn’t easy. He recalls, “Taking a loan to start a business in a place like Kashmir, where uncertainty is the norm, was daunting. But my self-belief was stronger than any doubt.”

Murtaza visited several modular furniture manufacturing units across India to gain insights into the industry. After extensive research, he imported state-of-the-art machinery and established his manufacturing unit in Sangrama, Sopore. On September 25, 2018, Woodpeckers Modula was  launched.

Initially, the team consisted of just two members, with Murtaza himself wearing multiple hats—site engineer, helper, machine operator, designer, sales executive, and managing director. “In the beginning, I was literally a one-man army. I was measuring sites during the day and operating machines at night,” he says.

The journey was anything but smooth. From the 2019 clampdown to the COVID-19 pandemic and labor crises, 'Woodpeckers Modula' faced multiple setbacks. Yet, Murtaza’s unwavering determination kept the business afloat.

“Every challenge taught me something new,” he shares. “The pandemic was particularly tough, but it also made us adapt and innovate. Today, we have served thousands of clients, and our team has grown to over 25 members.”

With a consistent annual turnover exceeding ₹2 crore, Woodpeckers Modula is now a household name in Kashmir’s modular furniture industry.

The business has evolved from a small manufacturing unit to a comprehensive experience center where customers can explore and experience modular units firsthand. The centre showcases an array of high-quality furniture solutions designed to enhance living spaces.

“We see our customers as invited guests, and we, the hosts, are responsible for improving their living experience,” says Murtaza.

Murtaza’s story has inspired countless young minds in Kashmir to explore entrepreneurship. He believes that dedication, resilience, and a positive approach can overcome even the most formidable obstacles.

“One must keep pecking away like a woodpecker until the job is done,” he says, drawing a parallel to his brand’s namesake.

Looking to the future, Murtaza aims to expand Woodpeckers Modula by introducing more innovative designs and reaching a larger audience. He also plans to collaborate with local artisans to integrate traditional Kashmiri craftsmanship into his modular furniture designs.
“We plan to introduce new product lines and expand our operations next year. I dream of putting Kashmir on the map as a hub for high-quality modular furniture,” he shares.
Reflecting on his journey, Murtaza offers advice to aspiring entrepreneurs:
“Embrace Challenges: Challenges are opportunities in disguise. Face them head-on and learn from them.”

“Continuous Learning:  Never stop learning, whether it’s from books, experiences, or people around you.”

“Trust the Process: Success doesn’t come overnight. Stay focused, be patient, and trust the process.”

From a young engineer to the founder of North Kashmir’s first modular furniture business, Syed Murtaza Qadri’s journey is a testament to the power of resilience, innovation, and self-belief. His story not only highlights the potential of entrepreneurship in Kashmir but also serves as an inspiration for others to dream big and work tirelessly to achieve their goals.

As Woodpeckers Modula continues to grow, Murtaza’s journey reminds us that success is not just about reaching the destination but about persevering through the challenges along the way.