Let’s applaud the spirit of Sk Ashiq Ilahi, a 22-year-old entrepreneur from Dhubri, Assam, who’s building an impactful brand—Nordelv—focused on sustainable and affordable home solutions in Tier II and Tier III cities.
Bhaswati Kalita
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In a small town nestled near the Brahmaputra River, a powerful story of innovation, grit, and sustainable change is quietly unfolding. Ashiq Ilahi, a 22-year-old BBA graduate from NERIM (2024 batch), is not just building a business—he’s leading a movement.
As the founder of Nordelv, a fast-growing home appliance and eco-tech brand, Ashiq represents the face of Assam’s new entrepreneurial wave.
Nordelv- The Heart of Modern Homes
The Humble Beginnings in Dhubri
Ashiq hails from Dhubri, Assam, a town often overlooked on India’s startup map. But what Dhubri lacked in infrastructure, Ashiq made up for with ambition and persistence. With a mind sharp for business and a heart committed to positive change, Ashiq envisioned a future where Assamese innovation could compete on the national stage.
Even during college, he was deeply invested in business consulting, political strategy, and sustainability. However, like most young entrepreneurs, he started with nothing but a dream.
Launching Amid Crisis: The Birth of a Vision
During the height of the COVID-19 pandemic in late 2021, while most were struggling to survive, Ashiq was already plotting his first move. With no initial capital, he turned to local investors, pursued an internship at Assam Startup, and learned the ropes of entrepreneurship, a hands-on experience that taught him the fundamentals of production, operations, and team management.
Eventually, it was his father—a dedicated serviceman—who sold a portion of his property to support Ashiq’s dream, proving once again that when one believes in purpose, the universe finds a way to support it.
Introducing Nordelv: Innovation That Saves Water
Ashiq officially launched Nordelv in January 2025, under the larger umbrella of Nordelv Electronic Pvt Ltd. Limited. The focus was sharp and clear: create affordable, easy-to-use home appliances that help Indian households.
The flagship product? A smart water-saving kit, priced at only ₹399/month, and proven to cut water consumption by up to 40%. The response was electric—200+ orders within three months, driven almost entirely through Instagram ads and word-of-mouth from satisfied users.
It isn’t just a nozzle; it’s a lifestyle shift for the Indian consumer—smart, conscious, and environmentally responsible.
Why Water Matters: The Core of the Mission
In a region like Assam, where water sources like the Brahmaputra are both a blessing and a challenge, Ashiq’s water-saving solutions are more than just products—they’re life-enhancing innovations. The ₹399/month water-saving kit offers a complete set of eco-efficient fixtures that are easy to install, family-friendly, and long-lasting.
Nordelv’s mission is not just to sell appliances; it’s to build a future where households across India save thousands of liters of water annually without changing habits—just smart tools.
Cultural Identity and Brand Storytelling: What Nordelv Stands For
The name Nordelv, meaning “Northern River,” is a homage to the Brahmaputra, one of the most iconic rivers in India. It symbolizes Ashiq’s pride in his homeland, and his desire to build a brand that reflects regional identity and environmental consciousness.
Customers resonate with this story. It’s not just about the product—it’s about being part of something larger. Something that flows with purpose, just like the river that inspired it.
Tech Collaboration: The Role of Practical Learning
Instead of external consulting firms, Ashiq has focused on learning-by-doing. Most of Nordelv’s tech enhancements have been driven by in-house research, customer feedback, and Ashiq’s direct involvement in product trials.
Ashiq is actively exploring partnerships with local tech developers and industrial designers, especially through startup events and government platforms like Assam Startup. The focus remains on affordable innovation, and future plans include developing
- Simplified water-saving tools for rural areas
- DIY-friendly installation kits
- Locally manufactured components to reduce costs
While AI and smart tracking systems are part of long-term goals, Nordelv’s current success comes from its practical, low-tech solutions that are easy to adopt and maintain.
Advising the Next Generation: Giving Back to the Ecosystem
Now a role model for youth across the northeast, Ashiq actively participates in local startup events and forums, guiding aspiring entrepreneurs on everything from fundraising to product development. His advice is simple: “Start young. Stay consistent. Solve a real problem.”
He’s helping create a new generation of founders from Assam, ones who are not afraid to dream big but who also know how to execute with discipline and heart.
The Power of Community-Driven Growth
What makes Nordelv special is not just its products or profits—it’s the community it’s creating. The brand’s Instagram campaigns tell real stories, showcase impact, and feature customers who’ve cut their water bills, improved hygiene, and adopted a more sustainable lifestyle.
By keeping the focus on authentic communication and social proof, Nordelv has built an ecosystem where customers don’t just buy—they believe.
Final Words: A River Runs Through It
Ashiq Ilhai’s story is not one of luck—it’s one of persistence, purpose, and people. From the banks of the Brahmaputra in Dhubri to the doorsteps of eco-conscious households across India, he has proven that great ideas don’t need Silicon Valley—they need soul, strategy, and sweat.
From starting with just an idea to fulfilling 200+ orders in just 3 months, his story is a testament to grit, innovation, and grassroots entrepreneurship.
In a market flooded with unsustainable choices, Nordelv shines as a true torchbearer of change. And at the center of it all is a young man who dared to believe that even a small town can produce world-class innovation.
Bhaswati Kalita is a business analyst and storyteller with years of experience in business operations, management, and marketing. She is an engineering graduate and started her professional career as an operations manager in a tech company. To follow her passion as a storyteller, she loves to write business articles and stories. Reach her at bhaswati@diversityassam.com.
