The kind of clients we thought we would chase started approaching us directly. Getting these results by simply registering the company convinced me about the effectiveness of IndiaMART.com.
Mr. Prakash Mutha (Director)
Rolex Industrial Corporation
Mumbai, 18th July 2012
Rolex Industrial Corp Experiences ‘fitting’ Success With IndiaMART.Com
Rolex Industrial Corporation (RIC) was started by Director Mr Prakash Mutha’s father when he moved to Mumbai from Rajasthan in 1976. After a couple of years of service, he decided to build his own company and started producing items such as pipes, fittings, plates, and the like. It started with a staff of 3-4 and the early years were a struggle. Then in 1983, business started taking off. A pipe fittings and phalanges unit was commenced at Bhayander, in north Mumbai, where additional items like elbows were produced. Fortunately for them, there were very few players like RIC in the market. However, there were also limited means to tap potential clients. The company managed to make its presence felt at ‘Nagdevi’ market, the Mumbai metal market as well as the Bombay Pipes & Fittings Merchants Association. Soon, it was able to earn the enviable reputation of supplying parts to small and big suppliers and manufacturers all over India. At this point, work was conducted on a project basis and items of all sizes were supplied.
A turn in the road
In the following years, RIC saw steady expansion. The company inaugurated shops and the manufacturing unit was expanded. What started with around five people saw the inclusion of 20-25 more employees. Post-1995, it was able to absorb a lot of young blood and this was when Mr Prakash Mutha joined the company. He was able to bring his unique and modern insights into RIC in a bid to boost business. He noticed that despite having several customers, the company was not directly targeting larger industry players. After his induction, he created a marketing strategy using the internet to enable RIC to go directly to the client instead of the market. Back then, internet was brand new and many underestimated its value. Harnessing the power of IT since then, the company was able to successfully approach new clients. This enabled RIC to induct big names like L&T, Essar, BHEL, BARC, NPCIL, HPCL and BPCL into its client-list. With so much regular work coming directly from clients, the company eventually decided to reduce market work.
Yet, there were challenges. Back then, people met face to face to confirm verbal orders. It was believed that one could only bag clients whom they could meet. But this was a double edged sword. This stress on networking hindered the focus on expansion and growth. To bypass this problem, Mr Mutha resorted to the internet media and started approaching prospects virtually. He was among the earliest businessmen to sign up with IndiaMART.com. “I started receiving responses a month or so after registration. The kind of clients we thought we would chase started approaching us directly. Getting these results by simply registering the company convinced me about the effectiveness of IndiaMART.com. In fact, IndiaMART.com has improved and we are continuously receiving inquiries for domestic and export business through IndiaMART.com’s catalogue services and website. We have understood our potential to grow through IndiaMART.com and modelled ourselves accordingly,” commented Mr Mutha.
Trusting partners in growth
India’s metal industry is growing speedily and RIC foresees huge growth in the near future. Under these circumstances, Mr Mutha knows exactly how he can convert this opportunity. “Every businessman must register on IndiaMART.com. If you are a newbie, you can either go door-to-door to know your clients, or you can get to know them through IndiaMART.com. I guarantee great clients from IndiaMART.com,” he said. Mr Mutha signed off while pointing out that prompt response, delivery and good quality, ensures that customers remain trusted partners in growth. On this note, he expressed hope for IndiaMART.com’s continued support to RIC in achieving higher growth for the company.