Amidst the growing presence of Ashok Leyland (AL) dealerships in the Mumbai region, Ajmera Motors is fast emerging as a popular player. At the opening of AL’s new LCV outlet, Rajesh Rajgor spoke to Jamir Ajmera, Partner, Ajmera Motors, to find out what made them invest in their seventh showroom in a span of six years
Ashok Leyland (AL) recently inaugurated a new 3S dealership facility in Vasai, one of the prominent towns of Palghar district of Maharashtra in partnership with Ajmera Motors. Backed by an ambitious plan to expand their presence in the western region of India, particularly the Tier I, II and III cities and the rural market, this dealership is an avant-garde 3S facility right on National Highway 8 covering 15,000 sq. feet with a frontage of 100 feet. The facility was inaugurated by Nitin Seth, COO, Ashok Leyland. His presence was testimony of the fact that Ashok Leyland’s products, particularly the small and light commercial vehicles, have been well-received in the western belt and that the company is keen to delve deep into the region.
Speaking exclusively to MOTORINDIA, Jamir Ajmera, Partner, Ajmera Motors, said: “With the new mindset and high brand equity, Ashok Leyland’ LCV segment is catching up with the Indian automotive industry through the launch of numerous variants. This will further grow with the introduction of their new advanced platform called ‘Phoenix’. Hence, we felt this dealership would help boost Ashok Leyland’s pan-India growth, especially in Tier I to III cities and the rural areas. As such, our focus is to accelerate the penetration of Ashok Leyland’s LCV range – ‘Dost’ (small commercial vehicle), ‘Partner’ (light commercial vehicle) and ‘MiTR’ (bus).”
Growth Indicators
The light commercial vehicle market is projected to cross USD 6.8 billion by 2023. This anticipated growth in the market can be attributed to the increasing number of infrastructure development projects, easy availability of vehicle financing schemes and the growing e-commerce and logistics sector. Moreover, implementation of BS VI standards, increasing demand for CNG and electric vehicles and the launch of new models in the Indian market are expected to positively influence the country’s light commercial vehicle market in the coming years.
Evaluating the key growth indicators, Ajmera Motors has made strategic investments in the new 3S facility – right from the space that can display a wide range of Ashok Leyland vehicles to service and maintenance bays. “We have ample space for displaying the complete range of LCV vehicles including the 9-metre MiTR bus which can also be displayed in the showroom area. There are five mechanical bays, one exclusive bay for quick service and two bays for accident work. On top of that, we have a service-at-site van and service-at-site bike available here to cater to after-sales requirement and breakdowns. In addition, the dealership will provide a host of value-added services such as finance, cashless transactions, zero depreciation insurance, annual maintenance contracts, extended warranty and vehicle tracking systems,” Ajmera said.
Exploring Opportunities
Ajmera Motors is a partnership firm established in the year 2014, with Jamir Ajmera, his spouse Arpana Ajmera and father Pravin Kumar Ajmera at the helm. The company has established its presence across Mumbai region in Thane, Raigad and Palghar districts, establishing its first AL LCV dealership in 2014. The group has showrooms and workshops at Vasai, Chandivali –Andheri East, Bhandup, Masjid Bandar, Vashi APMC, Nerul and Vadkhal, covering the entire western region. Prior to their tie-up with AL, they were in the petroleum business. “We were into the distribution of fuel pumps and kerosene and then diversified into the automobile sector. Our dealership business started with our family, including my uncles, in two-wheeler, tractor, three-wheeler, passenger and commercial vehicles business in Satara. With increasing opportunities, we shifted our base to Mumbai,” Ajmera informed.
Growing with AL
The year 2014 was a landmark for the Ajmera family when they decided to partner with Ashok Leyland, the second-largest commercial vehicle manufacturer in India, the fourth-largest manufacturer of buses in the world and the tenth-largest manufacturer of trucks globally. Explaining the rationale behind venturing with AL, Ajmera said, “We already had an eye on Ashok Leyland’s products and when we decided to expand into setting up dealerships in the western region, we zeroed upon them. With the LCV vertical completing AL’s presence as a full-fledged CV player, offering customer solutions from 2.5 T to 55 T and 13 seats to 79 seats, it suited the dynamics of the western region.”
“The LCV business also helps the company de-risk from the usual business cycle associated with the medium and heavy commercial vehicles,” he added. There are several advantages to partnering with AL. Given the fact that rising fuel costs pinch customers’ earnings, AL keeps investing in superior engine technology and design which delivers best-in-class fuel efficiency. The company has always focused on superior ergonomics, driver comfort and safety and so AL vehicles are not just meant for delivering goods but also provide a superior experience. AL was the first company to launch AC cabins in its Dost (2011) and Partner (2014) vehicles. It was also the first to make power steering popular in small commercial vehicles.
“Further, it has been robustly growing through a good after-market presence with more than 495 dedicated LCV touch-points and 128 service-at-site (SAS) vans. Today, 14% of vehicle repairs happen through SAS vans at the customer’s doorstep. This holistic approach ensures that the customer remains top priority at every stage and reiterates Ashok Leyland’s ‘Aapki Jeet Hamari Jeet’ tagline in its true sense. This is what motivated us to be a part of the AL family,” Ajmera elaborated. As for the family ethos that drives the business, Pravin Kumar Ajmera provides valuable feedback and guidance in managing the operations, acquired through his years of experience.
Arpana Ajmera manages retail sales, human resource and administration. “It is through the mentorship of my father, the support of my wife and all the employees that we have managed to increase our market-share from FY18-19 and have managed to grow by 4% year-on-year in the LCV category. In the same time period, we have managed to join hands with big corporate entities like Bisleri International Ltd. and Future Supply Chain Solutions Ltd., the effect of which can be seen on our zero inventories for BS IV vehicles. Our sales and service team members have undergone extensive practical training and are now all set for the BS VI regime,” Ajmera said.