Emerging Auto Solutions & Technik (EAST) Auto, established in 2014, is striving to become a one-stop solution to cater to the needs of automotive workshops across the country. With its three-pronged strategy of ‘Consulting’, ‘Training’ & ‘Equipments’, EAST Auto is looking to carve a niche for itself in the highly competitive space of workshop equipment in the Indian market.
The brain behind EAST AUTO and its unique gameplan is an industry veteran with almost two decades of experience in the field, Mr. Rishikesh Sahay, who wants to leverage his market know-how and expertise which has already given a head-start for his new venture.
Says Mr. Sahay: “The perception of our brands in the market is one of the best in their respective product segments, so presenting well-recognized brands such as GYS, CHIEF, FESTOOL and Snap-On to customers is not a challenge. I have been in this field for nearly two decades and know the local market and customers very well, as a result of which the acceptance of our company is quite good; I am happy about the response we have received so far.”
Focus on training
Earlier this year, EAST AUTO opened its first-ever training academy and skill centre in Kolkata also for the first-ever instance of a state-of-the-art training facility being set up in the eastern region by any equipment company in India.
Covering an area of 4,500 sq.ft., the facility has 10 bays equipped with modern equipment like crash repair system, advanced spot welders, MIG/MAG welders, dent pulling systems, spray & baking booth, paint refinish system, hand tools & safety gadgets. It also has adequate compressed air supply, power back-up and a classroom with seating capacity for up to 16 trainees.
While there are many companies providing workshop, body & paint shop equipment from a wide range of brands, EAST AUTO feels its thrust on training would be its main USP.
“Ours is the first training academy in East India by any equipment company. We may have the best tools and equipment but if we do not know to use them properly, the purpose is not met. Our training academy focuses on tools and technique to help produce desired results for our valued customers. While tools can be bought from the market, the right technique cannot and hence the need for educating and empowering the technicians with the knowledge. I have undergone extensive hands-on training in this field from different parts of the world and would like to share the knowledge with technicians in our country and make them better skilled as it could help workshop and dealership owners to improve efficiency, enhance productivity and increase profitability in the workshop environment”, explains Mr. Sahay.
The academy is running body & paint repair training programs on modern body repair processes, validated by vehicle manufactures. It will also run training programs for insurance companies, supervisors and workshop managers. It will continue employing the most modern teaching methods using hands-on applications on modern tools, products and processes in body & paint shop focusing on areas such as safety, damage analysis & estimation, dismantling & assembly, measuring, pulling & structural repair, welding, cutting & dent pulling, pre-painting processes, paint refinishing processes, and awareness on latest global technology.
EAST AUTO, with its tagline ‘Efficient People – Effective Solutions’, intends to expand and invest further in collaborating with Indian and International organizations that could be effective partners in training and education. “We have recently conducted a training session for General Motors where technicians from their dealers of East zone were trained at our facility. We are in discussion with other car manufacturers as well, inviting their dealer partners for training at our centre and also for skill development for their technicians”, he reveals.
While the training initiative would certainly help EAST AUTO’s brand image and reputation in the industry, it would also come as a much-needed lifeline to tackle the shortage of skilled manpower in the automotive service and maintenance sector. “The idea of the training facility is not just training; it is also for skill development. We would be happy to invite people who are new to the field to come here, get trained and develop the skill to work in workshops. This will encourage more people to come into our field, especially if they feel they would get a good job, better opportunity, good salary and a good life. All this is possible only through skill development”, adds the Founder.
Other focus areas
Apart from the training academy, EAST AUTO is keen on providing not just quality products but a range of end-to-end solutions for its customers including customizations to suit varying requirements. Mr. Sahay details out: “Our aim is to provide complete workshop solutions which cover not just tools, equipment and training but also planning of workshop layout and on-job training which would reflect what we are capable and competent of doing for the vehicle dealers. Apart from delivering quality products, we also focus on offering customized solutions because the requirements of a customer in a Tier-I town would be different from that in a Tier-II or Tier-III town. We offer customized solutions to meet specific needs, keeping in mind the location and the OEM’s recomendations. Two other important deliverables from our side which give an edge for our customers is high equipment uptime and Delivery On Time (DOT) whether services or products.”
By 2020, EAST AUTO is targeting to achieve an annual turnover of Rs. 30 crores and to add at least 200 new customers to its existing customer base. The company, with offices at Delhi, Jaipur, Ludhiana, Lucknow, Patna, Calcutta and North East at present, is expanding fast by adding more manpower at strategic locations. It also plans to add more products to its range in a bid to expand its offering of advanced and cost-effective solutions, to in turn result in faster turnaround time in the workshops and help enhance the productivity and profitability of its customers.
When asked about his company’s priorities, the EAST AUTO man replies: “Our top-most priority is to take good care of our existing customers. While adding new customers is important, being in the service industry, we understand the need to take care of existing customers and to keep them satisfied and happy. Adding equipment and solutions to help our customers improve productivity & profitability in workshops and expanding our footprint are also part of our priorities for the near future.”