The country’s largest home-grown filter maker Elofic Industries made its presence felt through its trademark bright green-hued stall at the fair. One of the most popular and well-accepted filter brands in the country, Elofic’s main focus at the show was to project its strengths to its partners and customers in the aftermarket.
Says Mr. K.D. Sahni, Jt. Managing Director, Elofic Industries: “We want to showcase the fact that we are the leaders in the industry and will continue our leadership in the coming years. While we have been a strong player in the OEM segment, our brand is very strong in the aftermarket as well.” 30 per cent of Elofic’s business comes from the OEM space, with 40 per cent from the aftermarket and the remaining 30 per cent from exports.
Known for its unswerving focus on doing business ethically and in the most transparent way, Mr. Sahni feels the changes taking place in the market would be a big boost for organized firms such as his. He explains: “The changes happening in the market are all for the good. Demonetization has simply been an excuse for most people but for companies which do ethical business, it has not had any effect at all; in fact, we have seen growth during the November-December period. Talking about GST, it is definitely going to make things better for the organized sector. We are currently in the process of consolidating our warehouse network from 15 to around four to five regional ones. The digitization drive has also helped us; we are ready with our customer portal and mobile apps and are coming up with digitized mechanic coupons which would ensure they go into the right hands.”
With the market shift to BS-IV now complete and with BS-VI looming large in three years’ time, Elofic feels its focus on technology and R&D coupled with its strong local understanding and customer connect, would prove to be major growth-drivers for the company. “Our products are BS-IV compliant and are even ready with the technology required for BS-IV. While the products are currently being developed, we are in discussions with many OEMs and working with some on Euro-VI projects as well. We have keen focus on technology and have a very capable in-house R&D team. This, together with our other strengths such as understanding of the Indian way of working, excellent relationship with customers, strong brand equity and widespread aftermarket network, puts us in advantage position”, shares the JMD.
As it continues to keep upgrading its capabilities and sticking to its focus on doing ethical business, Elofic closed FY17 with a turnover of nearly Rs. 250 crores, targeting to reach the Rs. 500 crore-mark in the next three to four years’ time.