Loyalty programs in full swing, new range of allied components to be launched soon
Jamna Auto Industries (JAI), India’s No.1 and world’s second largest manufacturers of multi leaf springs, had started a loyalty program for mechanics called ‘JAI Ho!’ last year, under which, mechanic who sells JAI leaf springs receive coupon-based incentives. To boost up their morale further and improve their productivity, the company introduced the ‘JAI HO DHAMAKA’ Scheme in June this year.
As part of the scheme which spanned from June 1 to September 30, mechanics were given a challenge to scan 30+ coupons in a month and 100+ coupons in total till the end of the scheme. From over 12,000 mechanics from around the country, 605 had qualified for the Dhamaka Bumper Prize, out of which three of them hit the jackpot by winning two-wheeler bikes at a lucky draw event held in Delhi.
The company’s vision is to become a global leader in automobile suspension solutions in line with which it has diversified its range by adding Lift Axle, Air Suspension and Allied Components such as U–Bolt, Center Bolt, Spring Pin and Bush to its portfolio.
Next up, JAI is planning to launch a second range of allied components including products like Steer Damper, Load Air Spring, Lift Air Spring, Wear Washer, Male Elbow, Castle Nut and Cleveloc Nut.
Sharing details of JAI’s aftermarket business, Mr. Bhupesh Kumar Mehta, Vice President, Aftermarket, stated: “JAI has been present in the aftermarket business since 1994. The journey, by far, has been excellent. JAI has been a dominant player by having a complete range of products and PAN India network presence. At present we have 300+ distributors, 6,000+ retailers and 12,000+ mechanics enrolled in our system, all of whom are working for us diligently and expanding our sales network.”
When asked about the motive behind and response to the JAI HO DHAMAKA Scheme, Mr. Mehta responded: “The motive behind launching the JAI HO Dhamaka Program was to increase secondary sales and to generate more demand. The scheme received fantastic response amongst our mechanics and 3 lucky winners from UP and Maharashtra were awarded a bike each through a lucky draw. We will continue to host such events in future as well to keep our mechanics engaged and motivated.”
Giving his views on the growth drivers in the aftermarket and JAI’s plans for future growth, the VP said: “There is tremendous opportunity in the aftermarket segment in India. GST is helping to convert unorganized business into organized business. For the JAI Group, aftermarket is an important focus area with lots of new initiatives like ‘JAI HO!’ Mechanics Loyalty Program, ‘JAI Sarthi’ Retailers Loyalty Program and ‘JAI Rising Star’ Distributors Relationship Program under the umbrella of ‘JAI – Vistar’.