An exclusive feature by MOTORINDIA
The automotive aftermarket business is evidently getting more organized, and in the process many of the old distributors and dealers have moved out of business. However, there are some who have braved the odds and adapted themselves to changing times. One among them is Sethi Automotive Agencies located at the G.P. Road, the hub of Chennai’s aftermarket operations.
Mr. Chetan Sethi, the third generation of Sethi Automotive and its Partner, spoke to MOTORINDIA on the company’s journey so far and its close links with the automotive industry in the South.
Sethi Automotive Agencies, sister concern of Meghraj Sethi & Sons, Mumbai (established 1951) has its roots in Mumbai. The company commenced its operations in Chennai in 1963, initially importing automotive spares & components from Europe. In Mumbai, the company was appointed as one of the first stockists for SKF Bearings (India) & subsequently in Chennai in 1978.
Today, Sethi Automotive represents more than 15 major brands in the aftermarket, mainly for Tamil Nadu and parts of Karnataka and Kerala. These include some of the world’s leading brands & OEM manufacturers. To name a few: GKN Sinter Metals (formerly Mahindra Sintered Products), Clutch Auto Ltd., Auto Ignition Ltd., GE Lighting (Automotive), NGK Spark Plugs, Luman Industries, Gibraltar Air Springs, Threebond Ltd., Emmbros Auto Comp and some of the other established brands.
The company distributes components & accessories through a network of 400 channel partners across all major markets in South India. As an organization, they have been able to launch & create market space for various brands over the last many years. Their current product range covers Clutch Parts, Sintered Products, Rear Axle Shafts, Bearings, Aluminium Radiators, Automotive Lamps, Adhesives and Sealants, Coolants and Lubricants, Water pumps, Wiring Kits & Relays, Filters, Air-Intake Systems, etc.
Mr. Sethi mentioned that the company is on a continuous growth path & in spite of the challenging market conditions today, he was confident of achieving a growth of over 20% this fiscal. Currently, around 60 per cent of the company’s turnover comes from the CV segment.
Now it is planning to expand the product range further to cover other segments so that the company can become a one-stop solution for their dealers and customers. “We are constantly looking for gaps in our portfolio and are identifying suitable products in order to provide a complete solution for our customers”.
The aftermarket business is strongly driven by personal contacts and relationships with dealers, mechanics and fleet operators. Customer satisfaction is of paramount importance. “We give on-the-spot replacement for components for genuine complaints and those under warranty. We go the extra mile to ensure that our customers remain satisfied and stay with us for long. Today, retaining customer loyalties is always a challenge, especially when competition is so intense”, he added.
Sethi Automotive has won many coveted Awards, including the one from GE Lighting for being the No. 1 distributor for Automotive Lamps in India, seven years in a row. The company is a classic example of how different players in the aftermarket have adapted to changing times and remain strong purely due to their dedication, commitment and strong and sustained service to customers.