New Ashok Leyland ASC opened in outskirts of Chennai
SRAS Motoworks, a dynamic venture by industry veterans S. Prakash Prabhu and A. Rajesh, has launched a cutting-edge Ashok Leyland service center near Chennai. With a commitment to revolutionize heavy vehicle maintenance and customer satisfaction, they’re poised to become the go-to partner for fleet operators. N. Balasubramanian and Raghul Sivaguru discover how their innovative approach and rich legacy are set to reshape the service landscape.
The NH16 highway from Chennai to Vijayawada and further up, has a stunning new Authorized Service Centre (ASC) of Ashok Leyland at Cholavaram. SRAS Motoworks, is a recent venture of Prakash Prabhu, Managing Director, Rathimeena Travels, and A. Rajesh, Managing Director, PDR Mines, two childhood friends coming together to tap into an exciting and highly potential business opportunity.
At SRAS Motoworks, the journey towards service excellence in the heavy vehicle sector is driven by a remarkable blend of experience and vision. With over 60 years of combined expertise in the motor industry, owing to the Rathimeena Travels and PDR Mines legacy, the team at SRAS is set on revolutionizing the service market for heavy vehicles, including trucks, buses, and commercial vehicles.
S. Prakash Prabhu, Director, SRAS Motoworks, and Managing Director, Rathimeena Travels, articulates their mission with clarity: “At SRAS Motoworks, our goal is to provide top-tier maintenance, repair, and support services tailored specifically for heavy vehicles. We are committed to ensuring the utmost safety, reliability, and efficiency in the operation of these vehicles.” This focus on safety and operational efficiency is at the heart of SRAS’s approach, positioni`ng them as a crucial player in the industry.
The vision at SRAS extends beyond merely maintaining vehicles. A. Rajesh, Director, SRAS Motoworks, and Managing Director, PDR Mines, envisions the company as the premier partner for fleet operators. “Our vision is to become the go-to partner for fleet operators, offering comprehensive solutions to keep their vehicles running at peak performance. This means minimizing downtime and maximizing productivity,” he explains. To achieve this, SRAS is heavily investing in skilled technicians, state-of-the-art equipment, and innovative practices that set them apart in the constantly evolving heavy vehicle industry.
A Fortuitous Start
The inception of SRAS Motoworks is a story of opportunity meeting preparation. In November 2023, Ashok Leyland approached Prakash Prabhu’s father P. S. Sekar, Founder, Rathimeena Travels, with a proposal to establish an authorized service center in Kumbakonam. Although initially hesitant, he saw potential in this venture and referred Ashok Leyland to Prakash, who had long harbored plans for such an initiative.
Prakash recounts, “After Ashok Leyland reached out, I spoke with my school friend, Rajesh, who had a property at Redhills, just past the Tollgate. He suggested that we let the Ashok Leyland team visit the site. Within ten days, we finalized everything with the help of Mr. Shakespeare a senior member from their Network Development team, who was very supportive.” This swift decision-making and collaboration set the foundation for SRAS Motoworks.
During the site evaluation, initial checks revealed some discrepancies concerning Vaastu, an Indian traditional system of architecture. Despite these challenges, SRAS ensured compliance with all government regulations, including rainwater harvesting (RWH), effluent treatment, and drainage works. “We have completed 95% of the work, including Infrastructure and Pollution Control Board certifications,” Prakash notes, highlighting the meticulous planning and execution involved.
Embracing a Legacy of Service
Service excellence is deeply rooted in SRAS’ DNA, with the founder’s family involved in the auto industry since the early 1960s. Prakash explains, “While servicing our own fleet of 100-200 vehicles, we thought, why not offer the same level of service to other customers? With Ashok Leyland’s robust systems and processes, we saw an opportunity to expand.”
He underscores the complexities involved in servicing different vehicle types. “Compared to trucks, servicing a bus is very competitive since it is time-bound. If a bus under service is delayed, the operator has to refund the ticket costs. This demands a high level of efficiency and precision, which we aim to achieve through refined processes.”
State-of-the-Art Facilities and a Dedicated Team
SRAS Motoworks prides itself on being ahead of the curve when it comes to facilities and services. While Ashok Leyland specifies having six service bays, SRAS built ten, anticipating future needs and long-term growth. “We knew from the experience of the Ashok Leyland Authorized Service Centre at Coimbatore that having additional bays would be beneficial. This foresight has saved us a significant sum of money in construction costs and helped us acquire the latest and necessary tools,” the Directors explain.
Managing both the company and customer expectations requires a process-driven team. Currently, SRAS operates with a crew of 25 members working in a single shift, with plans to introduce a second shift soon to meet the increasing demand. “Recruitment is ongoing, and considering the vehicle bank, we plan to run a second shift soon,” they add.
Commitment to Customer Satisfaction
The directors highlight the importance of customer satisfaction and uptime in their operations. “There is a lot of service potential, and ensuring customer satisfaction is paramount. Uptime is crucial, as the vehicle owner must trust us to handle their vehicle for necessary maintenance. If a warranty claim is involved, the process should be seamless,” they share.
The facility is equipped with specialized tools and trained technicians to ensure craftsmanship and efficiency. “We provide wheel alignment services and use three 60-ton jacks to lift trucks for necessary work. Outside mechanics might perform similar tasks, but they often lack the special tools required for precise jobs,” they elaborate.
Expanding Services and Future Aspirations
Beyond regular services, SRAS Motoworks offers value-added services such as free wheel alignment for sizeable fleets entering their premises for service. They also ensure that their insurance policies cover everyone from security staff to drivers and trainees, safeguarding against accidental deaths inside and outside their premises.
Regarding the future, SRAS has ambitious plans. They aim to expand their service network and possibly establish a dedicated warehouse for spare parts. “We see scope for another service unit on the other side of the city and a warehouse dedicated to spares. Location and accessibility are critical factors in this expansion,” they say.
Automation and teamwork are central to their operational philosophy. “Nothing should be manual; operations should be automated to prevent work stoppages for unknown reasons. Teamwork is vital to avoid communication gaps,” the directors emphasize.
SRAS Motoworks is not just a service center; it is a testament to the power of vision, experience, and dedication. As they continue to grow, their commitment to excellence ensures that they will remain at the forefront of the heavy vehicle service industry, setting new standards for safety, reliability, and customer satisfaction.