Haryana-based hardware manufacturer Suzu Steel (INDIA) is working on a game plan to emerge as a leading national hardware brand. Suzu has been in the hardware business since 1986, manufacturing SS hinges, screws, and door and furniture fittings. It was the first company to introduce SS hinges in India.
We have been producing over 100 types of hinges and more than 200 types of screws as well as all other products at our eight manufacturing units in Rohtak. Now our management has decided to come out of the cocoon and broaden the product portfolio. Also, we have decided to become aggressive in the market.” To begin with, Suzu Steel is launching SS padlocks with stainless steel padlocks shackle “It will be the first of its kind in the Indian market,” SS shackles are stronger and longer lasting. “We have also launched multi-purpose locks, godown locks, shutter locks, furniture locks, and door closers.
Suzu is not going to limit itself; we are working on diversification and by the end of this fiscal we will foray into digital locks and digital security systems.” Another segment being considered is kitchen accessories and wire baskets and many other products range. Till date the company has been catering to scattered markets in India.
Suzu will focus on newer markets. Besides having a strong presence in east and north India, it is present in a few pockets in west and south too. The goal for the next one year or so will be to strengthen the retail base in these regions. Central India too will be a focus region.
Over the last couple of months, we have been engaging with potential business partners, distributors in particular, for the west and south zone as well as central zone. We have short listed a number of promising and enterprising parties.” At present Suzu has close to 100 distributors who cater to thousands of sale points across India. The aim is to triple the distributor count by 2020 and also see a proportionate increase in number of sale points. The company is not averse to the idea of exclusive stores. “We are exploring the possibilities of retail expansion via the franchisee model. The stores, strategically located, will have on display our entire product range, they will have well-trained sales people, and will serve as a reference point for architects, etc.
We are also looking beyond the domestic market. Suzu already exports its products to four neighboring nations – Nepal, Bangladesh, Bhutan and Sri Lanka. We have been exporting to these countries for the last 4 years and very soon we will begin exporting to the Gulf region.” From next one year Suzu will take its products to the European/ African market, and thereafter to Latin American markets.