Samanjas Udyog Pvt Ltd, based in the city of Jamnagar in India´s western state Gujarat, manufactures and exports high-quality precision-turned components like bearing cages and CNC-machined parts made of brass, bronze and aluminium. It serves the automotive and electronics industries as well as producing food and dairy machinery parts. The family business run by the Gorecha brothers began manufacturing of brass electrical and electronic machined components in 1970 in Jamnagar with a modest workforce of just 7 people. It is directed by the brothers Jaydip Gorecha (CEO) and Rushi Gorecha (Marketing Head). Their father Mansukhlal Gorecha was the founder.

Hannover Messe

Samanjas Udyog spun along quietly for its first three decades, supplying mainly domestic and regional markets. Growth figures were modest until 2005, when a local CBI expert in Gujarat, recognising Samanjas´ potential, advised participation in the CBI´s Export Coaching Programme for Engineering Products. “The main attraction for Samanjas was the opportunity to develop a marketing strategy for the EU with the help of the CBI´s in-depth knowledge, experience and understanding of EU requirements”, says Rushi Gorecha. Samanjas has already started taking interest in developing exports to the EU in 2000. Its long-term vision was to provide quality components at a reasonable price through what the firm calls “a perfect combination of tradition and modernised manufacturing processes built on three decades of experience in components manufacturing”. In April 2007, Samanjas participated in the MDA industrial fair at Germany´s Hannover Messe. “We exhibited in the CBI pavilion and our company was highly successful in making contacts for our core products”, recalls Gorecha. Samanjas now exports not only to the UK, but also to France, Germany, Finland, Austria and Slovakia. Its customers are mainly smaller bearing manufacturers.

Expansion

Having developed a solid Export Marketing Plan with the support of the CBI, Samanjas is now concentrating on the further development of its European focus. Turnover has exceeded €1 million, enabling the Gorecha brothers to expand the factory in Jamnagar and buy a new plant as well, where new CNC machines are now being installed.  Jaydip and Rushi are seriously considering setting up their own non-ferrous foundry to ensure sufficient supplies of quality brass castings. Explains Rushi, “Demand for special alloys among EU buyers is increasing, while we are struggling with a lack of consistency in supplies. Currently that is our main growth obstacle. In the new foundry we plan to produce castings of brass alloy as well as manganese, silicon and aluminium bronze. Reducing the lead percentage in our brass alloys is a challenge we are eager to take up.”

People power and CBI expertise

The secret behind Samanjas´ success, say the Gorecha brothers, is ´people power´. “Our team is our most important asset. It is now nearly 100 people strong. Each one of those 100 people is thoroughly trained and performs his or her job with the skill and precision of a surgeon, and the touch of an artist.” The CBI also helped Samanjas identify growth potential and helped the Gorecha brothers focus on EU marketing, playing a vital role in the development of “a cutting edge marketing plan”.
For founding father Mansukhlal Gorecha the success of Samanjas Udyog is like a dream come true. Says Rushi, “He is very happy with the development of our exports and is constantly encouraging the Samanjas team to keep striving for excellence.”

www.samanjas.com