Ajay Sureka, Managing Director, Elequip Tools Pvt Ltd, takes a walk down memory lane reminiscing about the 50 years of the company in business.

Fifty years is a long time in any business. How has the journey been all these years?

The journey of this business defines my own journey over the past 50 years. Just like growing up is, it was full of learning dipped in adventure. The initial years were all about observing, learning and getting inspired every second by my father Sri N K Sureka. From a village family man to a respected and well-acquainted businessman, it was his passion and wisdom that brought him, rather all of us, where we stand today.

Starting from a well settled corporate job, his first step as an entrepreneur to ‘own’ a business was taking authorised selling rights for Indef heavy-duty industrial equipment, which was then with Batliboi & Co (now under Bajaj Group). With first class experience as a GM of a well-known hospital, it was surely a brave move to start selling a high priced industrial item! The ball started to roll with divine grace and his dedication and we have never looked back ever since.

Fifty years is surely a long time making it very emotional and nostalgic, from watching my then young father at work to now seeing my young sons do the same, it could not be more fulfilling. In terms of business relations, I have been blessed not just to make business relations through work but also deep lasting friendship. Today they stand beside me much beyond business and office hours. As they say family business is the best business school one can ever attend, it also increases one’s keenness towards business, making it an ever-growing learning experience.

Our products have increased over time such that today we can cater to majority of the materials handling needs of our customers. And who does not like ‘all under one roof experience’! Over these years we have grown in knowledge, strength, numbers and also credibility. Today we are a family of 15 office members and 30 factory members whose combined efforts are directed at being the largest name in material handling industry not just in eastern India but the entire country! We have been through thick and thin of the market and even though the current markets are not as pleasing as it used to be, our energies have never been higher as they are now and we walk optimistically towards the future with optimism.

What are the manufactured products at Elequip – the Sureka range?

Starting from a winch followed by an overhead crane, we have, under our brand name Sureka, introduced a range of similar products in different variants and features as the existing product line. Getting the basics right it was not so difficult for us to expand our capabilities. Today we manufacture winches (both manual and electric), and a variety of cranes such as single girder/double girder overhead cranes, gantry cranes, circular crane, jib cranes.

We have also introduced a number of accessories like DSL system, T-track system, gantry girders, transfer trolleys, support posts, etc. Our recent addition is goods elevators, which have been well received in the market with pan India enquiries. It also brought us business from reputed organisations. With our best efforts to serve nothing but the best to our esteemed customers, we look for every opportunity that gives our customers a good experience and to us a growth opportunity.

The company today has manufacturing as well as trading business. So how do you strike a balance between the two?

Supplying products whether they are built at our works or someone else’s, the idea has always been to serve this industry with good quality products at competitive prices. And once a customer always a customer is the ‘growth mantra’. I personally believe it is that sweet spot that not everyone enjoys. Being traders we can have the widest variety of products in our bag that no manufacturer of a medium scale industry can manage. And being manufacturers we have the power to customise those traded items and service them at our works most effective and efficiently. This combination if used to the fullest is sure to have the qualities of both and flaws of none.

What about the forklifts and pallet trucks business?

We never really pushed our limits to promote logistic equipment mainly because it was never a hot market in West Bengal; however recently with minimal efforts we are getting regular enquiries for them through mail, B2B portals and even from local markets. We realised that West Bengal has seen a rise in logistic companies or companies converting their works into warehouses. Since manufacturing has been sluggish the tradable products across Bengal borders has seen a steady rise and hence the warehouses. We usually keep healthy stock of pallet trucks out of which 90% were exhausted within the last 5-6 weeks. We are going aggressive with the entire logistics range not just forklifts and pallet trucks. We have also taken on manufacturing of hydraulic lifts, which are extremely useful in warehouses. Quality being always our priority, our pallet trucks and other range is the best in the market, which is flooded with a scale of variety and price.

Elequip is one of the largest dealers for Indef. Are there any competing products from the Sureka brand?

Every time I hear that I take it as a compliment and challenge at the same time – the challenge to stay ahead in the market. We have been India’s largest Indef dealer for a decade and more now, and continue to have the largest customer base. Indef has been our bread winner since long and continues to be so. Given its excellent robust ‘Made in India’ quality, its goodwill has not faded over the years but only strengthened. On the other hand our winches and overhead cranes are most popular products. Our single girder cranes use Indef hoists only thus providing a boost to each other.

Between the manufactured and traded products, would it be correct to say that Elequip has total solutions in material handling and storage systems?

As I mentioned earlier, it is truly a sweet spot where one can enjoy the benefits of having a workshop along with a wide range of quality products. Having the manufacturing expertise over the years we have been able to develop products in unison with many of our products under dealership. Today we can proudly say that Elequip Tools offers a wide range of material handling products for small to medium to even large scale industries.

What are the future plans?

Material handling business is full of opportunities and growth in future is predicted to be much more with increase in the number of industries given India’s dynamic market. Presently it is seen that the companies are investing more in rearranging and organising the material handling process for fast movement of materials and overall efficiency. This is where we come into the picture providing complete material handling solutions. We not just supply machines but also provide solutions right from the planning stage.

The present scenario of the business is expansion in innovation and customised manufacturing, which caters to the sectors where we are not presently supplying; plus entering into mechanical and electrical solutions to material handling as two divisions through more collaboration with valued brands.