Jaycee Equipments is an SME that has always relied on its work to speak for itself to build its reputation, reports Huned Contractor

As opposed to the current trend of companies shouting from the rooftops to gain attention, Pune-based Jaycee Equipments comes across as one of the silent types. That's quite unusual, to the extent that it does not even have a product brochure nor has it advertised its specialisation through any media. "What I do have is a power point presentation," says Mr John D'Souza, the company's soft-spoken director.

Established in February 1996, Jaycee Equipments started off as a manufacturer of special pneumatic tools. This was primarily on account of D'Souza's experience of about eight years with various special purpose machines (SPM) manufacturing companies after obtaining a degree in engineering. Soon enough, Jaycee Equipments found its niche in the material handling sector, embarking on project-based production of manipulators and providing engineering solutions.

"Our primary product range now includes torque manipulators, roller conveyors, chain conveyors and belt conveyors, which we create for application in the automobile, foundry, food and plastic industries," D'Souza informs.

The first opportunity to make a mark was given by Kirloskar Oil Engines. This gradually led to Jaycee Equipments spreading its wings to cover clients like BARC (Mysore), John Deere, Gudel, KSB Pumps, Bharat Forge, Visteon, and Atlas Copco, among others, for whom D'Souza personally designed products such as dash board assembly line, pick and place systems, hydraulic and pneumatic manipulators, conveyor systems, etc.

Equipped to make manipulators and other material handling systems in the range of 7 kg to 500 kg, Jaycee Equipments' success has been directly related to D'Souza's skills in designing systems for specific applications. "The need for material handling differs from industry to industry and product to product. For example, we have manufactured jib cranes to handle large loads as also small grippers to cater to very small jobs. What is required here is the ability to understand the client's need and then translate it into an engineering solution," he says.

This precisely is the reason why Jaycee Equipments has been able to stand its ground amidst tough competition even without indulging in any brand-building exercise."I have always believed that word-of-mouth testimonials work better than any other kind of publicity. Over the years we have build up a good portfolio of clients only on the strength of our engineering expertise and an eye for detail," D'Souza.

The company has no marketing department and its core teams comprise the men on the floor and those who handle the administrative aspects. "Even if we have no representative or office anywhere else in the country, we have had orders from across India," D'Souza says with a touch of pride. In 2010, the company's turnover was Rs 1.70 crore and the target for 2011 is pegged at Rs 3 crore.

"We are now planning to expand our operations by appointing representatives in major industrial belts thus taking on more jobs at the same time.. One of our recent assignments is to make roller conveyors for a large-sized company," D'Souza informs.

Jaycee Equipments has now been turned into a private limited company and D'Souza has a diversification plan in mind. "We are thinking of entering the construction sector by making special construction equipment. But this plant may be set up in Goa," he says. Meanwhile, there is also an attempt to turn Jaycee into a brand. "It's time we put our 15 years of expertise to good use," D'Souza quips.

(Contact: Mr John D'Souza, Jaycee Equipments Pvt. Ltd., Pune 411 013. Tel; 098220-40508, Email: info@jaycee.co.in)