Ahmedabad-based Equifit Technoart has come a long way after making an entry into the lubricants, greases and oils business in the mid-nineties, says Huned Contractor

To keep things running smoothly has become second nature to Ahmedabad-based entrepreneur Milind Dholakia. That's natural considering that he has now been in the business of making speciality greases, oils, lubricants, maintenance aerosols and other such products since 1994 when he, a chemical engineer, decided that he had had enough of working for others and would be better off running an enterprise on his own. Starting with just a few products, his company Equifit Technoart today produces a wide range of 150 custom-designed lubricants, greases and oils for special applications, many of which have proved to be import substitutes.

This portfolio includes high temperature greases, moly greases, Teflon greases, silicone greases, graphite greases, synthetic gear/hydraulic/compressor and other oils, tapping/broaching/honing/drilling/cutting and other metal working oils, rust preventives, SS weld scale remover pastes, SS pickling and passivation compounds, contact cleaner sprays, PCB protection sprays, carburettor cleaner sprays, and so on. "We began by making just 10 to 12 greases and lubricants, samples of which were sent to various companies. It was then a test of patience since it takes quite a while for a company to try a new product and get back to us to place an order. Those were tough days but we finally found our way ahead because we were willing to experiment and provide the companies with specific kinds of lubes and oils to suit their requirements on the production floor," says Dholakia.

Gradually, the company's products began to be accepted across many sectors, including paper mills, steel units, automotive production, etc. "We took advantage of the fact that there was a growing awareness among manufacturers of the need to keep machinery downtime to the lowest in order to save costs and thereby use lubricants and oils to keep them operational. Also, we believe that change is the only constant and we have been continually evolving our manufacturing and formulations to keep pace with the rapidly changing needs of the industry. This has helped us in providing top quality products which perform tirelessly under extreme conditions without denting the bottom-line," Dholakia elaborates.

With a production facility spread over 3,000 sq.ft in Ahmedabad, Dholakia says that though his line of business works on low volumes with high margins, there is now a need to ramp up the production level. "Ever since we entered the area of maintenance aerosols, the demand for our products has started growing. So far we have been outsourcing the aerosol filling task but are now planning to do it in-house to save on costs as also keep the entire line under our own control," Dholakia informs. The company's foray into metalworking products such as tapping oil, synthetic cutting oil, grinding paste, thermo control fuel additive and damping fluids, among others, has also led to rapid growth so that Dholakia is confident that the company's last year turnover of under Rs 1 crore may easily exceed Rs 4 crore in a couple of years.

Meanwhile, keeping in mind that MNCs are now keen on using environment-friendly products, Equifit Technoart has started introducing biodegradable compounds, one such product being Eco Clean which is water-based and helps remove grease, oil, sludge, carbon deposits, etc., without the use of solvents. "It is also non-flammable and therefore very safe," Dholakia adds. As for the company's future plans, Dholakia says that exporting to countries like China, UAE and the US is a priority. "We are also building up a lot of visibility for our products by taking part in exhibitions," he says. Ask Dholakia as to what was that one factor which took the company on a bigger platform and he replies, "The fact that we got ISO 9001: 2008 certification. It opened up many doors."

(Equifit Technoart, 93, 93/1, Ashapura Industrial Estate, Behind GIDC Phase IV, Vatva, Ahmedabad 382 445. Tel: 079-25840062. Email: etlubes@gmail.com)