NICKUNJ : The synergy of perfection with precision

Q. Nickunj has gained substantial market share in Indian market, please brief its journey from the inception & share some its milestones?

Our journey commenced four decades ago as a product and service provider with one product: crucibles for melting non-ferrous metals. This was followed by graphite to be used in high temp applications and super alloys (nickel based) for the aerospace industry. Our customer base expanded in concurrence with the first wave of industrial reforms in the 90’s. In timely fashion, pneumatic & electric tools, machine tools accessories, and high temperature insulations were introduced. The Piezometer System was introduced thereafter and has proved to be a stellar product, much in demand even today. Carbon Fiber, Fabric, Carbon Carbon Composites (CCC) and Graphite Paper for Fuel Cell Applications were added to the product portfolio. We set up our own machine shop to manufacture machined graphite components, thus strengthening our commitment to customers.

In the early 2000’s, we ventured into a totally unrelated product basket with machines and consumables used in the manufacture of gold, silver and imitation jewellery were offered under the JMMC Division. Refractory products were added and we were pioneers in introducing the neutral ramming mass for Coreless Induction Furnaces (CIF) in Indian foundries. We set up a facility for manufacturing EDM Wires, which was a milestone achievement. Emboldened by the stupendous success of the JMMC, we were inspired to offer the most technologically advanced products 3D Printers, laser marking & welding machines, titanium sheets, and nickel based super alloys amongst others.  These products were offered under 15 various divisions, created by bunching products specific to an application or industry. About seven years ago, however, we underwent a restructuring and consolidation process and all the divisions were reorganized under 5 business verticals: Advance Engineering Solutions; EDM Solutions; High Temperature Solutions; Jewellery Manufacturing Solutions and Metal Cutting Solutions. From a single office in 1987, we have grown to a head office in Mumbai, 10  branch office locations, 6 retail outlets, and 3 job shops. Further, we employ 380 agile and competent individuals catering to a customer base  in the excess of 25K.

Q. Please brief us about company’s global reach & what are the global alliances that has been made in order to out-front the competition?

One of our key strengths is our 60 global partners, who are renowned leaders in their own specific fields. Some of these partnerships are more than 25 years old. All our partners have grown their business in India, emboldened by Nickunj’s partnership and support.

Some have even established their operations after years of hard work put in by the Nickunj team to establish the brand in the country. Our core competency has always been in sourcing technologically-driven cost-effective products and services for our customers in India. To achieve this objective, we have committed to extensive overseas visits; to interactions at various levels with manufacturers; and to trials and evaluation at the customer end.

The marketing initiatives were complemented by an efficient after-sales-service. This service was manned by extremely competent staff, who have been trained at our overseas principal’s facilities. Lastly, transformation from simply a company offering products, into an End to End Solution Provider is our methodology to out-front the competition.

Q. What are the market prospects for the Nickunj products in India and How do you plan to position these products?

Industrial demand has been fluctuating with positive bias on a long term basis in India. The prospects are infinite and the potential huge.  The Prime Minister’s ambitious “Make in India” campaign, coupled with the advent of foreign investment in  manufacturing facilities in India, will have an exponential effect on demand.

Indian customers are very cost conscious and are open to trying new products and solutions. We have products and solutions suited to specific applications. Additionally,   our wide product spectrum finds applications in most of industries, offering us an inroad to more opportunities. Our experience, expertise, product knowledge and close collaboration with customers enables us to position our products/solutions strategically.

Q. Can you brief us about the marketing strategies that were applied in order to stand out in the competition?

Our approach has been “Glocal”. We meet the needs of local customers with global solutions, providing maximum cost efficiency and minimum risk for customer. One of our offerings is sourcing and supplying difficult to procure materials. We go one step further to combine our products with cost-effective solutions packages, thus providing all necessary technical inputs and administrative assistance for setting up Greenfield projects. This has helped create a niche for ourselves in a fairly saturated market with fierce competition.

Another Nickunj strategy is our Productivity Improvement Program. We use our customers facilities, and deploy our personnel and products to substantially increase productivity and ensure steady & regular consumption of our products. The customers benefit from increased productivity, while we gain from a regular flow of captive business.

Q. Brief us about the R&D and Quality policy for your business?

All our overseas principals have very stringent and efficient quality assurance controls in place. They have strong R&D facilities to keep the products in tune with the latest technologies. The products we offer are subject to stringent quality controls. In our graphite machine shop, with continuous R&D efforts, we were able to machine components of acceptable quality on conventional machines (normally machined only on CNC’s or VMC’s). This was done with reduced machining time and minimum wastage. In fact, off-cuts generated were used for machining other components thereby making the component competitive.

Our stated Policy on Quality is enumerated below:
We at Nickunj Eximp Entp P Ltd are committed to offer quality products & services to all our customers by providing a superior technological edge, innovative hi-tech industrial products and services backed by trained, agile & competent staff. By deploying the synergy in SOURCING quality products, offering sound SOLUTIONS, responsive & prompt SERVICE and unmatched SUPPORT, we are committed to continual improvement leading to total customer SATISFACTION, which is synonymous with the name ‘NICKUNJ’.

Q. In your opinion how can the Indian manufacturing industry become globally competitive?

• Mass Production / Economies of scale
• Focus on Productivity
• Continuous Product Development through own R &D efforts.
• Stringent Quality Control & Assurance Systems
• Automation, wherever possible
• On time delivery.
• Skill Development

Q. What are the key technological trends that are driving your industry?

• Automation in manufacturing.
• Use of laser.
• Combination of software with equipments to enhance efficiency.
• Environment friendly materials in industrial /construction industry.

Q. How do your perceive the future of the Indian manufacturing industry?

We are indeed catering to the manufacturing industry, and therefore, my reply to question 3 above partially answers this question. Whilst there could be setbacks in the short term, the long term forecasts are intact and with the slew of measures including the tax reforms adopted by the government, the future seems to be bright for the manufacturing industry. Further, demographic advantage with focus on digitization will play out to increase demand and that bodes well for manufacturing

Q. What is your vision for your company ?

Make NICKUNJ Numero Uno in each field of operation. Play a CATALYTIC ROLE to make India technologically competent and self reliant.