“We believe in ethical trade practice first and profit later” : Ashok Goyal

Logistics is a Rs.300 billion industry in India, having transformed from an unorganized sector to an organized one, providing ample business for all, says Ashok Goyal, Managing Director, BLR Logistiks (I) Ltd., a Rs.331 crore multi-modal logistics company aiming to be a Rs.1000 crore entity in the next couple of years. In an exclusive interview with Engineering Review, the past president of the Bombay Goods Transport Association reveals the risks involved in the trucking business. He says BLR with a standing and reputation of five decades, is one among the top ten logistics companies in the country, aiming to be within the first five in a short while from now.
– P.K. Balasubbramaniian.

Imagine the eventuality of a factory in UK coming to a halt, losing thousands of dollars per day! This was to happen to one of the clients of BLR Logistiks (I) Ltd. The client sent an SOS to BLR on a Friday evening. The task was to get a 4-tonne air export shipment from India. The supplier’s factory was at a distance of 220 km from the airport. Though customs clearance operations in India are carried out on Saturdays, a week-end arrival in the UK generally means extra logistics cost for warehousing and a clearance on Monday morning. However, through rapport and co-ordination with their partner in UK, BLR organized pick-up of the cargo from the factory of the vendor on Friday night and managed customs clearance in India on Saturday. With the established relations with the carrier, the airfreight was lifted on Saturday night and reached UK on Sunday early morning. It was transferred to a waiting truck which carried it and delivered to the customer on Sunday evening itself. Thus BLR arranged this door-to-door delivery within 2 days. On Monday morning the factory in UK was operational without any downtime!

The foregoing is one of the several examples proving BLR’s commitment to delivering value to its customers going that extra mile.

Set up as a small trucking business in 1968, BLR has shifted gears to become one of the largest and most reliable transportation and logistics companies in India. The founder, Mr. L.C. Goyal started the ‘one man-one-office’ trucking company, Bombay Ludhiana Roadways(BLR) in 1968. Subsequently the company grew steadily to a sizeable business of about INR 2 crores and three offices by 1989. Quality, integrity and social responsibility are the values that he preached, practiced and imbibed in the culture of BLR. During 1990’s BLR achieved a remarkable growth to a network of more than 80 offices all over India and revenues of 180 crores under the dynamic leader of Ashok Goyal a Commerce Graduate from Mumbai University and the 2nd generation entrepreneur.

Strengths & Synergy : The company is today equipped to provide a complete logistics platform for domestic & international logistic requirements. With a highly competent management team, supported by the acumen of the company’s 600-strong dedicated workforce, BLR has become one of the most sought after transportation & logistics companies in India. With a fleet of more than 2500 vehicles owned and attached, the company caters to specific logistics needs across all major industries. Its trucks are GPS enabled facilitating 24/7 monitoring via its dedicated team. Its drivers are DG certified to carry hazardous and high value cargo. It has over 24 warehouses around the country linked to its overall distribution network. Offering ‘door to door’ service solutions in global freight forwarding, it provides import and export services both through sea and air freight and completes all necessary formalities to obtain customs clearance. BLR now offers day definite small shipments across India and cost-effective courier solutions across the globe with the help of its partners. BLR has the capacity to take care of all special projects and ODC cargoes. BLR insures the cargoes on behalf of the clients wherever needed. It provides tailor-made transport solutions supported by its own vehicles and materials. It also provides air suspension vehicles to handle high value medical equipment, project machinery, aerospace products and glass equipment. BLR has the distinction of operating custom-bonded warehouses that facilitate high value imports including highly regulated commodities like imported wine & liquors, eatables and perishable goods. The warehouses are built up to cater to commodities which require temperature & humidity control. Besides bonded facilities, it also operates and manages a substantial number of general warehousing and excise bonded warehouse facilities.

“We manage about half a million sq.ft. of warehousing space, and along with our transportation services, we are in a position to offer integrated 3PL solutions to our customers,” says Ashok Goyal. “Trucking for chemical companies is quite ticklish. We comply with the rigid norms. We study the clients’ requirements in each case and add value. Wherever needed we recommend containerized trucking, instead of normal trucks. In special cases, we also modify the vehicles to suit specific requirements,” he adds.

Delighted Customers : The company serves customers from diverse industries namely pharma, FMCG, textiles, steel, chemicals, petroleum, engineering, etc. Some of its prominent customers are BHEL, ONGC, MRF, CEAT, Owens Corning, L’Oreal, Asian Paints, United Spirits, BASF, Siemens, Indian Oil, Hindustan Petroleum, Bharat Petroleum, Haldia, Reliance, Lanco Infratech, Ikea, Tata Hitachi, Tata Chemicals, Godrej, Nestle, DSM and so on.

BLR has received accolades from several customers as well as professional bodies. Some of the Awards it has received include: 7th National SME Entrepreneurship Excellence Award 2008, Amity HR Excellence Award 2009, CEAT India Road Transportation Award for Customer Service Western Region 2010, Maritime and Logistics Container Transport Operator of the Year (Road) 2010, Dupont Award 2012, Inc. India Innovative 100 Award 2013, and Dow Safety Award S4TAR 2015.

Owens Corning has this to say about BLR: “BLR have been our logistics partner since the last 10 years and currently they are handling 80% of our outward cargo movement from our plants at Taloja and Hyderabad. They have designed various solutions to carry our cargo safely and at an economical cost and we are quite happy with their services.”

BLR has added a new dimension to logistics by undertaking complete store management services and even materials handling in green field projects. Recently it accomplished one such project at Lanco Infratech. To quote Lanco themselves: “BLR worked for us for complete store management service including imported and indigenous materials handling at our thermal power plant of 2 x 660 MW capacity at Korba, Chattisgarh. One of the most significant, critical and challenging jobs done is imported ceiling girder of 106 MT and 35M length which was unloaded at site safely. They have designed various solutions to carry our cargo safely and at an economical cost and we are quite satisfied with their services.”

BLR has also done a similar project for Reliance Energy involving turnkey materials handling and inventory management. The materials varied from steel, cement, turbines, etc. This was going on until the project was completed. Some of the attributes which have helped BLR win customer confidence and delight are transparency, commitment and communication. “In the event of a delay in delivery, we explain the reason for delay in transit and communicate in advance. If situation warranted, we have also made part delivery so that the production does not suffer. We also ensure a single CRM for each customer handled by one person,” elucidates the MD. The company is quite upbeat about the growth prospects of the logistics business and the future of BLR.

“The Indian economy is at an exciting stage of growth. The Government’s stated objective of strong emphasis on infrastructure growth has a very positive significance for the logistics industry. And with our kind of wherewithal, network, expertise, experience and commitment, I am sure we can make the most of the opportunities available for a bright future,” declares Ashok Goyal in quiet optimism.