Deepak Daftari, Owner, Innovative Marketing

Innovative Marketing started the dealership of SANY equipment in February 2016. The Owner Deepak Daftari elaborates on the company and its new dealership.

Could you brief us about your company and its core competencies?
Our company was founded in 1994 in Jammu. Initially we started with road construction equipment and maintenance machinery for roads and gradually we diversified into construction equipment and earthmoving machinery business. We have around 23 years of experience in sales, service, spare parts, warranty implementation procedure and accounting system.

In sales, our core competency is our relationship with the customers as well as financiers. Our customers and financiers have full faith and trust in us which is very important in our business.

In service, our competency lies in handling all major and minor failures with ease through our trained service personnel.

We also have the competency in maintaining the inventory of spare parts as per inventory control procedures. We are competent enough to take right decision while giving warranties to customer on time.

Do you deal with SANY construction equipment exclusively or do you have other business interests?
We deal with SANY construction equipment on non-exclusive basis. We also service the machines of all the old customers with whom we have very strong relationship built over a period of time. Our percentage related to SANY business is 90 per cent as of today.

What is the average annual sale of equipment in your assigned territory? How much has been the peak sale and what was the minimum?
The average annual sale of equipment in our assigned territory is approximately 100 machines. The peak sale is 90 units while we have a minimum sale of 40 units.

Which range of equipment sells the most through you and why? What is your customer profile? Who are your biggest customers?
Till 2015 we have been selling earthmoving machines which we have sold in large numbers but now since we have taken SANY dealership, we are hopeful that we will sell excavators in large numbers as well.

Due to our good hold over the market, we were able to sell earthmoving machines in good numbers.

Our customers include PMGSY contractors, PWD contractors, hirers, sub-contractors on national highway projects, BRO, MES contractors, government, hydel power project contractors, bridge contractors, mining contractors, etc. Our biggest customers are PMGSY contractors, hirers, sub-contractors on national highway projects and hydel projects.

What are the challenges and opportunities in dealership business?
Some of the challenge before the dealer principal is dealership viability, facing competition, brand building, arranging easy finance for customer, maximum availability of parts, minimum time to restore the machine, manpower retention and acceptability.

The opportunities are the increasing number of road projects, tunnels and large crushers etc.

How was the year 2015? Could you brief us the business generated in 2015 (number of equipment sold, etc)?
The year 2015 was not a good period in terms of business. We have started business with SANY in Feb 2016 and we are looking forward to generate good business this year.

What are the reasons for taking the dealership of SANY equipment? How does SANY support your efforts in market development, after market, technical resolutions and introduction of new products and technologies?
The quality of SANY products is stable and since the excavator business is growing, we see an opportunity for growth with SANY. Since we have just started working with SANY, we are yet to experience all the services offered by SANY to their dealers.

As a new dealer of SANY what are your future plans? Also tell us about your long term plans.
We have just associated with SANY and we believe this will help us grow our brand image and sell large number of excavators in the coming years.