Jain Chem­i­cal In­dus­tries

Business Sphere - - Contents - By Our Cor­re­spon­dent

Think about ap­pli­ances and you will be shipped to the ter­rain of DECO Group. For over five decades, this home ap­pli­ance group has emerged as a brand of choice be­sides emerg­ing as the lead­ing OEM in In­dia. To­day Deco is a name to reckon within the home ap­pli­ances seg­ment. The group has taken nu­mer­ous gi­ant quan­ti­ta­tive and qual­i­ta­tive strides over the years to carve a dis­tinc­tive niche and cre­ate a bond of trust amongst its clients. DECO Group is head­quar­tered at Wazir­pur in the cap­i­tal of In­dia. DECCO Ap­pli­ances is the mar­ket­ing arm of the group hav­ing a pan-In­dia pres­ence in the home ap­pli­ance mar­ket. Most of the ISO 9001:2008 cer­ti­fied firm’s prod­ucts are CE and BIS marked, cor­rob­o­rat­ing their high qual­ity stan­dards. “We are a brand of choice for our dis­cern­ing cus­tomers. Our ad­her­ence to the high­est qual­ity stan­dards, right from raw ma­te­ri­als sourc­ing to pro­duc­tion of fi­nal prod­ucts, is our USP. Com­pet­i­tive prices and timely de­liv­ery are added ad­van­tages,” as­serts the dy­namic Mr. Arun Jain, Di­rec­tor. When foun­da­tions are strong for en­trepreneurs, fol­low­ing gen­er­a­tions reap the yields and draw in­spi­ra­tion. This state­ment holds true for DECO Group. The group owes its roots to its founder Mr. Mi­lap Jain (fa­ther of Arun Jain) and his broth­ers in 1960s. The brain­child be­hind the found­ing of the ‘brand’ DECO is Mr. Arun Jain. A Com­merce Hon­ors graduate and a diploma holder in Busi­ness Fi­nance from ICFAI, he joined the fam­ily busi­ness in 2004. An year af­ter his join­ing, he founded Hot­wave Elec­tri­cals as an OEM sup­plier of home ap­pli­ances. Thanks to his de­ter­mi­na­tion and pas­sion for creat­ing an in­di­vid­ual iden­tity, DECCO Ap­pli­ances started op­er­a­tions four years back. With group turnover perched at Rs. 90 crore and turnover of Decco Ap­pli­ances at 10 crore, ac­cen­tu­ated by 15% growth, Mr. Jain has cre­ated a par­a­digm of ex­cel­lence in the home ap­pli­ance in­dus­try.


• Es­sen­tial Ap­pli­ances: Mixer grinder, juicer mixer grinder, au­to­matic irons, elec­tric ket­tles, in­duc­tion cooker, popup toaster, sand­wich and multi grillers etc.

• Com­fort Ap­pli­ances: Air cool­ers, stor­age wa­ter heaters, in­stant wa­ter heaters

• Fans (ceil­ing, dec­o­ra­tive, AP, ven­ti­la­tor, ex­haust)

• Fan Mo­tors

• Wa­ter Pumps. “We pur­chase raw ma­te­ri­als from Jin­dals, TATA, and other pres­ti­gious names that are trusted for qual­ity. Be­sides, we fol­low strict qual­ity con­trol mea­sures at our fac­to­ries en­sur­ing pro­duc­tion of only high qual­ity prod­ucts. We have a ded­i­cated Qual­ity Con­trol team to check qual­ity of raw ma­te­ri­als, man­u­fac­tur­ing

process, and fi­nal prod­ucts,” says the suave Mr. Ajay Jain (Di­rec­tor), who takes care of the fi­nances of the com­pany. DECO Group has four state-of-theart man­u­fac­tur­ing units at Delhi (Wazir­pur), Kundli (Haryana), and Par­wanoo (Hi­machal Pradesh). The lat­est in­te­grated unit at Kundli is ded­i­cated to­wards man­u­fac­tur­ing of wa­ter heaters. All the fac­to­ries are equipped with the lat­est ma­chin­ery and tools in­clud­ing qual­ity con­trol ma­chines. An in-house R&D unit, steered by qual­i­fied engi­neers, is the ver­te­bral col­umn of the group, fa­cil­i­tat­ing man­u­fac­ture of tech-rich and in­no­va­tive ap­pli­ances. The units are su­per­vised by a team of ex­perts, leav­ing no room for griev­ances. “Com­pe­ti­tion is fierce and choices are nu­mer­ous. The cus­tomer is the king in to­day’s mar­ket, al­ways spoilt for choice. To stay com­pet­i­tive and to gain the trust of cus­tomers, we fo­cus on qual­ity, de­sign aes­thet­ics, and tech­nol­ogy,” says Mr. Arun Jain.

Com­pet­i­tive Edges

• ISO 9001:2008, CE, and BIS cer­ti­fi­ca­tions

• Largest OEM for wa­ter heaters in In­dia

•A com­plete range of home ap­pli­ances

• Op­ti­mum uti­liza­tion of re­sources

• In-house labs for reg­u­lar R&D ac­tiv­i­ties

• 200 plus work­force; 90% re­ten­tion

• Cater­ing to 20 plus brands; 95% client re­ten­tion

• Qual­ity at the right prices and timely de­liv­ery. “We have a ded­i­cated team hav­ing pro­found knowl­edge of our do­main and who stay up­dated with the chang­ing trends, de­mands, tech­nol­ogy, spec­i­fi­ca­tions, and de­signs. Our R&D team im­ple­ments their in­no­va­tive ideas to make our range of home ap­pli­ances ef­fi­cient, per­for­mance ori­ented, and durable. We en­sure var­i­ous other fea­tures like re­sis­tance against rust, fine fin­ish, etc. The aes­thetic looks of our ap­pli­ances add to the dé­cor of a home,” says the charis­matic Mr. Atul Jain (Di­rec­tor), who is in­volved in sourc­ing for the com­pany. The Jains credit the suc­cess of the group to a blend of God’s grace, ef­forts, and hard work. Be­sides DECO, the dy­namic en­trepreneurs are look­ing for­ward to­wards cater­ing to more brands and gen­er­at­ing a turnover of ap­prox­i­mately 150 crore through this ex­pan­sion, five years down the line. A can­did Mr. Arun Jain winds up, leav­ing a mes­sage for the read­ers – “If you are hon­est, sin­cere and have the right spirit when start­ing an en­tre­pre­neur­ial ven­ture, suc­cess shall be yours.”

Puneet Jain, Pro­pri­etor Dr. Harsh Vard­han, Hon’ble Min­is­ter of Sci­ence & Tech­nol­ogy and Earth Sci­ences

(L to R) Atul Jain, Ajay Jain, Arun Jain, Di­rec­tors

Arun Jain, Di­rec­tor (R), Decco Ap­pli­ances Pvt Ltd be­ing Awarded by Dr. Harsh Vard­han

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