V. K. Mit­tal, Man­ag­ing Di­rec­tor, Cen­lub In­dus­tries Ltd.

Business Sphere - - CONTENTS - By Our Cor­re­spon­dent

It says a lot about any com­pany if its prod­ucts or ser­vices have a mo­nop­oly in their mar­ket niche. Such is the con­tent space oc­cu­pied by Cen­lub In­dus­tries Ltd. Founded by Mit­tals in 1977, lit­er­ally from “scratch,” this firm has grown into a busi­ness en­tity with a turnover of Rs 36 crore in 2016-17. In­volved in lu­bri­ca­tion sys­tems, this unit has flow­ered from a very small scale one room start up into a full func­tional one which has clients like NTPC, BHEL, Hi­tachi, Siemens, Delhi Metro, Forbes, Es­corts, Wel­spun, Go­drej, ACC Ltd., Jin­dal Steel & Power, BMM Ce­ments, Toshiba, and In­dian Rail­ways. Proudly speak­ing of the fact that “we are num­ber one in qual­ity,” Mit­tal also preens about “the 90 per­cent client re­ten­tion rate which my firm tolls.” Clock­ing in 90 per­cent staff re­ten­tion as well, this man­u­fac­turer has three pro­duc­tion plants – one each in Ban­ga­lore, Ra­jkot and Farid­abad. Mr Mit­tal, aided and abet­ted by his sons, Ansh and Aman, claims that one of the feath­ers in his cap is “100 per­cent timely de­liv­ery of our lineup.” In­ci­den­tally, eight to ten per­cent of the out­put at Cen­lub is ex­ported to coun­tries like South Amer­ica, Dubai, Africa, Philip­pines and In­done­sia. The man­u­fac­tur­ing setup at Cen­lub is ISO 9001 cer­ti­fied and presently is log­ging in 70 per­cent of the to­tal util­i­sa­tion of its re­sources. This com­pany is armed with a to­tal work­force of around 200 peo­ple, and about twelve of th­ese are ded­i­cated to­wards sales and mar­ket­ing. The Cen­lub net­work is spread over eigh­teen of­fices and their prime­time USP is “that our tech­ni­cal back­ground is very strong.” Mit­tal, who sin­cerely be­lieves that “it is sheer hard­work and the good God’s grace cou­pled with tech­ni­cal com­pe­tency which has made us what we are,” also ex­tolls on the awards which they have bagged. Th­ese in­clude the Udyog Ratan Award

in 2009 from the In­dian In­sti­tute of eco­nomic stud­ies, the FIE Foun­da­tion award at Im­tex 1986 ex­hi­bi­tion, and the Busi­ness Sphere award in 2008 for be­ing the most re­spected and num­ber one com­pany in the field of lu­bri­ca­tion sys­tems in In­dia. Cen­lub, in essence, is well known for de­sign­ing and man­u­fac­tur­ing of heavy­duty grease sys­tems, oil re­cir­cu­la­tion sys­tems, light duty oil sys­tems, mo­bile fluid grease ap­pli­ca­tors and sin­gle point lu­bri­ca­tors. In all, the lu­bri­ca­tion sys­tems avail­able here are cat­e­gorised into four seg­ments: ma­chine lu­bri­ca­tion sys­tems, plant lu­bri­ca­tion sys­tems, ve­hi­cle chas­sis lu­bri­ca­tion sys­tems and mis­cel­la­neous sys­tems for chain con­vey­ors, fur­naces, wind tur­bines, lifts and es­ca­la­tors and cranes. With such a wide­spread spec­trum of prod­ucts up its anvil, this firm is in the right po­si­tion to lu­bri­cate any­thing right from steel mills, power plants and sugar plants to truck chas­sis, ma­chine tools, rail­ways and ships. The gov­ern­ing motto at Cen­lub “cost, qual­ity and com­mit­ment.” As per the af­fa­ble Mit­tal, “our quest for ex­cel­lence is pow­ered by in­no­va­tive en­gi­neer­ing and goodqual­ity ex­e­cu­tion of con­tracts and projects. This is done via con­tin­u­ous tech­nol­ogy im­prove­ment by our high per­for­mance team which takes pride in be­ing able to of­fer zero fric­tion ma­chines and plants.” The com­pany in­vests about three to four per­cent of its to­tal turnover in re­search and de­vel­op­ment ac­tiv­i­ties. Also, the main am­bi­tion here is to grow into a Rs 100 crore to Rs 110 crore en­ter­prise within the com­ing half decade. For the on­go­ing fi­nan­cial year, the fore­cast is to turn in with about Rs 44 crore. Cur­rently, Cen­lub is reg­is­ter­ing a growth rate of about fif­teen to twenty per­cent an­nu­ally. The wish list of the Mit­tals com­prises mak­ing an en­try into the wind tur­bine lu­bri­ca­tion seg­ment and to in­crease their ex­ports re­lated work. When you have al­ready gar­nered a big box of ac­co­lades in your kitty like Cen­lub has, it is just a mat­ter of con­tin­u­ing with the tra­di­tion of ex­cel­lence which will fetch de­sired re­sults and ris­ing bot­tom-lines.

V. K. Mit­tal, Man­ag­ing Di­rec­tor (sit­ting) with Ansh Mit­tal

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