The Asian Age

Brothers take e- biz route for auto spares


For Su­nil Dhin­gra, co­founder and CEO of, an on­line car and bike ac­ces­sories seller, the bug to be an en­tre­pre­neur on ecom­merce space struck early in his life, when he was just in school.

“The pas­sion to start some­thing in e- com­merce was there since child­hood. Dur­ing my school days I sold an item on Bazee. com ( ac­quired by ebay later) and the ex­pe­ri­ence of the mes­sage that we have re­ceived your money and now you have to shift the or­der amazed me. This in­tro­duced me to the world of e- com­merce," says Su­nil.

The dream re­mained in his heart and Su­nil fo­cused on com­plet­ing his MBA from Sym­bio­sis In­sti­tute of Tele­com Man­age­ment ( SITM), Pune in 2006. He later joined the cor­po­rate world and worked for six-seven years in TCS and In­fosys.

But the growth of e- com­merce fi­nally en­cour­aged Su­nil to set up his own ven­ture. Thats when he started with his brother Mukesh Dhin­gra, in 2011 with a vi­sion of mak­ing it easy for any­one to dis­cover in­no­va­tive and best- i n- cl ass car and bike ac­ces­sories. Mukesh had ex­pe­ri­ence in na­tional dis­tribu-tion. was started with cou­ple of thou­sands in pock­ets. Ini­tially Su­nil was work­ing alone, but now the company em­ploys 49 peo­ple. They tar­geted the niche seg­ment as they be­lieved that go­ing into a hor­i­zon­tal space will re­quire deep pock­ets. Also auto ac­ces­sory sec­tor was highly un- or­gan­ised and the brothers wanted to be strong in this space than even other hor­i­zon­tal play­ers.

“Un­like the West this space in In­dia was highly un- or­gan­ised and that was an op­por­tu­nity,” says Su­nil. Jazzmyride. com, doesn’t work on mar­ket­place model like that of Flip­kart and Snapdeal but do sell their items on mar­ket­place on- line re­tail­ers. “We went for inventory led model as the growth in this model will be high and also other com­pa­nies went for mar­ket­place model due to re­stric­tion on FDI in e- com­merce space in multi- brand re­tail,” says Su­nil.

He points out that in inventory led model, the firm is able to con­trol the qual­ity of the prod­ucts and the sup­ply side. The brothers hold 100 per­cent eq­uity in the company and have seen only prof­its since its in­cep­tion. “Some in­vestors have ap­proached us and we are in talks with them,” re­veals Su­nil.

The company right now of­fers some 13,000 dif­fer­ent ac­ces­sories and will in­crease the cat­a­logue to 50,000 by the end of 2014. It doesn’t buy all the prod­ucts but does just- in- time pro­cure­ment and analy­ses data to an­tic­i­pates or­ders. The firm is now look­ing to ex­pand in car ser­vices seg­ment and is plan­ning to open re­tail stores and fit­ment points to solve the prob­lem of fit­ment of prod­ucts bought on­line and to cre­ate a hy­brid O2O com­merce play ( on­line to off­line and vice- versa).

It also has a vi­sion to be the largest seller of auto ac­ces­sories and parts across all sale for­mats; on­line and off­line as well as re­tail and bulk. The va­ri­ety of prod­ucts and ac­ces­sories avail­able on the web­site ranges from the most eco­nom­i­cal to the elite. It has also tied up with in­ter­na­tional brands like Tur­tle Wax ( USA) and ABRO ( USA).

 ??  ?? Jazzing ride: Su­nil Dhin­gra ( left), CEO and co- founder of Jazzmyride. com, with his brother
Jazzing ride: Su­nil Dhin­gra ( left), CEO and co- founder of Jazzmyride. com, with his brother Mukesh.
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