Jamna Auto goes dig­i­tal to carve out big­ger share of the mar­ket

Auto components India - - CONTENTS - Story by: Sukh­preet Singh

Lever­ag­ing In­ter­net of Things (IoT) and Ar­ti­fi­cial In­tel­li­gence (AI), Jamna Auto In­dus­tries has de­vel­oped two apps, JAI MLP and JAI Af­ter­mar­ket, in an ef­fort to carve out a big­ger pie of the mar­ket.

The com­pany, spe­cial­is­ing in the man­u­fac­ture of leaf springs and al­lied com­po­nents for com­mer­cial ve­hi­cles, has de­vel­oped the JAI MLP app. for me­chan­ics. It calls upon a me­chanic to reg­is­ter him­self with the com­pany’s sales of­fi­cer who in turn pro­vides him with a wel­come kit. The kit in­cludes a cash card sim­i­lar to a debit card. The prod­ucts pur­chased by the me­chanic us­ing the app. would come with a sticker, which has a unique code. This code is scanned by the sales of­fi­cer to pro­vide the me­chanic with re­ward points. These points are con­verted into cur­rency and added to the cash card. The com­pany pro­vides an in­cen­tive of 1.75% of the re­tail price for a Jamna auto prod­uct. When the me­chanic ac­cu­mu­lates a cer­tain num­ber of points, he is el­i­gi­ble to par­tic­i­pate in a lucky draw called ‘Jai Ho’. The draw is held reg­u­larly in dif­fer­ent cities of In­dia in a bid to en­cour­age many more me­chan­ics to come on­board. The app. is also ex­pected to en­cour­age them to pre­fer qual­ity spares to the spu­ri­ous ones.

The JAI Af­ter­mar­ket app. is to fa­cil­i­tate the work­ing of the com­pany’s sales of­fi­cers. It is de­signed and de­vel­oped to help them plan their vis­its, sched­ule their rosters and do more. The app. is de­signed in such a way that it en­ables the sales of­fi­cers to scan the codes of prod­ucts that a me­chanic has or­dered, and to con­vert them into re­ward points. With the help of the app., a sales of­fi­cer can also look at any pend­ing vis­its. He can also check the his­tory for ac­count­ing pur­pose.

In or­der to reach out to its em­ploy­ees, distrib­u­tors, me­chan­ics and cus­tomers, Jamna Auto In­dus­tries is con­tin­u­ing to find ways of do­ing busi­ness. Well re­garded by its clients in the af­ter­mar­ket as well in the orig­i­nal equip­ment space, the com­pany has 21 man­u­fac­tur­ing units. Claimed to be the sec­ond largest man­u­fac­turer of leaf springs and re­lated com­po­nents, the com­pany caters to Ashok Ley­land, Toy­ota

Kir­loskar Mo­tors, Volvo, and Mahin­dra & Mahin­dra among many oth­ers.

Said to com­mand a mar­ket share of 72% for multi-leaf springs and par­a­bolic springs, Jamna Auto, ac­cord­ing to Bhu­pesh Ku­mar Me­hta, Vice Pres­i­dent, Jamna Auto In­dus­tries, is keen to sup­port cleaner modes of trans­port. Of the opin­ion that the evo­lu­tion of auto in­dus­try is set for a par­a­digm shift with the ad­vent of fuel cell ve­hi­cles, elec­tric ve­hi­cles and al­ter­nate fuel ve­hi­cles, Me­hta said that it would have a pro­found in­flu­ence on the com­pany. Con­fi­dent of grow­ing with the auto in­dus­try, the com­pany is look­ing at pro­vid­ing qual­ity spares. It is thus draw­ing a strat­egy to de-risk it­self from the cyclic na­ture of the CV in­dus­try. Keen to carve out a greater pie of the af­ter­mar­ket, Jamna Auto is look­ing at ex­pand­ing its re­tail and dis­trib­u­tor net­work. Striv­ing to re­duce the risk of re­ces­sion, the com­pany is chalk­ing out plans to in­tro­duce new prod­ucts. It is also work­ing out a com­pre­hen­sive ex­port strat­egy that would re­sult in higher ex­ports. “We want to in­crease ex­ports. This will help us re­duce our de­pen­dency on OEMs. Not that we will not sup­ply to our ex­ist­ing OEMs, what we are look­ing at is to achieve a sus­tain­able growth,” Me­hta said.

Keen to pro­mote the safety as­pect of the prod­ucts it of­fers, Jamna Auto is cre­at­ing aware­ness. Aware­ness of driv­ing safely, clock­ing max­i­mum up­time and higher prof­itabil­ity with the use of the high qual­ity parts the com­pany of­fers. Of the opin­ion that the prod­ucts that they of­fer play a key role in ve­hi­cle safety, Me­hta men­tioned that the use of high qual­ity ma­te­ri­als and crafts­man­ship en­sures that there will be no break­downs of CVs, which could re­sult in an ac­ci­dent. He quickly pointed out that the sus­pen­sion sys­tem parts that they of­fer con­trib­ute to­wards the load car­ry­ing ca­pa­bil­ity of CVs. Mul­ti­ple leaves of a leaf spring, said Me­hta, adds to the safety of the ve­hi­cle. Per­haps with an eye on the forth­com­ing safety norms, he ex­plained that the CV in­dus­try is driv­ing them to en­gi­neer more safety into the prod­ucts they of­fer. Tak­ing pride in the fact that Tata Mo­tors and Ashok Ley­land are sat­is­fied with its prod­ucts, Jamna Auto is pro­vid­ing parts in the af­ter­mar­ket that are no sec­ond in qual­ity to the parts that it sup­plies to the OEMs.

Hav­ing put in place a de­fin­i­tive struc­ture of chan­nel part­ners, distrib­u­tors, re­tail­ers and me­chan­ics, the com­pany is keen that gen­uine prod­ucts reach the buy­ers in the re­place­ment mar­ket. Well aware of the threat the un­or­gan­ised af­ter­mar­ket poses, Jamna Auto, ac­cord­ing to Me­hta, is driv­ing the in­cen­tive pro­gramme just to en­cour­age a shift from cheap non-re­li­able prod­ucts to gen­uine spares even if they are a bit costlier. The abil­ity of gen­uine prod­ucts to far out­per­form cheap and non-re­li­able spares from the un­or­gan­ised mar­ket is much higher, he said. Go­ing that ex­tra mile, the com­pany has been reg­u­larly or­gan­is­ing plant vis­its for its distrib­u­tors and me­chan­ics so that they un­der­stand why parts from Jamna Auto In­dus­tries make a case for qual­ity and per­for­mance. With par­tic­u­lar con­cern about the high rate of ac­ci­dents in In­dia, and the loss that ac­com­pa­nies, Jamna Auto is work­ing on an ag­gres­sive af­ter­mar­ket thrust by go­ing dig­i­tal with the 2 apps. it has de­vel­oped.

Safety first

Jamna Auto In­dus­tries is es­pe­cially keen to drive the safety an­gle at­tached to the sus­pen­sion prod­ucts that it of­fers. Well aware that it may not have much scope as far as the OEM sup­plies are con­cerned, it is ad­dress­ing the an­gle of safety in the af­ter­mar­ket. Con­fi­dent that this will cre­ate aware­ness among fleets, driv­ers and me­chan­ics, and drive them to use gen­uine parts even if they cost more, the com­pany is ag­gres­sively pro­mot­ing the fact that the break­age of a leaf spring will lead to loss of con­trol, and the cost of which could be very high in terms of lives lost as well as the dam­age to prop­erty. Not very happy at the prospect of leaf springs not con­sid­ered as a safety-in­ten­sive com­po­nent of a CV, Me­hta said, “It is time that the con­tri­bu­tion of leaf springs and leaf spring sus­pen­sion to safety is ac­knowl­edged and pro­moted.”

Keep­ing a strict tab on qual­ity and per­for­mance pa­ram­e­ter of each and ev­ery prod­uct that the com­pany man­u­fac­tures, Jamna Auto has been pay­ing close at­ten­tion to the de­vel­op­ments in the other mar­kets of the world. It is a re­sult of this that the com­pany has tied-up with Ridewell In­dus­tries, USA, and Tins­ley Bridge, UK. The al­liance is ex­pected to en­able the com­pany to fur­ther el­e­vate its ex­per­tise in the man­u­fac­ture of leaf springs as a key com­po­nent of a CV, Me­hta said.

Bhu­pesh Ku­mar Me­hta, Vice Pres­i­dent, Jamna Auto In­dus­tries

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