Time and tide wait for ‘some’; how much ever twisted an overstatement it may sound, true it is as much as the original metaphorical proverb when an otherwise non-descript man makes his dream true with sheer grit and determination. This is the incredible story of Jayesh Shah, Founder, Chairman and Managing Director of Sonam Clock Limited, who braved untimely odds in entrepreneurship, took timely decisions and gradually formed one of India’s largest corporate clock companies.
Since its inception in 1996, M/s Vimal Enterprises, now known as Sonam Quartz or Sonam Clock Limited (SCL), has become a driving force in the clock manufacturing industry in the country. Incorporated as a private limited company in 2002, and headquartered in Morbi, Gujarat, SCL specializes in manufacturing and selling corporate clocks. Over the years, they have been associated with such prestigious brands as Ultratech Cement, Polycab, Horlicks, and so on. Their expertise in making and delivering customized wall clocks as corporate gifts is unparalleled. Currently, they have a wide range of clocks, including wall clocks, LED clocks and digital clocks. In the last seven years, SCL has become one of India’s largest customized clock-making companies, offering products for all price ranges: budget, medium and high-end.
Jayesh Shah is a man whose innovative and entrepreneurial spirit has raised Sonam Quartz from a nascent enterprise to where it stands today. In 1985, Mr. Shah used to work in retail selling ten clocks a day, when he stepped into the clock-making industry for the first time from a 250sq shop in Mumbai. From purchasing the raw materials to making the clocks and selling the final product, Mr. Shah single-handedly managed everything, using his gains to reinvest in the same business.
In 1996, the company could manufacture 2,000 clocks a day. The very next year, they purchased 7,500 square feet of land and used it to build another manufacturing unit. Today, SCL produces 12,000 wall clocks per day: By the end of 2019, this figure could rise to 24,000, as the company is constructing a large manufacturing unit over an area of four and one-quarter hectares. By 2021, SCL aims to produce 1,50,000 clocks every day.
Even though the company is in a strong place today, it continues to face several challenges: In the wall clock manufacturing industry, tastes and preferences are constantly changing with progress in technology; the company has to deal with such changes without losing its customer base.
At first, people used to buy wall clocks only for telling the time, but more and more customers have began to appreciate craftsmanship over function. Ersatz Chinese clocks are a serious threat to the market. Despite their poor quality, the largely price-sensitive Indian consumer base is often drawn to their cheap prices. SCL, on the other hand, have never compromised on quality.
We are the second-largest clock manufacturers in India with more than 30% of market share in the country. We would like to cut off China’s supply in India by capturing 72% of wall clock requirement of India.
Also, the increasing demand for digital clocks is affecting the sales of traditional analog wall clocks. Even though the categories are different, the internal competition is harming the sales of traditional clocks. But as innovation is the need of the hour, the requirement of digital clocks is more, especially in hospitals and companies.
As to his market strategy, Mr. Shah says, “We have our marketing team in place with proper attention to each and every category of clocks. We export to 27 countries globally. Some of our happy customers include people from African and Gulf countries.” SCL has no branches per se: it sells through distributors, which are 150 in number.
After this incredible insight, he spoke on the safety of his employees: “Currently, there are 63 workers employed in the company and around 80%-90% of the workforce consists of female employees. We at Sonam Quartz take the safety of our employees very seriously and have effective modules in place for countering various issues as and when they arise. The company provides timely medical checkups and other medically beneficial campaigns are held in the campus for welfare and benefits of the employees, even things like availing doctors on an urgent basis in case of emergencies. We also provide lunch for our staff on a daily basis.”
If every Indian makes up their mind and takes a resolution, there is nothing stopping us from going toe-to-toe with the big league players even, against someone outside from the country.
He concluded, “We are constantly changing as per the latest trends and customers’ requirements by improving our business model timely”. The Make in India initiative has helped him reassure his foothold in the clock manufacturing and selling business, and is making him a force to reckon with for Chinese companies.
To know more about Sonal Quartz and Mr. Shah, do visit https://www.sonamquartz.com/
