“Dreams, no matter how unrealistic, do become real when you have the will to follow them”: Trimurti EXPORTS

“Dreams, no matter how unrealistic, do become real when you have the will to follow them”

Trimurti EXPORTS

Mr. Ashok Gupta started shaping his dream in 1974, when he started M/S Trimurti Bolt Centre. He built it as his own child. With his expertise in the iron industry, he innovated and with time, his name “Seth” became a common name in the industry.

It was his risk-taking habit that prompted him to start up M/S Trimurti Anchor Fasteners in 2003, taking a first step in the Indian industry to manufacture anchor fasteners on a large scale. He built the "AK" brand on his own, and in 2005 he took over the “ESSAR Plug” trademark and its company, and renamed the company to M/S Trimurti Exports, through which Trimurti’s exports are handled. Initially beginning with fasteners trading, the group now specializes in manufacturing highest quality nuts and bolts (all sizes in all materials: SS, MS, CS, EN), fix bolts, anchor fasteners, washers, thread bars, hacksaw blades, hacksaw frames, measuring tapes, specialized fasteners, hooks, wall hangers, thread bars, and expansion anchor fasteners. Now in 2015, Trimurti Exports is coming up with its new brand “Dia-Fit”

E-commerce Development & Quality Devotion

Currently Trimurti has a global presence on 5 continents. So is the case that "Essar" brand is a household name in the entire Middle East. As the interview goes on, we are interested to know if Trimurti is going for e-commerce. CEO Mr. Navneet Gupta told us, “Yes, we are thinking of e-commerce and working on this project. Trimurti will soon come out with its own online store open for the world. There is a wide variety of channels available, including online stores (direct), indirect online sales, e-tailing, retailing, wholesale, and word of mouth. All of these hold well, but the most important is ‘quality’. Quality holds as your advertisement and marketing. We don't believe in lowering costs by lowering the product. Quality is the plinth on which Trimurti stands. We build products that the consumer is willing to buy, even if he/she has to pay 2-3 cents more.”

“After quality,” the CEO adds, “comes packaging.” “The product holds no good if the packing done is not up to the mark, and thus, one needs to make sure that the quality products reach consumers in utmost condition and care.

Current Challenge & Target Market

Trimurti’s target for now is to re-capture the fight lost to the other developing world, the fight to be supreme in anchor fasteners' exports. Furthermore, the target is to get more into Eurasia with focus on the Middle East. “We are looking for hand-shakes that can take our presence deeper into the world, and can increase our clientele even more. We are even thinking of starting productions in China, and thus, looking for partners for this. Also, we have visited Taiwan twice and China once, but we didn't find specialized automated fasteners machinery plant that would help us ramp up productions and reduce costs.”

It is clear that Asia means a lot to Trimurti. “Yes, of course. ASEAN and SAARC nations hold great importance for us. These markets are currently captured by low input cost nations. To break them, we need to enhance our quality even more, and reduce our prices. Currently, we don't have a direct link to these markets, but for us to expand, business in these markets is a necessity,” said the CEO.

During this fight amidst business expansion, how would the CEO adjust his mindset and cope with the company’s future? He explained, “I am very optimistic about the future. One needs to fight down the competition and keep moving forward. Though the fight has hardened a lot with the rest of India getting into production, plus the dragon's rise in fasteners, we still need to keep in mind the industry as a whole.

Our goal is to keep up with the quality that we are so proud of, and keep going with force. Finally, I would like to thank Fastener World Taiwan for providing us the opportunity of the interview and letting our voice reach the world.”