With more than 300 dealers and 30 distributors, kitchen hardware manufacturer Morff International is ready to take on the competition. “We have a strong distribution network. While we will continue to increase our retail presence, in this year we are keen to focus on quality of our products and invest in developing new products. This we feel will help us differentiate and beat the domestic as well as overseas competition,” said Deepak Aggarwal, director of the company, in a conversation with Sourcing Hardware. Aggarwal added that the company would invest close to 10% of its profits on new development.

“We will further strengthen our facilities so that only the best products enter the market under the Morff brand,” Aggarwal added. At the same time, Morff International is laying equal emphasis on vendor selection, so that only quality raw materials are used.

“We will use our 25,000sft manufacturing unit in Punjab’s Derabassi to produce good quality and heavy duty products,” he said, adding that only then the company can cater to overseas markets. “We have an export orientation, and are keen to serve the overseas market, but we are not fully ready as of now. Once we set things in order, we will start exports too as we have already identified the markets.”

There are plans to come up with a new unit as well. “We are in the planning stage, and it will take close to two years to come up with a new manufacturing unit,” shared Aggarwal. At present the company can produce10,000-20,000 baskets a month and 20,000 units of aluminium fittings.