Jamnagar-based Senor Metals Pvt Ltd Unit-III, previously known as Ajit Enterprise, manufacturers of brass building hardware, is looking to expand its dealer network. Speaking to Sourcing Hardware, the company’s CEO Jatin Ashar (jatin@senormetals.in) informed that the company is gearing up for new markets as well as strengthening its presence in the existing markets. The company’s product range include hinges, tower bolts, latches, handles etc.

“This fiscal we plan to add another 200 dealers to our list,” shared Ashar, adding that the focus markets will be Andhra Pradesh and Gujarat. “At present we have close to 400 dealers spread across the country. We would like to venture into new markets and at the same time strengthen our presence in the existing markets,” he remarked.

Out of the existing dealers, 10 of them in the sates of Kerala and Tamil Nadu are exclusive dealers. “It is a given rule that this industry operates through multi-brand outlets, though we do have a few exclusive dealers in Kerala and Tamil Nadu,” he said. “In Andhra Pradesh and Gujarat, which will be our focus markets this year, we are keen to appoint exclusive dealers.” Besides this, said Ashar, the company is keen to appoint representatives in southern states.

Speaking about the criteria for identifying dealers, he said that apart from market goodwill and financial strength, businessmen who deal with quality products or leading brands are given preference. “We help our dealers with big orders,” he said, adding that the company also helps with displays, product brochures, etc. Ashar also revealed that the company is introducing SS range of hinges, and full range of door handles in the next two months. “Besides launching SS range of hinges and door handles, we will be coming up with a new brand – Senor – and we will be marketing our brass hardware and wide range of SS categories under the Senor brand.”