Modular kitchen accessories manufacturer Steel Paradise is on an expansion drive. “At present, we have 200 channel partners, out of which eight to ten are distributors,” shared M S Jain, the company’s chairman. He added that the distributors are located in Ahmedabad, Hyderabad, Cochin, Vizag, Nagpur and Chennai, among other cities. “Besides manufacturing 304 grade SS kitchen accessories, we also manufacture architectural hardware, glass hardware and locking solutions. We are looking to increase our network for all our products,” Jain said. The company wants to increase the number of its dealers by 10-15% this year.
“To add dealers we will be focusing on the south and west India,” remarked Jain, adding that the company is well placed in other markets. Not only is Steel Paradise focusing on newer domestic markets for growth, but it is also equally upbeat about export potential. “We are looking at Nepal, Bangladesh, Sri Lanka and Bhutan as our future markets. In three months, we will have in place a team for projects,” he said. The company will be participating in major tradeshows in these neighbouring countries.
The channel partners will be chosen based on their market goodwill, financial strength, and location of the store. Speaking about the company’s manufacturing capacity, Jain informed that it has eight units each measuring 250 sft and that the company has invested Rs 30 crore. “By 2020 we will have the hinges automation plant ready,” he said.