Both heavyweights expect to benefit from each other’s strengths and together make a lasting impact on the South Asia Market
By Mrinmoy Bhattacharjee
Homegrown architectural hardware and security solutions major Dorset Industries Pvt Ltd (DIPL) has entered into a strategic alliance with European furniture and kitchen hardware giant Samet AS. The tie-up marks DIPL’s diversification into an entirely new segment. The company’s new furniture fittings & kitchen hardware business unit will roll out furniture and kitchen hinges, drawers, and lift-up door systems and accessories in the domestic market, by tapping into Dorset’s distribution network. The products will be marketed as ‘Dorset Samet’.
Samet AS, founded in 1973, is viewed as a technology and innovation-driven company in the furniture and kitchen hardware domain. It has a footprint in over 80 countries across five continents. DIPL, which was set up in 1996, has a 2,00,000-sft manufacturing facility in Gurugram where it produces architectural hardware, locks & security systems, and digital locking solutions for domestic and overseas markets of South-east Asia, the Middle-East, America and Africa. It has a 1,00,000-sft automated warehouse that services over 12,000 channel partners across the country.
“Ever since Dorset’s establishment, our vision has been to offer anything that rotates around doors and windows; be it wood, steel, glass, uPVC, or fire-rated doors for healthcare, residential, or commercial applications. Over the years, we have been able to establish the Dorset brand and create a strong dealer network across India. Now, we feel that the time is right to expand into other verticals. We have identified furniture fittings as an appropriate segment,” says Rajesh Bansal, DIPL’s chairman and managing director.
“Our partnership with Samet entails the establishment of a separate vertical under the Dorset umbrella. This vertical shall be focused only on the development of this new product group.”
DIPL had announced the Dorset- Samet partnership at a massive channel partner meet held at Manesar in Gurugram early September, where ‘Dorset – Samet’ products were showcased for the first time. Bansal had also introduced the senior management team of Samet to Dorset’s key dealers and distributors.
Bansal explains that the partnership has been in the making for over a year. “Dorset-Samet is a strategic partnership, where Samet brings in technology and the new product line for furniture and kitchen segments. Dorset offers a well-oiled network of dealers and OEMs for distribution of the new products.”
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He adds, “I am sure that this partnership will change the market scenario in India for the product line. Both partners stand committed to long-term engagement and investment. The partnership shall be a starting point to serve the market with the most reliable, efficient and certified products coming out of Europe. We are very confident that in the long term, both Dorset and Samet shall play a prominent role in the Indian Industry.”
Echoing similar sentiments, Ufuk Kiziltan, board member, Samet, stated in an email response, “India is a land of huge opportunities and is aiming to become a $5-trillion economy. The country is undergoing rapid urbanisation. This is an attractive prospect for a global player like Samet, which offers world-class technology and products that can meet the aspirations of the new young India.”
Kiziltan added, “Dorset is a leading brand in India with the immense distribution network and brand equity among its consumers. Our partnership will enable both players to gain from each other. We stand committed to long term investments in the market, and to be a recognised brand in this segment.” DIPL will initially import Samet products manufactured in Turkey, but will gradually localise their content by setting up a manufacturing unit in the country.
“We are confident that the products will meet phenomenal success. We will localise the products to gain from economies of scale, and save on import duties and logistics when we have realised huge demand.” On product positioning, Bansal affirms that Dorset Samet will compete with other top-of-the-line brands in the country.
Discussing the retail and distribution game plan, Bansal informs that DIPL has recently launched an experience centre in Gurugram, Haryana. More such centres will be set up in Mumbai, Bengaluru, Hyderabad, Delhi, and Ahmedabad in the coming year.
“Our experience centres will host Dorset Samet as well as Dorset products. These centres will display and demonstrate Dorset & Samet products to architects, interior designers, carpenters, builders, dealers, and end-users. They will not sell, but will serve as lead-generating and training points.”