"With a recent partnership with IIGM – the leader in machinery segment, Xcel Stiro is looking at immensely benefitting from the relationship. The company’s products from January onwards will see an improved market representation and reach on the back of this partnership."
With a recent partnership with IIGM – the leader in machinery segment, Xcel Stiro is looking at immensely benefitting from the relationship. The company’s products from January onwards will see an improved market representation and reach on the back of this partnership.
Launched in 1994, Xcel Stiro has a complete range of ironing and laundry dry-cleaning machines. “We are currently producing 62 types of machines in different sizes, capacities and designs. Adding to this, we are running our production in three different assembly lines,” explains Deepak Chawla, MD, Xcel Stiro. Talking about the USP of the machine, he says, “There are two key features that set us apart. First, quality strength of the machinery. In quality, we believe, there are two kinds of parts which make a machine: the fabricated part and moving part, which always runs. As far as fabricated part is concerned, we use the best components available in India. Another aspect of our manufacturing is sustainable use of everything we make for users, we try to ensure machinery does not rust or melts in the long run. We focus on aesthetics of the machine which is neglected by most manufacturers.”
Higher service at minimal cost
The company’s philosophy is to let the product cost be higher and service cost be minimal. Whether the product cost is higher and service cost is lower, or service cost is higher and product cost is lower, ultimately the user has to spend a certain amount. If that amount is spent on good quality machinery, chances of a breakdown is much less. Less number of malfunctions means more efficiency and productivity. Servicing is the most essential part of industry since usage is always high. Machines are running for 24 hours, they require maintenance and servicing frequently. Tying up with a company, with offices in 70 cities make sense when it comes to service and allied stuffs. “We are undoubtedly going to be strong in this area with this alliance,” asserts Chawla. Xcel Stiro sees the partnership as a very positive development. “Our products from January will see improved market representation and reach. Another positive is is their association with other segments and players. We get more exposure within the industry. The collective efforts are expected to transpire into a great business proposition for us. Since they are strong in southern, western and eastern region, they will be our prime distributer there. Northern region, being a principle company, we will be doing ourselves,” informs Chawla. “As of now, our focus is on training their sales and service team to equip them with technical knowhow,” he adds. Talking about the international markets, he says, “We are already present in South Africa and Bangladesh. With this tie-up, we are aiming at more overseas expansion, primarily towards southern markets, since IIGM has substantial presence there.” We are one of three top most companies in this segment in the country. With this tie-up, we are confident about outsmarting them. The exposure and reach is going to be unparalleled,” Chawla explains.
Current market scenario
In the long term, the market is excellent. “We may have some issues in the short run due to demonetisation. We have 6,000 customers from the time we are in the business, so confidence and trust comes automatically among buyers. We make quality products and once people use them, they become our life-long customers.”
For Xcel, the tie-up with IIGM has been the biggest step towards future growth. “We are witnessing 17 to 20 per cent year on year growth. We are expanding and will keep expanding the same way. We plan to double our turnover in coming years,” concludes Chawla.