Ashar Locker stands apart from its competitors in a league of innovation.

Vasim Pradhan, Head Sales – India & International Business, Ashar Locker

What is your focus in Excon. What are the products you have launched?

At Excon, our primary focus revolves around pioneering advancements in anti-clogging screens. While already offering an extensive range within this product segment, our commitment to innovation led us to conduct in-depth research. This exploration revealed untapped potential for enhancing our existing products. Consequently, we’re thrilled to announce the launch of several new additions to our anti-clogging range, the result of groundbreaking research and development efforts.

How different is Ashar Locker from its competitors?

Ashar Locker stands apart from its competitors in a league of innovation. Over 15 years ago, we pioneered the groundbreaking concept of anti-clogging technology, setting a global standard. While many screen manufacturers have since followed suit, refining their own versions, Ashar Locker continues to lead the charge. As they strive for perfection in their technology, we’re already on the cusp of introducing the next pioneering product, poised to redefine the industry segment once again.

India is a very price centric market. How do you balance between the cost and quality?

In India, the market is highly price-sensitive. Balancing between cost and quality is crucial. At Ashar Locker, we maintain consistent quality standards globally, ensuring that our products maintain the same high level of excellence everywhere. This approach has garnered a loyal customer base in India, comprising individuals who value and seek out quality products. Despite competitive alternatives, those who recognize and prioritize quality often choose Ashar Locker. Our commitment to unwavering quality helps us retain trust and preference among discerning customers in India.

What are your after-market strategies?

Our after-market strategies primarily focus on ensuring seamless availability of our product, especially considering its consumable nature. At our Bhiwandi facilities, we maintain substantial stock levels to promptly address any potential product failures. This means easy access to replacements in case of any issues. What sets us apart at Ashar Locker is our global presence. No matter where you are in the world, if your screen malfunctions, we can swiftly source a replacement from one of our nearby warehouses across various countries. This global reach distinguishes us from our competitors and guarantees efficient support wherever our products are utilized.

Which markets do you believe require further attention and entry?

Over the past one to two years, our primary focus has centered on Africa and South East Asia. However, our agenda for 2024 revolves around establishing our presence in the US and Europe. Our strategy is tailored specifically for these market regions, and our efforts in 2024 will be dedicated to realizing and accomplishing these strategic objectives and goals.

How do you manage production scalability compared to the demand that is there?

We’ve made several modifications to our current manufacturing facility, enhancing production and elevating our product volume. Looking ahead, our sights are set on expansion. The blueprint for our expanded factory surpasses the scale of our existing one, designed with a global demand for screening media in mind.

What are the biggest challenges in the industry and your suggestions to overcome those challenges?

The foremost challenge our industry grapples with is the availability of raw materials. I’ve been actively vocal about this issue for the past few years. A potential solution we’re advocating for is the establishment of a governmental regulatory body to oversee and stabilize the fluctuating market prices of steel. The unprecedented surge in steel prices over the recent years has been concerning, revealing a lack of effective control measures in place.

In terms of the next year is the general elections, so how do you think it will impact the construction equipment as well as your industry?

The Indian government is deeply committed to reaching its ambitious five trillion economy milestone, prioritizing a substantial boost in infrastructure production. Considering this focus, we anticipate no disruptions due to the impending general elections. There’s a high level of certainty that ongoing infrastructure projects will continue unhindered. Moreover, India is poised to witness an upsurge in infrastructure demand over the next 5 to 10 years, signaling a sustained growth trajectory in this sector.

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