Smallcase and Piper Serica had the privilege of having a chat with a pioneer of the electronic manufacturing industry in India, Mr. Sunil Vachani.
Mr. Vachani is the founder and chairman of Dixon Technologies, popularly known as the brand behind brands. Dixon Technologies (India) Limited has been leading the electronic manufacturing services (EMS) space in India for nearly a decade.
From Washing Machines to Smartphones, Dixon Technologies produces the widest range of consumer electronics in India.
Mr. Ajay Modi, Vice President of Piper Serica sat down with Mr. Vachani to understand the genesis, culture, and ethos of Dixon Technologies.
Here is a summary of the interview.
Ajay Modi: “Tell us a little bit about the genesis of Dixon Technologies.”
With a broad smile on his face, Mr. Vachani reminisces the days during which he learned the tools of the trade from his late father Sundar Vachani. He had just graduated from the American College in London and had returned to India to engage in the family-run business.
Mr. Vachani soon realized the opportunity in outsourced manufacturing and wanted to start his own venture in this space. He did so with the help of a small loan, backed with massive trust and encouragement from his father.
Soon, Mr. Sunil Vachani founded Dixon Technologies and paved the way to manufacture electronics and appliances in India.
Ajay Modi: “What did Dixon Technologies learn the Hard Way? Especially when it comes to the strategy of branding and its discontinuation?”
Mr. Vachani talked about how Dixon dabbled with the idea of branding and making its own products, then quickly realized that it wasn’t one of their core strengths.
He recalls how lucky they were to realize this quite early in their journey as sometimes it's more important to find out what not to do rather than what to do.
It became a principal cast in stone that Dixon will never become a competitor to its customers.
Ajay Modi: “If the company was to get a celebrity on its board, who would you like to add?”
Mr. Vachani did not even think for a moment. "Rajiv Bajaj and Azim Premji" he stated. The two are stalwarts of their industry and Dixon would like to learn from them and master the art of manufacturing and designing in India for the world.
Ajay Modi: “If Dixon was a celebrity, who would it be and why?”
Mr. Vachani connected the ethos of Dixon technologies with the respected investor, Mr. Warren Buffett. He drew the analogy because Mr. Buffett is extremely numbers-focused. Mr. Vachani reflects that Dixon’s culture resonates strongly with this trait and its razor-sharp focus on quality for its customers.
Mr. Buffett only gets sharper with age, and paired with his humility and frugality, embodies traits that Dixon Technologies relates strongly to.
To watch the entire conversation and have more insights on the past, present and future of Dixon Technologies, click on the link below, on the smallcase YouTube channel.
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