Eyeing to be in top 10 by 2020

Parakramsinh Jadeja’s machine tool journey started with the execution of small jobs for machine tool builders in Rajkot, the leading conventional machine tools manufacturing hub of India. Jadeja initially supplied components to lathe manufacturers in the city, but his decision to enter the lathe manufacturing business received a positive industry response.

This prompted the entrepreneur to set up his own lathe manufacturing unit at Rajkot. "In 1993, the first phase of our growth started with the manufacture of conventional, all-geared lathe machines. We manufactured geared lathe machine and SPM, such as the hydro copying machine, at a time when all the manufacturers in Rajkot were building belt-driven machines. The period from 1993 to 1998 was a learning period for us," says Jadeja.

The company shifted its focus with the emerging CNC machining trends in the early 90s. Jadeja noticed the future potential of CNC technology and decided to capitalise on this trend. As he says, "The second turning point in my life came in 1998, when the Indian Machine Tool Manufacturers’ Association organised a technical awareness seminar in Rajkot called ‘First time CNC’. At the end of the day, I invited the Kirloskars, who were presenting at the event, and signed an order for control systems with them. I also told them that I wanted to visit their factory and see their operations. Interacting with them gave me the confidence to do something similar."

While the company gained prominence in CNC manufacturing by the early 2000s, it still lacked a strong vision. This is when Jadeja joined hands with UNIDO ICAMT. On this note, Jadeja says, "I became serious about bringing purpose to my business. I made a group of ten people to constantly delve upon a set of questions: Why are we here? What is our purpose? What is our goal?’ At that time, UNIDO ICAMT visited Jyoti CNC Automation Pvt. Ltd. and provided valuable guidance. Inputs from UNIDO ICAMT helped us to chart a strategy and road map for the company."

As Jadeja puts it, "Collaboration with UNIDO ICAMT has helped me a lot. It gave the company a vision for the future and a road map to achieve it." The company formed its goal in 2004 when it reached a turnover of ` 70 million. Jadeja says, "Our vision was to become the leading machine tool company in India in terms of technology, quality and cost by 2010-11." To enable Jyoti CNC Automation to realise this vision, UNIDO ICAMT charted out an appropriate strategy in terms of marketing, technology, global footprint, etc. While UNIDO ICAMT’s biggest support was in the area of global and local exposure, it also helped the company participate in various exhibitions.

With regard to national recognition, Jadeja says, "Initially, we were branded as novices from Rajkot. We wanted to change this perspective and decided to participate at the Indian Machine tool Exhibition with international participation (IMTEX) in 2001. Our strategic decision was to create a buzz so that people would start taking us seriously. At that time, our turnover was ` 17 million, and we spent ` 25 million to participate in IMTEX. We had built a linear motor machine for the first time –similar to Deckel Maho Gildemeister’s linear motor machine – which I had seen during a trip to the EMO Trade Show in Paris, sponsored by Siemens. At IMTEX that year, we exhibited the machine and got an award for the best innovation. Through this platform we also managed to popularise the products of our company at the national level."

After repositioning the company, Jadeja focussed on entering a more competitive and challenging market. Jyoti CNC Automation tapped the potential of the global market through its participation at EMO as a cluster member of the UNIDO ICAMT intervention programme. Keeping the visibility gained at IMTEX in perspective, Jadeja aimed to create a bigger and better impact at EMO. Although there were constraints with regard to the area of exhibition, the company battled through the spatial problems and made its presence felt in the global market during its first participation at the EMO. Since then, the company has been regularly platforming its products and building ties globally through the EMO.

In its endeavour to increase exports and become the leading CNC company in the country, Jyoti CNC Automation acquired Huron in 2007. Jadeja says, "Based on our vision of 2010, we took over Huron mainly owing to technology requirements as it was an experienced and tech-savvy company. We were also looking for a footprint in the global market, mainly in manufacturing hubs like Europe. Keeping this in mind, the acquisition of Huron was the best deal for us." Before acquiring Huron, Jyoti CNC Automation’s exports were negligible, but today, the company sells 15% of its machines in overseas markets.

Re-engineering ensures that the machines provide high speed and accuracy, and are compatible to facilitate a wide range of application requirements. Jyoti’s facility also has a dedicated high quality R&D centre, which is named after the legendary Leonardo da Vinci, inventor of the treadle wheel lathe.

Moreover, the facility is equipped with a foundry that produces high quality castings for the company’s own line of machine tools. "Our foundry division is one of the best and comprises high-end machines, a 3-tonne induction furnace, a fully mechanised melting division and a modern chemical and physical testing facility. The foundry is completely mechanised with a production of 1,000 tonnes per month," says Jadeja.

Jadeja’s desire to upgrade his manufacturing facility has always influenced his decision to invest in better technology. While sophisticated technology has given Jyoti CNC Automation a competitive advantage in the global market, cost-effectiveness has enabled the company to compete with local companies. "We have multiple products and our product basket is much larger than that of our competitors," Jadeja says.

Backed by highly skilled manpower and a sophisticated manufacturing facility, growth and expansion plans are on the horizon for Jyoti CNC Automation. The company plans to forge ahead in the machine tools industry with emerging technologies, reliability and customer satisfaction. According to its mission – Propelling Technology, Prospering Life –the company wants to lead the advancement of technology in the machine tool arena, thereby enhancing the quality of machine applications in life.

Having started out with a small capital of Rs. 33,000, received from the Pradhan Mantri Rozgar Yojana (Prime Ministers Employment Scheme) of the Government of India, the company pushes ahead to achieve its vision to be one of the top 10 machine tool manufacturers in the world in 2020.