It is not easy to make a turnaround after early failure. The economic landscape, though filled with opportunity, is also unforgiving when things go wrong. In the case of Ruchir Gupta, the company he ran before starting Brahmadevi Engineering Products incurred heavy losses and even Brahmadevi, which produces parts for dies and moulds for domestic use and export, only provided a turnover of Rs 3000 in its year of inception. But through patience and hard work, and valuing the importance of quality, Ruchir was able to turn things around.

Brahmadevi makes a turnover of about Rs 5 crore today and is a far cry from the faltering enterprise that started out two decades ago. Ruchir’s dream is to make his company based in Indore a leading exporter in its product segment and he aims to do it by linking with distributors from around the world.

In conversation with GlobalLinker (GL), Ruchir Gupta (RG) shares the journey of his company and his plans for the future.

GL: Tell us about your business.

RG: We started Brahmadevi Engineering Products in 2001 producing parts for dies and moulds for the domestic market and for export. The reason for starting at the time was our various financial obligations. Our first company incurred major losses and when we started Brahmadevi Engineering Products our total turnover in our first year was a mere Rs 3000. It felt at the time that we had made a mistake. It so happened that a trader from Mumbai approached us then and, and when we started supplying to him, our business took off. Within 3 months, we had a turnover of Rs 4-5 lakhs. We understood then that this business was profitable and right for us to pursue.

Indore was possibly not the best place to market products such as the ones we were making. There were not that many customers and we needed to expand our client-base. In a bid to expand are clientele, in 2001, we created our company website. Our first international order was from Egypt in 2004. At the time, we didn’t have much global experience and we fell short of expectations on that order.

In 2007, I went to China and saw how they were manufacturing the same products as us with far superior quality. It was then I understood why our Egyptian clients had been so unhappy with us. From there, we became quality conscious and this became the turning point in our business. From material to finish, we became very conscientious about our choices and the final product. Around 2012, we reached a turnover of Rs 5 crore. We became distributors for quite a few companies in India and people started trading abroad with our products. We have grown a lot in a short span of time and we are competing now with international brands.

We make industrial products that go into the making of moulds and die spares.We are also traders and exporters of industrial products that are used to make dies & moulds. Our major clients in India are Caparo, JBM, Suzuki Motorcycle and Daimler.

GL: What are the challenges you have faced in establishing your business?

RG: The first challenge was finance. The original family business was running at a loss when we started. After that, the main challenge was coming up to international standards.

GL: What is the USP of your business?

RG: Our USP is that we can reduce the cost in many small ways for machines while keeping the quality at international levels. We have made life easier for the end consumer.

GL: What are some of the milestones of your business?

RG: From the point of view of turnover, we are doing well. We have an office in Hong Kong with an offer to open an office in the UK. Through traders we are increasing our presence all over Europe. To have such a reach while based out of a small town such as Indore is quite a feat!

GL: What role do you feel GlobalLinker plays in connecting and assisting SMEs?

RG: We have established very good relationships through the GlobalLinker platform. When we joined GlobalLinker three traders got in touch with us. We met them, discussed terms and even started doing business with them.

GL: What is your big business dream?

RG: My big business dream is that I want to be a very significant exporter for dies and punches all over the world. By linking with the right distributors & clients we are moving steadily towards that dream.

GL: What is your message to aspiring entrepreneurs?

RG: Whatever you do, do it with your heart. Do it with dedication. There will be many ups and downs in any business endeavour. You will find success in time. Be focused on your passion. Run behind work, and not money. Money follows when you have true dedication to work.

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