Rubber roller industry faces maximum challenges due to unavailability of quality raw materials that result in development of products that do not have long life. These challenges often emerge due to high price of the right quality materials that are often received through import. On the other hand, the machines used for production of rubber rollers, rubber liners, etc. have to be sourced from the right source to ensure that it embarks on the production of industry standard without having high downtime. Higher the downtime, lower the production of the company. Players in this industry often fail to meet such quality standards due to high price and maintenance expenditure but there are some who always keep up to it. Lathia Rubber is one of them.
Lathia Rubber, founded more than 50 years back by S V Lathia, in India, is a state-of-the-art organization that uses strategic resourcing and storage systems that cater to the market insecurities. Through its customer-centred approach, the organization has been able to build a reliable image before its clients. Their honest service and consultations help customers understands their need. The company is inclined to produce products and supplies them to their customers at affordable costs without compromising with quality. Their infrastructure supports their goal of procuring materials at lower costs and cutting costs in several processing and manufacturing stages.
Customer Centric Approach
Lathia Rubber is a recognized supplier of rubber roll products and well-known supporter of troubleshooting services at the customer end. The Technical Director of the company Ashit S Lathia highlights an important aspect of the industry operation. He says, “Inverted duty structure hurts our industry the most, wherein the raw materials are coming at higher duty in the country compared to the finish products, causing a situation where the customer prefers to import the product as against buying the same locally.” To cater to this issue, the company has made representations to the government through trade bodies that allow them to grant on the product prices, helping them lower the price for end products.
The company has made itself stand out in the market competition by discussing consumer purpose in details before suggesting them the right solution. Adding to this, Lathia Rubber remains updated to the latest quality of raw materials and technological advancements being done in this industry sector. This gives the company exposure for covering a wider range of consumer challenges and adding new products to fulfil specific requirements.
Since its establishment in 1953, Lathia Rubber has showcased excellent performance in its forte. From a small establishment, the company has now collaborated with international companies technically to support the Indian supply chain and product quality
The Road Ahead
Since its establishment in 1953, Lathia Rubber has showcased excellent performance in its forte. From a small establishment, the company has now collaborated with international companies technically to support the Indian supply chain and product quality. The company is eager to add facilities to its services. Already they have plants in Ahmedabad, Vapi, Surat and Delhi that have helped the company come closer to their reliable customers, eliminating cost and risk in logistics. Ashit S Lathia mentions, “Future plans include adding other products to our offerings and also looking at other geographical locations to open plants to cater to the requirements of the consuming industries.”
Workforce plays an important role in Lathia Rubber, due to which the company is willing to acquire human resources and train them effectively. Therefore, the company aims to continue to procure better training technologies and invest more towards infrastructure development.
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