We are all raised with lofty values systems and ideals. Some have been instilled in us by our parents, some by our teachers, elders, and mostly by our life’s circumstances. These values are put to the test when we stand in the face of severe challenges. We are sometimes tempted to compromise on our values to achieve success. It is when we stand firm for what we believe in, even if it entails walking a harder mile, that we see the rewards.

1. A VALUE CALLED 'QUALITY'
We are all raised with lofty values systems and ideals. Some have been instilled in us by our
parents, some by our teachers, elders, and mostly by our life’s circumstances. These values
are put to the test when we stand in the face of severe challenges. We are sometimes
tempted to compromise on our values to achieve success. It is when we stand firm for what
we believe in, even if it entails walking a harder mile, that we see the rewards.
Looking back at my life and the roads I’ve walked, I am reminded of the humble beginnings
of V Guard. The market was flooded with stabilisers from North India. Different types and
different price ranges. Most of them faced repair very quickly due to low quality. I was
confident of producing a better product, one that would be high on quality and hence long
lasting.
The pricing of my stabilisers were higher due to better quality of components and better raw
material. Sometimes, dealers would pressurise me to reduce the quality and increase their
margins. I could gain a large dealer network and thereby more sales, and for a fledgling
company that was of prime importance. It was a tough call but I stood firm. My inner belief
would not allow me to compromise. I knew that cutting corners on quality would be the
death knell of my company. V Guard stabilisers would be just another stabiliser and not a
sought after one.
This battle was a perpetual one throughout the growth of the company. Some dealers left in
a huff and rejected our products on their shelves, but I still held on to my value � to deliver
quality.
To me, quality was not confined to the manufacturing process alone. It had to extend to
after-sales service too. The company had to be responsible for what it had produced, even
beyond the warranty period. It was customary those days that the cost of spares and repairs
were minimal during the warranty period and extremely exorbitant after that. I was sure
that it left a thoroughly dissatisfied customer. It was as though we were penalising him for
purchasing our product. Surely a dissatisfied person would talk about it and word would get
around thus ruining our reputation.
I still believe in the motto - ‘a satisfied customer brings another customer’. A contented
customer is a brand ambassador, a walking advertisement. We stuck to high quality raw
material and components, good design and a strong, cost effective after-sales network. Even
though we lost many dealers and faced tough challenges in our growth trajectory, it
eventually paid off. We were riding the success wave soon. Our stabilisers were soon a
household name and not because of any aggressive marketing campaign but solely on the
strength of our customer satisfaction. I vouch for this confidently as many of the dealers
who turned us away eventually came knocking at our doors, to stock our products as
customers were asking for it by name.
Looking back, I do not regret holding on to my fundamental value of quality consciousness.
It has stood me in good stead and the results are obvious. It still remains an integral part of
our work ethos.
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