This document provides an overview of Sunil Raithatha's experience transitioning his business from focusing solely on the domestic Indian market to becoming an exporter. Some key points: - Raithatha started various small businesses in India in the 1980s that initially failed before finding success making special purpose machines. - A turning point came in 2001 when he received his first export order from Fiji, which opened the door to expanding internationally. - Since then, exports have transformed his business and team, increasing profits, motivating employees, and allowing for technology upgrades and new product development. - Raithatha believes India's low costs and large skilled workforce give it advantages in manufacturing for export. He encourages other

1. Export
“Z to A” Approach
Sunil Raithatha 4Sunil Raithatha 4thth
May 2019May 2019

2. • I thank Pawan Group.I thank Pawan Group.
• I also thank all of you.I also thank all of you.
Thanks

3. Goal of Presentation
• To motivate You to be a part of GlobalizedTo motivate You to be a part of Globalized
Economy.Economy.

4. Why it’s IMP for You All
• We are in GlobalizedWe are in Globalized
EconomyEconomy
• You can not remainYou can not remain
Isolated from GlobalIsolated from Global
Economy.Economy.

5. Why it’s IMP for You All
• Be a Part of Make In India.Be a Part of Make In India.
MAKE IN AKOLA

6. Your Opinion
• Please raise hand if you are notPlease raise hand if you are not
satisfied with your Profit Margins.satisfied with your Profit Margins.
• Please raise hands if do not want toPlease raise hands if do not want to
increase your profits.increase your profits.

7. Your Dream Destination
• HolidayHoliday
• BusinessBusiness

8. Overview
• About VinodraiAbout Vinodrai
• Why Export.Why Export.
• Ancient Tradition.Ancient Tradition.
• Some Myth About Export.Some Myth About Export.
• Participating in Exhibition.Participating in Exhibition.
• Use of Technology.Use of Technology.
• Breaking Borders.Breaking Borders.

9. Background
• Born in middle class Gujrati Family at Jalna in 1956.Born in middle class Gujrati Family at Jalna in 1956.
• Schooling in CTMK Gujrati School Jalna in 1972.Schooling in CTMK Gujrati School Jalna in 1972.
• Did Engineering from Govt Engineering CollageDid Engineering from Govt Engineering Collage
Aurangabad. Mechanical Engineering in 1977.Aurangabad. Mechanical Engineering in 1977.
• Selected as GET at L&T Powai Works Mumbai.Selected as GET at L&T Powai Works Mumbai.
02:48 PM

10. Training & L & T
• Placement in Process DevelopmentPlacement in Process Development
Switchgear Assembly.Switchgear Assembly.
• Worked till 1981.Worked till 1981.
• Thanks to L&T cultureThanks to L&T culture
& City of Mumbai& City of Mumbai
• Started own UnitStarted own Unit
02:48 PM

11. Some Initial Failures
• Jigs & Fixtures in Aurangabad. FailedJigs & Fixtures in Aurangabad. Failed
Partnership. 1981 to 1984Partnership. 1981 to 1984
Did well in market but
Could not Scale It up.
Bounty not sufficient for 3 partner
02:48 PM

12. Some Initial Failures
• Promoted Electromagnetic Relay MgfPromoted Electromagnetic Relay Mgf
Unit. – No Success 1985-86Unit. – No Success 1985-86
• Single CustomerSingle Customer
• Very Low MarginVery Low Margin
• Payment Cycle ErraticPayment Cycle Erratic
• Quality Issues.Quality Issues.
• Five Partners / SmallFive Partners / Small
TurnoverTurnover
02:48 PM

13. Some Initial Failures
• Developed Hot Water Shower.Developed Hot Water Shower.
• Air Cooler Production.Air Cooler Production.
• Group could not develop required market &Group could not develop required market &
too much of debt .too much of debt .
02:48 PM

14. Some Initial Failures
• Walked Away from the partnership and backWalked Away from the partnership and back
to Zero.to Zero.
• Strength of Family and Friends veryStrength of Family and Friends very
important.important.
• Asset of Engineering Knowledge.Asset of Engineering Knowledge.
• Started Making Special Purpose MachineStarted Making Special Purpose Machine
02:48 PM

15. Special Purpose Machine Success
• Do What You Know the best.
• Focus on Core Competency.
• Duraware , Jalna
• Kabson Ind , H’bad
• NRB, Jalna.
• Modi Ind.,Jalna
• Endurance, A’bad
Known Customers
In and around Jalna
02:48 PM

16. Focus on Rotational Moulding.
Idea conceived in 1978
Took rebirth
02:48 PM

17. Turning Point.
02:48 PM

18. Eye Opening Experience
02:48 PM

19. Light @ the End Of Tunnel.
• After struggle of more than 20 years
we saw light at the end of tunnel.
First Export Order from FIJI
02:48 PM

20. First Export Order in 2001.
• First Export Inquiry by Mr Jack of Fiji.First Export Inquiry by Mr Jack of Fiji.
• First Quote in US $.First Quote in US $.
• First E Mail AccountFirst E Mail Account
• First Export Performa InvoiceFirst Export Performa Invoice
• First Letter Of CreditFirst Letter Of Credit
• First encounter with Bank, refusalFirst encounter with Bank, refusal
• First Commissioning ExperienceFirst Commissioning Experience
A Satisfied customer Who is buying one machine every
alternate year02:48 PM

21. First Export Order in 2001.
• Story of Wood Cutter.Story of Wood Cutter.
• Same ProductSame Product
• Same BusinessSame Business
An Idea can make difference
02:48 PM

22. No Looking Back.
VietnamPlas
ChinaPlas
IndoPlasArgenPlas
DubaiPlas
Kazakhstan
ThaiPlas
SaudiPlas
24 National
&
International
Exhibitions
PlastIndia
02:48 PM
Rs. 3.5 Cr
Invested in
Exhibitions till
date

23. Exports in 55+ Countries

24. 258 Countries in World
• 208 Countries yet to be reached.208 Countries yet to be reached.

25. Z to A
• Zambia to America.Zambia to America.

26. Transformation by Export.
• Export As tool of transformation.Export As tool of transformation.
Not just higher profit.Not just higher profit.
• It transformed our Attitude and our Organization.It transformed our Attitude and our Organization.

27. Before Exports Started.
• Limited MarketLimited Market
• Local CustomersLocal Customers
• Customer could not absorb TechnologyCustomer could not absorb Technology
• Profits very lowProfits very low
• Credit Market with lot of bad debtsCredit Market with lot of bad debts
• Competition form Delhi & AhemdabadCompetition form Delhi & Ahemdabad
• Market Could not absorb Excise & TaxesMarket Could not absorb Excise & Taxes

28. After Exports Started.
• Asia 550Asia 550
• North America 425North America 425
• Europe 390Europe 390
• Australia 200Australia 200
Growth Areas Africa & Middle
East
Growth Areas Africa & Middle
East

29. Demanding Customers.
• First Travelling Furnace –First Travelling Furnace –
demanded by Saudidemanded by Saudi
Customer.Customer.
• First PLC machine withFirst PLC machine with
touch screen- demand bytouch screen- demand by
France Customer.France Customer.
Handing Over Machine to Mr. Delamare
by Our Mr. Naveed Ahmed
Never Say “No” attitude

30. Technology Up-Gradation.
• PLC based machines.PLC based machines.
• Touch Screen based HMITouch Screen based HMI
• Software maintenanceSoftware maintenance
and update by Remoteand update by Remote
DiagnosticsDiagnostics
Started Matching International
Competition

31. Expanded Product Range
• Development based onDevelopment based on
Customer’s need.Customer’s need.
• Customers ParticipationCustomers Participation
in development.in development.
Complete Range from 500 to
30000 lit. 24 Models

32. Handsome Profits.
• Profits increased from Exports.Profits increased from Exports.
• Profits increased from DomesticProfits increased from Domestic
Business.Business.
• Could allocated Large amounts for R&DCould allocated Large amounts for R&D
and new machine development.and new machine development.
• Could invest in Marketing.Could invest in Marketing.
• Invested in ManufacturingInvested in Manufacturing
InfrastructureInfrastructure

33. Motivated Team.
• Nothing motivates more that foreignNothing motivates more that foreign
tour.tour.
• Work with pride.Work with pride.
• Earn $ Pay $.Earn $ Pay $.
• Profit Sharing Incentive Scheme.Profit Sharing Incentive Scheme.
• Bright Future.Bright Future.
• Flexible Hrs.Flexible Hrs.
• Child Education Scheme.Child Education Scheme.

34. Advantage India
• Low Cost Engineering.Low Cost Engineering.
• Low Cost Manpower.Low Cost Manpower.
• Low Cost Erection & Commissioning.Low Cost Erection & Commissioning.
• Free of Cost Plant Engineering.Free of Cost Plant Engineering.
• Trained Manpower Supply.Trained Manpower Supply.
• Low cost after Sales Support.Low cost after Sales Support.
• Better reputation than Chinese.Better reputation than Chinese.
• Very Large Population Working Abroad.Very Large Population Working Abroad.

35. Historical Fact
China
India
USA
Japan
24.4%
22.3%
20.7%

36. Historical Fact
Map Of Silk Route

37. International Trading
• India Needs Trading House.India Needs Trading House.
• Many Small Industries with ExportMany Small Industries with Export
Potential.Potential.
• Many CountriesMany Countries
lacking Trading Skills.lacking Trading Skills.

38. Myth about Exports
• Not my cup of tea, too small to export.Not my cup of tea, too small to export.
• I do not have exportable product or service.I do not have exportable product or service.
• I need very high quality product and state ofI need very high quality product and state of
art manufacturing technology.art manufacturing technology.
• I need to be fluent with English. LanguageI need to be fluent with English. Language
CommonCommon
• Export is too risky.Export is too risky.
• I am too busy serving local market.I am too busy serving local market.
• Market Development Expenses are too high.Market Development Expenses are too high.

39. How to Do It
• Visit International Exhibitions.Visit International Exhibitions.
• Participate in International Exhibition.Participate in International Exhibition.
• Network with NRIsNetwork with NRIs
• Find Our What is going on in WorldFind Our What is going on in World
Trade in Your Field.Trade in Your Field.

40. Use Technology
• Use World Wide Web.Use World Wide Web.
• Use E Mail. / SkypeUse E Mail. / Skype
• Participate in Group DiscussionsParticipate in Group Discussions
• Have your Website.Have your Website.
• Use You Tube. 2.4 million hitsUse You Tube. 2.4 million hits
• Commissioning by Skype.Commissioning by Skype.

41. Use Power of E Commerce
• Amazon / Ali Baba / FlipKartAmazon / Ali Baba / FlipKart
• Uber / OlaUber / Ola
• OyoOyo
• Make My TripMake My Trip

42. Breaking The Borders
• Political BorderPolitical Border
• Economical BordersEconomical Borders

43. Know Your Strength
• Experience of Low Margin HighExperience of Low Margin High
Turnover Business.Turnover Business.
• Young Talented Next Generation.Young Talented Next Generation.
• Exposure to Latest Technology.Exposure to Latest Technology.
• GST Regime.GST Regime.

44. Expansion in Machine Tool
• Shilpin Machines Pvt LtdShilpin Machines Pvt Ltd

45. Conclusion
• Your Dream Business DestinationYour Dream Business Destination
Globe.Globe.

46. Make In India
MAKE IN INDIA

47. Any Questions