Specialized in the field of garment/textile printing machineries, Cheran Machines India Pvt. Ltd. has throughout its existence of almost two decades maintained its commitment for quality by being recognized as a pioneer for innovations in machines, providing user-friendly features and superior performance. Speaking exclusively to Apparel Online, R. Mohan Kumar, MD and Sudheer Nair, CEO of the company, discuss the company’s journey and loyal customer base which pans across the world.
As the manufacturer, supplier and exporter of textiles/garments printing-related machine, like manual screen printing machines, digital fusing & sticker transfer machines, electric flash curer, electric dryer, etc., Cheran Machines has since its establishment in 1992 as Cheran Industries, earned a lot of loyal customers not only in the domestic market, but also in the export markets of Sri Lanka, Egypt, Vietnam, Bangladesh, Indonesia, Thailand, Madagascar, Ethiopia, Jordan, Nepal, Egypt, Iran, Qatar and Gulf regions. “We do value-added services for the garments. Some of the innovations are being imported, so we take inspiration from them and manufacture them in India. When we started, we wanted to fill the gap that many Indian garment manufacturers were facing. So based on our customers’ needs we developed an R&D department, we studied the market and also what was being imported, and then manufactured a product to fill the needs,” reveals Mohan Kumar, an engineer by profession, and hence, who is able to study machines with a technical mind and offer similar products, but at lesser price. “We were the first company to display Indian machineries in Germany in 2006.
We were already working on the concept of ‘Made in India’, much before the same was introduced as a growth engine for the country,” adds Mohan Kumar.
Striving for excellence throughout its journey, the company was the first to introduce microprocessor-based controller and sophisticated digital panel in the region, providing high quality products, neat finishing, near zero maintenance and trouble-free operation that is backed by a strong infrastructure with ultra-modern machinery. “We constantly keep on innovating according to our customer’s need, and in 2004, we switched over to being a Pvt. Ltd. company and acquired an ISO 9001:2008, which we keep updating every year,” informs Mohan Kumar. Since then the company has also participated in a lot of international exhibitions such as IMB – Germany, AAMATEX – Singapore and numerous Indian exhibitions like Knit-tech, GTE, Gartment-tech, Knitshow, Screen Print India Garknit, etc. at Tirupur, New Delhi, Mumbai, Kolkata, Bangalore, Indore to market their product offerings.
Entering the market at a time, when innovations and developments were still at a nascent stage and there was a need for well-equipped technology that could deliver products at par with international standards, Cheran through various technological innovations and proactive approach has earned its reputation in the market. “It was a bit of struggle to go pan-India. But when we entered the North Indian market we were supported by heat transfer manufacturers, who had come to the south for exhibitions and saw our machine quality. They convinced their customers of our reliability and with their help we entered the North Indian market. We provide responsive service from the south to north through which we attract more customers,” informs Sudheer Nair.
Currently, the major clients of the company include foreign companies like MAS Sri Lanka, Brandix, Sterling Group, while in India they enjoy the patronage of most of the big and establishment companies. Cheran has dealers in Kolkata, Delhi, Surat and Sri Lanka, besides an office in Tirupur.
Today the company’s machines are developed based on the growing and changing market conditions wherein the customers are getting more knowledgeable and informed, and demand multi-tasking not only in their daily tasks but also in machineries as well, looking at one machine to make multiple products.
“The customers want the machines to be multipurpose. Around 4-5 years, back, international buyers used to dictate us, but now customers are dictating us. They want to know how economical their machine can be,” informs Mohan Kumar. Nonetheless, what sets the company apart from its competition is its quality products that are priced right and the service provided thereafter. “The quality of our machines is at par with any other European machines and there is a 30 per cent difference in the pricing. We are leaders in the Indian market, and since we are competing with the top countries we have to give customers uncompromised quality,” adds Mohan Kumar.
Stressing on the importance of after-sales services, Sudheer Nair shares, “Customers can get material from anywhere in the world, but what they require most is the responsive after-sales service that we are providing. The people who are doing business for all big players and international players are using our products. Buying offices are happy with our products.” Such is the case that the company is growing according to the market requirement. In terms of expansion, the company is venturing towards sublimation for polyester printing. “For the sublimation, customer wants printers and heat machine transfers that we make in smaller size to bigger sizes. So we are making it. We have entered into sublimation industry and we will also venture into digital printing. We are working towards one machine for multiple purposes and doing some alterations in the existing machines,” states Mohan Kumar.
So as to not compromise on its quality of products, the company only caters to A or B segment consumers who believe in quality products rather than cheaper replacements. “We have created a brand image and we will not compromise it for cheaper products to lose our loyal customers. Some people want to do quality products so they buy from us,” stresses Mohan Kumar. For using these machines, the company trains the technicians within the customer’s factory and educates them regarding the technology through its 9-member technical team. Nevertheless, the company feels that the biggest challenge for it is to sustain its name, quality and steering through competition.
Catering to various industries such as leather, umbrella, school bags, and jute bags, it is now venturing into automobiles sector. Though the company has come a long way, still both Mohan Kumar and Sudheer Nair assert that there is still much left to be done. “For us quality is more important. It has been three years that we shifted in the new factory, which was also a step in that direction. We have already started experimenting with digital. As always, we will go forward with the customers, fulfilling their needs and demands,” conclude the duo in union.
