54
Building on brand strengths
Interview with Sanjeev Kalra
Managing director, Deepak Fasteners Ltd
In July 2008 Deepak Fasteners Ltd acquired ”The Deepak relationship with Unbrako,” product availability and lead times. This is very
Unbrako, including its Irish factory and explains Sanjeev Kalra, “goes back fifteen important for a plant where 70% of production
Australian distribution centre, from years, during which we supplied special parts is dedicated to special parts,” explains Sanjeev
Precision Castparts Corporation. Meeting in and some larger sizes.” When Deepak took on Kalra. “We have also made substantial
Ludhiana, Phil Matten talked with joint the Unbrako licence in 2004 it also assumed investments in quality control including
managing director, Sanjeev Kalra about one marketing responsibility in Asia, inheriting additional inspection equipment.”
of the biggest Indian fastener manufacturers. sales of around US$5million. “Today our Asian Ambitious growth plans are underway for
Deepak Fasteners was founded in 1958 by sales are approaching US$25 million,” says the Unbrako brand. “We are adding new
Mr Kailash Kalra. “My father started with just Sanjeev Kalra. “While the main growth has products to the Unbrako range,” says Sanjeev
two men working for him, in a 2,000 square been in India we have strengthened the Kalra. “These include bolt, nut and washer
foot building, making screws for bicycles, position in established markets like Singapore assemblies for the structural steel market and
which was a big industry at that time.” and grown in Malaysia, Korea, Japan. Now we other Grade 10.9 bolts for earthmover and
Deepak’s first cold forging machine was also sell Unbrako into China.” petrochemical applications.” He is also
bought from Germany in 1970. By 1982 the Discussions over a full acquisition began in confident of the growth potential in the
company operated 14 headers. Today, as the USA in 2007. Agreement was reached in mainstream socket screw program and in
chairman, Kailash Kalra maintains his office in March 2008, although completion took until products like Durlok, “a very famous brand in
Deepak’s oldest plant, about 45 minutes July. “The process was quite difficult because India”.
outside Ludhiana. His eldest son, Deepak Kalra, the Unbrako businesses were in different “The quality of Unbrako is the ultimate,” he
shares the managing directorship, primarily locations around the world.” The acquisition
continues. “We are very proud to say that it is
taking responsibility for production. included the plant in Shannon, Ireland and a
unparalleled in the global fastener market and
Deepak now has four factories in the distribution operation in Australia. Independent
we will continue to build on that excellence.”
Punjab, The oldest has a 28,000 square metre company, Interfast USA, based in Cleveland,
November’s Las Vegas fastener exhibition
covered area; two others contribute a further Ohio, continues to service the North American
offered the first international opportunity for
41,000m
2
. The newest factory, at which market through a network of over 100
Unbrako production is carried out, is one distributors.
Deepak to present its new structure and plans.
million square feet (93,000 square metres). Deepak also has its own warehouse in
“It was a very good show for both Unbrako
More than 3,000 people are employed in India, Birmingham, UK, set up to stock special
and Deepak. One of the major Deepak
producing cold forged fasteners bolts from products, targeted primarily at the UK water
advantages we were presenteing was
3mm to 36mm and nuts up to 27mm. Hot forg- supply market as well as wind power
extensive in-house coatings capability. We are
ing and CNC machinery, takes the and petrochemical applications. the biggest supplier of hot dip galvanised
diameter to 150mm across a diverse “The reaction from Unbrako cus- fasteners in India. As well as normal
range of specifications. tomers,” says Sanjeev Kalra, “was
electroplating we have lines for Dacromet and
very good. They were glad some-
Geomet, and other special coatings. The other
body was now going to take
definite plus point is that Deepak produces a
care of the issues that had held
very wide range of fasteners and can supply
Unbrako back.
complete assemblies of bolts, nuts and
Previously they had felt that no
one was really committed to
washers, all manufactured within our stringent
supporting Shannon.”
quality controls.”
“Our immediate target
In India the relationships with major
has been to significantly
automotive and other OEMs is managed and
improve availability. From
supplied from the main plants. Deepak also
the beginning of 2009 has 150 distribution outlets across India
we believe our servicing general industry. “We have a very
customers will see
good software system that monitors stock
improvements in a
levels and orders, and every day we ship
really big way.”
replacement product.”
Core to the strategy
What does the future hold? Sanjeev Kalra is
has been bringing
clear that the financial strength of Deepak,
Unbrako into
which is still a closely held family business,
Deepak’s group
sourcing
represents a major advantage in the current
, Kailash Karla, chairman,
.
program and
economic turmoil. It will, he is confident, be a
substantially increasing
key in building strategic relationships,
L-
r:
Deepak Karla, joint MD
S
a
n
jee
v Karla, joint MD
inventory of raw materials. “This
particularly in Europe, or even to further
delivers significant cost benefits and provides
acquisitions to strengthen Deepak’s position in
the platform on which to improve finished major markets.
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