~ Interview With Rajesh Nair, Director – Sales & Marketing, Ebco Private Limited
1) Ebco is India’s leading manufacturer of furniture hardware. What have been the challenges and significant milestones in this journey?
We were the first company in India to manufacture concealed cabinet hinges in 1987. At that time, it was a completely new concept in the market, and carpenters faced challenges with drilling cavities and proper mounting. From that initial hurdle to the present day, we’ve encountered and overcome a variety of challenges, both big and small, which have allowed us to contribute significantly to the development of the industry.
2) Tell us about your current manufacturing infrastructure. What kind of products do you make in India? And what are your target markets?
We operate three manufacturing units and four warehouses, each of which has seen its capacity double or triple over the past 5-6 years. Currently, we’re constructing three additional manufacturing plants, focused on increasing our capacity for hinges and ball-bearing slides, with production expected to commence in September, October, and December.
Some of the remaining products are assembled domestically, and we have strong partnerships with specialists for the rest.
3) Tell us about the latest technologies used in your manufacturing processes.
Over the last seven years, we’ve been continuously upgrading our equipment, replacing older machines with the most advanced CNC machinery. We also design and manufacture tools in-house, and many of our assembly-intensive production processes have been automated by our in-house team.
4) Why the UAE? What is your vision for the Middle East market? What kind of products do you distribute in the region?
While India is a vast and consistently growing market for us, we’ve always been keen on expanding our exports, particularly for products designed and manufactured in India. The UAE serves as a gateway to the world, making it an ideal hub for our distribution efforts. Our focus in the Middle East is on distributing products manufactured in India.
5) There are several furniture hardware manufacturers and distributors in the Middle East market. How does Ebco stand out?
We’ve recently appointed Jadeed Ajar General Trading LLC as our distributor, and within a short time, we’ve begun working on projects, selling to manufacturers, and distributing through retail partners. We’re investing in television advertising and participating in trade fairs like Furtech Show to connect with our customers more closely. Additionally, we’ve established an experience center in Dubai. While we’re still relatively new to the market, we are dedicated to making a lasting impact.
6) Who are your main customers and target audience?
Our primary customers include furniture manufacturers, retail dealers, and developers of large-scale projects.
7) What products are you planning to exhibit at Furtech Show 2024? What can visitors expect?
Visitors can explore a wide range of fittings for kitchens, wardrobes, beds, and other essential furniture components.
8) How do you think a show like Furtech can impact the current furniture market?
Since this is the inaugural Furtech Show exhibition and our first participation, it’s difficult to predict the exact impact. However, we are optimistic, especially given the effort the organizers are putting into making it a success.
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