Electronics for the poor

MEET YOUR ENTREPRENEUR/RAJESH SHAH

Realising that just continuing the family business would not help him achieve bigger goals in life, Rajesh Shah decided to do something on his own. He set up Komal Marketing Pvt Ltd in 1988. The company is involved in the marketing of a vast range of products "" from chemicals to dyes, to plastics and to electronics products.

Shah started off in the business of marketing products in 1968 when he was in the tenth standard. He assisted his maternal grandfather who was a cloth merchant. Having learnt the intricacies of the business, Shah started trading of chemicals required for the textile industry in 1974.

After getting a good response he also began trading in intermediaries for the dyes industry in 1990. Shah soon earned a good reputation began trading in plastics and accessories in 1996. In 2002, he began assembling and selling electronics products like TVs, two-in-ones, VCD players under the Kava brand.

"After achieving success in various fields, I decided to create a brand in household electronics and so Kava was born. Today, Kava is one of Gujarat's prominent brands," said Shah, chairman and managing director, Komal Marketing Pvt Ltd.

The Komal group posted a turnover of Rs 25 crore for the financial year 2003-2004 and expects to double its turnover to Rs 50 crore by the end of 2004-2005. Apart from Gujarat, Kava products are sold in Maharashtra, Madhya Pradesh, Rajasthan and Karnataka. The company plans to take the Kava brand to other states in the country, and also abroad.

"We are in the process of initiating talks with our foreign counterparts and are studying the foreign markets. Once this is over, we will start exporting," said Shah.

"Kava products are priced around 40 per cent below the international brands. We are targeting the rural markets where the international brands are beyond the budget. We are offering the same quality as international brands at lower prices," said Shah.

Rajesh Shah is married to Priti and has a son Shaishav, who looks after the electronics division. His daughter Komal is married and settled in the US. Shah attributes his success to his grandfather's strict disciplines. To keep himself updated, Rajesh attends programmes in areas like international trade, export and import procedures, impact of liberalisation, financial restructuring, foreign exchange impact on trade.

Shah is an active member of the executive council of the Gujarat Chamber of Commerce and Industry and the Jain Culture Group. He believes in the philosophy of helping to uplift society.