Jalandhar sports firm to expand

Jalandhar-based Em Cee Cee Sports Agencies Pvt Ltd, one of the leading manufacturers, suppliers and exporters of sports goods and sports equipment under the Jonex brand, is investing around Rs 1 crore to increase production capacity.

Further, once the upgrade work is complete, it will put up a new integrated unit, likely to be operational by April next year at Jalandhar, with a total project cost of Rs 5 crore. Besides, the company is planning to foray into composite (fibre) hockey sticks, which is most promising in the domestic and overseas markets.

Established in 1968, the company has a diverse range of products. It manufactures equipment for boxing, cricket, hockey, lawn tennis, and badminton; roller skates; inflatable balls and, protective gears.

Talking to Business Standard, Em Cee Cee Managing Director J R Mahajan said, "The composite hockey stick, which is also called fibre hockey, is the latest product in hockey and is most demanding. Most probably by the end of this year, we will start mass production."

He further added that the technological upgrade of the unit with initial investment of Rs 1 crore would be completed by December 2006. "With the upgradation work we are hopeful that the production capacity will increase by 20 per cent. Presently, the company has capacity to manufacture about 10,000 badminton and tennis rackets per month, Inflatable balls like football and volleyball - 15,000 pieces per month and 15,000 pieces of basketballs per month. The upgradation work also includes using conveyor system for mass production of basketballs," he said.

Commenting on future plans, Mahajan said, "Presently, we are running short of space, once the upgradation work is complete, we are planning to put a new integrated unit at Jalandhar itself. We have earmarked Rs 5 crore towards total project cost."

He further added that once the new unit comes into existence they will venture into exporting directly. At present, 20 per cent of the total turnover comes from exports, he added.

Em Cee Cee Director Rajender Prasad said, "This year, the company is hopeful to achieve a turnover of around Rs. 11 crore and once the upgradation is complete, the company hopes to achieve a target of Rs 15 crore by the end of next fiscal."