Strength of Hathi Cement and its relations with the stakeholders is evident here. Jayantilal Babulal Company and ‘Hathi Cement’ are trusted names in Jetpur.
The two things that Jetpur in Gujarat is famous for are: cotton sarees and Hathi Cement. Jayantilal Babulal’s Firm selling Hathi cement is equally popular. Cotton sarees of Jetpur have enjoyed a prominent reputation for the past 250-300 years, while the sale of Hathi Cement began in 1965 through Jayantilal Babulal’s firm.
In this interview, we speak with Pankajbhai, the heir of Jetpur’s esteemed Jayantilal Babulal Company and the son of Jayantilalbhai. Pankajbhai carries on the legacy initiated by his grandfather, Babulalbhai. Taking the business further and farther, Pankajbhai has become a market organizer of the company, maintaining the relationship with the dealers besides the customers.
Pankajbhai assumed the business after his father, Jayantilalbhai, passed away at the age of 77. The firm has been operating from the same location for the past 58 years, and Pankajbhai has been successfully managing it it for the past 22 years. Honouring his father’s wish, he decided to continue his cement business.
In 2005, Saurashtra Cement started the market organizer system, in which Pankajbhai gladly joined through his firm Deepak Oil Traders. Thus, the family that initially handled the dealership of Hathi Cement in Jetpur has been involved in the market organizer system as well.
The trio consisting of Jayantilal Babulal Firm, Deepak Oil Traders, and Saurashtra Cement is renowned throughout Jetpur. It is worth noting that Pankajbhai has never faced any issues with the supply of goods, and the company has never encountered payment problems. As the market organizer, Pankajbhai has efficiently managed the responsibilities, ensuring that issues his sub-dealers face are solved at his end.
Pankajbhai emphasizes that Saurashtra Cement also prioritizes the well-being of the dealers, and the company has always protected them in difficult times. Likewise, Pankajbhai has also maintained family-like relationships not only with the dealers but also with local engineers, artisans, and others, which enables timely delivery of cement whenever required.
Regarding construction practices in Jetpur, Pankajbhai explains that lump sum contract method is still prevalent. This allows homeowners to utilize high-quality materials according to their preferences. Consequently, the demand for Hathi Cement, known for its strength, remains strong.
One notable innovation by Pankajbhai involves the use of small tempos for the delivery of goods. This initiative has been inspired by the Gujarati saying, “ગામ ફરે કે ગાડું ફરે” (The village moves, or the cart moves). Typically, carts are expected to move around the village. Jayantilal Babulal Company has put this adage into practice.
Pankajbhai arranges special delivery services using small tempos to reach different areas where cement is needed. This arrangement has been successfully in place for the last five years. It ensures that at the time of Bhoomi Pujan, when one or two bags of cement are required, homeowners are saved from the last-minute rush to procure cement. The employee travelling with the tempo carries a bill book, allowing cash sales to be made on the spot. If more than five bags of cement are needed, the employee contacts the office and the goods are delivered. However, the employee operating the tempo does not deliver more than five bags anywhere so that more area can be covered with the available goods in the small tempo.
Pankajbhai explains that the idea occurred to him when a Post Office employee living about two kilometres away had to rush to his Jayantilal Babulal firm only for one bag of cement. This incident made him realize that there could be many others who would benefit from such a service. Considering that cement is an essential element in construction that should always be available on time, he made this arrangement with that in mind.
As the market organizer, Pankajbhai has built a strong network and established good relations. This allows him to stay informed about the commencement of new construction projects, enabling the timely delivery of cement through the tempo. A picture of an elephant (symbol of Hathi Cement) depicted on the cement tempo has become a symbol of trust and faith.
Furthermore, Pankajbhai explains that as a market organiser he caters to the dealers under his geographical boundary of 20-km radius. The whole area is divided into four zones each of 5-km radius. The dealers of each zone cater to the local customers, ensuring that there is no competition among them, and everyone gets business. The dealers also support and collaborate with each other, as exemplified during the Corona period. The company took the initiative to inquire about everyone’s well-being during the pandemic and conducted video meetings with the dealers. Pankajbhai himself maintained regular contact with the dealers and ensured that all their requirements, such as oxygen cylinders and Remdesivir injections, were met through the WhatsApp group.
Pankajbhai recalls an incident when someone in Morbi town urgently needed a Remdesivir injection, and arrangements were made to deliver it within an hour. The dealers supported each other during the challenging times of the pandemic by sharing joys and sorrows. It fostered a sense of family among everyone. The dealers also maintain the spirit of kinship by extending invitations to weddings. They even remember important dates, such as marriage anniversaries, for each other. Through such gestures, they treat everyone as members of one family. Additionally, a women’s group was formed. Various competitions were organized to sustain everyone’s spirits during the pandemic.
Pankajbhai says that, “Saurashtra Cement Limited created kits and distributed items ranging from blood pressure machines to vitamin pills and oxymeters, demonstrating their commitment to taking care of everyone.” Pankajbhai commends Saurashtra Cement Limited for its dedication to the well-being of all individuals.
Regarding the culture at the Mehta Group, Pankajbhai states that, “Hathi Cement always delivers goods to them on time, ensuring that customers receive cement when they need it.”
If dealers encounter any problems, Pankajbhai and Deepak Oil Traders, as the market organizer, resolve them. Once the matter is communicated to them, there is no need for it to reach the company directly, as they provide a solution at their level.
Pankajbhai’s ability to maintain cordial relationships serves as a valuable lesson for others. Even today, he personally visits the bank, a practice instilled in him by his father, Jayantilal. This allows him to personally know everyone.
When asked about his family, Pankajbhai shares that his wife Dakshaben is a home maker. Elder daughter Shreya has completed her B.Sc. IT, younger daughter Khushi is studying physiotherapy, and son Dharmik is studying in the eighth grade. Pankajbhai starts his day early, around 6:30 a.m., to plan the day’s tasks and ensure timely completion of work. He reaches home by 8 p.m. and enjoys dinner and conversations with his family. He has successfully maintained a balance between his family and professional life.