Chandarana Family and Hathi Cement in Amreli have established an inseparable bond.
“In the cement industry, two key requirements stand out for customers: fair pricing and timely delivery. Business owners must prioritize these aspects to ensure success. Managing customer relationships and fostering a strong brand are crucial responsibilities for businessmen.” These insightful words come from Jagatbhai, owner of Anjani Seeds and Fertilizers. The enduring connection between Chandarana’s Anjani Agency and Hathi Cement spans six decades.
How it all began with Saurashtra Cement
It all began in 1961 when Saurashtra Cement Limited granted Nathalal Mohanlal Chandarana, Jagatbhai’s grandfather, the dealership of Hathi Cement. Harshadbhai, Nathalal’s son, continued the legacy, and in 1993, Jagatbhai assumed control of the dealership. In summary, their relationship has evolved into a family-like bond over the years.
Jagatbhai acknowledges that many companies have entered the market, intensifying the competition. However, his firm remains committed to Hathi Cement. Numerous new companies have made enticing offers, yet the Chandarana family’s allegiance to Saurashtra Cement Limited and the flagship brand, Hathi Cement remains unswerving. At present, they exclusively sell Hathi cement.
What fuels Chandarana family’s unwavering allegiance?
When asked about the enduring bond between the two companies, Jagatbhai attributes it to the unique quality of Hathi Cement. Notably, the dealership experiences minimal issues, and when they arise, they are promptly resolved by the company. Despite tempting offers from new companies, they have never considered switching alliances. Furthermore, both Anjani Seeds and Saurashtra Cement fulfill customers’ needs for reasonable pricing and timely delivery, strengthening their customer relationships.
Jagatbhai illustrates their success by sharing how satisfied customers are in Amreli, impressed by the quality of Hathi Cement and the excellent customer rapport maintained by Anjani Seeds and Fertilizers, recommend them to others. These happy customers act as ambassadors, directing new customers to their location near the local market yard.
The key factors that have fostered a strong and enduring business relationship
Jagatbhai highlights the rich traditions and consumer-friendly practices as well as some of the most welcoming and inspiring practices found among consumers. During the construction of new buildings, local farmers invite around 100-150 friends, relatives and others for a lunch or dinner at the time of foundation work.These occasions serve as opportunities to reference Hathi Cement and Anjani Seeds when discussing cement choices. Such events foster strong relationships, which Chandarana’s Agency diligently maintains.
In the current market, most cement companies offer similar prices. When asked how they stay ahead of the competition, Jagatbhai emphasizes the importance of ethical business practices. He says, “The company’s product quality and dealer ethics are the foundations for sustaining competitiveness. As mentioned earlier, maintaining strong relationships with their customers greatly contributes to business growth in this competitive era. Equally important is the realization that cheating customers would lead to the demise of their business.”
Jagatbhai expresses gratitude for the unwavering support from Saurashtra Cement, highlighting the continuous assistance provided by company officials. This cooperation, combined with reliable logistics and consistent product quality, ensures seamless operations. Understanding the equal significance of relationships and branding in business, they have nurtured both aspects.
Patience is a vital virtue in any business, as Jagatbhai imparts the wisdom accumulated over four generations of business principles. As a respected figure in the market, Jagatbhai shares his knowledge with fellow traders and maintains close collaboration with sub-dealers to boost sales. Consequently, contractors now place significant trust in their services. Speaking about the cement industry, Jagatbhai notes that the demand increases annually due to expanding families and the construction.
A little something about the Chandarana family
Jagatbhai’s family demonstrates a strong commitment to social responsibility alongside their business endeavors. This is exemplified by the initiative started by his grandfather, Nathalalbhai, who established a girls’ school in Chalala, located approximately 24 km from Amreli, in 1972. Presently, the school accommodates 450 girls, and Jagatbhai himself has served as a trustee for the past four to five years. They make biweekly visits to the school, although they are also available to support it on a daily basis. The entire family wholeheartedly supports Jagatbhai in this meaningful work.
Jagatbhai’s elder daughter, Vipasha, pursued a Master of Physiotherapy and currently works in Ahmedabad. Meanwhile, his younger daughter, Hardi, has successfully completed her MBA and is currently employed at Torrent. Additionally, Jagatbhai’s wife, Mitaben, is a talented artist whose painting work has been featured in our previous edition of our ‘Gajagamini Darpan’.
One noteworthy aspect of Jagatbhai’s character is his principled approach to maintaining a clear separation between his personal and professional life. He firmly believes in dedicating his full attention to his home and family after leaving work, and similarly, he devotes his complete focus to his work upon arriving at the business. By strictly delineating between family life and business affairs, Jagatbhai has been able to sustain his enthusiasm and maintain health.