Thakrars and Saurashtra Cement Limited
Ajay Thakrar and Limesh Thakrar of Ajay Trading, leading market organisers from Porbandar share their story.
Those familiar with Rajshree Productions’ heartwarming family narratives will find a similar echo in today’s story. It chronicles the rise of the Thakrar brothers, Ajaybhai and Limeshbhai, from their early exposure to “Hathi Cement” to becoming the brand’s leading market organizers in Porbandar. Their journey exemplifies the power of family values, unwavering integrity, and a mutually beneficial partnership built on ethical business practices.
In 1992, while pursuing his B.Sc. in Ahmedabad, Ajaybhai formed a chance friendship with a fellow Gujarati who worked for Saurashtra Cement. This seemingly insignificant encounter proved to be transformative. Upon returning to Porbandar in 1994, Ajaybhai frequented the cement plant with his friend, gradually absorbing the company’s values and work ethic. Around the same time, Limeshbhai, inspired by Ajaybhai’s involvement, also became interested in the business.
Fuelled by their enterprising spirit, inherited from their grain merchant father, Nathalal Bhai, and drawn to the supportive and ethical culture of Saurashtra Cement, the brothers took a bold step. With just Rs. 40,000 in capital, they ventured into the competitive world of cement. Unlike the cut-throat practices often prevalent in the industry, Saurashtra Cement treats its dealers as part of an extended family.
Ajaybhai fondly states, “The company’s officials are always accessible and they provide 24×7 support. The company is committed to quality. He also adds, “Their support has helped our business flourish.”
This emphasis on long-term partnership and shared success resonated deeply with the brothers, who have remained loyal to the brand. They have even expanded their reach by opening a dealership in Rajkot, managed by Ajaybhai’s brother-in-law, Sameerbhai Sonpal.
Ajaybhai emphasizes the importance of doing something more than just offering discounts and stresses on exploring new avenues to increase income. “Thankfully, Saurashtra Cement shares this vision and actively supports our endeavours as market organizers,” he says. The proximity of the Porbandar plant and the unwavering trust in Hathi Cement’s quality have further contributed to their impressive development in the region. Notably, Saurashtra Cement has 60% market share in the area.
However, what truly sets Ajay Trading apart is their unwavering commitment to integrity and personal connections. Just as Saurashtra Cement officials know family members of their dealers, Thakrar brothers have also developed rapport with their dealers and sub-dealers. They consider their dealers’ families an extension of their own. They understand the crucial role of efficient logistics in the cement industry and appreciate the value of timely deliveries. Their 27-year partnership with Saurashtra Cement stands as a testament to their collaborative efforts and unwavering dedication.
The Thakrar family exemplifies the power of hard work and integrity, besides quality and timely deliveries in business. Thakrars are a joint family. Ajaybhai and Limeshbhai stay with their father Nathalal Bhai and mother Lilavantiben. Ajaybhai, married to Jalpaben, takes immense pride in his two daughters. Elder daughter Drashti, a gold medallist MBBS intern, aspires to pursue an MD, while the younger Ayushi, driven by her passion for commerce, aims to become a chartered accountant. Limeshbhai’s daughter Khushi, a talented yoga learner, adds another dimension to their family’s diverse achievements. Khushi has a number of laurels to her credit including several gold medals in Yoga. Recently, she secured the first rank in Khel Mahakumbh in personal yoga and artistic yoga category. She is in her seventh grade in school.
The Thakrar brothers’ story is not just about cement bags and market shares; it is a compelling narrative of ambition, loyalty, and unwavering family values, intertwined with the ethical business practices of Saurashtra Cement. It is a testament to the power of collaboration and a reminder that true success comes not only from building strong businesses but also from fostering strong relationships built on trust and integrity.
