It was a bright, sunlit, ‘Mumbaiya Monday’ when i found myself heading towards one of the most talked about imaging brands ARYAN TRADE WORLD PVT LTD. Precisely this was going to be my first Tea- Meet with the CEO, Mr. Aryan Goel and I was pretty much excited for that. So with all of my enthusiasm I landed up in front of Crystal paradise, the mall. To be very true, I had my self-cooked, pre conceived notions running up and down my mind. But on the contrary proving all of them wrong, I was warmly welcomed by the team. I found Mr. Aryan a through professional, with no build up tantrums and on top of it very disciplined as he was in the meeting room ‘ON TIME’. Below given are some of the pieces from our conversation, ENJOY!!
DRC: HI, SHALL WE START?
ARYAN: Sure Divya, Welcome to ATWPL’s corporate office.
DRC: OK, TELL ME, WHOSE BRAINCHILD IS ARYAN?
ARYAN:Aryan Trade World is a part of the Aryan Group of companies that have been run by my father and my family. From logistics, to hospitality and jewelry, Aryan Group has diversified vastly. My father, Mr. Sunil Goel has developed a very strong supply chain over the past 20 years in the import business. Of the various verticals in Aryan Group, my interest lies mainly in the trading, so I decided to take over the imaging business. Since 3 years now, I have been looking over this business and its operations.
DRC: OK, SO THAT’S HOW ATPWL CAME INTO ORIGIN. PLEASE ELABORATE THE JOURNEY OF ARYAN AS A BRAND?
ARYAN: When I joined this business,ATWPL was one of the many players in the Imaging Industry, which off course was not acceptable to me. Since then I have been working on building Aryan as a brand and a market leader in which I think I have succeeded. Challenges were many but out of all one of the major challenges that I encountered in the brand creation process was that of distribution. But as they say time teaches everything, I have also encountered my distribution blues now. Apart from that building a vast, reliable and strong distribution channel was one of the toughest parts of my journey so far. But now after 3 years of sheer hard work, I can say our products are available all over India. Aryan is already a well-known name across the imaging industry in India, my next goal is to make Aryan a familiar name outside Indian boundaries.
DRC: GO AHEAD, I AM ALL EARS….
ARYAN: I can foresee the challenges that I may face in the journey ahead. Making Aryan a brand name, rather than a mere substitute for OEM products, is one of the biggest traps I may fall into. But I am sure that the quality of my products will differentiate Aryan from the rest. It won’t be an easy task, but not an impossible one either.
DRC: DO YOU REMEMBER YOUR FIRST DAY IN THE COMPANY? HOW WAS IT?
ARYAN:I clearly remember my first day at work. It was just weeks after I had finished with college. The magnitude of work that this role expected of me and the challenges thrown at me by my father, made me nervous. Frankly, I had doubts whether I could sell even a single cartridge, let alone tons. To escape from this I used to sneak of the office even beforeeven half the day was over. It was then when my father caught me once and said, “This is your chance to shine, Son. Take it or leave it”. I understood the depth of what he meant to say and have kept those words in my heart, till today. Since that day, work has been worship for me. There’s no escaping or getting away by cutting corners. You have to go the whole stretch, work hard, until you get the job done.
DRC: WE ARE MOVING TOWARDS BUILDING A ‘DIGITAL INDIA’, DO YOU THINK IT WILL AFFECT PRINT INDUSTRY?
ARYAN: No, not in the near future. I am sure with time we will change too as change in inevitable. In life and in business I have always learnt to improvise, adapt and overcome. So if Iforesee a threat at any point in the future for this business being a sun-set one, I will have to adapt. Like I mentioned earlier, our strength lies in supply chain, import and distribution. The product is a variable factor.
DRC: I HAVE NOTICED ATWPL FOLLOWING AN AGGRESSIVE MARKETING STRATEGY, LIKE THE GOLD COIN SCHEME, WHATS THE IDEA BEHIND THAT?
ARYAN:Gifting gold is considered a very auspicious and precious metalin India. Taking this thought further we offer a Gold Scheme to our customers who fulfill certain orders within a time frame during the festive season. This gold scheme symbolized our pure intent to show our customers that theirpresence in our hearts and in our business relationship is vital.
DRC: MARKET IS ON A MERRY- GO-ROUND WITH GST, WHAT’S YOUR TAKE ON IT?
ARYAN: Change is definitely never easy. At first it was difficult because instead of one or two slabs we got 5 different slabs in India. It was a little confusing, understanding under which bracket we had to place our product. But we at ATWPL understood that the key is to be GST-compliant at any time, and today at all times complaint we were.
India is one of the fastest growing global economies and GST will surely have a positive impact on the entire economy and not just on our industry. After the implementation of GST, customers living in rural areas of India have connected with us and we are glad that this change took place.
ATWPL believes in one nation, one tax!!
DRC: WHAT ALL ARE THE RECENT SOLUTION OFFERINGS BY ATWPL?
ARYAN: We are one stop solution for all our customers. We are equally strong in laser and copier segments, offering premium and exclusive products. All our powders are high grade made with high quality raw material from Russia and Japan(not China or local) as this is the most sensitive item in our industry. We provide Special American coated OPC that is exclusively available with us in the Indian market.
DRC: WHAT ALL TECHNOLOGICAL ADVANCEMENTS ARE INCORPORATED IN THE NEW RANGE OF YOUR PRODUCTS TO FURTHER INTENSIFY THE USERS’ EXPERIENCE?
ARYAN:The most talked about products in the industry at the moment are CF218A and Cf230A, we have full range of new cartridges their spares and powder, all OEM grade as there are complex items and quality is extremely important and we don’t want to take any chance.
DRC: WHAT’S YOUR TAKE ON THE INCREASING COMPETITION IN THE MARKET?
ARYAN: I think of competition as helping hands in market development. I think more about how we together can increase the pie, rather than only focusing on increasing Aryan’s share of the pie. When it comes to other companies coming head to head with competitive products, I have no doubts that the quality and reliability of Aryan’s products will always prevail.
DRC: ANY SPECIAL PLANS FOR 2018?
ARYAN:We will open new base overseas as it is appropriate to build a foundation and strengthen relations with our overseas partners.
It was an amazing experience talking to you. See you at the XPO.
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