The iconic 'JK works' which designed and introduced the concept of mini cranes for highrise buildings as an affordable and reliable alternative for material lifting by labourers, in a recent makeover exercise has changed its name from JK Works to Safari Construction Equipments Private Limited. Chairman and Managing Director, Mr. Jawahar Kapasi, shares his views in an interview with NBM&CW explaining the rationale behind the recent changes. Excerpts:
What are the reasons behind the recently affected makeover drive?
Recalling history he said that Safari has been the parent company of JK Works. The brand name Safari was used to promote construction machinery like concrete mixers, tower hoists, reversible drum mixers, dewatering system, wheel barrows, whereas JK Works concentrated only on specialized machinery like mini cranes and tough riders. We have executed many planned changes and also have future plans for various organizational changes as well. For streamlining its entire functioning, the recent change was a unanimous decision to get 'JK Works' under the umbrella of the parent company 'Safari Construction Equipments Pvt Ltd'. However, we will still retain 'JK' as a brand name to make it crystal clear that there is no change in our flagship product, 'JK mini crane'.
How is the change in name from JK Works to Safari Construction Equipments Pvt Ltd going to impact your customers?
The only difference is that hereon JK Works has a brand new image with the same old attitude of quality consciousness, special attention to safety and prompt service across the country. Even after the name change, the company will have same people, same promoters, same quality oriented engineers, and the same service engineers.
Will this change in name push your production capacity?
We are trying to channelize and expand our resource base matching the increased market demand. Our current production capacity is nearly half to the total demand for our product chain in the market. We are working to minimize lead times so that our customers do not have to book their orders a week in advance and to achieve that we are contemplating to push our capacity matching market requirements.
Why JK mini cranes are most preferred by customers across the country?
We have cultivated a customer centric attitude in all our employees. We have a certain set of principles which has enriched our company since its inception. These principles are very simple and basic, which in turn helped the company scale newer heights on its path of success. We strive hard to the utter satisfaction of our customers by supplying them quality products and providing world class after sales services ensuring memorable experience at Safari Construction Equipments Pvt. Ltd. It is our robust and innovative designs along with total customer support at any time and place which makes JK mini cranes, tough riders and Safari Concrete Mixers the preferred choice of customers across segments.
The "Safari Experience" is much superior as compared to the experience with our competitors where regular breakdown of machinery at sites is a routine matter and also there is no support for weeks. Delay in machine deliveries and accidents at sites are other common occurrences. The 'Safari Experience,' has no place for such happenings and gives a complete ease of mind right from the moment customer enters into a transaction. We have a special dedicated research & development team which constantly work on improvising machine designs based on ergonomics and safety. Today, our tallying JK Mini cranes match the safety standards of customers including Industry giants like L&T, Simplex Infrastructure, Gannon Dunkerley, Shapoorji Pallonji, Vascon Engineers Ltd, Rohan Builders, JMC Infrastructure Ltd, etc.