Usha Martin Limited Currently Focuses On Expanding Footprint In New Geographies - Rajeev Jhawar

Usha Martin is one of the leading wire rope manufacturers in the country. Rajeev Jhawar, the son of Brij Kishore Jhawar, is the managing director of Usha Martin Limited. He is also the Director of Neutral Publishing House Ltd. Usha Martin underwent the incorporation process in the year 1986 under the name Usha Beltron Ltd. Since its inception, the company had been seeing immense growth and was elegantly walking up the ladder for the past 50 years. Some of its manufacturing units are set up in Ranchi, Hoshiarpur, Dubai, Bangkok and UK.

Product innovation that meets the customers’ needs is a continuous process for Usha Martin. They are a major supplier of several OEMs. The market leader in India in wire ropes, Usha Martin has the capacity to produce a wide range — from 4.8 mm to 130 mm in diameter — of wire ropes. USP of Usha Martin is diverse quality products that cater to large customers. It is the concept of a ‘super market’, where one can pick up everything under one roof. Describing the advantages of the overseas operations, Rajeev Jhawar Usha Martin affirms that these operations provide a significant synergy and support to the overall business performance. It also helps us to spread the offerings across the globe.

Rajeev Jhawar Usha Martin

 The Covid pandemic had adversely impacted UML’s demand but the international market has opened up slowly. Rajeev Jhawar thinks that in the next five years, the segment will see good demand. Mr. Rajeev Jhawar has also cautioned all to remain agile and responsive to the changing market needs and focus on increasing market share in high contributory products. Rajeev is bullish about the segment and expects oil & gas, ports and shipping to be the growth drivers. On a consolidated basis, 35–40 per cent of Usha Martin’s revenue is from exports to Europe, South East Asia, the US and the Scandinavian countries.

Usha Martin Limited also has an enviable track record in manufacturing & supply of pre-stressing machines and accessories, backed by expert installation teams for Pre-stressing jobs. The facility in Ranchi also has an additional set-up for manufacturing high quality conveyor cords. Usha Martin Limited is currently gearing itself up to deal with all possible opportunities and adversaries during these uncertain times. According to Rajeev Jhawar, one of the key focus areas for growth of the company shall be enrichment of product mix by reducing low contributory items and focusing more on high value-added products, with the aim to shift the focus from volume to value.

In addition to enriching the product mix and expanding footprint in new geographies, Usha Martin will also continue to focus on areas like enlarging product basket and deliverables, moving up the value chain through service networks, strengthening network and market reach through digital platforms, strategic brand positioning and imbibing environmental, social and governance aspects in their business practices. With these plans in hand, Rajeev Jhawar and Usha Martin Limited remains confident of making deeper inroads into international markets with high contributory products.

The Global R&D center of Usha Martin located in Italy is actively engaged in designing of wire ropes and uses proprietary design software to develop products that are the best in class. Usha Martin also has a comprehensive R&D facility in their manufacturing unit at Ranchi in India. Usha Martin’s facility in Ranchi is one of the world’s largest wire rope manufacturing units. Other than wire rope, this unit also manufactures LRPC strands, customized for diversified applications in Infrastructural development works, Renewable energy installations, Construction and Maintenance of Bridges etc.