Sabin Enterprises was started in Mumbai in 1993, with the intent of exporting medium level concession machinery. Mrs. Bindu Sasidharan is the proprietor of the company, while her spouse, Mr. Sasidharan Govindan, CEO, Sabin Enterprises, has played a dominant role in developing their operating markets for better business. Back when they started, the company did not have any manufacturing facilities and their staff capacity stood at around five people. However, increased study of the trends in the concessionary machinery market enabled them to effectively tap booming markets for their main offerings and related equipment. With considerable prior experience, Mr. Govindan enjoyed favourable support from buyers. He also had the advantage of being savvy with the terms of payments, marketing and business communications in the field.
Eventually, they started manufacturing in a small way and set up a production unit in Coimbatore, around 6 kms from the city. Sabin Enterprises has manufactured machinery for eight years and is exporting them since 1998. The company that had commenced with a turnover of around Rs 10 million at that time now earns about Rs. 50 million in the export markets. Sensing wide potential in exports, the company has almost fully turned to export marketing. It now enjoys a prominent presence in markets like western and eastern Africa—Kenya, Tanzania, Uganda as well as markets like Ghana, Nigeria, among many others.
Marketing Challenges
Understandably, an exporting company faces the challenge of reaching overseas target markets. Since the company’s offerings were not consumer items but machinery, they faced problems with reaching new buyers every time. “It is not a regular market, so our job is very challenging. Whenever we need to make a sale, we have to look out and source a new buyer,” explained Mr. Govindan. For this activity, they relied on internet, and mainly B2B websites. “Internet is definitely a potential marketing tool provided you update regularly. Quick communication is required to develop the market well,” he mulled.
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