Mr Anubhav Khetan
November 20, 2020
Stainless Post brings to you a têteà-tête with Director, Khetan Viniyog Pvt. Ltd., Mr Anubhav Khetan- a name to reckon with in the eastern India stainless steel decorative pipe and tube segment. Mr Khetan takes us through his journey- from pursuing his dream to be an Indian Administrative Services officer to reinventing the eastern stainless steel market as an entrepreneur- and shares insights about the current stainless steel pipe and tube market.
How did your journey start?
Director, Khetan Viniyog Pvt. Ltd.
My father Shri Santosh Khetan started a small scale industrial (SSI) unit for processing of steel scrap in 1984 with limited sources. In 1997, he diversified this unit in order to manufacture a chemical heavy media used in coal washeries. This business still continues on a pan-India scale. In 2006, my elder brother Mr Nikhil Khetan, after completing his MBA, joined the family business and further diversified it by starting the manufacturing of silica ramming mass used in induction furnaces. Today, this product is exported to more than 10 countries besides sold in domestic markets. I was born and brought up in Jamshedpur, Jharkhand. Along with graduating from Jamshedpur Co-operative College, I pursued Chartered Accountancy and completed it in 2011 at the age of 22 Years. Simultaneously, I was attempting for civil services examinations and wanted to pursue a government job as an Indian Administrative Services (IAS) Officer. However, inspired by my father and brother, I decided to become an entrepreneur. In early 2015, I started overseeing the manufacturing of tundish boards which is used in steel furnaces concast. Stainless steel was an untraveled road for us. After thorough market survey and other aspects, I ventured into the production of decorative stainless-steel pipes in November 2015.
What motivated you to start this business?
We saw an opportunity in decorative stainless steel pipes as there was no competition in Bihar and Jharkhand despite a huge market and customer base in this region. Moreover, we had a robust logistical support that makes transport and conveyance convenient. This continues to be a major differentiator between us and the rest of the manufacturers. Jindal Stainless continues to support us and all its MoU partners. The Company’s Odisha-based manufacturing facility is located nearly 250 kms away from us. This way, geographically, we are located at a strategic location that adds to our advantage.
What are the major challenges faced in your business?
For products like stainless steel pipes & tubes that are highly value-driven, manufacturers need to be very careful with inventory ageing as interest cost tends to affect margins. Moreover, as prices are at all-time high, we need to be very precise with our inventories for both, our raw material and finished products. In spite of these challenges, we are constantly enhancing our product portfolio which we believe will be beneficial to customers in the future. This further helps us build a bond with our dealers.
When and how did your journey with Jindal Stainless begin?
As we started this business in 2015, we realised that Jindal Stainless is the most reputed and reliable supplier of stainless steel coils. We have been associated with the Company since the start, and never found the need to move to other suppliers. This can be credited to the quality standard ensured by Jindal Stainless, along with several steps taken by the Company to look out for us in tough situations. Together with Jindal Stainless, we have organised several training programs for fabricators and dealers in our area.
In your entire gamut of suppliers, what sets Jindal Stainless apart?
Jindal Stainless has always played the role of a guardian for us. The Company has always understood our emergency for raw material and supplied products on time. The entire team at Jindal Stainless is customer-centric. They understand the need of their customers precisely and are committed to delivering the best. Company’s co-branding initiative ‘Jindal Saathi’, introduced recently by Jindal Stainless, is indeed a unique effort in the stainless steel pipe & tube industry. The seal in itself is a mark of authenticity. Now we don’t need to give justification for our raw material genuineness against counterfeit pipes available in the market.
What is your message to all young managers out there?
In my opinion, we should not try to copy our peers. We should believe in our self-instinct. Also, always remember to have sound knowledge of any new business territory that you venture in.
