Jay Shakti Metals has established a strong market presence with its SIFON brand of products that are recognized for their innovative designs and finishes, avers the company's Manish Patel, Managing Director, Jay Shakti Metals


What does the SIFON range of architectural hardware comprise of and what are their outstanding features?

We have the premium Emerald and Sapphire collection that include Mortise handles on Rose/Plate, Mortise Locks, Euro Profile Cylinders, Pull Handles, Cabinet Handles, Main Door Sets, Plate Combi Sets, SS Mortise Handles, SS Pull Handles, Door Closers and Bathroom Accessories.

Our products have innovative designs and finishes with as many as 24 different combinations, all of which are developed at our in-house design studio. Through attractive designs and finishes, we have elevated our products from mere accessories to distinctive interior décor elements, which express and reflect the aesthetic taste of discerning consumers.

By imbuing our products with attractive designs, finishes, and propelling craftsmanship, we have elevated them from being mere accessories to distinctive interior décor elements

Please tell about your manufacturing facility.

Our manufacturing unit in Metoda, GIDC, Rajkot for the SIFON Product Range is well equipped with contemporary manufacturing facilities (Tool Room with VMC & EDM Machines, Hot Chamber Pressure Die-Casting Machines 30 to 160 MT Capacity, Machining with combination of SPMs & Conventional Machines, Polishing with dust collectors, Electroplating lines for different finishes, Electrophoresis Lacquering Unit, Testing Labs, Salt spray test equipment, Life Cycle Testing Equipment) to take up any challenge in Zinc Die Casting and subsequent surface finishing with Design Studio and R & D Section. We conduct stringent quality checks and tests after each manufacturing process such as the rough salt spray test and the lifecycle test in our labs. All our products come with 5 to 7 years of warranty. We are an ISO 9001:2008 accredited organization and have TUV, CE and NABCB certifications. We will soon be opening a new 6000 sqm plant in Rajkot, where production will start in six months.

We innovate and research new product developments as per market trends and the aesthetic tastes of consumers in different parts of the country. We take inputs from architects and interior designers as consumers are increasingly looking to international quality products for their homes.


What are the market challenges and the company's strategy to meet them?

The 'price war' in the industry is a big challenge. There are many companies offering low quality products at low rates. For a manufacturer of premium products like us, meeting the price demand along with quality is a huge challenge. To remain relevant in the marketplace, we do a lot of innovations in our products so that we can widen our scope in meeting consumer demand. We are also entering other emerging product segments so that we can become a complete solution provider of architectural products. We have recently launched bathroom accessories and have plan to introduce many more products in the near future.

How strong is the SIFON brand across different regions?

We are present in more than 70% markets of India, and we are strong in Gujarat, Andhra Pradesh, Maharashtra and in the Southern regions. We plan to make our presence stronger in North India by opening our own outlets and depots. We are also keen on exploring the potential in tier 2 & 3 cities, which are emerging as new markets for high-quality lifestyle products.

We are also focusing on the export markets of Sri Lanka, Dubai, Nepal, Africa, and Oman, where we aim to establish new benchmarks for architectural hardware with Indian craftsmanship and durability.