In a short span, supplier-turned-manufacturer of wet mop, dust mop, wiper, ms tube handle powder coated with hanger and aluminum tube handles with plastic hanger, CAM Industries has made its mark for indigenous quality oriented mops & tools across the country. As a part of the expansion plan, the company is keen of setting up export network in GCC countries and in Europe as well. Redefining the cleaning business strategy, Caitano Fernandes, Director, CAM Industries, Goa, explains his success model.
CAM is a young company dealing with hygiene solutions. What prompted you to get into this business?
I started CAM Industrial Service as a Trading House and signed dealerships for products of many reputed companies such as Shell, TDS, Fogtec etc. In Goa, I introduced the rental of Portable Chemical Washrooms for outdoor events and then followed it by taking housekeeping contracts. As there was a huge demand for mops & tools, we were depending on imported products. Later, we started our own manufacturing facility. This helped take care of the company requirement and also supply of our products to other companies.
What is your plan on ROI having invested in a facility in Goa? What are your business strategies for the segments you are catering to?
I have invested seven crores in the facility and it will take one to two years for ROI. It is only about a year since our products have been introduced in the market. However because of our emphasis on product quality and a strong commitment towards customer satisfaction, we have managed to establish the CAM brand in major states – Goa, Rajasthan, Madhya Pradesh, Jharkhand, Bihar, Andhra Pradesh, Gujarat, Maharashtra, Karnataka, Tamil Nadu, Pondicherry and Kerala.
Our strategy is to gradually work our way up towards the North to cover all the States of India and make CAM among the most popular brand in housekeeping products by catering to all segments – hospitality, healthcare, industries, airports, malls, etc.
The business potential for tools is unlimited as there are only a handful of tools manufacturers. The primary requirement for cleaning large areas is always the right cleaning tool. The increase in the number of airports, hospitals, and housing complexes has created a huge demand for mops & tools. Construction activity and cleaning tools go hand in hand.
Is the market receptive to specialised mops?
In Wet Mops, the products mostly in demand are Loop End – 350gm and in Dust Mops, it is Acrylic – 60cm. CAM is the first company to introduce the special Tufted Dust Mop and the 450gm, 600gm Broadband Kentucky Wet Mop in pharmaceutical and industrial segments and we have found good response with repeat orders. Since we are one of the very few companies in India manufacturing a variety of floor cleaning mops using modern technology and automatic/semi-automatic machinery, we are in a position to cater to market requirements in terms of product quantities and ranges.
What are the challenges that you foresee in the use of professional hygiene solutions?
The challenges are:
• Less Awareness
• Believing in “old is gold” philosophy
• Limited fund to conduct customer awareness program
• Shortage of sales staff
What are the different products manufactured by CAM?
In Wet Mops, we have Round Socket & Pin 200-240gm, Cut End 300gm (Grey & Bleached), Loop End 350gm, Kentucky 450gm and 600gm.
In Dust Mops, we produce Cotton 40cm and 60cm, Tufted 40cm and 60cm, Acrylic 40cm and 60cm.
Due to our production facilities and capacity (four lakhs pieces per month), our focus is to innovate and customize to satisfy our clients. In general, for some products, our capacity is upto 500pc/hr and for the Loop End, we can give quantity upto two lakhs pieces per month. As the market demand increases, we hope to increase our production facilities.
You are participating in Clean Middle East Pulire happening in October 2014.
We want to work out the feasibility of setting up an export unit or an export network in G.C.C. countries. Also in the pipeline are plans to export to Europe and the West.
What has been your experience in marketing your products to different industries, especially cleaning contractors and FM companies?
The response has been very good. Since our emphasis is on product quality and a strong commitment towards customer satisfaction, we have managed to establish the ‘CAM’ brand in major states. Our distributors make effort to offer our products and services with assured good quality and prompt deliveries.
