Editor, Apparel Views in an exclusive one on one chat with Vikas Agarwal of Sewing al Machine Exchange India (SMX), one of the leading agents in India for many renowned brands in the apparel industry and Rajeev, Regional v Head (West) of SG GEMSY on their recent partnership…
(Vikas Agarwal-SMX) You are already dealing with many brands. So, how did you decide to associate with GEMSY?
GEMSY is also a very renowned brand in China. In recent times though, the configuration of GEMSY machines have changed a lot, particularly after coming under the SHANG DONG (SG group) who have some of the best brands under it umbrella such as DURKOPP ADLER, PFAFF, MAUSER, CD KSL, RICHPEACE and GEMSY of course. Hence, having such a wide range of quality products, they are capable to cater varied requirements of the apparel and knitwear industry from a single source. Although GEMSY itself is a quality brand, but the deciding factor was none other than SG group itself as we thought it strategically right for our future plans to add more products to our portfolio.
(Vikas Agarwal-SMX) You mean to say that as you have taken GEMSY now, there are plans to sell other products of SG group as well?
At the moment, we have plans to sell GEMSY only which itself has such a wide range. In fact, they were one of the earliest brands from China to enter the India market along with (name the other brand) with brand like Jack, Zoje, Silversun coming much later.
(Vikas Agarwal-SMX) Having known GEMSY as a quality brand, why did it take you so long to associate with them?
When we were invited by Rajeev (from GEMSY) to come on-board, we did our own thorough research by checking out their machine’s actual performance, productivity and efficiency parameters and the decision was made to partner with them. I am so glad displaying these machines here with unmatched performance and features. I have a long term vision to stay with GEMSY because this is one brand that is not just about quality, but also about high-tech solutions to customer specific needs.
(Vikas Agarwal-SMX) Do you agree that SG group’s acquisition of major European brands helped in technology transfer to GEMSY?
I certainly do believe that it has helped and that is what mergers and acquisition are all about and it does mean that GEMSY too has benefited.
(Vikas Agarwal-SMX) What are your plans with GEMSY?
The plans are always big but we would like to go step by step. We want to see acceptance of customers as well since many might have reservations and once we are able to convince them, sell more and earn profits, we would definitely like to expand. Right now, the focus is on our home state of Maharashtra and only after gauging the response here, we will plan our next move. We would also like to experience SG group’s work culture. As an agent, we always put our heart and soul into any product that we sell and at the same time would want the company also to support and motivate us with the same passion.
(Rajeev- Gemsy) Representing the SG group, no doubt you are always looking for seasoned and established agents. So what made you think about approaching SMX for GEMSY?
The foremost reason is the long-standing reputation of SMX in the industry. They have nurtured and promoted many brands successfully in the market. Once I met Sir (Vikas Agarwal) and invited them to come on-board as an agent for GEMSY, his positive nod was one of happiest moment for me. I would also like to add here that the SMX has a very professional approach to their business. With an impressive website and an undisputed reputation for providing excellent after sales support to their customers, I personally feel that SMX is one of the best choice for GEMSY to associate with.
(Rajeev- Gemsy) Prior to appointing SMX, did you have an agent in Maharashtra and also do you have multiple agents for different states?
Our company has decided that henceforth, if an agent performs exceedingly well, we would give them the opportunity to be a sole agent in that state. However, as per our current policy, we have 2 agents in Maharashtra and 2 in Gujarat, so that is the norm right now with a condition that one who performs well will be retained and non-performer will be exited. It is always good for company to have healthy competition.
(Rajeev- Gemsy) We have seen many brands from doing well in India, so what is the USP of GEMSY when compared with others?
The biggest USP of GEMSY now is being a part of the SG group. As you are well aware that we have renowned brands such as DURKOPP ADLER, PFAFF, MAUSER, KSL, RICHPEACE besides GEMSY and very recently we acquired another German brand, a market leader in Ultra Sonic machines. Shang Gong group is known for advancement in technology and innovations and the same will be carried across our entire portfolio of machines.
Rajeev, Regional Head (West) of SG GEMSY (in center) flanked by Santosh Agarwal (L) and Vikas Agarwal (R) of Sewing Machine Exchange India (SMX)
(Rajeev- Gemsy) Do you have any target for GEMSY with SMX or how do you plan to move forward with this association?
Right now, our focus to grow the business together by holding hands and there are no set targets. Our main target is to penetrate each and every part of the Maharashtra with SMX ‘s relation and connections in the market. We want to sell as many machines as possible and that will automatically translate into more sales and profits for both of us.
(Rajeev- Gemsy) We see that you have displayed many new machines here at GARTEX. Which among them are recently launched?
We have displayed a number of machines with advanced technology notably among them being a model called S4 which incorporates a complete Touch Panel technology inspired by DURKOPP brand (owned by SG group). While DURKOPP is completely built in Germany, with GEMSY we have the price advantage while incorporating latest technology similar to Durkopp. We have also launched a new Over Lock machine called N5 featuring a Touch Panel, LED Lights and in fact it has all the latest features a customer would want. There are many advanced machines under development and some of them would be displayed at the upcoming CISMA exhibition in China coming September.
(Rajeev- Gemsy) One of the important concern for customers is after sales service. How does GEMSY, managing to keep their customers happy?
We actually conducted a survey and found out that only leading brands have their own company’s team of after sales support while lesser known brands struggle in this area. At GEMSY, we have company appointed technical staff for every region we operate and sell. We also train our agent’s technical support staff so that our customers never face any problem.
(Rajeev – Gemsy & Vikas-SMX) What has been the response and take away from GARTEX 2023?
(Rajeev-Gemsy) The response is really good and we could meet many potential customers interested in our machines, we got enthusiastic response to our brand.
(Vikas Agarwal-SMX) We participated last year also but this time, the footfall right from day 1 has been good. There were quality customer interactions and we are quite upbeat that many of these engagements might translate into actual orders post exhibition. From a personal viewpoint, we participate in such reputed exhibitions not just to sell our products, but to ensure that our Company and brands that we represent are firmly registered with our existing as well as prospective customers. Also, our belief is that customers come here looking for how well their existing productivity and efficiency can be improved and we like to make sure they find the right product at our stall. All in all, we are quite happy to be here.
