An Exclusive Interface with Ms. Sujal Shah, Director, NewAge Fire Fighting Co. Ltd.
Q. Could you give us a brief history of the NewAge Fire Fighting Co Ltd ?
Ans: Founded in 1960 in Surendranagar, Gujarat by Late Shri Mahipatlal Kasturchand Shah, my grandfather, NewAge Group began as a small workshop and foundry specializing in sand castings and couplings. Over six decades, it has grown into a leading manufacturer of firefighting equipment and delivery hoses.
NewAge Group of Companies has factories spread over 50,000 square metre at Surendranagar/Wadhwan, Gujarat and employs about 500 people. It has its regional offices in different cities & states. Through various channels, NewAge sells its Hoses, Equipments and Vehicles throughout India. With more than 63 years of experience in selling its products abroad, NewAge now exports to 60+ countries world-wide. In 2003, NewAge successfully acquired Jayshree Textiles – A Division of Indian Rayon Corporation, an Aditya Birla Group company. In 2006, it acquired the Hose Division of another international group making the NewAge Group Asia’s largest producer for the Fire Fighting Hoses with daily production capacity of 20,000 meters. With a daily casting capacity of 3000 Kgs in its own foundry and machine shop, NewAge Group of Companies are fully self-reliant with complete backward integration. NewAge’s Fire Vehicle Division has been a trendsetter in the industry. Use of Subframe and Metacone for body mounting, superstructure from automobile grade – extruded aluminium profiles were a few innovations introduced to the industry by NewAge. These have now become a standard for all the users. NewAge introduced factory-built cabin extensions on fire trucks. Since its inception, NewAge has grown to become the only manufacturer in the subcontinent that provides the complete range of quality firefighting equipment ranging from Fire hoses, Hydrants, Water foam monitors, Foam equipment to Fire vehicles. It is undisputedly the leading manufacturer of these products. World-wide we exports our 200+ products i.e., Fire Hoses & Fittings, Monitors & Nozzles, Pillar Hydrants & Nozzles, Foam Equipments, Hose Reels & Cabinets & Accessories, Pumps & Accessories, Fire Vehicles, Flexibles sprinkler connections and Miscellaneous Equipments. NewAge has been a regular supplier of approved quality-goods to sectors like Oil and Gas, Chemical and Fertilizer, Power Plants, Aviation Industry, Construction and Infrastructure, Port Trusts, Defence Establishments, and other industries.
Q. Please share with us the success mantra of NewAge
The Success Mantra of NewAge Group:
NewAge Group’s success is built on several core principles that have guided the company since its inception:
1. Strong Foundational Leadership: Founded by Mahipatlal Kasturchand Shah with humble beginnings, NewAge has grown under visionary leadership, including the significant contributions of the next generation including Mr Mahesh Shah, Mr Ashok Shah and Mr Hemant Shah.
2. Commitment to Quality: NewAge has always prioritized producing high-quality firefighting equipment. The products are certified by national and international approval bodies like UL, FM, BSI, DNV , BIS etc. Their products meet rigorous standards and have received approvals from prestigious organizations like ADNOC, EIL, KFD, UAE Civil Defense, and PT Pertamina Indonesia etc.
3. Innovation and Technological Advancement: NewAge continuously invests in technology and innovation. This includes acquiring leading hose production facilities, establishing a fully self-reliant foundry and machine shop, and collaborating with international companies for advanced fire fighting vehicles.
4. Comprehensive Product Range: Offering a complete range of firefighting equipment, from hoses and hydrants to advanced fire vehicles, NewAge ensures that it can meet diverse customer needs.
5. Global Reach and Market Presence: With a robust network of agents and participation in international exhibitions, NewAge has successfully expanded its market reach to over 60+ countries worldwide, making it a recognized name in the global firefighting equipment industry.
6. Customer-Centric Approach: Understanding and addressing the needs of various sectors such as oil and gas, chemical, power plants, aviation, construction, ports, and defense has been pivotal. NewAge’s products are tailored to meet specific industry requirements, ensuring customer satisfaction.
7. Strategic Acquisitions and Partnerships: Strategic moves like acquiring Jayshree Textiles and partnering with foreign companies for technological advancements have strengthened NewAge’s market position and expanded its capabilities.
8. Focus on Export Excellence: Regularly receiving Export Excellence Awards, NewAge has demonstrated consistent excellence in its international trade practices, ensuring that its products are competitive and of the highest quality on a global scale.
9. Employee Empowerment and Infrastructure: Investing in its workforce and maintaining state-of-the-art manufacturing facilities have enabled NewAge to sustain high production standards and innovation.
10. Sustainability and Self-Reliance: With complete backward integration and a commitment to sustainability, NewAge ensures that it remains resilient and adaptable to market changes.
These core principles have established NewAge Group as a leader in the firefighting equipment industry.
Q. Can you share some insights on your approach to leadership and management?
Ans: My approach to leadership is centered on empowering my team and fostering a culture of collaboration and continuous improvement. I believe in setting clear goals, providing the necessary resources, and encouraging open communication. It’s crucial to recognize and celebrate successes while also learning from challenges. By cultivating a supportive and innovative environment, we can achieve our objectives and drive the company forward.
Q. What quality control measures does NewAge implement to ensure product excellence?
Ans: NewAge implements a comprehensive quality control system that includes multiple stages of inspection and testing. From raw material selection to the final product, every step is monitored rigorously. We adhere to international standards and certifications, and our quality assurance team conducts regular audits to ensure compliance. Additionally, we invest in state-of-the-art testing facilities to validate the performance and reliability of our products.
Q. How does NewAge stay updated with the latest quality standards and regulations in the fire safety industry?
Ans: We stay updated with the latest quality standards and regulations by actively participating in industry associations and working closely with regulatory bodies. Our team regularly attends workshops, conferences, and training sessions to stay informed about new developments and best practices. We also have a dedicated compliance team that ensures our products meet or exceed the latest standards, providing our customers with the highest level of safety and reliability.
Q. How does NewAge ensure the durability and longevity of its firefighting equipment?
Ans: To ensure the durability and longevity of our firefighting equipment, we use high-quality materials and employ advanced manufacturing techniques. Each product undergoes rigorous testing and environmental simulations to verify its performance under extreme conditions. We also provide comprehensive maintenance guides and support services to help our clients keep their equipment in optimal condition. Our commitment to durability is reflected in the long lifespan and low maintenance requirements of our products.
Q. How do customer feedback and field performance data influence NewAge’s quality initiatives?
Ans: Customer feedback and field performance data are integral to our quality initiatives. We actively collect and analyze data from our clients and field technicians to identify areas for improvement. This feedback loop helps us make informed decisions about design enhancements, material choices, and manufacturing processes. By incorporating real-world insights, we ensure that our products not only meet but exceed customer expectations in terms of quality and performance.
Q. How does NewAge contribute to the professional development of its employees?
Ans: At NewAge, we believe in the continuous professional development of our employees. We offer extensive training programs, workshops, and certifications to ensure our team members are skilled and knowledgeable about the latest fire safety technologies and practices. We also encourage our employees to attend industry conferences and seminars to broaden their horizons and network with peers. By investing in our team’s growth, we ensure that NewAge remains a leader in the fire safety industry.
Q. What advice would you give to aspiring leaders in the fire safety industry?
Ans: My advice to aspiring leaders in the fire safety industry is to stay committed to innovation and quality. Build strong relationships with your team and stakeholders, and always prioritize the safety and well-being of the communities you serve. Stay informed about industry trends and advancements, and be adaptable to change. Most importantly, lead with integrity and a clear vision, and never lose sight of your mission to protect lives and property.