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Sujal Shah Sheth: Winner of the 2024 Great Companies International Women Entrepreneur Award


Name: Sujal Shah Sheth

Business Name: NewAge Fire Fighting Company Limited

Location: Surendranagar , India

Establishment (Year): 1986

Category: Manufacturing

Profession/ Specialty: Manufacturing - Fire Fighting Equipment

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Company Detail:

NewAge Group was founded at Surendranagar, Gujarat in the year 1960. It has more than five decades of experience in manufacturing various kinds of Fire Fighting Equipment and Fire Fighting Delivery Hoses. NewAge Group of Companies has factories spread over 50,000 square meters at Surendranagar/Wadhwan, Gujarat and employs about 500 people. It has its regional offices in different cities & states. Through an efficient network of agents, NewAge sells its Hoses, Equipment, and Vehicles throughout India. With more than 61 years of experience in selling its products abroad, NewAge now exports to 60+ countries worldwide. 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 aluminum 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. Worldwide we export our 200+ products i.e., Fire Hoses & Fittings, Monitors & Nozzles, Pillar Hydrants & Nozzles, Foam Equipments, Hose Reels & Cabinets & Accessories, Pumps & Accessories, Fire Vehicles, Flexible 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, Defense Establishments, and other industries.


FIRE HYDRANT SYSTEMS: Hydrant systems are active re protection measure, consisting of a system of pipe work connected directly to water supply to each hydrant outlet and is intended to provide water for the fireman to fight a fire. NewAge® provides various ranges of fire hydrant equipment like fire hoses, hydrant standpost, valves, water monitors, etc.


FOAM SYSTEMS: Foam systems Allow a specific amount of foam to be mixed with water through the fire apparatus pump mechanisms. Foam systems provide versatility and improved efficiency in the battle against dangerous fires. NewAge® provides a various range of foam equipment like foam branch pipes, foam inductors, mobile foam units, etc.


FIRE SPRINKLER SYSTEMS: An active fire protection method, in which fire sprinklers are connected to water distribution piping system with adequate pressure and flow rate. Sprinklers consist of glass bulb filled with glycerin-based liquid which expands at appropriate temperature and breaking the glass to activate the sprinkler head. NewAge® provides Fire sprinklers, Alarm check valve and flexible hoses.


FIRE RESCUE VEHICLES: Rescue fire trucks are specialized vehicles designed to provide support in rescue operations. NewAge® provides customized fire rescue vehicles and accessories as per the requirements of the various fire departments and clients.


Unique Selling Proposition or Competitive Advantage:

Having a complete range of firefighting equipment, from fire hoses to fire trucks, positions the company uniquely in the market. Here's how this breadth of offerings can be advantageous:


  • One-stop shop for customers: By offering a comprehensive range of firefighting equipment, the company becomes a one-stop shop for customers' needs. They can procure all their firefighting equipment requirements from a single source, simplifying the procurement process and potentially reducing costs associated with dealing with multiple suppliers.

  • Synergy in sales and marketing: With a complete range of products, the company's sales and marketing efforts can be more streamlined. Bundled packages or promotions that encompass various firefighting equipment can be offered, encouraging customers to purchase more items from the company.

  • Enhanced customer relationships: Being able to fulfill all of a customer's firefighting equipment needs fosters stronger relationships. Customers may value the convenience and reliability of dealing with a single supplier for their diverse requirements, leading to increased loyalty and repeat business.

  • Competitive advantage: Being the only company with a complete range of firefighting equipment gives the company a competitive edge in the market. It sets them apart from competitors who may offer only a subset of products, allowing them to attract customers who prioritize convenience, reliability, and comprehensive solutions.

  • Cross-selling opportunities: Offering a wide range of firefighting equipment opens up cross-selling opportunities. For example, customers purchasing fire hoses may also be interested in related accessories or equipment such as nozzles, fittings, or hydrants. By cross-selling complementary products, the company can increase revenue per customer.

  • Vertical integration potential: Having a complete range of firefighting equipment enables vertical integration opportunities. For instance, synergies between different product lines can be developed, manufacturing processes can be optimized, or opportunities for diversification within the firefighting industry can be explored.

  • Brand strength and market presence: A comprehensive product portfolio reinforces the company's brand strength and market presence. It signals to customers that the company is a leader in the firefighting equipment industry, capable of meeting a wide range of needs with high-quality products and services.


Overall, having the complete range of firefighting equipment provides strategic advantages that can contribute to market leadership, customer satisfaction, and business growth. It allows the company to offer holistic solutions, differentiate from competitors, and capitalize on opportunities across the firefighting industry.


Challenges Faced During the Journey:

Manufacturing faces a variety of challenges, which can vary depending on the industry, location, and specific circumstances of each manufacturing operation. Some common challenges include:


  • Global competition: Manufacturers must compete with companies around the world, some of which may have lower production costs, access to cheaper labor, or government subsidies. This can put pressure on profit margins and require constant innovation to stay ahead.

  • Supply chain disruptions: Events such as natural disasters, geopolitical tensions, trade disputes, or pandemics can disrupt the supply chain, leading to delays in production, shortages of raw materials, or increased costs.

  • Technological advancements: While technological advancements offer opportunities for increased efficiency and productivity, they also require substantial investments and may require retraining of the workforce. Keeping up with rapidly evolving technologies can be challenging for manufacturers.

  • Labor shortage: Many manufacturing industries are facing a shortage of skilled labor, particularly in specialized fields such as engineering, machining, and advanced manufacturing. This can lead to difficulties in finding qualified employees and may require investing in training programs.

  • Regulatory compliance: Manufacturers must comply with a wide range of regulations, covering areas such as worker safety, environmental protection, product quality, and trade regulations. Keeping up with these regulations and ensuring compliance can be complex and time-consuming.

  • Rising costs: Manufacturers face rising costs for raw materials, energy, labor, and regulatory compliance. Managing these costs while remaining competitive in the market can be a significant challenge.

  • Quality control: Maintaining consistent product quality is essential for manufacturing success, but it can be challenging to achieve, particularly when dealing with complex production processes or relying on suppliers for key components.

  • Cybersecurity risks: As manufacturing becomes increasingly digitized and interconnected, manufacturers are becoming more vulnerable to cyber attacks. Protecting sensitive data, intellectual property, and critical infrastructure from cyber threats is a growing concern.

  • Sustainability: Increasing pressure to reduce environmental impact means that manufacturers must find ways to minimize waste, reduce energy consumption, and adopt sustainable practices throughout their operations. This may require significant investments in new technologies and processes.

  • Market volatility: Fluctuations in demand, changes in consumer preferences, and economic uncertainty can all impact the manufacturing sector. Manufacturers must be agile and adaptable to respond to these changes effectively.


Addressing these challenges often requires a combination of strategic planning, investment in technology and infrastructure, collaboration with suppliers and partners, and ongoing efforts to develop the skills and capabilities of the workforce.


Advice for Women Entrepreneurs:

As an accomplished woman entrepreneur, Sujal Shah Sheth has valuable insights to share with other young women. Here's some advice you might consider:


  • Believe in Yourself: Have confidence in your abilities and value. Trust your instincts and don't be afraid to take calculated risks.

  • Set Clear Goals: Define your professional and personal goals clearly. Break them down into smaller, achievable steps and work towards them consistently.

  • Build a Support Network: Surround yourself with mentors, peers, and friends who support and inspire you. Networking can open doors to new opportunities.

  • Continuous Learning: Stay updated with the latest trends and technologies in your field. Invest in your education and skills to stay competitive.

  • Work-Life Balance: Strive for a balance between your professional and personal life. Take time to recharge and prioritize your well-being.

  • Embrace Failure: View failures as learning experiences. They can provide valuable insights and help you grow stronger.

  • Give Back: Use your success to uplift other women. Mentorship and support can make a significant impact on someone else's journey.

  • Stay True to Yourself: Stay authentic to your values and beliefs. Let them guide your decisions and actions.

Remember, your journey is unique, and there's no one-size-fits-all approach to success. Adapt these principles to suit your individual path and circumstances.




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