DOSHI - DYNAMIC FORCE BEHIND DOSHI EMPIRE
| He started his career at the age of 17,
with taking over his father's sanitary ware business.
Now he is the sole dealer for Toyota Qualis in
Andhra Pradesh. He is Mr. Pankaj Doshi, the dynamic
force behind the Doshi Motors Pvt. Ltd., and Doshi Industries
Ltd. He leads a simple life but in business he always
wanted to be a trend setter. True to his nature he diversified
from sanitary ware business to real estate and construction
and now into the automobiles. He believes that success
depends on long term planning and perfect implementation.
Undeterred by the slump in the software industry, this
brave man is going to set up a Microsoft Authorised Training
Institute in the city. Hyderabad-best presents excerpts
of an exclusive interview with Mr. Doshi.
think Doshi Ford and Dobro Toyota are owned by you. Are
they different companies, or subsidiaries of one company?
Yes. You are correct. I am the managing director of the
Ford and the Toyota showrooms. But the two dealerships
are subsidiaries of two different companies. Doshi Ford
is part of Doshi Industries Limited and Dobro Toyota is
part of Doshi Motors Pvt. Limited.
Does Dobro stand for Doshi Brothers?
Can you tell some more details of your family?
Yes. We are three brothers. My father Manubhai Doshi,
migrated from Nagpur to Hyderabad in the year 1966, in
search of lively hood. He set up his own business of small
sanitary ware shop - Doshi Sanitary Ware- in troop
bazaar. My elder brother Ashok Doshi is looking
after the sanitary business and younger brother, Ketan
Doshi, is taking care of nylon zip fasteners factory.
How and when you started your
the child hood onwards we used to go to our father's shop
after school. This is the traditional Gujarati style of
teaching business lessons from the child hood. This helped
me to learn intricacies of the business transactions and
business secrets. When I was 17 years old (in 1972), I
asked my father to hand over the business to me. He readily
agreed for that. I started my innings from there. I wanted
to develop the business by dealing all reputed sanitary
ware brands in the country. As ours was a small shop,
there was not enough money with our family. We were not
in position to invest huge amounts for reputed sanitary
ware companies' dealerships. From 1972 to 1976, I went
to all the reputed manufacturers to support me by giving
dealership on credit basis. Most of the manufacturers
expressed their inability to accept my offer. But in 1976
Neycer accepted my proposal. From there I never looked
back. I acquired dealerships of all reputed brands within
short period. At one point of time, I was able to buy
the product at my rate by paying the money across the
table. By 1984, Doshi Sanitary Ware became the leader,
by capturing more than 70% share of the sanitary ware
market in twin cities. Still we are number one in the
How the transition took place
from the traditional sanitary ware business to modern
In fact the transition took place in two phases. First,
I diversified into real estate and construction and then
on to automobiles.
Can you explain how it happened?
successfully building up the sanitary business, and capturing
sizeable market share, I felt saturation in that area.
I was thinking of diversifying into some other area, where
I can prove my skills further. In 1985, fortunately I
was elected as the president of Hyderabad Chapter of
Junior Chamber. In that capacity, I got an opportunity
to participate in the Asian Junior Chamber Conference
held in the Republic of China in 1985. I halted
in Hong Kong for one day, en route for China, which
turned my life. I was amazed by the architecture of the
buildings and town planning. Then and there I decided
to venture on the real estate and construct residential
and commercial complexes with international standard of
architecture and quality. Soon after returning to India,
I acquired a land in Basheerbagh area and built a commercial
complex - Doshi Chambers- which now houses prestigious
business houses like Volvo India, Canara Bank besides
Dobro Toyota showroom. The dimensions of the building
are 60 ft by 110 ft. Can you expect a building with these
dimensions and without columns in between the walls? But
we made it happen. For this innovative building design
I got an award in 1993. From 1985 to 1995, I built about
10 constructions in prime localities of Hyderabad which
include residential flats and commercial complexes as
well. In 1995, Ford entered into the Indian market, I
thought this may be the right vehicle to fulfil my dreams.
As I was in service industry, and I wanted to be a trendsetter
in the market. I approached them for the dealership, Ford
readily accepted my proposal. After successful launching
of Ford in Hyderabad market, I got another opportunity
to associate with the Toyota to launch Qualis in 2000.
Why did you preferred Ford and
Toyota to Maruti or Fiat?
The main objective of switch over to the automobile sector
is to be a trend setter. Maruti and Fiat were already
in market. People already knew the quality of services
they offer to the customers. I preferred Ford and Toyota,
the leaders in the international automobile market, because
they proved their efficiency in the customer care, quality,
etc. I believe that, if you are with a leader, you can
In your opinion which multi utility
vehicle is close competitor to the Toyota Qualis?
don't believe in competition. Toyota Qualis has its own
class of customers. Generally the Indian families are
big with more than five members in each family. A car
may not be perfect vehicle for them when they all want
to go together for a weekend holiday. A multi utility
vehicle like Qualis is necessary to accommodate all the
family members. Toyota is the world renowned brand. Moreover,
the Qualis is a spacious vehicle with fuel efficient engine
which comes with great power. We sold more than 1200 vehicle
with in one year. We achieved this only due to availability
of more than ten variants at a time coupled with the price
package suitable for every section of the market.
You said that, your main objective
behind entering into the automobiles is to be a trend
setter in the customer care. What special services you
have been offering to the customers so far?
We are the only dealers for the Toyota Qualis in the State.
Obviously, most of the Qualis vehicles used by people
across the Andhra Pradesh, have to be delivered by us.
You will be wondered to know as to how we are giving customer
service to the person who is using Toyota in Srikakulam
district, which is about 700 km from Hyderabad. An out
station Toyota customer need not come to Hyderabad work
shop for regular servicing or for any other problem. We
will provide service to him at his door step with one
phone call or Fax. We maintain the customer data with
vehicle history. Whenever our servicing team goes to districts,
they inform the customers on their route or near by areas
about their presence in that area. If the customers have
any problem with the vehicle they can approach the servicing
team for rectifications. The service team also carries
required spare parts to replace damaged one -on the spot-
if necessary. Every customer is happy with our service.
Apart from that we have an in-house financial assistance
cell. We tied up with ICICI for Toyota and Ford Credit
provides loans for Ford cars. We also have special cell
for insurance. 70% of the Toyota vehicles sold by us insured
with our in-house cell which are tied up with New India
Insurance Ltd. We have trained insurance surveyors and
supervisors, who can take up the process of all insurance
claims on behalf of the customers. This procedure reduces
customers' work drastically, and they will get their claims
at their door step.
You have been successful in whatever fields you chosen
till now. What is the secret behind your success?
our family we collectively discuss the business matters.
But when it comes to decision making, we leave it to the
project head. For instance, I am heading the Dobro Toyota.
I am the final authority to take decisions regarding this
business. Another factor for my success is 'I am free
of liabilities'. I never depended on financial institutions
or banks to run my business. The two automobile show rooms
are housed in my own buildings. So there is no rental
Yes. I have a couple of future plans, for which I have
been preparing ground. In August 2001, I am going to open
a Micro Soft Authorised Software Training Centre in association
with KarRox technologies. I submitted a unique proposal
regarding the recognition of software technology parks,
to the governments of Karnataka, Rajasthan including Andhra
Pradesh. In my proposal, I asked the governments to recognise
the properties where at least 30,000 square feet of area
is earmarked for software development industry and pass
on all the benefits given to the companies working in
software parks like Hitec city. Travelling, accommodation
and food requirement is a never ending necessity in this
world. My yet another future project is based on this
universal fact. I want to a build a budget hotel in the
vicinity of the five star hotels. I am looking up for
the suitable location for that and I am sure I will make
|- Mohan G. Jagan