Amit Kumar Saraf is the Chief Executive of Metal Manufacturing Nigeria Limited and Starplus Battery. He strongly believes that making good products in Nigeria is very possible. Over the years, Saraf has been making quality products to meet the needs of his customers and contributed positively to the growth of the manufacturing industry in Nigeria. In this interview with GERALDINE AKUTU, he talked about his business, the need for recycling and other issues.

How did you get started in manufacturing business?

Manufacturing is my passion right from the onset. I’ve been into this line of business for the past 20 years. I’ve headed several projects like cement, metal to mention a few. Metal is a kind of recycling because it helps nature. Recycling helps to protect the environment and keeping it safe.
However, my business started expanding and later we introduced other products.

What makes this business unique?

It is unique because is not harmful to the environment. You are recycling waste and converting it into fresh usable products. Our uniqueness are consistency in quality, consistency in service, consistency in price and consistency in supply.

What were your initial challenges?

The challenges were getting capable hands to work with. Getting skill manpower and good supply team was really challenging. So, we had to develop our own supply team. We found a way to work around it and were able to overcome those challenges with time.

What does it take to be a good businessman or woman?

To be a good businessman or businesswoman, you must first have proper planning, be articulate, have proper understanding, proper management, proper organisation because being organised helps to run a successful business. Also, you must be focused, hardworking and build a great team because this is crucial to your success.

Can you share your growing up experience?

Growing up was fun all the way. My family is business oriented. My father instilled discipline and the spirit of togetherness in my siblings and I. We are a close-knit family. My mother was there to nurture us. My father was into clothing business. My brother is also into that line of business. I’m the only one doing something different. I believe I got that sense of business from my father. He was a good businessman.

What motivates you?

I get motivation from the environment, people around me and from other business. I observe how people do business, how they made it and learn from their experience. I am learning and improving. I believe there is no end to learning. You have to know what is happening around you and be well-iinformed.

You introduced your Starplus battery two years ago. What makes it different from other batteries?

Starplus batteries are tubular batteries manufactured in Nigeria. These batteries are used to power houses, ATM machines and others. When you need 24 hours backup, Starplus tubular battery is ideal for you. It is different because it is long-lasting. Also, it helps to minimise wastage and eco-friendly. We are the first company to manufacture tubular batteries in Nigeria.
We have our service centre known as Starplus Care. Anyone who need our product can reach out to us. End-users can call the number and get service directly from us.

Are you saying you have no competitors?

We do have competitors who import from foreign countries but our batteries are manufactured here in Nigeria. So, there is no local manufacturer except us. We manufacture at our Sagamu factory. Our head office is at Fadeyi, Lagos. Also, we have four branches in Abuja, Kano, Port Harcourt and Onitsha. We started manufacturing lead eight years ago. A lead is found inside a battery. We were into manufacturing of lead before going into tubular batteries two years ago. We get condemned batteries, process, purify and recycle. We are trying to reduce importation and encourage people to buy made-in-Nigeria products. Our products are 85 per cent made in Nigeria. Only 10 to 15 per cent is imported part of this product.

What gives you an edge over the many competitors out there?

It is the quality of products we sell here. Our products are manufactured in Nigeria and can compete favourably with those manufactured outside Nigeria. Also, our good customer service makes us unique because we believe in satisfying our customers. We manufacture our lead and tubular batteries in Nigeria and export to other countries.

Who is your target market and how affordable are your Starplus products?

Our target audience are basically Nigerians and Economic Community of West African States (ECOWAS) countries. We sell to people who like quality made-in-Nigeria products. Our products are quite affordable and readily available.

What is your advise to young entrepreneurs who would like to go into your line of business?

My advice to young entrepreneurs is to have a clear vision of the business, do proper research. I also advise them is to remain innovative and work towards achieving their goals through hard work and consistency. Also, be well prepared. Have proper planning. You must plan well. Always have the technical background and knowledge so that the product cannot fail in the market. Also, be open to learning. Learn from people who are before you and improve.