Who we are

who we are

Context and Purpose


Sarotam Industrial is an India focused company, establishing a chain of branded retail outlets, for selling mild steel and other industrial goods. Sarotam Industrial was incorporated in April 2017, and its headquarters are in Pune in Maharashtra, India.

India has emerged as fast growing major economy in the world. It is expected to be one of the top three economic powers of the world in the next 10-15 years. India is expected to be the third largest consumer economy in the world, as its consumption may triple to US$ 4 trillion by 2025. India's gross domestic product (GDP) is expected to reach US$ 6 trillion by FY27, and is estimated to become the second largest economy in terms of purchasing power parity (PPP) by the year 2040.

India is also a predominantly rural country. Nearly two thirds of the population, and 70% workforce, resides in rural areas. The rural economy constitutes almost half of the national income. While the country will urbanise fast, more than half of India's population is likely to reside in rural areas in 2040. The development of the rural economy is key to overall growth and inclusive development of the country. The balanced development of infrastructure is a prerequisite for the sustainable development of the Indian economy. The modernization of the rural economy of India receives intense focus from the Government. Overall, India will need to make significant investments in infrastructure in the non-urban areas in order to achieve sustainable development in the country.

Industrial goods like mild steel, aluminium, other metals, cement and several other capital goods are essential ingredients to create infrastructure. India was the world's third-largest steel producer in 2019. The growth in the Indian steel sector has been driven by domestic availability of raw materials such as iron ore and cost-effective labour. The Indian steel industry is very modern with state-of-the-art steel mills. The channels used for distributing industrial goods and manufactured commodities to consumers across the country have remained relatively unchanged.

The Retail Industry in India has emerged as one of the most dynamic and fast-paced industries. It accounts for over 10 per cent of the country's GDP and supports almost an equal quantum of the employment. The Retail Industry has immense potential as India has the second largest population with rising incomes, rapid urbanisation and solid growth of the digital economy. While the overall retail market is expected to grow at a rapid rate over the next 10 to 15 years, modern trade could expand twice as fast.

Sarotam Industrial aims to leverage this growth in the Indian economy and the changing retail industry scenario in its endeavour to establish its chain of Sarotam Industrial branded retail outlets for selling industrial goods and manufactured commodities.

Values, Mission and Vision


Values

The values of Frugality, Integrity, Respect and Excellence - FIRE are at the core of Sarotam Industrial. These values of FIRE form the foundation of its present in order to build its future.

  • Frugality: We will ensure that we make our resources last longer. We shall underpin this approach to our business policies, processes and practices. Fit for purpose processes and practices, products and services, ensure that wastage is avoided by design. Frugality is the quality of conservatively using resources, and avoiding waste, lavishness or extravagance.
  • Integrity: We will be honest, transparent and ethical in our conduct ensuring our actions stand the test of public scrutiny. Our integrity in business conduct reflects the qualities of our strong moral principles and consistency of character which aids us in team cohesiveness and leadership building. It is this hallmark of every individual that forms the strong foundation to building brand ‘Sarotam'.
  • Respect: We will nurture collaborative relationships based on mutual respect and trust, and will be impartial and just in our conduct and behaviour without favouritism or discrimination. We will accept and respect differences in each other, thus providing an encouraging and supportive ecosystem by way of which all stakeholders are valued. This aids in nurturing a culture of collaboration, camaraderie, loyalty, goodwill and a focus on team success.
  • Excellence:We will be competent, passionate, innovative and committed about achieving the highest standards of business outcomes and shall invest in our people and partners, to enable continuous learning. We will strive to represent work of the highest quality and continuously evaluate, respond, align and seek to improve to deliver remarkable stakeholder-centered services. We will endeavour to achieve winning standards and persist in delighting our customers and consumers.
  • Mission

    To become the most preferred branded retail outlet for mild steel and other industrial goods in the locations where we operate Sarotam Industrial Retail Outlets.

    Vision

    To lead a disruption in the retailing of industrial goods, by establishing a growing chain of retail outlets, initially, in Maharashtra by expanding from 30 to 200 Retail Outlets in FY2021, followed by starting to grow in adjacent states to progressively cover all states in India.

Board of Directors


R R Bhinge

Chairman, Sarotam Industrial

Rajendra (Raju) Bhinge is Chairman of Infiniti Retail Limited (Croma), Nelco Limited, and Tatanet Services Limited. He is an Independent Director at Mahindra Consulting Engineers Limited. He was Executive Director Tata Industries till his retirement in May 2017. Earlier, he served on the Boards of several companies, including Tata Autocomp, Tata Johnson Controls, Tata Yazaki, Tata Toyo Radiators, Utkal Alumina, Tata Power Broadband and Computational Research Labs.

In 1991, he established the Tata Strategic Management Group (TSMG), which became the largest Indian owned management consulting firm. As CEO (till May 2017) he led major consulting engagements across diverse sectors like Automobiles, Engineering, Consumer & Retail, Chemicals, Technology, Telecom and Government Policy. He personally oversaw projects in emerging and tech-based businesses: digital switching, mobile services, super computers, solar power, retailing, e-commerce, data analytics, defence and industry 4.0.

Raju Bhinge was a top-ranking student throughout his academic career consistently winning scholarships and awards. In 1973, he graduated from the Indian Institute of Technology, Mumbai with a B. Tech Hons. (Electrical Engineering) Degree. He completed his Post Graduation Diploma in Business Administration in 1975 from the Indian Institute of Management, Ahmedabad. He has also attended several executive development programs at TMTC, Wharton, IMD and Ashridge.


Sanjay Badhe

Director, Sarotam Industrial

Sanjay Badhe is a Consultant in the area of marketing, branding and retailing strategy. He also engages in an advisory capacity with several organizations across industries including Consumer Packaged Goods, software and retailing. Sanjay is actively involved with teaching at various institutes and organisations, training students and executives in the areas of retailing, customer decision making, strategy and marketing.

He brings over three decades of experience in retailing, marketing, market research and consultancy, general management across many industry sectors, having gained work experience at senior levels in India and outside. He was involved in a number of start-ups in retail (in luxury durables, hypermarkets, supermarkets, department stores and convenience stores), as well as in new product development (for FMCG, durables, food ), loyalty programmes , infrastructure, coordinating design and projects (for retailing, including mall and hypermarket development ), trade channel development, marketing and branding initiatives, across India as well as outside in the Middle East and South east Asia.

Sanjay worked in Trexa ADMC Private Limited, Aditya Birla Retail Limited, Shoppers` Stop Limited, Raymond Limited and Al Futtaim Trading Company between 1993 and 2009. Prior to this, he worked for a decade in the area of Market Research, at MARG Marketing and Research Group Private Ltd, (now part of Nielsen) Consumer Focus Marketing Research, and Marketing and Business Associates Private Limited (now part of Gallup), after studying at the Benedictine University.



Jehangir Ardeshir

Director, Sarotam Industrial

Jehangir Ardeshir is a Director of the Supervisory Board of Forbes Marshall, and a Director of Cyient DLM Private Limited, a wholly owned subsidiary of Cyient Limited (NYSE listed, Indian headquartered global engineering multinational). He was Group CEO and Director of Forbes Marshall, for over five years, till his retirement in October 2018.

He was the President and Managing Director of Terex India Private Limited for over five years. From 2005 to 2008 he worked as President, Tata Teleservices Private Limited, he had led Customer Care and Business Improvement, and Corporate Services. From 2002 to 2005 he was the CEO of Tata Quality Management Services.

Jehangir participated in various roles in the CII Eastern, Southern and Western regions, and in the AIMA in the Eastern region. He is a life member of the Indian Institute of Metals. In 2007- 08, was a Board Member of the QuEST Forum (the Global Quality Forum for CDMA Telecom firms).

He worked for over seventeen years at Tata Steel, in leadership positions, across various areas including general management, capital planning and project management, operational and process improvement and manufacturing operations. Jehangir started his career in the Tata Group as a TAS Officer in 1983, after he graduated in Agricultural Engineering from the Indian Institute of Technology, Kharagpur and a post-graduation in Business Administration from the Indian Institute of Management, Bangalore.



Bimlendra Jha

Director, Sarotam Industrial

Bimlendra is a business leader, turned into an entrepreneur, educator and an executive coach. He has over three decades of experience, with several years in C-level and board roles driving growth, performance transformation and recovery across manufacturing and B2C/B2B retail distribution businesses for Cement, Steel and Equipment manufacturing. Has been the MD & CEO of Ambuja Cements Ltd; CEO of Tata Steel UK, managing operations in the UK, Sweden and Canada; Executive Chairman of Tata Steel Europe Long Products (now British Steel). Success in P&L, turnaround roles, and global functional leadership roles underpinned by commercial acumen, an inspirational leadership style, and distinctive stakeholder engagement skills. As member of ExCo of Tata Steel Europe and Executive Director on the Board of Tata Steel Europe, steered portfolio restructuring, pension restructuring and supply chain transformation.






Geeta P. Tolia

Director, Sarotam Industrial

Geeta P Tolia is a Chartered Accountant (ICAI) and a Sloan Fellow from the London Business School, with over 30 years of Indian and International experience in the areas of Financial Management, Business Turnarounds, and Indian and International Taxation.

She is the co-founder of Gravitech Business Solutions Private Limited, a privately held firm focused on investing in start-ups and providing consulting services in the areas of People, Strategy and Entrepreneurship, where she has worked in Board and Advisory roles in fund-invested portfolio companies, as a founder of an M&A e-Commerce platform, and as a consultant to a niche BPO in establishing its European Delivery Centre.

She worked as the Chief Financial Officer of SEPAM, an Ireland headquartered international engineering & construction services firm, with operations in China, Middle East, UK and North America, after becoming a Sloan Fellow from the London Business School in 2012. Prior to this she was Partner at Grant Thornton, in Pune. She has also worked in different roles in M&A, Transfer Pricing and Taxation prior to that at KPMG, Ambit-RSM and P S Billimoria & Co.

Geeta worked at Disha Impex Private Limited and Banjara Cement Limited, after qualifying as a Chartered Accountant in 1989 and graduating with a Bachelor of Commerce degree from Gujarat University in 1987.



Rachna C. Tolia

Director, Sarotam Industrial

Rachna C Tolia is a co-founder of Gravitech Business Solutions Private Limited, a privately held firm focused on investing in start-ups and providing consulting services in the areas of People, Strategy and Entrepreneurship. Rachna C Tolia is the wife of Chetan P Tolia and has engaged in the development of Sarotam Industrial from incorporation, and during the early start-up stages.

She has is an active social worker and has had several years of experience in working on social and community projects. She studied at the Kasturba Gandhi college, and at the Gujarati High School in Secunderabad.










Chetan P. Tolia

CEO & Managing Director, Sarotam Industrial

Chetan Tolia is the founder of Sarotam Industrial. Prior to Sarotam Industrial, Chetan gained diverse leadership level experience working in large organizations for 30 years. He was the CEO & ED of WREPL, a company that Tata Power acquired in 2016. Prior to this, Chetan was the Chief HR Officer of Tata Power. Before joining Tata Power, Chetan Tolia was the Director of TMTC, Pune for over four years. Previously, he was the CEO of Tata BlueScope Steel Limited, and led the formation of the 50:50 JV between BlueScope Steel and Tata Steel. Chetan headed the Strategy team at Tata Steel, where he led the development of Tata Steel’s growth strategy and anchoring its strategic planning processes. Earlier, Chetan had led the Pune Business Unit of Tata Ryerson Limited, and his foundational assignments at Tata Steel, were in sales, and marketing. He studied at IIT Madras, and IIM Calcutta, before joining Tata Steel in July 1987.

Chetan P. Tolia

CEO & Managing Director, Sarotam Industrial

Chetan Tolia is the Founder, CEO and Managing Director of Sarotam Industrial. Sarotam Industrial is an India focused company, establishing a chain of branded retail outlets, for selling mild steel and other industrial goods. He leads a team of experienced professionals blended with mid-level executives and young professionals in establishing Sarotam Industrial.

Prior to Sarotam Industrial, Chetan gained rich experience of establishing start-up ventures, and working in large organizations. In a 30-year career in Tata companies, he has led two companies as the CEO, established and scaled up two start-ups, led one institutional turnaround, headed two functional verticals, and integrated one large acquired business, seamlessly transitioning between various roles and positions. He has Board level experience, as a Director on the Board of ten Tata Companies.

He was the CEO & ED of WREPL, a company that Tata Power acquired in 2016. Prior to this, Chetan was the Chief HR Officer of Tata Power. Before joining Tata Power, Chetan Tolia was the Director of TMTC, Pune for over four years. Previously, he was the CEO of Tata BlueScope Steel Limited, and led the formation of the 50:50 JV between BlueScope Steel and Tata Steel.

Chetan headed the Strategy team at Tata Steel, where he led the development of Tata Steel's growth strategy and anchoring its strategic planning processes. Earlier, Chetan had led the Pune Business Unit of Tata Ryerson Limited, and his foundational assignments at Tata Steel, were in sales, and marketing. He studied at IIT Madras, and IIM Calcutta, before joining Tata Steel on the 1st of July 1987.