SUCCEESS STORY Rhino’s growth. A lean manufacturing approach in its own production activities with distributed profit centres and cohesive working form the core strength of Rhino’s manufacturing ability- gives company the facility to expand and contract to industry needs without burdening the organization on infrastructure.
“We are focusing on establishing Sand Regeneration Systems as a economically viable solution”
Initial challenges
From Project Consulting
Life, as it is not always the bed of roses, Shri. R C Kothari too had to face initial challenges. His initial years involved in establishing the project engineering consultation and guidance to set up projects to erstwhile foundries. Those years were really very tough for him. No trained staff and heavy turnover of staff disturbing production line had become a serious threat. No handling facilities and financial crisis led to the project delay. Unavailability
2 Manufacturing
31 years success journey of Rhino Machines
Rhino Machines- the brain wave of Shri. R C Kothari, an eminent engineer and a veteran in the foundry field has established the company in 1983 in Gujarat. His competence of understanding the customer’s requirements two folded with his immense technological experience has enabled the company to gain a strong footing. At present, this well established organization is being carried out by his son Manish Kothari. Though established in 1983 as a project consultancy firm under Shri. R C Kothari, the company Rhino Machines started fully fledged in 1991. Today, it is one of the leading companies in foundry equipment productions, marketing, consultancy as well as engineering. After collaboration with Fondarc, a French company, in 1994 their proficiency in bringing the latest technology to the market further escalated. Rhino Machines started manufacturing in late 1980s with dedicated vendors, and set up its own manufacturing facility in
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Vithal Udaynagar, Dist. Anand. Starting with a bare minimum facility of 900 sq ft covered and 1600 sq. ft open area in 1996, it now has its own fully owned facility of 18000 sq ft and 10,000 sq. ft of rented premises. Manufacturing facilities Rhino’s own manufacturing facilities were set up in 1996 under the leadership of Manish Kothari at V U Nagar, Anand, Gujarat. The engineering industry set up and ease of business enabled Rhino to set up a strong Vendor Centric infrastructure
Debashri Das
The initial years of establishing Rhino Machines were really very tough. No trained staff and heavy turnover of staff disturbing production line had become a serious threat. R C Kothari’s understanding of customers’ needs coupled with a vast experience in domestic and international technologies provide immense foresight to overcome the initial challenges.
Gajendra Prasad Project and Sales Head I am growing with company’s ideology and principle for last couple of years. Technically this is my first company after completion of B.E. I got complete support from
using the SSI backbone of V U Nagar. The loyalty, consistency and reliability of vendors
working with Rhino since inception, and those joining in are the pillars of strength in
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management and colleague from the first day of joining.
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Manish Kothari Managing Director, Rhino Machines Tell us about your journey from Plant Engineer in L&T to MD of Rhino Machines. After graduation in April 1991, I was selected in L&T Hazira and worked as Plant Engineer for six months, before joining my father’s Foundry Project & Consultancy business. I went into field work for Foundry Projects Installation and Commissioning involving projects across India and in Africa for the initial 4-5 years. Rhino Machines was formed in 1991 with me as the Sole Proprietor. Trained under my father Mr. R C Kothari, I was exposed to the best of technology with visits to GIFA very early in 1994, and was involved in forming the most important relationship with Fondarc, France in 1994 for Green Sand Process Technology. Present condition of the company? The firm has evolved out from a humble engineering organization has become now
a well renowned and trusted name in the Technology Front. Today the firm headquartered in V V Nagar, Anand, Gujarat has pan India presence and has offices & partners in Jalandhar, Kolkata, Belgaum, Kolhapur and Coimbatore, and overseas partners for Middle East. What you see in the next five years in Rhino? The path and vision for Rhino has been well spelt out and Rhino had set its vision in 2009 for the 5 years, which is continuing. Moreover, we are trying to take the sale of FM from presently 10 machines per year to 30 installations per year. My team is also working on the process of increasing the presence of FM in larger casting productions. The company also has plans for introducing plants of 40-120 t/hr in RMC with the ECOFLEX design and technology partnering with our associates. We are also focusing on introducing and establishing Sand Regeneration Systems as a economically viable solution for
Top Corporate as well as SME/ SMB for Green Sand, Chemically Bonded Sand alike. Rhino is working on establishing Skill Development Centres in the company itself and around the country based, bridging the skill gap between Industry and Institute, and catering to the Foundry Industry. Introduction of FMS/ AMC Solutions, to bring specialized service support in the industry and to become a Home-Grown Brand Technology Provider yet within the reach of one and all are some of the highlighted projects on which Rhino is working presently with the optimism of achieve it all in the next five years. Who are your inspirations behind the success? My Father, RC Kothari was of course the first inspiration. His acceptance in the industry due to technical knowledge and hands on experience was most important learning. My Mother, Pramila Kothari also contributed financially from business done at home. Her calmness, patience, will power and high moral values were instilled in us from childhood. My Wife, Rashmi Kothari gave me the moral support and the cohesive thinking as inspired to reach to greater heights. She took over my mother’s baton seamlessly in supporting me throughout. I should also mention here the names of my brothers Rohit & Pantul who always provided the necessary fallback guarantee to grow any business, and allowed me to take the risks in business to grow and at present are involved in the vision for next 5 years one way or the other.
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products.
R C Kothari
Founder Rhino Machines
R C Kothari, founder of Rhino Machines was a B Tech student of IIT, Kharagpur. Having completed M Tech, IIT Bombay in Ferrous Production Metallurgy in 1962, he started his career witrh Bhartia Electric Steel Company Limited, Kolkata. After gaining experience in steel melting, he became the member of core team for development of Center Buffer Couplers introduced first time in 1960 by Indian Railways, under the control of American specialists. He also worked with Hindustan Motors Limited, CIMMCO and Pioneer Equipment Company, Baroda before he started his own company, Rhino Machines. To get international exposure, he visited World’s Best Foundry Equipment, Technology and Materials held every
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5 years in 1979, 1984, 1989, 1994, 1999. Apart from it, he attended many other international conferences which boosted up his business experience. In 1995, he set up Rhino Machines with own assembly and manufacturing shop with strong vendor base in V V Nagar. He joined hands with Fondarc, France for manufacture of State of Art High Pressure Moulding Plants, Sand Mixers, Sand Plants and On Line Sand Controllers. Getting financial support from Charotar Nagrik Sahakari Bank, Anand, R C Kothari with his inherent marketing skills and stamina, became successful in gaining a sound establishment of the company. Today, this company is successfully achieving 31 years and fulfilling the aspirations of the founder under Mr. Manish Kothari’s leadership.
Rhino has evolved as a truly global player providing an exhaustive range of cutting edge foundry equipment and world-class technology from global industry leaders like Fondarc (France), Fata AluminiumRegeneration Division in addition to their own Innovations and Developments. of quality checking policy and quality staff resulted in rework and absorbing heavy rework charges. Due to small workshop and less manufacturing facilities, clients, at first, were hesitating to give orders, but after convincing them technically, they agreed. R C Kothari’s understanding of customers’ needs coupled with a vast experience in domestic and international technologies provide immense foresight to overcome the initial challenges.
Ashit Desai Production head I am proud to be the part of Rhino Machines. Rhino Machines started its own manufacturing unit in rented basis workshop with Fondarc France collaboration. We work as a family for reaching the target.
Complemented with the team’s strength, the company finally achieves newer heights and goals set while following the values, mission and vision set by the founder. Today, Rhino is Gujarat’s leading foundry machine production, equipment marketing, engineering and Consultancy Company. Rhino has evolved as a truly global player providing an exhaustive range of cutting edge foundry equipment and worldclass technology from global industry leaders like Fondarc (France), Fata AluminiumRegeneration Division in addition to their own Innovations and Developments. In the past, it has worked with several European/American/ Japanese global partners, wherein Rhino’s market intelligence and standing was leveraged for developing their markets. Being the only manufacturer and designer of Mix Cooler RMC series, online Green sand Controller RTC series, Green Sand High Pressure Molding Machine, Ecoflex Compact Sand Plant and many more, the company has a record of manufacturing top notch quality conventional Green sand, pouring and centrifugal casting
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Basic machining facilities In its premises Rhino has basic machining facilities such as lathe, milling, horizontal boring, radial drill and allied machines; fabrication facilities – gas cutting, welding, grinding; inspection facilities – check gauges, verniers, mircrometers; electrical panel building facilities; Licensed Siemens software and hardware for programming of PLCs; Supporting infrastructure like overhead handling cranes and the required tools for machinery assembly, testing are part of the facilities. In addition, Rhino has long-term tie ups with Vendors within V U Nagar and between AhmadabadBaroda for hydraulics, machining, fabrication-managed by well experienced PPC team at Rhino. “The facilities of Rhino are built on the sound platform of Lean Manufacturing and Distributed Profit Centres. Each vendor of Rhino is an independent profit centre, bringing inclusive growth and flexibility for all,” says Mr. Manish Kothari, the Managing Director of Rhino Machines. Present market share This industry does not have any published information on the sales of different suppliers but Rhino can vouch to have 100% market for an indigenously manufactured technology for the following products 1. RTC - Online Sand Controller 2. RMC – Sand Mixer Cooler 3. FM – High Pressure Moulding 4. ECOFLEX® - Compact Sand Plant Marketing Manager, Mr.
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Gajendra Prasad adds- “We are more focused on technological sale instead of market share. Technology should reach the industrialists, who are ready to absorb. We are working on that since last 25 years and company is also growing with this principle.” With production below Rs 1Crore from 1996-2005, the company is reaching the target of 30Crore in financial year 2014-2015. Latest product launched The company indigenously developed stand-alone High pressure molding machine with the assistance of the European Consultant. In foundries, the machine will always remain in demand, and hence will pave the path of its market success in future. Now, they are going to manufacture Thermal Reclamation Machine in collaboration with FATA-Italy.
Being the only manufacturer and designer of Mix Cooler RMC series, online Green sand Controller RTC series, Green Sand High Pressure Molding Machine, Ecoflex Compact Sand Plant and many more, Rhino Machines has a record of manufacturing top notch quality conventional Green sand, pouring and centrifugal casting products.
Customer Base Rhino’s presence is in foundries only, yet diversified to different industry segments such as Power, Infrastructure, Automobile, Tractor, TwoWheeler, Railways, Valves, Refrigeration, Grinding Media, Manhole Covers, Sanitary Fittings, Pipe Fittings, Steel Castings. Rhino has understood and managed to not have more than 25% as single customer order value of one customer in each year, and not more than 40% presence in one single industry sector. Having Rhino’s focus on SME/ SMB as primary customer base, which constitutes nearly 80% of the foundries in nos, Rhino has successfully established in the small and medium sector. At the same time, Rhino is manufacturing certain niche
technology products, which has been supplied to Top Corporates as well. The basis of Rhino’s growth has been the unconditional support of the industry and readiness to adopt, implement and embrace Indian Technology. Rhino’s customer base has grown geographically, with Northern & Eastern regions being its biggest domains after the home domain of Gujarat. Rhino has now entered into the rich engineering casting belt of KolhapurBelgaum, and Coimbatore with new technologies partnering with enterprising customers. Rhino has more than 500 customers in India for various solutions, and specifically 39 RMC/ RTM Installations, 19 FM (in 4 years span) and 80 installations of RTC. To name
a few, some of their key customers are Sharp Chucks, Jainson Malleables, Shriram Pistons & Rings, Shanti Iron & Steel, Godawri Spherocast. To make Rhino a self sustained and system driven organization by embracing systems, human resource development, skill improvement, technology upgradation, training of soft and core skills and development of new products and product lines as per industry needs. In conclusion, we can say that Rhino Machines is still on its way to do more to the modern industries and with its continuous strive towards excellence, it surely is going to leave footprints on the mind of its consumers, as it believes in “Strive not to be a success, but rather to be of value.”
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