Zafar Shaikh
Managing Director
Pinch Bottling Company, Jalgaon

Making the impossible,
POSSIBLE

Zafar Shaikh works with rare determination and social touch. For his expansion plan throughout the country, he invites young and fresh people to join him. “I am not doing the business just for myself. I am trying to support the young generations through my expansion plan and am inviting them,” says he

While working with Zafar Shaikh at Pinch Bottling company some seventeen years ago, the fellow coworkers had never imagined that he would soon become the sole owner of the huge plant. But highly ambitious Zafar had a plan in his mind and was eagerly awaiting his turn. And that opportunity knocked his doors in 1990.

“Because of the honesty and determination with which I had served at Pinch Bottling company for years, the owners had little problem handing over the plant to me when they decided to sell it out in 1990”, recalled Zafar Shaikh. After selling the ancestral land and with the help of the financial assistance from MSFC, he was able to transfer the ownership rights in his name. But the bigger challenge awaited him ahead. “The company had a reliable standing as far as manufacturing the bottles was concerned. But the Pinch Soda we were manufacturing was not able to impact the market in a way we had expected.”



Searching for the ways, the master in foods and aerated water finally decided to launch Zeera Masala Soda with natural ingredients. “But when I discussed it with my friends, they termed me mad. Pao gal Ho Gaya Hal, they declared unanimously”, he reminded. But Zafar Shaikh’s determination ulti mately triumphed and when he invited his friends for a ‘Trial-Taste’ of Zeera Masala, they all were stumped. “Today the situation is such that at many places in the country including the cities like Mumbal and Pune, people refuse to take their foods if they don’t find my Zeera-Masala in the hotels”, Zafar said as the pride poured out from his glittering eyes.

The success of Zeera Masala inspired him even further and he started planning for some new exclusive product line. “I believed the country is very strong in agriculture, food and beverages. My belief became stronger after the success of Zeera Masala and it became evident to me that if I persist with quality coupled with reasonable rate, there is absolutely no challenge for me in the world”, Zafar said in a clear and determined tone.

Learning a lesson or two from countries like China, Zafar decided to utilise the country’s natural resources for his own advantage. In 2001,he launched Mecca Cola-brand and despite facing all the odds, he got an overwhelming response by 2005 from all over India. Later, He came out with yet another exclusive Mecca Leechi that sent alarm bell ringing in the competitors who were still recovering from the impact of Zeera Masala in the market.

The launch of Mecca Leechi was a severe blow for the competition. But for Zafar, it was a moral booster. While mar¬keting my products I realised that a large proportion of the young generation in the country was attracted towards alcohol”, said Zafar philosophically as we came across his one more quality. “I decided to come out with Cocktail No.1 in a beer-like packaging for the youth of the country. Along with marketing it in the regular soft-drink market, I personally reached to the people selling alcohol and requested them to keep Cocktail No.1 along with regular wines”, he said adding, ‘My non-alcoholic beer Cocktail No.1 recorded a huge selling even from the wine-racks and is attracting the customers located abroad too.”

Short of space to cope with the huge demands Zafar is now starting a new manufacturing unit at Sirsoli. As the new manufacturing unit begins the production in a couple of weeks, Zafar is all set to launch his new range of products comprising Juices in various flavors. Jam. Jelly and Pickles and the Banana Juice, the first of its kind in Elaborating on how he came out with the 330 ml pet bot¬tles after his competitors indulged in dirty practices, he said, “By expansion and tricks alone we can challenge the MNC competitors who instead of maintaining quality are engaged in dirty practices.”

Short of space to cope with the huge demands Zafar is now starting a new manufacturing unit at Sirsoli. As the new manufacturing unit begins the production in a couple of weeks, Zafar is all set to launch his new range of products comprising Juices in various flavors. Jam. Jelly and Pickles and the Banana Juice, the first of its kind in the country.

Looking at the pace at which Zafar is working today, we are sure even his Sirsoli unit will become insufficient to supply the demands his products are receiving world over.

"Our products are in great demands, not only in India but abroad as well. However, due to single manufacturing unit, we are unable to cater to all the demands. Hence we are in search of quality bottlers or financers to join hands with us for expansion of units”, Zafar says adding such a tie-up could benefit the industry. In his advise to youth, Zafar says, “Youngsters need to take lessons from China and start small units without compromising on quality. Globalisation has actually opened up huge markets for those willing to exploit the same. This will not only help in the progress of an individ­ual but the development of the nation as well.”