RANA ELECTRONICS - A business that adapts, sustains

By BWA Envoy
November 29, 2021
2 Minutes Read

Rana Electronics - Committed to innovation and quality!

In March 2020, the Indian Government ordered all his 1.3 billion people to stay inside their homes for twenty-one days – it was probably the strictest action undertaken anywhere in the world to stop the spread of the coronavirus. While India won the praise of international public health experts, the lockdown had devastating effects on the small companies, many facing imminent closure.

Rana Electronics (www.ranaelectronics.in), located in Kolkota, West Bengal, was one such company and needed to develop a new business strategy to stay relevant. This small business is co-owned by two brothers, Priyam Rana and Raja Rana, who are the third generation in the business of industrial components, DC motors, Arduino cards, Sensors, and other electronic equipment. Rana Electronics was established in 1971 and is strategically located in the heart of Kolkata, ChandniChowk. It was initially started as an electronic shop and has steadily grown as a major supplier for industrial components, delivering pan India.

To quote Priyam Rana, aged 33, “I studied engineering as it would help me understand our business better. Our company is a small family run business with a staff of 15. Providing a maximum range of products at a competitive price is our USP. We always try our best to fulfil clients’ requirements in minimum time. Every time one visits us, he can get a new and exciting concept of products. We provide complete technical know-how to our clients. There are many industrial clients, who come up with ideas to develop new products, sometimes they do not have complete knowledge of the raw materials, components or government laws required to proceed. We believe in giving complete guidance, not just industrial components. That is why we are doing better than many of our competitors.”

Raja Rana says, ‘We believe in being a one-stop destination for all research needs and stay ahead of our competitors. So that is always challenging as we have to constantly stay updated about upcoming technologies and industrial laws regarding testing, automation etc. But we faced our biggest challenge when the nation went into a sudden lockdown due to the pandemic in 2020. We were only a “brick and mortar” business at that time, with no online stores or catalogues. Because of that our sales declined, we had to create a new business plan in a minimum time, wherein we launched our e-store. It was challenging as it was new to us. Creating proper payment gateways and product detailing is not easy in this model. We are still learning and building our e-store and website and hope to have a full-fledged online business soon. Our forefathers have come a long way in gaining a loyal customer base over five decades by delivering the best quality products with the best packaging and service. Now we need to maintain it, gain new customers and grow our business.