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SRK - Diamonds and More
It is one of the biggest diamond manufacturers in the country with a sprawling, ni-tech factory. But while it believes that technology, skills and business acumen count for a lot, the core philosophy of the Shree Ramkrishna Export (SRK) group is that integrity, hard work and honesty are what make the difference. Stephen Rego traces the saga of a company that never lost sight of these principles in its journey from a small, dingy workspace to a mammoth 2,50,000 sq ft premises.
By: Diamond World News Service
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Jan 11 2012 3:45PM
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Reference: 6631  

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Monthly production reaches about 25,000 carats, mostly ranging from 0.30 to 3.00 cts and above, including stones as large as 20 cts, in D to Z colours and almost all clarities and shapes. There is an in-house detailed grading system that addresses 13 parameters, resulting in logical and precise pricing. A majority of the stock is GIA certified in addition to the in-house grading reports.

SRK was one of the early companies to establish a web presence which swiftly developed into an e-commerce platform as well. Then in 2010, it was the first diamond manufacturing company to launch a mobile website and a WAP page for B2B diamond trading. Called ‘SRK Lite’, it was the lighter and faster version of the normal website, especially engineered for mobiles and other hand held devices. The operations are backed up by a team of twelve software programmers, dedicated servers and an R & D department. Today, with the site being directly linked to the factory and updated in real time, about 40 per cent of sales takes place through online channels.

Shreyans Dholakia, Director-Information & Technology, says, “SRK Lite has provided clients enhanced access to our trading platform and resources. A clearer structure, simplified navigation, improved search functions and use of Cloud Computing technology have helped us to make it even easier than before for clients to find a diamond. It helps them to become more efficient in their diamond sourcing.” He adds that the company’s vision is to ensure that in the near future, the customer does not have to physically go to the manufacturing or trading centre to buy a diamond.

With affiliates spread across USA, Belgium, Israel, China and Hong Kong, The Jewelry Co. (TJC), its jewellery manufacturing arm at SEEPZ, Mumbai catering to the international markets and Jewel Goldi at MIDC, Mumbai catering to burgeoning Indian domestic market, the group has a range of customers ranging from diamond wholesalers, jewellery manufacturers and retail traders, to chain stores and small independent stores, most of whom have a relationship with the company that spans many years.

At the other end of the spectrum is the high standard of its HR practice which has created a dedicated and committed workforce. SRK was ranked 14th in India amongst top 25 companies for ‘HR Best Practices’ in a report prepared by SAIL, India’s leading manufacturer of steel and Indian Institute of Management, Ahmedabad (IIM-A). The company was one of the few in Surat which retained its entire workforce throughout the darkest days of the global recession.

Govindbhai avers that technology and business acumen have helped, but it is integrity, hard work and honesty that are at the core of his success story. “Over the years we have grown from strength to strength and I attribute this prosperity to positive thinking, our hundred present commitment to product management, coupled with technology that is one step ahead of the curve and a highly motivated team of artisans.”

The Company that Cares

SRK runs a wide range of CSR projects in the spheres of education, health and rehabilitation.

Many companies in the industry have impressive CSR programmes, but it is the personal touch that makes SRK’s projects different. Most mornings on his way to work, Govindbhai, the patriarch of the group, stops over at the V.N. Godhani Girls School run by a family trust. He meets those who have special requests listening patiently to widows, sick and disabled people, students, in short, anyone who has a problem. Students in need are asked to learn a passage from their religious texts, and funds are disbursed in accordance with the number of passages learnt. The idea is not to spread theology, but to judge just how serious they are in their request for aid.

In addition to these daily stints, every Sunday is also dedicated to the community projects which span an impressive range of schemes.

Education
The flagship project of the group’s CSR is the V.N.Godhani Girls School at Surat set up in memory of founding partner, the Late Virjibhai Godhani. Established in 1988, it focuses on the girl child, provides quality education and freeships to children from economically challenged backgrounds. In other parts of the state, the company also runs high schools, computer institutes, hostels for the physically impaired and reading halls. Annual scholarships are awarded to 700 students from institutes in Gujarat.

Health
On the campus of the V.N. Godhani School, the company runs the Matrushri Nanduba Popatbhai Medical Centre which has more than 40 visiting doctors and offers physiotherapy, X-ray, sonography, pathology and laboratory services at subsidised rates. A similar centre is run at Dudhala, Lathi. Besides it has funded special wings and wards in different hospitals.

SRK group also runs a 300-bed, fully-equipped hospital with all the latest amenities, more than 100 specialist doctors, and a full complement of staff, and conducts medical camps in different parts of the state, particularly the backward areas.

Others

SRK was at the forefront of rehabilitation work after the Kutch earthquake of 2001 and the Surat floods of 1994, 98, 2002 and 2006. It provided aid to widows of the Kargiul war heroes.

Rural areas have benefited from the canal built by SRK in Dudhala, Saurashtra and 45 check dams along the route. The company also extends support to tree planting drives and cleanliness movements.

All round excellence is promoted through the ‘Matrushri Santokbaa Manav Ratna Award.’ The Ramkrishna Hall donated to the Southern Gujarat Chamber of Commerce & Industry, the SRK Sports Complex and a public park (Dholakia Garden) are just a few of the other community development programmes SRK has implemented.

SRK also runs a philanthropy centre personally chaired by Govind Dholakia, where a committee of highly dedicated team members helps identify needy persons and dispense financial aid.

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