Dead Bull, a prominent manufacturer of professional work gear, stands out as a leading exporter specializing in top-quality leather tool aprons, tool frogs, nail bags, tool pouches, and related accessories. The company adheres to the stringent standards outlined by ISO 9001:2015. Amandeep Singh, Managing Partner talks to The Interview World at the International Hardware Fair India 2023 and shares insights. He sheds light on exports, work gear applications, competitive advantages, turnover, and the company’s future outlook. Here’s a glimpse into the conversation.
Q: What sets your products apart in terms of competitiveness?
A: Our work gear category isn’t entirely novel. But our competitive edge lies in consistently evolving our designs based on user requirements. Unlike many designs available in the market, our products prioritize ergonomic considerations. Moreover, we ensure that our products are user-friendly and well-suited for their intended applications.
Q: In which industries do professionals utilize your work gear, aprons, and pouches?
A: Abroad, these work gear, tool aprons, and pouches find extensive use in construction activities involving wood structures and drywalls. Carpenters, contractors, automotive industry workers, and scaffolders are among the primary users. Our product range caters to the diverse needs of tool users, offering specialized holders for various tools, including pliers and screwdrivers.
Q: How do your products enhance end-users’ productivity and efficiency?
A: Our work gear features multiple pockets designed to accommodate a variety of tools, including heavy ones. To support the weight, we incorporate suspenders that rest comfortably on the shoulders, minimizing the risk of waist injuries. Besides, the ergonomic design of work gear focuses on increasing efficiency for frequent tool users, allowing them to potentially double their productivity. Tasks that might typically take 30 minutes can be completed in just 15 minutes with our bags.
Q: Which countries are your primary export destinations?
A: Our export journey commenced with Australia and New Zealand in the initial five years. Since 2018, we’ve successfully expanded our market presence to include the United States and Canada. Establishing connections with key buyers in these regions, we leveraged their brand names to penetrate major retailers like The Home Depot and Lowe’s. Subsequently, we extended our reach to the United Kingdom and Russia. Presently, we export our products to 7-8 countries.
Q: Do you distribute your products in the domestic market as well?
A: Primarily positioned as high-end and relatively expensive, our products like work gear may not be accessible to less affluent carpenters in India. However, there is potential within the domestic market, particularly among contractors who can provide these accessories to their employees. By targeting sectors such as highway maintenance and collaborating with companies, we aim to create awareness about the health benefits and ergonomic design of our products.
Q: What was your company’s turnover last year, and what are your projections for the next five years?
A: In the previous fiscal year, our company achieved a turnover of around Rs. 12 crores. Moreover, with ongoing global expansion efforts, we anticipate a robust year-on-year growth of 30-35% over the next five years.
