Sargam Electronics- Panipat

Sargam is specialized in these areas and provides home appliances solutions at the highest quality level and competitive pricing. We understand our business and yours, Known how to meet your needs. We realize your demand is ‘nothing less than excellence’ from a business partner.

The company helps its customers to select best items, which sell quickly to promote both a higher inventory turn and better margins. Customer service and satisfaction is a cornerstone of the business.

Director Interview
“Mr. Dayanand Garg IS AN ENTREPRENEUR PAR ELECTRONIC EXCELLENCE”

Every successful person shares one thing in common with every unsuccessful person, 24 hours in a day. The only difference is how those hours are utilized, each day, each week and each year. Taking the maximum out of every hour and every minute is a trait that has taken Mr.Dayanand Garg, Director, and Sargam Electronics to the top.

“The company has 34 stores in 21 years. It has received BMW from Godrej for the highest sale in the first quarter of 2011; an award from Voltas for having the highest sale for Voltas products in 2011; is First ranker in North India in Hitachi for retail.”




The clear vision
A straightforward man, Mr.Dayanand Garg does not hesitate to call spade, a spade. He has remained simple and down to earth through all the ups and downs of his life. Interestingly, he gets inspired by both interpersonal and interpersonal communication that takes place in his life.
The tale of Sargam reflects how one can reach the pinnacle, if one has grit and determination to achieve one’s aim. After opening Sargam Electronics, Garg opened a showroom in the highly popular Pitampura market in North-West-Delhi, to set up the store of his dreams. This store was in effect, the turning point for his business that then grew by leaps and bounds.


The Clear Mission
To provide for our clients leading edge products and services that offer a compelling value and create a competitive edge, which in turn enable us to deliver exceptional customer experience.

The beginning of journey
A very modest person, and unlike many who whitewash their humble origin, Mr. Dayanand Garg has no hesitation in pointing out that he comes from a middle class family. He recalls,
“I went through very rough days, financially and emotionally. I
have firsthand, experienced problems related to the affordability
and accessibility of simple things in life and in the business.”
The whole experience spurred him to build showrooms which provide affordable items while building trust, among the customers.

Sharing details about his life, Mr. Dayanand Garg says, “The business was established by me in 1994.Then Deepak Bansal, my nephew came to Delhi from Sonepat in 1996, after doing his graduation in Arts, with a diploma in Pharmacy. He joined my business in 1997. Before he joined the business, the business was totally into small whole-saling; then we moved to distribution with two stores operational in Jahangirpuri.” With the passage of time, Bansal’s business acumen sharpened and his expertise evolved. He learnt, literally, on the job and developed his own way of managing stores, which helped him making successful showrooms. In 2002 we thought instead of supplying products to dealers, why not open our own showroom, ”adds Mr. Dayanand Garg. And Since then, he has never looked back and now he has 34 retail outlets in capital.”



A 12,000 sq ft showroom in Pitampura is their biggest and the flagship store for the group. It houses almost all electronic items under one roof. This is a great achievement for the company.

THE TURNING POINT
But the turning point in his business came in 2011, when Mr. Dayanand Garg opened a showroom in Pitampura, to set up his dream showroom and closed down three small showrooms in the area. “We realized that we needed to have greater store space. We then transmuted into a 12,000 sq ft showroom. This is our biggest showroom and the flagship store for the group. It houses almost all electronic items under one roof. Previously, we only used to have 1800-3600 sq feet of showroom space. This was the successful game plan which changed the fortunes of the company which began seeing some big, real turnover, “shares Mr. Dayanand Garg, who had a turnover of Rs.200 crore from the coming financial year.

Big and small challenges
“The escalating price of real estate has impeded growth,” says Mr. Dayanand Garg, and continues, “The high valuations make it unviable to open new stores. “While remembering some of the challenges faced in his struggle story, he reminisces, “One of the biggest challenges came when we diversified towards retail. To acquire a good property in one of the most premium market in Delhi, i.e. Pitampura, was pretty difficult, but we managed somehow.” Another big challenge is rapid obsolescence of products. “In the digital business, if you are not managing inventory well, the same product that will make you a profit will result in a loss if it is not sold in time,” he stresses.


To succeed, one should call spade, a spade. Everyone has the same 24 hours in a day; success depends on how well one utilizes this time.
Step-by-step growth
“We opened our first showroom in Pitampura, thereafter Hari Nagar, followed by four showrooms in Paschim Vihar, Rohini, Uttam Nagar, Adarsh Nagar in the year 2007. Between the years 2008-10, we unveiled two showrooms in East Delhi, and three showrooms in South Delhi, and about ten more in other parts of the capital. We contribute about 6-8 percent of total Delhi market in consumer durables. We are the first retail chain in electronics in North India having 34 showrooms,” shares Mr. Dayanand Garg with an obvious pride.


The wall of fame
Mr.Dayanand Garg has been conferred with many awards for his contribution in retail sector, “We have been given a BMW by Godrej for having the highest sale in the first quarter of 2011. We have received an award from Voltas for having the highest sale, globally for Voltas products in 2011. We stand first in the rank in North India in Hitachi in retail and followed by many other awards,” he shares. All these awards have only whetted Mr.Dayanand Garg’s hunger for excellence.

Company’s usp
The game has changed. Today, a customer goes to a big showroom, to get handsome discount and better quality. “An obsession with customer relationships has also helped us. Customers are very finicky. If you don’t do one thing right, they walk away,” warns Mr. Dayanand Garg. So he’s taking no chances; all his big stores are handled by his brothers and other family members. “My family member who sits on the showrooms know most of the customers by name, which creates a homely atmosphere and they feel as if they are buying product from their own showroom. Hence, the trust is built up with the customer. We also constantly increase the products we are offerings to our customers, increasing the caliber of our services to such a high level and efficient post-sales services,” shares Mr. Dayanand Garg.

Most memorable moment
“I still remember when we opened our first store in Pitampura market which was considered to be a premium market in the year 2002. During that time, paying heavy rent and still handling the store efficiently was the most memorable time for me,” he smiles.

Expand, Expand, Expand. It is clear that the retail sector is increasing with the increasing population. Earlier, a family used to have only one television in a house, but now every room has a television, and this is a huge change.


Striking the right balance
While he completely dedicated himself to work, shouldering the responsibility of the massive business, he does not get much time for his family. “A day has only 24 hours which has to be divided into compartments for yourself, family and work. Invariably, work gets the priority. But fortunately, I have a very understanding spouse and children. They empathise with me and appreciate me for what I am doing, but this does not stop them from saying that I don’t give time to them. I have realized that it is up to you how you want to spend the 24 hours; I choose to make the most of these hours by working towards betterment of my company and my family,” stresses Mr. Dayanand Garg.


Scope of improvement
Expand, Expand, And Expand. It is clear that the retail sector, is expanding as the population is increasing day by day, believes Mr. Dayanand Garg. “Earlier, a family used to have only one television in a house, but now every room has television. So the demand is increasing day by day, which is a good sign for businesses across all segments. We see ourselves, as top most retailers in North India in the coming year, and we are working hard towards achieving this goal,” affirms Mr. Dayanand Garg.




The big motivation
Mr. Dayanand Garg feels the one should always have a goal in one’s life, and that is what keeps the hunger for success alive in you. “My goal was to open 50 stores in Delhi and NCR and to be at the number one position. I succeeded in building 34 showrooms, now the target is to be the number one in North India. No other electronics brand has as many as showrooms as we have, especially in Delhi,” says a determined Mr. Dayanand Garg.

Five years down the lines…..
Expansion plans are very much on course for Sargam Electronics which has plans in place for the next five years. The company is already on the expansion mode, looking at another five to eight big showrooms in Delhi and the National Capital Region. It has another state-of-the-art showroom launched in Rajouri Garden assimilar to Pitampura showroom. It is also planning to open same kind of showroom in next year in South Delhi, East Delhi, Faridabad, Noida and Gurgaon. Moreover, the company is also concentrating on increasing the format of the showrooms.