April 1, 2015

Venus Seeks U.S. Distributors
 
Venus, a supplier of stainless steel bar and wire based near Mumbai, India, is looking to expand distribution of its products in the United States.

Venus has been exporting stainless products to North America for 20 years, but hopes to gain market share by expanding its relationships with distributors. “We have tried to build our brand in the U.S. market, but our sales have been limited to just a few distributors. We are trying to expand our market network to get more distributors for our products,” says Ghevarchand Sanghvi, a director of Venus Wire Industries Pvt. Ltd.

Venus’ three divisions sell stainless steel bar, wire and welding wire in a wide range of sizes and finishes. The company has 800 employees and annual sales around $250 million worldwide. It has the capacity to produce 60,000 tons per year and exports stainless bars and wires to more than 50 countries.

Exports to the U.S. constitute roughly 15 percent of Venus’ business—a percentage the family-owned company plans to grow. The U.S. is clearly the healthiest economy in the world right now, Sanghvi notes.

“The economy of the U.S. is getting much stronger. Our products are already well-accepted in the market, so we see a lot of room to expand.”

Venus operates two facilities, the main finishing operation and warehouse in India and a five-person sales office in Kennesaw, Ga. “Down the road, 3-5 years, we are looking to start manufacturing in the U.S.,” Sanghvi says.

The company produces its own stainless bar and wire through a time-sharing arrangement with the nearby Mukand hot mill. All the production activities, from melting, casting, hot-rolling and processing, are carried out under Venus supervision, Sanghvi says.

All Venus products conform to major international standards including ASTM, ASME, NACE, DIN, JIS, MIL, and QQS. Its quality accreditations include: ISO 9001:2008, ISO:14001 and OSHAS:18001, the company claims.

Only a few mills in Europe and the U.S. offer a wider or deeper product line than Venus, Sanghvi says. In the U.S., its main competitor is Carpenter Technology Corp. “Carpenter is much bigger, but we can compete with them in terms of quality and customer service,” he says. “Carpenter’s move toward supplying higher-end alloys for aerospace and other segments is leaving a gap in the market, and we are trying to fill it.”

Venus products are used in various industries, including automotive, aerospace, energy, pharmaceutical, medical, oil and gas, pumps, and pneumatic cylinders. Product sizes range from 0.028 inch to 0.870 inch. Current lead times on orders from India range from eight weeks for welding wire to four months for stainless round bar, Sanghvi says.

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