Raunaq, which was primarily marketing Sintex water tanks, has diversified into marketing of plastic sections and furniture. Chairman and managing director Himmatramka acknowledges the key to his success is the new mantra-transforming `byapaar' or business into `byavaar' or relationships. He says that in order to survive the cut-throat competition there is need to create awareness especially for new products like plastic sections and furniture.

Himmatramka maintains that for him relationships are more important than mere transactions, which is why, his company's turnover has grown steadily to Rs 5 crore in the last 10 years and is expected to exceed Rs 10 crore in the current fiscal 2000-01. In fact, a statement issued by the company iterates Himmatramka's mantra that "Business is a relationship and the prime objective of the Raunaq team is to provide best service and satisfaction to valued customers". In fact, the team had to join a service improvement programme, so as to fine-tune itself with the new mantra of prioritising `byavaar' for `byapaar'.

Developing the product and customer satisfaction is of prime importance at Raunaq. It has been accorded highest priority since the product is new to the market and the market is still unaware of furniture, panelling and sections of plastic make. A major exercise is educating the customer, says Himmatramka. With support from Sintex, the company has been holding several promotional exercises like