“Although I Entered This Field Out Of Compulsion, It Later Turned Into My Passion!”

Every great journey begins with a dream. Sunil Hasija, managing director of Elektronika Sales Pvt Ltd, is one such dreamer who took risks early on and stuck with strong work ethics and commitments to succeed in life. In an exclusive interaction with Baishakhi Dutta of the EFY Group, he shares how he aims to take his organisation to global heights and leave a mark on the Indian electronics industry.

I was born in Meerut in 1959, and did my schooling there. Subsequently, I graduated in science from Meerut University. I studied biology, aiming to get into the medical line. I even appeared for the CPMT (Combined Pre-Medical Test) twice and got through. However, I discontinued the course. After that, I did a one-year diploma course in electronics and communication from Meerut University.

A few of my favourite things

Hobbies: Reading and travelling
Favourite music: Retro
Favourite food: Sweets
Favourite books: ‘The One Thing’ by Gary Keller and Jay Papasan
Favourite actor: Amitabh Bachchan
Favourite actress: Kareena Kapoor
Favourite singer: Kishore Kumar

The family
My father is a retired assistant commissioner of defence accounts (ACDA). He took voluntary retirement at an early stage of his career, and helped my elder brother and me in our business. My mother is a homemaker.

My younger brother, Suneet Hasija, joined me in 1981. He takes care of the entire operations of Elektronika Sales. My elder brother, Sudhir, has settled in Bengaluru. He is the chairman and director of Karbonn Mobiles. My wife, Sangeeta Hasija, is my support system. I have two daughters —Shweta, the older one, and Sanjana. Both of them are married and have settled in Chennai, and they are also a part of Elektronika.

Professional journey
Although I entered this field out of compulsion, it later turned into my passion! I founded Elektronika Sales in 1979. In 1982 there was a boom in manufacturing black and white televisions in Chennai. This was the turning point for Elektronika and our real journey began back then. Kitting and consolidation was initiated for 13 manufacturing brands in Chennai including the likes of Dyanora, Solidaire, Bonsoir, Mustang, etc.

We signed our first distribution agreement with Keltron India, followed by Philips India. Within two years, Elektronika was branded as one of the top distributors for Philips.

In 2015, we upgraded our office area by building a 3716.12sqm warehouse and office space. In 2017, we kicked off our design centre headed by a director of R&D, providing various tech solutions to the automotive and industrial segments. The decision of setting up our own design unit was taken following the high demand for reference designs, as well as for software and hardware support from customers.

Over the last 15 years, we have received authorised distributorship for 75 brands. Apart from components distribution, Elektronika has an application team (covering power, embedded, wireless, etc) to support new developments in various segments.

Recent achievements
In 2018, we bagged the Golden Partner Award from Vishay, while our field application engineering (FAE) team was recognised by Microchip and NXP for its ‘Design In and Design Win’ efforts. We have expanded our customer base in the automotive, industrial and IoT segments. By March 2019, we expect to reach a turnover of ₹ 5 billion.

“Elektronika is my passion, and I will strive to help my company attain a bigger and better global reputation”

Management style
I like to trust in my team members’ capabilities and allow them to carry out their responsibilities on their own. I also ensure I show my appreciation when they successfully achieve their targets or achievements and perform outstandingly.

Preferred work environment
Discipline and strong work ethics are important traits that I look for in my work environment. I like to emulate the culture of international corporate companies, where work ethics and professionalism play a key role. I prefer my employees to be well disciplined and highly committed to their work.

Best practices
I motivate my team members by appreciating their efforts on meeting targets and goals. We provide incentives to our employees for receiving customer and supplier appreciation. We support them by helping them improve their skills, involving them in various training programmes and giving them opportunities to attend overseas supplier meets. We show our appreciation of our team members during annual sales meets, annual supplier meets and kick-off meets. These small gestures of acknowledging the efforts put in by your team members for your firm keeps them motivated and energised to face the next challenge.

Qualities that attract me
I always look for a person who has strong business ethics. I also highly admire a person’s commitment to work as well as personal relations. I find all these traits attractive in a person.

My idol
My elder brother Sudhir Hasija has always been my inspiration. I have followed his passion to grow bigger through hard work and by establishing good business relations.

Habits that I would like to change in myself
I am a workaholic. I work almost 14 hours a day, and that is a habit I would like to change. Even during leisure hours, I find myself scrolling through my work emails. At this stage, I wish to free myself from such long working hours and bring in more discipline to my lifestyle.

Five years down the line
Elektronika aims to achieve a turnover of ₹ 10 billion by 2022. We also have plans for further mergers and acquisitions to establish a global footprint. Elektronika is my passion, and I will strive to help my company attain a bigger and better global reputation.

On the personal front, I would like to contribute as much as I can to charity in old age homes and provide free education to rural children.