“We Believe In Differentiation Through Innovation.”

Flash electronics was once a small player, but founder sanjeev vasdev is set on making a big impact.

- Ashton Kobler

It was 30 years ago, in 1989, when the General Manager of Bajaj Auto, the world’s third-largest manufacturer of motorcycles, wanted to make the first purchase order from Sanjeev Vasdev’s new machining company. He had developed the “flasher”, an electronic part to control storm indicator signals. “He asked what the name of my company was and, at the time, I didn’t even have a name for it yet,” Sanjeev recalls.

“The first name which came to my mind was Flash Electronics. So that was the start for me.”

Sanjeev wanted to create something different. He felt that many companies at that time were trying to copy each other and there was a lack of innovation. “I realised that having a different business model or providing different products would provide a unique solution,” he says. “However, I was always hampered because of my financial condition. I was just a new entrant, and I had no money.”

Sanjeev’s greatest challenge was to raise finances, which didn’t happen until later in his career. For many years – from 1989 to 2006 – he was a small, niche player. From a meagre US$3 million turnover, the group has crossed a US$150 million turnover. In more recent times the company has expanded its product range and now manufactures more than 125 products. “After so many years, I decided to ensure that I raised enough money so I could achieve my dreams and expand into what I really wanted to do, and stand out from other companies,” he reflects. “I had the technology and had developed a proper R&D background.

“It was a difficult task for me because everything looks good on a project plan or presents well on an Excel sheet, but to make a large-scale project happen with no experience was a challenge. But we delivered. I think we’ve done well for ourselves.”