--By Shruti Sonthalia

 

Hulas Motors was established in the year 1996, as a sister concern of Golchha Organisation. “We started this unit to produce a multi-utility vehicle,” said Surendra Golchha, Director, Golchha Organisation. Farmers, the major customers of Hulas Agro, would use bullock carts to transport pump sets to and from their field. Producing a vehicle that could be powered by the pump set engine itself was thought of. It would double as motor engine for transporting itself to the field where it would do the pumping job and would again be used as motor engine on the way back. 

 

“Hulas Bhaye Aru Kina Khojne,” is the tagline of the sole motor producers of Nepal. The essence of the tagline is ‘an end to your search’ and is a universal tagline for all the products manufactured by the group. 

 

The vehicles are designed in two categories, passenger and cargo vehicles. The company manufactures mini utility vehicle (MUV) and light commercial vehicle (LCV). Mustang and Sherpa are major products of the company. ‘Bhudeo Khadya Udyog’, another unit of the organization manufacturing rice, aata, pulses with the brand name of Hulas, which is also used in steel utensils, corrugated iron-sheets, etc. “We are actively working on bringing electrical vehicles,” Golchha said about the product in pipeline. 

 

Speaking of the challenges, Golchha says, ” The concept of getting into this venture was in itself a challenge.” He stated that, producing a vehicle which can move with minimum safety requirement is another challenge. Similarly, it is also a problem to get the Made-in-Nepal vehicle registered in Nepal as the system here is still such that as if the vehicles can only be imported. So, the authorities insist for import documents even for a Made-in-Nepal vehicle. “To meet the demands of the customers and to maintain the cost of the vehicle,” were some of the hurdles the brand faced. The Director states that the product’s major competition is from India. Golchha observes that over the years there has been a tremendous growth in the quality, finish and comfort level of the vehicles from Hulas Motors. 

 

The factory of Hulas Motors is situated in Biratnagar employing 110 skilled workers. Maximum work is done manually. The factory produces 100 vehicles per year at present. “We aim to produce at least 400 vehicles a year,” projects Golchha. 

 

About the marketing activities, Hulas believe in person-to-person and point-of-sales marketing instead of using mass media. The reason for the same being that the customer segment of the brand is not suitable for mass media. The market share of Hulas Motors, according to Golchha is 10-15 percent with an annual turnover of approx Rs 7-8 crores. The products are distributed through 9 dealers nationwide. 

 

Hulas Motors as a company does not indulge in any kind of CSR activities, but it adds to the contributions of the Golchha Organisation. The organization broadly practices CSR, providing scholarship, support in the times of disasters i.e. as relief funds. They have opened ‘Ramlal Golchha Eye Hospital Foundation’ in Biratnagar. Group renders help to construct school buildings. The organization also gives medical aid to the local people of the places where their units are placed. 

 

“Nepal is an amazing country with lots of scope and opportunities,” Golcha said. The government’s vision for industrialization is lacking and the company is trying to push the government for this. The company is known for the after sale service with centers present almost everywhere the Hulas Motors units are present. This helps the company to maintain the image and acceptability.