Expanding GLOBAL FOOTPRINT with cutting-edge FIREFIGHTING Solutions

NewAge Fire Fighting Co. Ltd., with a legacy and reputation spanning over six decades, is committed to quality, innovation and excellence in providing contemporary firefighting systems & solutions, and holistic support to meet the evolving demands of diverse industries including the most critical Oil and Gas, Aviation, Defense, and Infrastructure. With a broad repertoire encompassing basic firefighting hoses and fittings to sophisticated equipment such as water foam monitors, hydrants, nozzles, foam equipment, hose reels, cabinets, and fire vehicles, the company is taking giant strides in the firmament of firefighting proving itself as the numero uno.  Industrial Safety Review is delighted to interact with this innovator.  Excerpts from an interview with Sujal Shah, Director, NewAge Fire Fighting Co. Ltd.:

With over 60 years of legacy, how has the company evolved in terms of product offerings and technology?

Over its 60-year history, NewAge Fire Fighting Co. Ltd. has significantly expanded its product offerings and embraced advanced technologies, establishing itself as a leading force in the firefighting industry.

Product Offerings:  Originally starting as a small workshop focused on sand castings and couplings, NewAge has grown its portfolio to include over 200 products. These range from basic firefighting hoses and fittings to sophisticated equipment such as water foam monitors, hydrants, nozzles, foam equipment, hose reels, cabinets, and fire vehicles.

The company’s acquisition of Jayshree Textiles in 2003 and the Hose Division of an international group in 2006 propelled it to become Asia’s largest producer of firefighting hoses, with a daily production capacity of 20,000 meters. This expansion has allowed NewAge to cater to a wide range of industries and applications, ensuring comprehensive firefighting solutions for its customers.

Technological Advancements:  NewAge has continually innovated to stay ahead in the industry. Its Fire Vehicle Division has introduced pioneering technologies such as Subframe and Metacone for body mounting and the use of extruded aluminium profiles for superstructures. The company was also a trailblazer in offering factory-built cabin extensions on fire trucks, enhancing the functionality and efficiency of their vehicles.

This focus on innovation and quality has made NewAge a preferred supplier to critical sectors such as Oil and Gas, Aviation, Defense, and Infrastructure. By integrating advanced manufacturing techniques and digital technologies, NewAge ensures that its products meet the highest standards of performance and reliability.

Global Reach and Reputation: Through strategic growth and technological advancements, NewAge has not only diversified its product range but also solidified its reputation as a global leader in firefighting solutions. The company exports to over 60 countries worldwide, establishing a strong international presence supported by a network of agents and partners.

NewAge has received numerous Export Excellence Awards for its contributions to the global market, highlighting its leadership and innovation in the firefighting industry. Its products have earned approvals from renowned entities such as ADNOC, EIL, KFD, UAE Civil Defense, and PT Pertamina Indonesia, further cementing its status as a trusted provider of high-quality firefighting equipment.

Commitment to Innovation – NewAge Fire Fighting Co. Ltd. continues to invest in research and development, ensuring that it remains at the forefront of technological advancements in the firefighting sector. By continually enhancing its product offerings and incorporating the latest technology, NewAge is well-positioned to meet the evolving needs of its customers and maintain its legacy of excellence in the industry.

Being the only company of its kind to offer a complete range of firefighting equipment, what advantages does this bring to your customers?

As the only company in the subcontinent to offer a complete range of firefighting equipment, NewAge Fire Fighting Co. Ltd. provides several key advantages to its customers:

One-Stop Solution: Customers benefit from the convenience of sourcing all their firefighting needs from a single, trusted supplier. This includes everything from fire hoses, hydrants, and nozzles to foam equipment, fire vehicles, and specialized accessories. This eliminates the need to coordinate with multiple vendors, simplifying procurement and logistics.

Consistency in Quality: With complete control over the entire production process, from raw materials to finished products, NewAge ensures consistent quality across its entire product range. This reliability is crucial for industries where safety and performance are non-negotiable.

Integrated Solutions: As a comprehensive provider, NewAge can offer integrated firefighting solutions that are designed to work seamlessly together. This results in better system compatibility, increased efficiency, and enhanced safety performance.

Innovation and Customization: NewAge’s extensive product portfolio allows for greater flexibility in meeting specific customer needs. The company’s commitment to innovation means that it can offer customized solutions, incorporating the latest technologies to address unique challenges across different industries.

After-Sales Support: With a complete range of products, NewAge is well-positioned to provide comprehensive after-sales support, including maintenance, spare parts, and training. This holistic support ensures that customers can rely on their firefighting systems over the long term.

By offering a complete range of firefighting equipment, NewAge provides its customers with unmatched convenience, quality, and support, making it a preferred partner in ensuring fire safety across various sectors.

Your products are certified by renowned organizations like UL, Factory Mutual, BSI, BIS, etc. How do these certifications impact your market presence and customer trust?

Certifications from esteemed organizations like UL, Factory Mutual, BSI, and BIS play a crucial role in enhancing NewAge Fire Fighting Co. Ltd.’s market presence and customer trust. These certifications establish the company’s credibility and reliability across the global firefighting industry.

Enhanced Credibility and Reputation – Certifications from these renowned bodies are recognized worldwide as symbols of quality and safety. They signify that NewAge’s products meet stringent international standards, reinforcing the company’s reputation as a trustworthy provider of firefighting solutions. This recognition elevates NewAge’s standing in the industry, making it a preferred choice for customers.

Assurance of Quality and Safety – Certified products undergo rigorous testing to ensure they meet high standards of quality and safety. This provides customers with confidence that they are purchasing reliable equipment capable of performing in critical situations. Certifications ensure compliance with national and international standards, offering peace of mind regarding product reliability.

Increased Market Access – Certifications such as UL and Factory Mutual are essential for entering international markets. By meeting these requirements, NewAge can efficiently navigate regulatory landscapes, opening doors to new markets and broadening its customer base. This increased market access positions NewAge as a leading exporter of firefighting equipment.

Customer Trust and Confidence – These certifications significantly enhance customer trust by demonstrating NewAge’s commitment to quality and safety. Customers are assured that they are investing in equipment that reduces the risk of failure and enhances operational safety, which is critical in the firefighting industry.

Competitive Advantage – Certifications provide a competitive edge by differentiating NewAge from competitors. They reinforce NewAge’s reputation for excellence and innovation, attracting customers who prioritize quality and reliability. This distinction is a deciding factor for many customers in choosing a supplier.

Commitment to Continuous Improvement – Maintaining certifications requires ongoing compliance and re-evaluation, driving NewAge to continuously improve its processes and products. This commitment to innovation ensures that NewAge remains at the forefront of technological advancements, keeping its offerings relevant and competitive.

These certifications affirm the company’s dedication to quality and innovation, solidifying its status as a leader in the global firefighting industry. Customers benefit from the assurance of purchasing certified products, knowing they meet the highest standards of excellence and reliability.

What measures does your company take to ensure the quality and reliability of your firefighting equipment?

To ensure the quality and reliability of our firefighting equipment, NewAge implements rigorous quality control, with each product undergoing thorough testing to meet industry standards. The company’s products are certified by globally recognized organizations like UL, Factory Mutual, BSI, and BIS. Advanced manufacturing processes and continuous investment in R&D keep NewAge at the forefront of technology. A skilled workforce and the integration of customer feedback further enhance product quality. These measures, supported by over 60 years of experience, ensure that NewAge consistently delivers high-quality, reliable equipment.

With five manufacturing units, how do you manage efficient production planning and timely deliveries?

Centralized planning aligns production schedules and optimizes resources, while advanced technology allows real-time inventory tracking to promptly address issues. An integrated supply chain and cross-unit collaboration ensure smooth material flow and consistent output, especially for large or complex orders. Stringent quality checks at each unit and a robust logistics network facilitate prompt order processing and delivery both domestically and internationally. These strategies enable NewAge Group to maintain efficient production and reliable delivery schedules.

Can you discuss the after-sales support services you provide and how they contribute to customer satisfaction?

NewAge provides robust after-sales support to enhance customer satisfaction. This includes regular maintenance services to keep equipment in top condition, prompt availability of genuine spare parts, and expert technical support for troubleshooting. The company also offers training programs to help users operate and maintain their equipment effectively. Warranty coverage ensures peace of mind, while active integration of customer feedback helps continually improve products and services. Additionally, NewAge’s responsive service teams are dedicated to addressing any concerns quickly, reinforcing trust and ensuring the continued reliability of the firefighting equipment.

Your products serve diverse industries such as oil & gas, chemical, fertilizer, power, aviation, construction & infrastructure, port trusts, and defense. How do you cater to the specific needs of these industries?

NewAge caters to the specific needs of various industries by providing customized solutions and equipment. For sectors such as oil & gas, chemical, and fertilizer, the company offers specialized firefighting equipment designed to handle hazardous materials and extreme conditions. In aviation and defense, equipment is tailored to meet exacting standards, while compliance with stringent industry regulations ensures safety and reliability for critical infrastructure and power plants. Robust designs are developed for durability in construction and infrastructure projects. Additionally, NewAge provides industry-specific training and technical support to ensure effective operation and maintenance of its equipment.

Please tell us something about your management style and the challenges faced by you?

NewAge embraces a collaborative and innovation-driven management style, fostering teamwork and open communication to achieve collective goals. The company places a strong emphasis on continuous improvement and quality, ensuring that products adhere to stringent industry standards.

A significant challenge faced by NewAge Fire Fighting Co. Ltd. is the proliferation of counterfeit and duplicate products in the market bearing the NewAge brand. These imitations pose serious risks to safety and performance. Counterfeit products lack the quality and reliability of genuine NewAge equipment, potentially leading to equipment failures and compromised safety in critical situations. To combat this issue, it is crucial that everyone in the value chain—including contractors, dealers, consultants, project management consultants (PMCs), and end users—remains vigilant. Ensuring the use of genuine NewAge products is essential, as opting for cheaper, counterfeit alternatives can significantly compromise user safety and reliability. Addressing this challenge requires ongoing vigilance and robust measures to protect our intellectual property, verify product authenticity, and uphold the high standards our customers expect.

Despite these hurdles, the company remains dedicated to delivering high-quality, innovative firefighting solutions while maintaining its strong market presence.

Finally, what’s your vision for NewAge?

The vision for NewAge Fire Fighting Co. Ltd. is to be the global leader in fire fighting solutions, setting the standard for innovation, reliability, and quality in the industry. The company aims to continually advance technology and develop cutting-edge products that enhance safety and effectiveness in fire protection. By expanding its global footprint and fostering a culture of excellence, NewAge seeks to meet the evolving needs of diverse industries, ensuring that its equipment remains at the forefront of firefighting technology and contributes to safer, more resilient communities worldwide.