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In the present scenario wherein there is sever competition in the market and companies witnessing reduction in profit margins, the basic thought of investing in human resources is indeed a far cry. Doing justice to the world exception, is the New Delhi based Elite Refrigeration Pvt. Ltd.

Launched in the year 1993, Elite, ever since has strongly believed and practiced the client oriented and staff oriented philosophy. The company is in the business of manufacturing refrigeration equipment for diverse needs and specifications, especially for the hospitality industry. "Providing quality products coupled with efficient after-sales services to the hospitality industry is what differentiates Elite from the other companies offering similar line of products," claims K K Gaur, director of the company.

The company has also conceptualised diversification plans to tap International Markets, especially those in the South East Asian region. With client speared across all sections of the industry, the company has primarily focused on mid market segment of the hospitality industry, along with concentrating on ever growing fast-food segment.

Detailing - Express Hotelier & Caterer on the various aspects of his company, Gaur said, "The aspect that has helped in creating a niche for our selves in the industry is our philosophy of investing rightly in man and machinery. We believe in adopting modern technologies without compromising on the quality requirement of Indian buyer. Our approach is to progress through the power of innovation coupled with flexibility to meet the demands of refrigeration industry. Providing products that are need based, tailor-made and customer specific suiting the India conditions, is what we strongly believe in".

He also mentioned that remoulding of equipment, upgrading the design, improving on the look and the finish, definitely helps in the growth of the business. Interaction with international players has been recognised as a way toward further knowledge and technical enhancement. Non-frost refrigeration systems are add-ons which have been introduced and applied to with time.

With a team of qualified engineer and technicians, who are trained time to time, the company claims to provide definite after sale service any where in the country, with 4 hours after intimation. Maintains Gaur, " With customers spread all over the country including metropolitan cities and remote interiors providing after sales services with in 4 hours after intimation, in in farct the main USP of Elite".

The company has been the recipient of the 'Best after sales service award 2000', by Tricon. Increasing the product range, installing new system, spreading the network of service centers and looking further toward the international market, has been identified as few plans in forthcoming years.