Leadership review
Salim Qevrushi
Chief Executive Officer · India
Highlights
520
People across two manufacturing sites
Kolhapur and Sangli; six executive direct reports
34 years
From production engineering to enterprise leadership
Continuous manufacturing career beginning July 1992
₹24 crore
Annual capital envelope approved by the board
Enterprise allocation, not completed expenditure or personal budget
A letter from Salim Qevrushi
I want the commercial promise to arrive with an honest account of what the factory must do to keep it. A cheaper process quotation, a new shareholder or a faster demonstration can all look like progress before their operating consequences are understood. I have supported an outsourcing proposal whose comparison was incomplete. That experience makes me ask which responsibilities remain with us when the headline changes.
I supported the tensioning-process outsourcing because the quoted annual fee looked lower than the expense of keeping the work inside our factory. In 2016, as COO, I compared ₹2.4 crore outside with ₹3.6 crore inside and allowed the apparent ₹1.2 crore difference to carry too much of the argument. During a nine-month trial, additional freight and rework reached ₹78 lakh. We brought the process back and planned the return of 22 colleagues who had been redeployed. The extra cost was not a full net-loss calculation, but it was enough to expose the incomplete comparison I had approved.
Salim Qevrushi
Chief Executive Officer
Strategic priorities
01
02
03
04
Performance
Priority outcome 01
As COO in 2016, I supported an outside tensioning trial using a comparison of ₹2.4 crore annual supplier fees with ₹3.6 crore internal expense. The apparent ₹1.2 crore difference was attractive, but the two amounts did not describe equivalent responsibilities. Production colleagues questioned how transport, handoffs and rework would affect the account. I gave those concerns insufficient weight because the quoted process appeared easier to separate from the surrounding operation than it proved to be. Twenty-two colleagues were redeployed as the trial began. Over nine months, additional freight and rework reached ₹78 lakh. That amount sat alongside the other trial costs; it was not a complete net-loss figure and could not simply be subtracted from an annual estimate to establish a saving. We stopped the trial, brought tensioning back in-house and planned the return of the redeployed colleagues. The decision required work on the operating sequence and responsibilities, not just cancellation of an external purchase. I retained ownership of the original comparison instead of assigning the entire problem to supplier performance. The reversal gave up the apparent simplicity of a lower external fee and required us to rebuild the internal arrangement. We did not claim that bringing the process back automatically removed every production issue or created a verified economic benefit. The technical and quality teams retained their release responsibilities. My task was to make the enterprise's choice and its consequences clear, including what our original proposal had failed to account for and what still needed to work after the return. I changed the approval discussion so the boundary of a quoted process had to be examined with the people responsible for the surrounding work. Outsourcing can remain a legitimate option, but a fee for one stage is not necessarily the cost of delivering the whole commitment. The case remains an unsuccessful comparison I supported, with its extra expenditure and people implications visible. The later correction is evidence of a response to the failure, not a reason to rewrite the original decision as though it had achieved what we intended.
Priority outcome 02
In 2022 the founder family sold 55% of Vezqoshi to a regional industrial investor for ₹96 crore. Before the transfer, founders held 85% and the employee trust 15%; afterwards the founders retained 30%, the investor held 55% and the trust remained at 15%. The proceeds went to the selling owners. Some internal discussions treated the transaction headline as though it created a new factory investment fund. Finance challenged that interpretation because the company had not received the sale proceeds. I separated the ownership transition from a proposed ₹18 crore capital programme. Thomas and the finance team assessed the company's funding position, and the board considered the investment through its own approval process. The shareholder transaction and the capital decision had different recipients, purposes and authorities. I helped make that distinction explicit in the enterprise account, without presenting myself as the sole decision maker in either the share transfer or the board's investment approval. The founder family, investor and trust remained distinct ownership interests. The clearer account required us to moderate expectations of what the transaction itself made possible. A new owner could support a different strategic direction, but that did not turn a payment to selling shareholders into cash available for equipment. The separate capital programme still needed financing and implementation. Its approval did not mean all ₹18 crore had been spent or that a production benefit had already been delivered. We kept those states separate rather than allow the excitement of a transaction to compress them into one achievement. The lesson was to describe where money goes before describing what it can fund. As CEO, I needed colleagues to understand the company's actual commitments and resources while respecting the different decisions made by owners and directors. The case does not argue that secondary transactions are less valuable than primary funding. It shows why their effects are different and why an operating plan must be assessed on the funds and approvals the enterprise actually has, rather than the size of a headline associated with a change in control.
Priority outcome 03
In 2023 a customer proposal combined a ₹42 crore annual forecast with fixed prices for five years. Our screening panels carried exposure to steel inputs, and the forecast was not a set of firm orders. Commercial colleagues valued the prospect of a large relationship and a long planning horizon. Finance asked how the enterprise would carry input changes under the proposed terms, while operations wanted clarity about what volume could responsibly enter the production plan. The headline opportunity was more definite than the obligations and orders behind it. I did not approve the five-year fixed-price form. We negotiated a two-year framework with quarterly input review, and the first year brought ₹26 crore of firm orders. The framework and the orders are separate facts: the former defined terms, while the latter specified committed business. The ₹42 crore figure remained a forecast in the original proposal. We did not describe the difference between 42 and 26 as a realised revenue loss, because neither a forecast nor an order is automatically recognised revenue. The decision gave up the longer fixed arrangement the customer initially sought and required a more demanding commercial conversation. Quarterly review did not eliminate all margin uncertainty or establish a universal right to pass through every cost. The terms belonged to this fictional agreement and required administration by the responsible teams. My role was to align the commitment with an examined account of input exposure, duration and order certainty, rather than accept the largest figure as proof that the proposal was commercially sound. The outcome was a narrower, clearer relationship, not a claim that we had maximised every possible sale. We retained the uncertainty around future volumes and the work needed to manage the agreement. I learned to ask which part of a commercial proposal is binding before using its headline to justify factory decisions. A long forecast can help a conversation, but it should not silently become both secured demand and a reason to accept a different risk whose consequences the enterprise has not yet agreed to carry.
Priority outcome 04
In 2024 an expansion proposal aimed to add 1,500 panels a month through an extra shift. Its staffing model required 120 positions, while 92 people were available and 28 remained unfilled. Commercial colleagues wanted to protect a window of customer demand. Operating leaders questioned whether the proposal described a functioning shift or merely a roster with missing names. The difference mattered before the capacity figure could become a commitment. I did not treat the unfilled positions as an administrative detail that the factory could absorb after approval. We delayed the expansion by six months and funded ₹1.4 crore of transport and training work to support the staffing plan. The decision meant foregoing a ₹2.8 crore forecast-order opportunity during the delay. That amount was not booked revenue or a measured accounting loss, and the programme expenditure did not instantly fill every position. We retained the distinction between people available, positions required and the work still needed to make the additional shift supportable. Technical and operating responsibilities stayed with the relevant leaders. The delay was unpopular because the proposed output increase was easy to communicate and the missing conditions were less visible. We accepted the need to explain a smaller immediate commitment. I did not claim that postponement itself established a safety outcome or that every extra shift must meet the same staffing pattern. This was the operating model for the proposed work, and it had not yet been resourced as described. The appropriate response required examining the actual plan rather than invoking a general preference for either growth or caution. The case changed how I reviewed capacity approvals. A production number needs the people and conditions that make it credible, with unresolved requirements visible before a customer relies on it. Funding a response is a step towards that capability, not evidence that capability is already present. The CEO's responsibility was to keep the commercial promise connected to the operating account and accept the consequence of delay, rather than leave the factory to make an incomplete proposal appear complete through effort the plan had never properly described.
Priority outcome 05
In 2025 an automation proposal drew attention to a demonstration rate of 240 panels an hour. The demonstration concerned one product, while our reviewed production mix covered twenty models and showed 140 accepted panels an hour. Engineering colleagues wanted the investment discussion to reflect changeovers, variety and accepted output, rather than assume the demonstration described the whole factory's work. Some sponsors preferred the larger headline because it made the full-automation proposal easier to present as a step change in capacity. We selected an ₹8.4 crore cell instead of the ₹15 crore full-automation proposal. The options had different scope, so we did not claim a like-for-like ₹6.6 crore saving. The more limited cell had to be judged against the work it would actually perform and the responsibilities retained elsewhere. The 140-panel figure described the reviewed mixed-production account, not a universal future rate or a warranty of performance. Technical validation and release remained with the specialists authorised to make those assessments. The choice gave up some of the breadth and simplicity associated with the full proposal. It required a clearer explanation of what would be automated, what would remain outside the cell and how the investment would be assessed after implementation. We did not present approval as completed production benefit, or treat a lower capital amount as proof of a better return without comparable scope. Finance and operations needed an account they could continue to examine after the purchasing decision, not only a convincing approval headline. The lesson was to make the product mix part of the capacity claim. A demonstration can be useful evidence for the condition it represents, but it does not automatically describe a different pattern of accepted work. My contribution was to keep those conditions in the enterprise decision and choose a commitment we could explain without borrowing a rate from a simpler setting. The case is about matching evidence and investment scope, not a general rejection of automation or an assertion that the selected cell had already delivered every intended result.
Governance
Executive Director
No committee chair role asserted
February 2021 onward
Committee experience
Stakeholder voices
Salim kept the ownership transaction separate from the company's capital decision. He made the funding and approval work visible instead of allowing the size of the shareholders' sale to stand in for resources the factory had not received.
Salim was willing to describe the automation options as different scopes. That gave us a more useful comparison than subtracting the prices and presenting the difference as an equivalent saving before the operating account had been examined.
Outlook
My outsourcing comparison priced a stage more clearly than the surrounding responsibility. Bringing it back taught me to examine the boundary before describing the difference as a saving.
Read the essayA secondary share transfer can reshape an enterprise without funding its next machine. I separate the owners' transaction from the company's capital decision before discussing what the deal makes possible.
Read the essayThe 240-panel demonstration was useful for one product. Our twenty-model production account required a different investment discussion, including accepted output and the work a smaller cell would leave elsewhere.
Read the essayAn invitation
I would explore one outside board contribution in manufacturing or industrial services, with employer consent and a qualified review of commercial relationships and my existing executive seat. The fictional preparation record includes April 2026 IICA registration and an August assessment pass, with no exemption claimed. Twenty-two provisional days must be tested against preparation, travel and exceptional demands before a role is accepted.
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