Australia & India: Partners in Progress

ChairmanJoyce Chairman Mr Rahul Gautam welcomed guests at the recent 10 year anniversary celebration of the merger of Joyce Foam Products and his Indian-based enterprise the Sheela Group.

Founded in 1972, the Sheela Group is one of the largest suppliers of foam in India with a market share of about 40%.

“The last 10 years have seen many changes in Australian manufacturing. Three of these trends are the winding down of the Automotive industry, the movement offshore of Furniture manufacturing – with some of that business now returning – and our focus on the luxury end of Bedding. Three things that have not changed are our desire to excel in adversity and our core team and values.”

Mr Gautam summed up the difference between doing business in India and Australia in one word. Predictability.

A great cricket fan, Mr Gautam likened the Indian business environment to “batting on a spinning track”. Australia, on the other hand, was a much more predictable playing field for both cricket and business.


Drawing on another analogy, he described the fundamental changes that have occurred both in cricket and in Bollywood storylines. Both are much less subtle and more confrontational, though it’s clear that
a romantic attraction persists between great cricketers and leading Bollywood beauties.

“In the end, I would like to say that Team Joyce/Sheela pray that your business forever hits 4’s and 6’s. We will be the eternal ‘non-strikers’, applauding and assisting in every single business run that you make.”

As a final comment, Mr Gautam thanked all Joyce clients for their business and declared: “Despite the digital world, a warm handshake and a tight hug describes the ongoing relationship between the two countries”.


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