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Focused on building a business
As citizens cringe because of rising crime levels, they are ever more driven to protect their private property and person. Sensing the drastic need for improved security, Sasha Singh, managing director of AMS Biotech Security Concepts Limited, decided to expand to being a wholesale distributor. Already, the company offers a suite of products in fire detection, access control, intrusion detection and CCTV.
On March 5, there was an official launch/ thanksgiving at Flair Restaurant, Ariapita Avenue, Woodbrook. Among those present were deputy CEO/FCB Larry Nath, Gregory Lok Jack (Associated Brands), Davy Boodoosingh (Rent-A-Amp), Anon Naipaul (Xtra Foods), and Navin Boodhai, adviser to the Minister of Science and Tertiary Education Fazal Karim. They were joined by Brigadier Carl Alfonso and presenter Leasel Rovedas.
During her remarks, Singh reminded the gathering her aim was to provide affordable customer service. She said: “In a highly competitive market, our strategy is to be a cut above the rest with excellent, efficient and affordable customer service and products. We have also trained and sourced an experienced and extremely qualified group of personnel ready and willing to serve.”
Interviewed recently, at Murray Street, Woodbrook, Singh said: “In 2009, we were selling biometrics. A full security line of products access and intrusion and cameras, and that’s how it expanded. We offer top brands. We have become a big name. It’s been very successful. We have gotten big contracts.”
Singh added: “We are selling on a wholesale level. That is the advantage we have over our competitors. It includes alarms, exit buttons, and cameras. We have systems as low as $2,000, and we can get it anywhere in the world. Four cameras and installation and everything is about $5,000.” Admitting the prices were a bit more exorbitant than the competitors, she said warranty was guaranteed.
She said: “Every month you would not have to be repairing and replacing the top brands. It’s a little more pricey than the top brands. But it’s a good investment.” Quizzed on her foray into the security business, Singh said: “I was appalled at the crime rate and its escalation. We are seeing so many murders. We have decided to help by making security more affordable to the working class and middle class in T&T.”
Among the services offered are Biometric time attendance involving fingerprint technology—as low as $3,000, alarms—$1,500, and fire panel detective systems—$2,000, and keypad access control for offices $1,500. On a personal note, Singh said she has had to “beef up” security at her Trincity home. She said: “Even where I live I have made it safer by installing my own safety features. We could all live in more comfort and security.”
Window washing services
Coupled with provision of internal security features, Singh has ventured into beautification and improving the aesthetics of people’s homes, dwelling houses and businesses—via Affordable Window Wash Limited. The service specialises in cleaning windows and panes and pressure washing.
Singh said: “Most of our clients would be able to afford it. It could range from a tall one-storey house with five windows. We have all the equipment and all the staff. We have high-rise glass cleaning and it is affordable to a big 22-storey building. We have all the equipment and staff.” Singh added: “It starts from $200 to $2,000 to $2,000,000 depending on some of the projects we have had. We give free estimates for both affordable window wash.”
‘Know what you want’
Asked what advice she’d give to budding entrepreneurs, Singh, a Pentecostal, said: “You have to know what you want in life. You have to stay focused on building a business. God has taken me this far. I have accomplished a lot. I thank God for it. He will not teach you to swim and then leave you there. I have always kept my morals intact. You can’t be going out there and saying God is in control and doing the opposite.”
She thanked her clients who had supported her during the “trial-and-error phase” and passed on kernels of wisdom to keep innovative and buoyant in the competitive world of business. She reminded her guests while she had humble beginnings at Arouca, she ensured she got a proper education. Singh felt she had more to accomplish. “I haven’t felt like I have made that breakthrough yet. I still feel like I’m fishing. You have to take a few steps back in order to take a few steps forward. It’s a lot of hard work.”
As a result of her determination, Singh believes AMS has flourished and is poised to become the largest wholesale distributor of security products in T&T. There is a feeling that has remained etched in her mental archives. “I remember when the first sale was closed. For me, there was that extra special feeling you get, regardless of the small sale, the feeling of empowerment and fulfilment. It was a million-dollar feeling!”
It came into being in 2009 and has prided itself in offering the highest level of quality products and services. Biometrics is a type of technology when used with a feature from the body, namely eyes, hands or retinal scan, combined with the use of technology, allows controlled access in and out of residential, commercial or industrial premises, and can also be used for the detection of time and attendance.
Brand name equipment such as Honeywell and DSC will include full home automation security systems, cameras, alarms, batteries and complimentary products, and the full suite of biometrics.
Contact AMS BioTech Security Concepts Limited or AWWL at [email protected]
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