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SAGA CORNER

Siddhant Digvijay Jaitha carries on the legacy of being the largest importers in the Aviation industry

The way people purchase products and services has changed as a result of technological advancements. People can now pay for goods with plastic or a computer chip, shop from the comfort of their own homes. But, as technology revolutionises retail, one business i.e aircraft parts distribution still lags. But Siddhant Digvijay Jaitha, director of Atherton Engineering Co Pvt Ltd has been successfully running the company. And is supplying aircraft spares at most affordable prices to the government and flying school, pan India.

Siddhant started his journey from Mumbai where he finished his basic education and further moved abroad to complete BBA. After graduating he flew back to Kolkata to where the head office of the company is situated. Carrying on the legacy as the fourth generation, they are the largest importers of aircraft and aircraft parts dealing in almost all single and multi-engine propellers of all reputed brands such as Cessna, King Air, Diamond, Bombardier etc. 

For decades, the company has also been a well-known distributor of reputable kitchenware brands such as Borosil glassware, Nirali Ng Kitchen sink, Kent appliances, Bharat crockery, Eagle Flasks, and many others.

Having a keen interest in experimenting and trying new verticals, he introduced two separate categories, one in luxury home accessories called “The Home Story.” These are luxurious home décor products at affordable prices He believes this is a segment with a lot of potential, whether it’s gifting for every occasion or turning one’s home into a paradise with artistically crafted objects. One can order this product directly from their official website www.thehome-story.com.

Second category launched is Crunch & Munch, a healthy snack brand. He did a survey and found that 75 percent of customers are consuming daily snacks which are fried, unhealthy and also unorganised. As a result, he wanted to introduce a product that, without sacrificing flavour, would give consumers the same sensation as before by simply incorporating the healthy factor.
He intends to establish a distribution network across India, with these items available in high-end retail outlets. As of present, it’s available in Kolkata and Delhi already.

http://www.athertonengg.com

http://www.athertonaero.com

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