Case studies / JK FILES
Combating the threat of counterfeits
Serialization success from India
JK Files is the world’s largest manufacturer of metal files and holds a 32% global market share and an 80% market share in India. Counterfeit products in the local domestic market were leading to a loss of revenue and damaging the reputation of the products amongst consumers.
In order to combat the damaging effects of counterfeit goods, JK Files utilizes the Kezzler Cloud Based Traceability Platform for two main purposes. Firstly, to ensure that end consumers (such as carpenters and individual metal workers) are able to verify the authenticity of the JK product they have purchased. In addition, it allows the company to create a database of their customers.
Authenticate products in real-time
A 14 character alphanumeric unique identity (UID) is printed on the plastic sleeve the files are packed in. The same UID is also represented as a QR code. The user can authenticate the human-readable UID via SMS, or scan the QR code and authenticate via the web channel.
Direct consumer engagement
Using the Kezzler platform has enabled JK Files to achieve an increase in sales and build a database of approximately 100,000 carpenters. This data allows them to interact directly with their consumers, providing an ideal channel for marketing and other promotional activities.
Recently, JK Files India has expanded the unit-level authentication solution to cover their range of cutting discs.
Brakes India is a long established brand and part of the large automotive conglomerate TVS Group. In order to combat the threat of counterfeit brake fluid products on the market, Brakes India used the Kezzler Cloud Based Traceability Platform to provide consumers and vehicle mechanics with an easy-to-use and real-time method to verify whether the brake fluid purchased was authentic or not.
Brakes India was able to use the information collected to provide insights on the top-selling products, states and areas with the most verifications, customer categories and much more.
UID added to information label
The solution used 12-digit unique numeric Kezzler identities (UIDs) that were printed in the form of QR codes and human readable codes on the information label attached to the back of the container. The consumer or end-user was able to authenticate the product by sending the UID via their mobile phone, allowing them to instantly check that the product in hand is genuine.
Business insights based on real data
Brakes India was able to use the information collected to provide insights on the top-selling products, states and areas with the most verifications, customer categories and much more. A similar solution has also been used for their brake pads line.
Stop counterfeit products and illicit trade, give each of your products their own digital identity in mass volume and at low cost. Get in touch to find out more.
Director – Sales & Delivery