From its humble beginnings in 1960 in Surendranagar, Gujarat, NewAge has grown into Asia’s largest fire-hose manufacturer and a global leader in firefighting solutions. Built on an uncompromising commitment to quality and safety, the company today offers a comprehensive portfolio—hoses, hydrants, foam systems, rescue tools, GRP tanks, and fully fabricated fire vehicles—trusted by industries and first responders across 60+ countries.
With pioneering innovations, globally recognized certifications, and a vision anchored in technology and social responsibility, NewAge continues to set benchmarks in protecting lives and property, discovers Industrial Safety Review in an exclusive interview with Sujal Shah, Director. Excerpts:
1Q. NewAge began in 1960 in Surendranagar and today it is Asia’s largest fire-hose manufacturer. Could you tell us how those early days shaped the company’s core ethos and how you’ve sustained leadership in a highly competitive market?
NewAge was founded in 1960 in Surendranagar, Gujarat—a small town with big aspirations. In those early days, resources were limited, but the commitment to quality and reliability was uncompromising.
That foundation shaped our ethos: to never compromise on safety and to constantly innovate in service of society.
Over six decades, this philosophy has kept us ahead in a highly competitive market—where we’ve grown from a small workshop to Asia’s largest fire-hose manufacturer and a globally respected firefighting solutions provider.
2Q. Your product range now includes hoses, hydrants, monitors, foam systems, rescue tools, fire-vehicles and more. What enables NewAge to cover such a broad spectrum—from R&D to fabrication and end-to-end firefighting solutions—all under one roof?
What makes NewAge unique is our ability to provide end-to-end firefighting solutions—from a single hose to a fully fabricated fire vehicle.
This is possible because of three pillars: strong in-house R&D, vertically integrated manufacturing, and a culture of continuous learning.
We’ve invested heavily in infrastructure that allows us to design, test, and manufacture a wide spectrum of equipment—hoses, hydrants, foam systems, rescue tools, GRP tanks, and even advanced fire vehicles. Customers don’t just buy a product from us—they get a complete solution backed by expertise.
3Q. You’ve pioneered FM-certified hydrants, UL-listed foam branch pipes, GRP tank manufacturing in India, etc. How do you identify future needs and how agile is your R&D setup in translating those into market-ready products?
Fire safety needs are constantly evolving. At NewAge, we listen closely to first responders, industries, and regulators to anticipate what’s coming next.
That’s how we pioneered FM-certified hydrants, UL-listed foam branch pipes, and GRP tanks along with many other products in India. Our R&D team is agile—we have our own testing facilities and a strong collaboration between engineers, market experts, and end-users. This agility helps us move from concept to market-ready product faster than most.
4Q. NewAge products are BIS-licensed and carry UL, FM, BSI, CE, MED, IRS and other international certifications. How does your internal quality system ensure consistent compliance, and how do you measure success in this domain?
Quality is non-negotiable. Every NewAge product undergoes rigorous in-house testing and is audited under systems aligned with ISO and global certification bodies like UL, FM, CE, and MED.
Compliance is not just about ticking boxes—it’s about ensuring that the firefighter who uses our product can trust it with their life. For us, success is measured in two ways: repeat trust from customers and the fact that our products perform flawlessly in life-critical moments.
5Q. Looking at milestones such as the 1970 first hose order, overseas expansion, the Aditya Birla acquisition, etc.—which events do you consider most transformative, and why?
Every milestone has shaped us, but a few stand out. The 1970 first hose order gave us our entry into the firefighting world. Our overseas expansion in the 1980s marked our leap into global markets. The Aditya Birla acquisition was transformative in strengthening our financial stability and credibility.
And today, our ability to export to 60+ countries and win prestigious approvals worldwide is a testament to that legacy of transformation.
6Q. India’s firefighting market remains fragmented, with counterfeit and substandard products prevalent. How does NewAge build market trust, educate users and differentiate its offerings from cheap imports?
India’s firefighting market is still fragmented, and counterfeit products are a serious safety hazard. At NewAge, we combat this with three approaches:
Awareness: educating customers and end-users about standards, certifications, and the risks of substandard products.
Trust: maintaining full traceability and transparency in our supply chain.
Differentiation: offering certified products backed by service and after-sales support, which cheap products and imposters cannot match.
7Q. You’ve mentioned smart technologies—AI, drones, robots, thermal imaging—as evolving trends. How is NewAge preparing for this next generation of firefighting solutions?
We are actively exploring the integration of AI and thermal imaging into firefighting. These technologies will make firefighting safer, faster, and more effective.
At NewAge, we see ourselves not just as a manufacturer but as a technology partner to fire brigades and industries. We’re building collaborations, investing in digital R&D, and preparing our infrastructure to be future-ready.
8Q. You export to over 60 countries, from SE Asia and Africa to major developed markets. How do your strategies differ between India and abroad, and what global safety standards or market forces influence your approach?
In India, we focus on awareness, affordability, and compliance, because education about standards is still a challenge. Internationally, our approach is to meet and often exceed the highest global safety benchmarks, whether it is UL/FM in the US, CE/MED in Europe, or local civil defense approvals in the Middle East.
Market forces abroad demand innovation and certification; in India, we see our role as raising the bar for the industry.
With over 500 employees across functions, our culture is built on empowerment and training. Every team member—from sales to service to R&D—is encouraged to think innovatively and to see themselves as part of the larger mission: protecting lives and assets.
We run continuous training programs, invest in employee welfare, and foster cross-functional collaboration to keep the culture quality-centric and innovation-driven.
10Q. You’ve articulated a vision to become a globally admired leader in firefighting equipment. Over the next 5–10 years, what legacy do you want NewAge to leave in terms of technology, safety impact and social responsibility?
Our vision is clear: to continue to be a globally admired brand in firefighting industry. Over the next 5–10 years, we want NewAge to be remembered for three legacies:
Technological leadership—bringing smart, sustainable firefighting solutions to the world.
Safety impact—raising safety standards not just in India but globally, so that lives are saved through reliable equipment.
Social responsibility—using our expertise to contribute to communities, train firefighters, support disaster response, and align with India’s sustainability and net-zero goals.
At the end of the day, firefighting is not just business—it is a mission to protect life and property, and that mission is what defines NewAge.