ARMED with a passion for sales and marketing and a degree in Mass Communication, Usha Gopalan ventured into an industry where few women would go into — starting her own scrap metal company.

“What I like about sales and marketing, is the challenges I have to deal with, like approaching companies to try to get a tender and communicating with different people of different levels,” said the 39-year-old graduate from Universiti Sains Malaysia, Penang.

The owner of Empire Tradelines Sdn Bhd said her firm deals with “100% scrap metal”, mainly with oil and gas companies.

“Scrap metal is a very competitive business that depends on volume, so it is challenging having to juggle the price and service war,” said Usha, adding that there are over 2,000 big and small companies involved in the industry alone.

No easy task: Usha is inspecting some beams and channels at a client’s workplace.

“I was the only female in the business when I ventured into scrap metal five years ago.

“The biggest challenge I had to deal with was perception. The initial years were tough, but I was determined to break into the male-dominated industry,” she added.

Usha said the nature of her job is physically demanding — something that requires on-site visits and walking in the hot sun — which is not something most women would jump into.

“I was lucky I had industry veterans to serve as my mentor.

“The people in the scrap metal industry are harder to convince compared with outsiders.

“As somebody different who stood out, my ‘disadvantage’ as a woman opened up opportunities.

“That gave me an edge as clients who were initially surprised were willing to try out my company’s services,” she said, revealing that she still receives mixed reactions from people within the industry.

Summarising what she does, Usha said she would buy high quality scrap metal that would then be sold to smelters in Malaysia or India.

“The metal, which is either melted or used in its original condition, is used for fabrication purposes, usually as materials in the construction and transportation industries.

“Scrap metal is a relatively recession-proof industry, as there will always be waste,” she said.

Usha is proud that Empire Tradelines has grown from a team of two to a company of six, all of whom are women.

“None of us had any background in scrap metal, but I believe that women are as equally capable as men. Women are focused, hardworking and particularly good with follow-ups.

“When I started off, I was negotiating with 50 tonnes (50,000kg) per deal. Now I am handling 2,000 tonnes (2mil kg) per deal,” she said.

Usha’s Kuala Lumpur-based office presently deals with both Malaysian and foreign companies in Perth, Melbourne and Fiji.

Usha Gopalan

“In terms of future plans, I hope to work with other industries that have scrap metal like construction and electronics, and expand my business internationally by venturing into the Middle East.

“The challenges and profits I make are what continue to excite and drive me in what I do,” she said.

Usha expressed hope in seeing more women in the scrap metal industry.

“Women would be able to offer a fresh perspective.

“I believe that their meticulousness and determination to be able to execute their job are what make women more competent,” she said.

The mother of two girls credits her success to her husband Quentin Andre Louis and family’s support.

“I owe a lot to his understanding and support, without whom I would not be able to do what I am doing today.

“I would also like to pursue my first love for aeroplanes,” said Usha who spent a one-year stint as an air stewardess and is now working towards earning her private pilot’s licence.

“Aviation is another male-dominated industry with a lot of opportunities.

“I have been fascinated with aeroplanes since young, and my dream is to own my own hangar and single-engine planes one day,” she said.

http://thestar.com.my/metro/story.asp?file=/2011/7/16/central/9090182&sec=central