Ravi Dolwani is a 4th generation member of the CSF Radiator company and is the CEO of the High Performance Division. This division is something that he started around 2010 with the intent of expanding the business to markets besides OEM manufacturers (such as Isuzu, John Deere, Mercedes Benz, etc.). He thought this expansion would be very seamless, but he soon found out this was not the case at all. He had to hit the pavement and go out to meet shops and spread the word about what he wanted to provide. Over the years, he grew the brand and proved that CSF could make a superior product.
Ravi put a lot of thought into how they sell their products. He made the decision to only sell through distributors and not go direct to consumers. The margins may be less, but this allows his team to focus on developing great products and not spend so much time on customer service inquiries. This all falls on the shoulders of the retailers who sell the product. Ravi has also been able to leverage economies of scale by piggybacking off the infrastructure of the parent company. This allows him to create a great product at a reasonable rate.