Q. ANCA has gained substantial market share in the grinding machines segment. How could you achieve this position?
A passion for and the pursuit of better technology pushes ANCA to develop and manufacture industry-leading solutions for our customers in the cutting tool industry. Our growth has been driven by a series of innovations that has changed the production of cutting tools to be radically more efficient, accurate and reliable.
In fact, our latest product, the MX7 ULTRA can grind a tool to the accuracy of a nanometer, which is phenomenal. ANCA has the agility to respond to evolving market needs because of our vertical integration.
We are a world-leading advanced manufacturer of CNC grinding machines; automation; motion controls; complex manufacturing and sheet metal.
There are several strategies we employ to increase market share. Continuous innovation, building and solidifying customer loyalty, and employing a talented and dedicated workforce make both our service and product strong. Along with an effective advertising strategy and considered pricing of products and services, we are successfully able to meet market needs.
We have bolstered our team at ANCA India with additional people in sales support, and regional sales and service, to be close to our customers. We have added more Field Application Engineers to support customers locally to create and develop complex tools.
A critical focus for ANCA is after sales support. We have also increased our spare parts stock as our demonstration facility in Bangalore which further improves our ability to support customers quickly.
As a world-leading technology provider, I view the technologies we have available to our customers in India such as our LinX Linear Motors and LaserUltra to be some of the most sophisticated in the market.
Q. Please brief us about your exports and overseas operations. Have you forged any global alliances in order to sharpen your competitive edge?
ANCA is a truly global company, and we are strongly focused on innovation and customer satisfaction. To achieve this, we are dedicated to regional service and support – building our local sales and after sales team in our global locations.
ANCA was established in 1974 and has had a presence in India since the early 1990’s. Along with building our local team we have team members in Pune, Chennai, and Delhi which increases our responsiveness with customers. Our timely service and support are highly valued.
Q. What are the market prospects for the ANCA products in India and How do you plan to position these products?
We are experiencing excellent growth in the Indian market for ANCA products. At IMTEX in January we are exhibiting a range of ANCA technology and solutions from our most affordable grinding package, the FX5E to our highest quality and accuracy ULTRA machine, the MX7 ULTRA.
In addition, we will be exhibiting the CPX Linear Blank Preparation machine and our latest software ToolRoom RN34 and RN35.
Our products are positioned to solve a range of manufacturing challenges across diverse industries. ANCA’s software is also industry-leading and is focused on productivity and cycle time improvements, including machine running costs.
Q. Please throw some light on the marketing strategies you applied in order to stand out in the highly competitive machine tool industry.
Connecting with customers drives our marketing strategy. We do this through our participation at regional shows and through building a thriving community via social media to help us offer our customers greater value.
We prioritise content and activity to improve our customers’ experience. Our #ANCAToolTipTuesday and ANCA Academy series provide technical support that is accessible and informative. We have produced more than 200 tool tip episodes with over 85,000 views on YouTube.
ANCA’s annual #ANCATooloftheYear customer competition is an industry-first that receives global entries, including many from India to showcase the best of the best in cutting tool design and manufacture.
Q. Please tell us something about your infrastrucrue and global reach.
We have a talented team of more than 1200 people across our global locations and production facilities in both Australia and Thailand.
Headquartered in Melbourne, Australia we export 98% of our products to customers in over 45 countries, including India. ANCA has offices in the USA, Germany, China, Thailand, India, Japan, Brazil as well as a comprehensive network of representatives.
Our regional branches have demonstration machines to support the needs of our customers.
Q. What is your vision for your company?
ANCA’s vision is to be an agile, world-class, innovative technology provider.
