Q. Tell us about your company’s journey and innovative products launched over the years. What are the new product range and product launches planned for this year?
We started this company in 1986, with few products and job work for ABB Ltd , CGL Ltd, and others.
In 1989, the constitution of company was changed from proprietorship to Pvt. Ltd. company, for project to manufacturing EDM controller unit for big Indian EDM brand ‘Electronica.’ In year 2000, we launched our first “fast wire CNC wire cut EDM” machine in IMTEX 2000 at Delhi. We got good response to the concept, we floated with advantage of cost reduction in wire cutting process.
Since then we have continuously developed this technology with new concepts and now have big product basket of various models suitable for different segment of markets. Today, we have 2025 NXG, 3240 NXG, 3240 H NXG and 5063 NXG products mainly for job work and production job segments with low investment and low running cost. This helps the customer to maintain the competitiveness and can achieve best return on investment.
We have 3240 HSAT and 2530 HSAT products which are higher end products in fast and medium wire technology with high-speed and auto tension features. This helps customers to achieve the better finish, accuracy and speed. In 2015, we launched new product “SMART CUT” with slow wire technology , again competitive low cost solution in this segment of “Entry Level Machines.” In 2016 we launched a new product “ALTRA 5530 EDM machine” with new concept of table orbiting feature.
In 2017 only we launched another product: “Ezee drill” based on EDM technology with capability to drill 0.2 mm to 3 mm hole.
All the above launches have given us an edge and have been accepted by market in very positive way. We hope this will help us to build our brand in a stronger way, in the market. At present, we have the following products:
Medium wire CNC machines
- 2025 – 3240 – 3240 H – 5063 NXG
- 3240 – 2530 – HSAT
Sinker EDM machine
- 4025 – 5530 – E/ENC20
- Altra 5530 – 7040 – 12060 ZNC
Slow wire cut CNC wire cut machine
- 2530 – 3240 – SMART CUT
EDM Drill – Ezee drill model with 0.2 to 3 mm drill.
Q. Please tell us about your company’s vision and expansion plans for the Indian market?
We look at ourselves as more of technocrats than business group. Due to which we focus more on technological aspects of product. We want to be the “Brand” in this segment which others should follow. Our vision is to manufacture products with international standard and precision achievements. As business we need to value projections and quality / quantity achievements. By 2025 we should be very much popular accepted brand in this segment of market. As on date we manufacture @ 250 machine per annum and our target is to reach @ 500 nos by 2025. We are sure that with today’s working team’s spirit, dedication and approach, we can achieve our goal.
Q. What are the main factors affecting business?
The main factors affecting the business are:
- Technology development you can achieve and how dedicatedly you work on to it
- Application support you extend to the customer for their achievement
- Quality manufacturing practices you follow during the process
- Customer training systems and programs
- How effectively after-sales services support is being provided to customer Understanding exact need and then promoting the exact product.
If we fail in any of the above mentioned aspects, it directly or indirectly affects our business
Q. What marketing strategies do you apply in order to stand out in the market?
We believe in quality product manufacturing with features like specified performance, reliability of products and user friendly man-machine interface. Instead applying strategies for marketing we take efforts to manufacture best product which itself will result in increase in sales. Still it is required that you need to reach customers or customers should know you manufacture such kind of machines.
We normally prefer to exhibit our products in local exhibitions. Regarding competition, we always believe that is healthy tonic which keeps you alert and indicate your position. If you ignore it you have to pay heavy penalties for the same. We have developed feedback system so that we would react to the issues as fast as possible.
Q. What steps do you adopt to maintain profits?
We make sure that working team has the liberty to take decisions and should be open enough to discuss the required issues with authorities whenever they feel it is necessary. We delegate all responsibilities with full confidence to all departments teams and management plays role of parents by extending help as and when asked for.
Q. Please share your views on the impact of GST.
Industries which were following excise + VAT/CST pattern should not be affected much, as earlier also they were taking credit. CST getting abolished should give us great relief in terms of collection of C forms and otherwise facing the penalties due to non-collection of the same. We feel GST should support manufacturing sector in India as many formalities have been reduced in this area. India becoming one market will result in all manufacturers sharing the same platform of tax structure. Now not taxation but product will be evaluated by customer. Logistics difficulties should also get reduced due to GST. That said, it is too early to comment on the real achievements of GST—the picture should become more clear in another six months .
