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OEM Update

ElectroMech Material Handling Systems India Pvt. Ltd.

February 4, 2010 8:07 am

For the customer, crane itself is a solution
 
The Indian crane market potential is very huge, and we are trying to get maximum penetration, notes Rohan Warty, General Manager-Sales & Marketing, ElectroMech Material Handling Systems India Pvt. Ltd.
 
What mileage did the company derive from Excon 2009?
This is the third time we are at Excon, and it always works as a platform to meet those in the construction industry which is a very important vertical for us. This year almost 30 per cent of our business is coming from the construction vertical. Here, most EPC contractors and construction companies visited our stall. Many of them are our customers so it’s a great platform to meet all of them together. Their feedback helps us to modify and bring innovative features to our products. At the expo we have a very systematic feedback register system which will get forwarded to our R&D team.
 
What sort of hurdles do you face while selling your products?
Besides the usual hurdles like price and stiff competition one of the major challenges that we face during selling our products to the infrastructure industry is the requirement of the industry to provide “express deliveries”. Most of the infrastructure projects are fast track projects and are awarded to the contractors on BoT basis. This means faster the project is completed better the RoI.
Electromech is known in the market to provide express deliveries and that is one our USP’s. Keeping in mind the extensive demand of the industry we are opening a factory in Chennai which will support the south market and increase our capacity. We are also doubling our capacity in Pune plant. So we are known to provide the fastest delivery in the market and the expansion will reinforce that.
For the past one year, finance availability has been another issue. For finance part we have introduced a finance support scheme called BEEP, which means Buy-Employ-Earn & Pay. We have a tie-up with financiers like Tata Capitals.
 
How does proximity to customers add value to your service?
This proximity to customers is very vital for us. Earlier most customers looked at material handling products as non-value adding machinery for their final products. So most often they go to a local manufacturer for products like cranes — keeping fast service factor in mind. But now most entrepreneurs are exposed to international market. An entrepreneur realizes the importance of material handling, and he also knows what happens to projects if a breakdown happens to the MH system and RoI. So now customers opt for credible brands. Right now we have around 11 service stations across the country. We are planning to almost double the presence within three years. That’s how our new support division company Cranedge comes into picture. I am sure Cranedge will enhance the image of ElectroMech as a complete service provider and not just product provider.
We are trying to be as close to our customers as by opening up branch offices all over the country.
 
What have you observed about buying behavior of the Indian market?
The Indian market is totally different from the international market. It is yet to mature. We do sell Abus cranes in India, which is one of the leading brands in the European market. When you look at the European market, customers are very clear about specifications and what they want, so most of the interaction happens through mails or phone. Here we need to do a lot of educative selling in the market. We need to convince the customer that when he buys a crane, he’s not just buying a machine, he buys a solution. When he buys a crane for a particular application it is the responsibility of the manufacturer to suggest the best possible solution to his require application.

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