In the last two years since its inception, Doga India has gained considerable ground. The major shift that Doga India is observing now is how the cost-sensitive Indian customer is coming around seeking world-class customized products.
Worldwide, Doga manufactures complete systems for windshield wipers, washers, window lift, gas springs, tank and drive systems besides electrofans, blowers and air ducts. They export these products to more than 70 countries to various segments of the automotive industry including buses, off-road, trains and marine, etc.
Mr. Nacho Garces, Marketing Manager, Doga, said: “Doga brand is known in India for more than 20 years but now, since two years ago, we have established ourselves here with our own company, and factory. In these years, we have targeted customers whom we can offer tailor-made products to, in line with the evolution of the vehicles. We develop products which follow the needs of the OEMs. And in India it is the same. Our strategy in India is not only to target the bus body building segment but the top OEMs in the market.”
Mr. Sandeep Shetty, MD, Doga India, agreed: “We have started manufacturing windshield wiping systems in Bangalore. Our electronic motors which are under validation are now in the global market already. We are glad to see our customers excited about it and major Indian OEMs and global OEMs in India are already buying some parts for their premium buses.”
He continued: “India is a price sensitive market. And Doga is offering customized solutions in this space in India for the first time. Though, it has taken a little time but our customers now seem to be appreciating and understanding our offerings. Given the requirements of our customers, we design specifically for them. Doga is a small to medium series player which means we dedicate our energy and resources to one customer and offer him a comprehensive solution. And Doga offers premium products and the discerning customer understands that.”
Technology – the differentiator
With EVs on the horizon, Doga India is sitting pretty with its light in weight products, which it offers in its global markets already.
Mr. Shetty said: “Our advantage is that we have access to the latest technology. And it is a fact that the Indian bus or the CV segment is probably 10 years or more behind the passenger car segment. When the customers here evolve and they want better products, then they already have a world-class supplier manufacturing locally who can offer the same. And discussions are going on with customers regarding our next generation solutions.”
And that is how Doga India is gradually taking a bigger pie of the market and is becoming ‘the preferred supplier’ and ‘a strong partner’.
Doga India is ‘increasing’ its localized manufacturing. Traditionally, it has imported components like motors and the blades, but it is now manufacturing mechanical parts and linkages which in turn is giving the company the flexibility and faster turnaround time, ultimately benefitting the customer.
Even though the premium bus segment that Doga India caters to is a small yet niche segment, the booming industry is definitely encouraging the company.
In other words, Doga India is committed to offering the best solution, regardless of the complexity of the project presented by the customer. And this is how Doga is consistently ensuring a ‘high level’ of customer satisfaction around the world and in India as well.