When Mr. B.M. Ravi floated a garage equipment outfit nearly 30 years ago, little did he realise that the company would be renowned for its aftersales services in the automotive industry. The company, which started with wheel service equipment – wheel balancers, wheel aligners and tyre changers – has become a force to reckon with, as Madhus Garage Equipments Pvt. Ltd. has become synonymous with the automotive garage equipment industry. And to expand its operations across the length and breadth of the country, the Bangalore-based firm is now inching towards gaining a strategic foothold in the northern part of India by setting up a state-of-the-art training facility at Noida for the Delhi-NCR region. And to helm its North Indian operations, the company has appointed Mr. Tejender Singh as General Manager – Sales and Marketing.
In a freewheeling discussion at his brand new office, which also houses the recently established training centre, Mr. Singh told MOTORINDIA: “As the company is headquartered in Bangalore, all the retail operations were centralized from there. We wanted to establish a local centre to support the North Indian market. Since a lot of OEMs and their service outfits are established here, we came up with a world-class training centre from where we can impart some training and educate people about the importance of our products and services. Earlier, it was quite impossible to bring somebody in from Kolkata or Jammu & Kashmir to Bangalore for training purposes. But now, this centre serves as a knowledge hub for our clients based in the northern part of the country. Our valued customers will comprise some leading automobile factories, garages, authorized service stations and tyre dealers across the northern region of the country.”
This new centre is already being manned by 35 qualified, trained and experienced personnel to take care of all service needs. Further, all the engineers would be periodically trained by the company principals, so that they are kept abreast of the latest global developments in the industry.
Asked about the key USPs that will keep the company apart from its peers based in Delhi and the NCR, he said: “Although we are quite aware of the players which are present here, we will focus on three key parameters like reliable equipment to our customers, quality training to the technicians to run the equipment, and, of course, unmatched aftersales service.”
Mr. Singh took this correspondent around the Madhus’ Noida facility which houses a state-of-the-art training centre with all the equipment installed in working condition. Just like the other centre in Bangalore, this unit houses and sells, on order, several multinational garage equipment manufacturers, including Hunter of the US, Texa, Telwin, Ravaglioli of Italy, Capelec of France, Rotary of the US and Romess of Germany. Despite the prolonged recessionary trends, the company is optimistic about clocking 30 per cent CAGR in the next few years as the market is quite underpenetrated for organized automotive servicing industry. Moreover, the company is betting big on next-generation products rolled out by its clients like Volvo, Eicher, Ashok Leyland, Tata Motors, GM, Honda, Toyota, Mercedes Benz, Audi, BMR and JLR to name a few.
He further observed: “We never bring in sub-standard Chinese products. All our products are imported from either Europe or the US, which ensures that we are able to serve our clients better with our world-class products. The Indian market has also evolved over the years with most OEMs looking for faster service turnaround periods, and we are confident that the demand for the latest equipment which we sell will be able to facilitate next-generation vehicles better.” He maintained that the company will focus on new products and will cater to both the organized segment like OEM-authorized service centres as well as the unorganized garages.
Currently, the company is present in four key verticals – wheel service, workshop equipment, body shop and equipment for servicing CVs. It sells a range of products like tyre changers, wheel aligners, wheel balancers, lifts, and brake testers, brake lathes, air-conditioning service, diagnostics tools, crash repair systems and some special equipment. Hunter will remain its flagship product even though other brands like Ravaglioli, Texa, Telwin and Rotary will contribute immensely to the growth in the future.
Mr. Singh signed off by saying that in the northern market things are a bit different as people are not that quality conscious and are more concerned about mileage. However, the company will abide by its mission statement – bridging the technological gap between the advanced countries and India in garage equipment by exceeding the industry’s expectations.