By Ganesh Kalidas
For several decades, the NORMA Group has continued pioneering new innovations in design and manufacture of automotive clamps, connectors and fluid solutions. As the business diversified and with new technologies mastered, the group has applied its expert knowledge in new industries such as aviation and shipbuilding, construction and water management, as well as pharma and biotech, while always staying true to the rigorous standards of automobile manufacture.
The NORMA Group, established in 2006, was the result of a merger of the ABA Group of Sweden and Rasmussen GmbH of Germany. Founded in 1949, Rasmussen joined hands with the ABA Group of Sweden, founded in 1896, to become a global leader in connecting technology. After the merger, NORMA has developed into a group of companies of global importance. Its technically superior, customer-oriented and practical connecting and retaining elements have set the standard in quality.
Headquartered in Maintal near Frankfurt am Main in Germany, NORMA currently has a network of 22 manufacturing sites and numerous sales and distribution offices across Europe, the Americas and Asia Pacific.
“We take pride in our product versatility and manufacturing flexibility. That expertise allows the NORMA Group to provide solution for any kind of joining technology for almost any application,” says Mr. Bernd Kleinhens, Member of the Management Board of NORMA Group SE, in an exclusive interview to MOTORINDIA.
The NORMA Group distributes its products in more than 100 countries using two distinct marketing strategies – Engineered Joining Technology (EJT) and Distribution Services (DS). In the EJT space, it delivers customized engineered solutions meeting the specific application requirements of OEMs. In the DS way-to-market, the company sells a wide range of standardized engineered joining technology products for a range of applications through different distribution channels under its well-known brands ABA, Breeze, Clamp-All, Connectors, Fish, Gemi, NORMA, R.G. Ray, Serflex, Serratub, Terry and Torca. The Distribution Services has accounted to 40% of the Group’s overall top-line and the rest 60% is from EJT division.
The NORMA Group is also playing a leading role in the industrial grade specialty clamp, connector and fluid solution market of the heavy-duty trucks segment, off-road equipment, railways, aviation, biotech, agricultural, industrial, marine and infrastructure markets.
The success of the joining products at NORMA didn’t happen by chance. Years of dedicated effort by the Rasmussen family and the group employees of, past and present, have made the company a world market and technology leader in engineered joining technology.
NORMA entered the Indian market in 2008 with an Indian JV partner. Based on the growing demand within the country, it decided to float its fully owned Indian entity by 2012 with a state-of-the-art production facility at Pune.
Talking about the current situation, Mr. Kleinhens said: “2014 was a challenging year but very successful for NORMA India. Beginning of the year, as the economy was slow, had a direct impact on our sales but second half was very positive.”
With this new site NORMA is able to supply Indian OEMs innovative parts indigenously made to meet their emission requirements. These components excel in terms of weight reduction, emission reduction and leakage reduction.
“As emission regulations get tightened with the Bharat Stage IV and Bharat Stage V, we will certainly benefit from our already existing solutions for these particular applications. OEMs rely on NORMA’s expertise when it comes to engineering joining technology. 2015 and 2016 will be significant years for NORMA as we see a substantial increase in demand”, he asserted.
Certainly the growth driver for NORMA India has been passenger car segment. But going forward, the commercial vehicle segment is expected to play an important role in its growth strategy.
NORMA India is one of the biggest suppliers for Mahindra for all its requirements. Within the CV space, the company is already supplying to big names like Volvo, Daimler, AL, etc., but sees a huge potential to grow within this segment with newer emission norms.
With the recent acquisitions made by it, the NORMA Group has proved a one-stop solution provider for all connecting engineering and emission control requirements. About 6,000 employees worldwide are engaged to provide its customers with the best possible solution for their diverse requirements.