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Srimanta Overseas : Endeavouring the mission of complete customer satisfaction

ENGINEERING REVIEW is in interface with Mr.Niranjan Kothari, Srimanta Overseas for taking up an overview of the AUTO COMPONENTS MANUFACTURING industry.

Q. How Srimanta Overseas Private Limited was able to achieve big mar-ket place in very short period of time? what has been key growth area for Srimanta Overseas Pvt. Ltd.?Mr. Niranjan Kothari, Chairman at SRIM-ANTA OVERSEAS PVT. LTD. after Serving in the field of Auto Component Industry from more than 16 years focused on Manufactur-ing and Exporting of the Auto Components especially Cylinder Liners for all kind of Ve-hicles across the world. Sharing the idea to put a manufacturing unit with Mr. Dhirajlal Hirpara, CMD of Champion Agro Limited immediately agreed to offer all kind of sup-port in establishing the required Structure. “Quality at most Economical Rates” is the only Key growth area for SRIMANTA OVERSEAS PVT. LTD. and today in a short period time of 3 years SRIMANTA OVER-SEAS PVT. LTD. has made it presence felt to its competitor by offering more economi-cal prices and for better quality products. SRIMANTA OVERSEAS PVT. LTD. today have OEM and II TIER in their clientele list which speaks about its quality.

Q. What are the growth opportuni-ties for AUTO COMPONENTS MANU-FACTURING in India? Being the key player how do you plan to position your company in AUTO COMPONENTS MANUFACTURING?According to industry experts, the Indian auto component industry will cross US$ 100 billion mark by 2020, growing at 15 per cent while its share in the worlds is also likely to grow to over 3 per cent by 2015-16. Not only domestic demand, India is poised to scale new heights in terms of exports as well and expected exports to be worth US$ 29 billion by 2020-21, We are keen to play a big role and con-tribute for the country’s growth. We have

Mr. Niranjan Kothari, Chairman – Srimanta Overseas Pvt. Ltd.

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already placed ourselves as a leading quality Manufacturer of Cylinder Lin-ers and Exporter in a very short pe-riod of time and we have long term planning for phase wise investment in upgrading the machineries, automa-tion, Distribution network and Ware-housing to make ourselves in top posi-tion in the industry.

Q. As per your opinion what is the role of research & develop-ment in product performance? How do you score R&D in your company against all other func-tional heads? R&D remains the key department in any industry so as for Auto compo-nent industry, Customer expectations of vehicle and its parts for its quality, reliability, safety, and utility are at an all-time high. Most of the R&D in our industry is done by Automobile indus-try but at Auto Component Manufac-turing level R&D is more active make Quality Products by reducing Human Error, Green Manufacturing Facility and best utilization of time improvis-ing more and more new technique in Production. R&D at SRIMANTA OVERSEAS PVT. LTD. helps in maintaining the Quality and improving our standard of production as such plays and impor-tant role in our factory along with all other functional Heads.

Q. Indian market is price sen-sitive, what is your marketing strategy for India to counter this situation?Definitely, India is a prices sensitive market with lot lower quality products getting imported at very low prices but people are getting aware of the Qual-ity products slowly and space in mar-ket has develop for the players like us to offer quality products. Currently as we are not into the Indian market it’s difficult to plan out now but our future plan is to enter this huge and growing market as soon possible where our strategy will be supply of Quality goods

in time at most economic rates.

Q. What is your quality policy for the business?Cultivation of “Quality” is the only busi-ness policy we take into consideration while manufacturing each and every components at our Factory. Nothing less than impeccable quality products are manufactured which offer the true value for money to the buyers and per-fect part for Engines. This policy has helped us to retain more than 90% of customer with us.

Q. Please elucidate the export performance of Indian AUTO COMPONENTS MANUFACTURING space? What is the demand sce-nario of Indian products in global market? The Indian auto component industry is one of the front runners for grabbing the global auto component outsourc-ing market, estimated to be more than US$600 billion by 2015. Increasing costs of automobile manufacturing in America and European countries and having benefits of sourcing from In-dia such as low cost which saves the automobile manufacturers in west about 25 to 30% have been key point in increasing demand to source auto components from India. Apart from the growing demand from the global markets, the capacity of Indian manu-factures to produce all variety of Parts

while maintaining the quality as re-quired by western countries boosted the contribution to the growth of the auto components industry.

Q. According you what are the factors affecting to AUTO COM-PONENTS MANUFACTURING busi-ness? Instability of Prices and Unavailability of Raw Material are the biggest hurdles which are affecting to the growth rate of AUTO COMPONENTS manufacturing business. Availability of Labors is also the biggest problems faced by the small and medium scale manufacturing unit. Prices hike in essential requirement like Water, Electricity has also been the area of concern for manufactures.

Q. What are the key technologi-cal trends that are driving AUTO COMPONENTS MANUFACTUR-ING?The leading car-makers of the world are already in India - not just selling, but manufacturing. The Indian auto-mobile and automotive parts industry is growing at a rapid speed and experi-encing an unprecedented boom in de-mand for all types of vehicles. Increase in standards of living of middle class Indian families; and liberalization measures, reduction of tariffs on imports from Indian govern-ment and banking liberalization that has fueled financing driven purchases

Srimanta Overseas Office Infrastructure

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has been the key points in growth off automobile industry and auto parts in-dustry in India.

Q. According to you what are the measures taken by Indian man-ufacturers in order to compete with global players?New technologies, machinery and ideas all together should be upgraded and adapted together into manufactur-ing and delivery of better performance parts. We as an auto components man-ufacturer in India should take this chal-lenge to upgrade and adapt new tech-nology to compete with global players.

Q. How do you compare the In-dian AUTO COMPONENTS MANU-FACTURING industry against the global industry?Ups & downs in auto-components in-dustry are largely dependent on the trends in the automobile industry, as the OEM is the main customers for the auto components industry. There is a replacement market as well but the trends in automobiles industry influ-ence the growth of auto components industry. Till date the automotive industry was mostly confined to North Amer-ica, Europe and Japan; however, with the emergence of some developing economies like Brazil, India and China the global automotive industry has been considering a different growth perspective, and has been relocating the operations and some of them has

been already been and some of them are in queue to setup the manufacturing plants in India. I, personally see long and bright fu-ture of Auto compo-nents manufacturer with the coming of Automobile industry in India.

Q. How do your foresee the future of the Indian AUTO C O M P O N E N T S MANUFACTURING industry?Current market scenario indicates a smooth going for the auto component industry. In fact, since last decade, this is one sector which has made a foot-mark in Indian Economy and has been identified as a beginning of New Era of Automobile Industry. The Indian automobile industry has emerged stronger from the recent global downturn, and sales across all segments have seen record breaking numbers in the recent past. Mostly Domestic oriented industry is now ex-panding its vision towards global mar-ket and to an extent it’s ready to face global competition. While for the Indian industry its lots more to come ahead in way of steady growth in both domestic and export markets, there will be stiff new challenges accompanying the opportu-nities in greener vehicles and alterna-tive of the current vehicles. To capital-ize on these opportunities, we require acquiring and upgrading to new tech-nologies and capabilities to produce auto components which will meet the demand in future.

Q. Please elucidate the product portfolio of your company & do have any plans to launch new products in the market in near future?

SRIMANTA OVERSEAS PVT. LTD., An ISO Certified company mainly engaged in manufacturing auto Components mainly Automotive cylinder Liners with an exhaustive range of more than 1200 Different types of Dry & Wet cylinder Liners , Sleeves and Air cool Blocks suitable for all kind of vehicles like HCV, LCV, Cars, Marine Engines, Earth movers, Tractors and other on and off road engines. Our ranges of automotive cylinder liners are ideally suitable for American, European, Japa-nese, Korean and Indian vehicles. After huge response from over-seas market, we are in plan to launch our current range of automotive cylin-der Liners in Indian market very soon by dealer and distributor network for which background work has already began. We also have plan to include other major automotive engine parts in our range sourcing it from major OE suppliers for which we are already in talks with few of them.

Q. What is your vision for your company? On the platform of low cost and better quality manufacturing we have contin-uously directed our attention to speed up the growth. Our focus is maintained towards highest customer satisfac-tion. Our vision is to capture maximum market share globally for our quality products at minimum costs.