DMG MORI SEIKI : Precision With Perfection

Mr. Sridhar Ramisetti, Managing Director
DMG MORI SEIKI India

Q1) DMG MORI SEIKI has gained substantial market share in Indian machine tool industry, please elucidate the success story of the company?
GILDEMEISTER and Mori Seiki have been active in India for quite a while now. Starting their global cooperation from 2009, DMG MORI SEIKI India was formed in 2010. Since then we have expanded our team in India, our expertise and notably our infrastructure. We have established a world class technology center in Bangalore and offices in Delhi, Ahmedabad and Pune. Through extensive training and recruitment we have formed very strong sales, application and service teams to support the Indian customers.

With all the above efforts and through our approach of bringing world class technology to our customers and becoming their close partner, we are getting an appreciable response from the Indian market. The Indian customers are now well aware of DMG MORI SEIKI and are having the desire to use these high technology machines in their manufacturing setups.

Q2) Please brief us about company’s global reach & what are the global alliances that has been made in order to out-front the competition?
Through the cooperation between two global machine tool companies: GILDEMEISTER from Germany and Mori Seiki from Japan, we have brought to the customers a unique combination of German and Japanese technology experience. At this year´s EMO DMG MORI SEIKI presents its new innovation and developments. Highlights will be CELOS and 15 machines in the new joint DMG MORI SEIKI design. CELOS by DMG MORI SEIKI enables the continuous management, documentation and visualisation of the job, process and machine data.

DMG MORI SEIKI is a truly global sales and service organisation with 21 manufacturing plants and a sales and service network spread all over the world. We have 143 international DMG MORI SEIKI sales and service locations. Our international production network has a capacity of approximately 15,000 machines per year.

Q3) What are the market prospects for the DMG / MORI SEIKI products in India and how do you plan to position these products?
India is being viewed as a growing economy with a large domestic market and the potential to become a globally competitive manufacturing hub. As Indian manufacturing matures and focusses on high quality machining rather than low cost manufacturing, it will need more and more high technology manufacturing equipment.

DMG MORI SEIKI machine tools are latest technology products with high precision, high productivity and high reliability. We believe that the Indian machine tool users will be investing in such products considering their capabilities, consistency and long term economics. It’s the value that counts and not simply the price. For users who intend to step into high-tech machining, we have created the ECOLINE series to provide quality machines at entry level prices.

DMG MORI SEIKI India Technology
Center in Bangalore

Q4) Can you brief us about the marketing strategies that were applied in order to stand out in the competition of machine tool industry?
We strive to ensure that our customers get the best technology products with the best possible support over the whole lifetime of a machine tool. We give a lot of importance to understanding the customer requirements and application of the machine before offering the right solution. We select the most suitable machine from a very wide product range of DMG and Mori Seiki machines and constantly innovate our portfolio to meet requirements from technology, machine setup all the way to software and integrated solutions.

The latest development CELOS from DMG MORI SEIKI simplifies and accelerates the process from the idea to the finished product. Different CELOS APPs enable integrated management, documentation and visualisation of job, process and machine data. CELOS is compatible with PPS- and ERP-Systems, can be linked to CAD/CAM software and is open to future CELOS APP expansion. CELOS from DMG MORI SEIKI with 21.5″ ERGOline^® is available with SIEMENS und MITSUBISHI.

Q5) Please elucidate in brief about the DMG MORI SEIKI’s infrastructure & what are the measure that are being taken from the product manufacturing to distribution?
The GILDEMEISTER group (DMG) has manufacturing plants in Europe, Russia and China, and Mori Seiki has its manufacturing bases in Japan, the US, and China. These manufacturing plants are state of the art facilities and also can manufacture most critical elements of the machine tools like spindles, ball screws, curvic couplings and feedback scales in-house. From the perspective of distribution, the technology center, regional offices, service and spares center, training center, resident engineers etc. are helping us to support and serve the Indian customers closely and effectively.

Q6) Brief us about the R&D and quality policy for your business?
With emphasis on the development of new technologies and products, GILDEMEISTER and Mori Seiki devote substantial resources for the R&D activities. The result can be seen most impressively at the EMO 2013 show in Hannover where we will show 95 machines from DMG MORI SEIKI with 18 world premieres of new products.

Looking at India specifically, the automotive industry is a stronghold in the local manufacturing scene and we have specifically developed machines for this area: the i80L, a new ultra-compact horizontal MC for mass production of engine components in the automotive industry should be of interest. Also the second generation vertical turning machine CTV 315 linear, new at EMO, caters to this industry with improved features.

For tools, moulds and dies manufacturing there are various 5-axis machines and most notably the new models from the HSC series with more precision and surface finish. For our strong Aerospace development in India the DIXI machines are very interesting: extremely precise machining up to 12 tons! Our entry level ECOLINE series is also extended with new larger CTX ecoline turning models for chuck sizes of 250mm and 400mm and 3D technology. The series has always been very well received by our customers especially due to the additional milling function through driven tools those machines offer on an entry level – ideal for starting to upgrade production. For all the range, no matter whether classic best-sellers or newly developed models, we ensure the quality of our machines through quality components manufactured in-house, thorough prototype testing and inspection of all machines before dispatch.

Q7) Please comment on the current machine tool scenario worldwide & in India?
There is an undercurrent continuous growth and technology development of the machine tool market. In India too, we are sure that the overall and sector-wise growth as projected over the next decade will be achieved.

Q8) Could you brief us on the Indian & global perspective of the machine tool industry? What are the distinguishing factors?
Although we feel this is changing, Indian machine tool users are still more sensitive to price than to technology. However, they have very good technical knowledge and they choose the best machines within their budget.

Q9) What are the key technological trends that are driving the machine tool industry?
Multi-axis, multi-tasking machine tools which enable process integration are gaining popularity due to the advantages in accuracy, production planning, space saving and manpower saving. One continuous trend coming from our joint R&D efforts is complete machining through Turn-Mill or Mill-Turn machines: There are 3 world premieres at EMO in the NLX series for turning with additional milling function, generous X-travel, for larger work pieces and potential for complete machining. The CTX beta 2000 TC, another world’s first at EMO, allows complete machining with the biggest Y-stroke in its class. This is just 2 examples out of a wide range in this direction. Besides, many operations like gear cutting and grinding are now possible on these machines. Another decisive trend is new technologies such as laser technology for surface texturing or precision tools and ultrasonic machining for example in the medical industry.

Q10) How do you perceive the future of the Indian machine tool industry?
With the expected long term growth of the Indian economy and correspondingly in the machine tool market, we expect further globalization of the industry. This will help the Indian customers to a great extent.

Q11) How far the factors like government norms, excise duty, taxation, exim policies are affecting your business?
The exchange rates fluctuations are a serious factor which is affecting the machine tool industry just as it is influencing the overall economy in India.

Q12) What are the best possible remedies you can advise in order to maintain the high profitability in the shrinking margins market of India?
Indian manufacturing will have to focus on high precision machining and more complex products as there will be more fierce competition in low cost manufacturing in the future.

Q13) What is your vision for DMG MORI SEIKI?
We work for DMG MORI SEIKI India to become the most preferred partner of the Indian manufacturing industry by providing high-class technology solutions.