The Motwane Manufacturing : The leaders of time

Mr. Prashant Das, The Motwane
Manufacturing Company Pvt. Ltd.

Q. The Motwane has gained credible market share in measurement technology industry, how did company managed this significant growth?
From the time of inception of our company our prime focus remains on our own product development and enhancing the ability to understand exact customer need.

The challenge to develop products for global market was taken 5 years back. The result was quite encouraging , with several new technology platform were delivered by the RnD team , which had given us the flexibility to introduce new products as per customer need in very short span of time .

Over the years we have built strong human resources and the skills that are considered best in our domain. It has helped us understanding the exact customer need and built up our credibility as a technology solution provider for TnM requirement.

Customers perceived our products as rugged, accurate and safe. The Motwane philosophy of producing long lasting Rugged, accurate products has been carried over for many years and still continues with all our new products. Our foray in to Electrical High Voltage Testing has taken us in to the big league with many global standard products from our own RnD.

To enhance our ability to service our customers need, we have formed an alliance with Haefely -AG of Switzerland a 100 years old research company, pioneer in Ultra High Voltage testing instruments, to provide all the Ultra High Voltage testing products to our customers in India. With this alliance We are the only company in the country having complete electrical testing solution from Low voltage to Ultra high Voltage.

Q. Can you brief us about Motwane’s global network & activities?
In late 70’s Motwane entered in to global scene with Low resistance OHM meters , which was appreciated by Top global manufacturing companies for their final QA inspection.

The reliability and accuracy of our instruments had own us many big customers across the globe in all continent. Being the leader in the domestic market has encouraged us to look for other resurging markets and hence we have established our network in different continents from Middle East, Africa, Europe and Latin America apart from Asian countries. We have strong distribution network through which we distribute our products in different countries.

The after sales supports are provided by our business partners locally in their respective countries. Training, promotional activities, participation in international exhibitions and seminars are the major activities that are carried out ever year as hygiene activities.

Q. How about The Motwane’s initiatives in testing & measurement technology space? Which are your focus areas?
We are known as a original TnM product developing company with strong knowledge in testing and measurement in electrical domain. Preventive maintenance, Q A are our key areas where Motwane brand is known for many years.

On business side – Energy management, Safety , Effective Preventive Maintenance are some of our focus areas at present .

On technology side – web based solution is the next key area we are focusing on .

On measurement side , we remain focused on our core strength in Insulation and Low resistance measurement . Focus on High Voltage measurement areas are the next thing that we are concentrating on for now .

Q. What are the market opportunities for The Motwane products in India? How do you plan to position these products?
With Indian Engineering Tag on all our products , we have won the confidence of all Electrical , Instrumentation engineers in India Our philosophy of developing products from customer’s input gives us the upper hand in delivering the exact need , that are coupled with excellent price performance ratio. We would look at enhancing our market share up to 50% in High Voltage segment by 2015 and equally in low voltage handheld ranges . At the same time we want to consolidate and continue with our leadership position in insulation testing by introducing many new products in future.

We cater to the Low voltage segment with our handheld product ranges and high voltage products for the Energy intensive industries .Exclusive products for Generation ,Transmission and Distribution companies and product for preventive maintenances are in our product basket .

Q. What is your marketing strategy for Indian market?
We cover the entire nation through our strong direct and indirect sales network to ensure ,we interact with the customer , work with the end users to understand their exact requirement and hence provide them the correct solution . Our partnership with our customers remains the key for us , and we do lots of customer engagement programs to involve them for our new product development .

Quick to the market with our technology is our main focus at present . Last four years we have introduced 14 new products in the Indian market and we will keep continuing this trend in future.

Q. Can you please elucidate the contribution of R&D in the success of the Motwane products?
As mentioned earlier , ours is a company with strong in-house RnD facility . Product developments is taken thought the process followed by extensive field trials and international certification . Based on the product life cycle the RnD team develops products with newer technology .

The RnD team works on specific projects to deliver products as per the RnD calendar . We are one of the TnM company that develops different products to cater to different segment in electrical testing . Products developed by keeping the exact customer need in mind , which are simple , Rugged , and accurate are highly appreciated by our customer.

Q. Brief us about the quality policy for the business?
Quality is the word starting from RnD till Customer support in our organization .Different measuring parameters to check and evaluate quality matrix is followed with utmost care which helped in developing products with Global standard .

Motwane products are know as most reliable over the years and quality plays the major role in this success .

Q. Can you brief us more about top line product range?
Our top line products are DC insulation Tester – ranges from 1 KV to 10KV with full Diagnostic feature , Low Resistance meter starting from 10mA to 100 A DC current injection , for all kind of low resistance measurement application – are our flagship products for power sector and our Digital Multimeter ranges dominate the handheld TnM sector .

Q. What do you think are the strengths of Indian measurement technology industry & How it is positioning itself against the global market?
With Huge Capex investment gone in to the Power and Heavy industrial sector , it remains a challenge to maintain the Equipments and keep it healthy for non interrupted working . The maintenance and preventive maintenance is becoming key which has opened up a huge opportunity in the Indian TnM domain .

Also demand supply gap in power , Govt initiative to encourage and inject more capital in the Power sector ,had opened up huge opportunity for the TnM companies.

Opportunity for Testing , Erecting and Maintenance of these power installations are becoming key and opens up big business for TnM players In Global context , India is one of the Emerging market with huge opportunity in Power sector and has attracted huge investment form almost all Global Majors to set up their operations .

Q. Please highlight Global perspective of testing & measurement technology industry and what is the differentiating factor?
Currently the Global Testing and Measuring Equipment market is growing at a CAGR of 24.5 percentage and this would go to 27.5 percentage over the period 2015-2017.

One of the Key factors contributing to this market growth is the increased demand in Power and electronics products . Electronic Test & Measurement Instruments Demand has traditionally been propped up by growth in telecommunications industry. As the largest end-use market, telecommunication networks are exceedingly dependent on the functionality of electronic test and measurement instruments, as the minutest distortion of signals can result in failure to communicate.

Establishment of new networks in developing economies and the need to upgrade existing communication infrastructure are the major demand drivers for electronic test and measurement instruments market.

Electrical Test & Measurement Instruments demands are predominantly driven by the Power sectors and its reforms . The energy management systems that includes energy saving by monitoring as well as controlling the energy losses . Also industrialization with more process oriented high energy industries are the key driver for the growth .

Q. What are the key technological trends that are driving measurement technology industry?
The competitive climate in the global market is all set for a dynamic change, as the test and measurement instruments become increasingly technology driven. Advances in communication technologies, such as, asynchronous transfer mode (ATM), synchronous optical network (SONET), Bluetooth, Gigabit Ethernet and 10 Gig E, are expected to present technological challenges, and create an environment where the winning edge would lie in innovation, and unrelenting international focus on mushrooming Asian markets i.e. India , China, Korea and Malaysia.

With technological advancement the test and measurement Equipment market has also been witnessing the miniaturization of the test and measurement equipments which are more user friendly where less human interferences are needed.

Q. According to you what is the forecast for the measurement technology industry?
According to Dun & Bradstreet’s Industry report – the Electrical Test and Measuring Instrument market to reach $11.6 Billion by 2018 .Sales in US are projected to reach $3.3 billion and the sales in Asia are projected to touch $3.9 Billion by 2018.

Volt/Am/Watt Meters Market, the largest and fastest growing segment, is projected to account for 13.0 million units by 2018 alone would contributes $2.2 Billion revenue .

Q. According to you what are the factors affecting to your business?
With Industrial slow down , users are looking for Low cost, low quality instruments , and compromising the safety fro both the user and Test object. Currently dominated by Chinese players with unorganized distribution is becoming a major challenge for our business . Also the high cost of production could pose a challenge to the growth of this market.