Ashish Govil, Head - Industrial OEM Sales, National Engineering Industries
NBC manufactures the maximum number of bearings at one place; around a 1,000 different types of bearings, which is the most in the industry, says Ashish Govil, Head - Industrial OEM Sales, National Engineering Industries. Excerpts of the interview.
Tell us about NBC's product range.
NBC is one of the oldest bearing companies in India, started in 1946, before Independence. A part of CK Birla Group, NBC is the only company which received the Deming award from JEWS, the Japanese Union of Scientists and Engineers, for total quality management. We have the entire range of products starting from ball bearings, taper roller bearings, cylindrical roller bearings, to spherical roller bearings and some specialised bearings for different applications.
Could you tell us about your production facilities?
We have three manufacturing units currently; the mother plant is in Jaipur, the second plant in Newai, 60 km away from Jaipur, and the third plant in Manesar. A fourth manufacturing facility is coming up in Vadodara, Gujarat, which will be equivalent to the mother plant in Jaipur.
What will be the installed capacity in Vadodara?
I cannot say the exact figure, but it would be in the range of the Jaipur plant, around 80 million bearings. In Jaipur, we manufacture all sizes and types of bearings. At the Newai plant, we manufacture only selected bearings, and in Manesar we make bearings only for our automotive customers in NCR.
How do you get close to your customers?
We go with a solution-provider approach. We are always open to developing new products which are not with the other manufacturers. Unlike global manufacturers who have to get approval from their headquarters abroad, we are able to take quick decisions because our management is in Jaipur itself. Once our R&D team does a feasibility study and things are as per the company norms, we develop the new product. Our research and development, testing facility, etc, are in-house in Jaipur. So our application team and design team are in direct contact with the customer's design team. Then once the product is ready, the supply starts. In case of any failure, we have testing laboratories in Jaipur where we can do the testing. For after sales service we have 450 stockists across the country.
What is your marketing approach in the slow market?
The market is down and the economy is not doing very well but NBC has been growing since 2008-09 and the graph is continuously going up. Even in the recession period, we grew; we are the fastest growing company in India in bearings. Everything is manufactured in-house, so we have better control. In case of any urgency, we can re-plan our manufacturing schedule and take that as priority. Customer support is of prime importance for us.
What are your future plans for product expansion?
We are coming up with our fourth plant, so we are definitely increasing our manufacturing capabilities. We are always open to developing new products. So we will be coming out with new products, meeting customer's requirement and increasing our production capability.
What are the opportunities for bearings?
I feel the market is expecting a revival in the industry; we are increasing our market share, too. As on March 2013, it was 26 per cent. So we are Number Two, just one per cent behind the market leader.