Rexroth promotes a unique culture of innovation by means of a systematic product engineering process. With the high level of advisory skills in sales, Rexroth creates a clear added value for the customer, says BV Ramesh, Vice President - Sales Mobile Application, Bosch Rexroth, in a chat with EQUIPMENT INDIA. Excerpts from the interview.

How do you view the evolution of the drive and control technology for the last one decade, especially for the development of mobile hydraulics technology for construction equipment?
Construction equipment provides valuable mechanisation at sites by increasing the productivity and reducing a number of dangerous manual tasks, at optimum cost. For decades now, Rexroth has been partnering with OEMs to develop drive and control solutions for construction equipment where high-performance is of importance and characterised by dependability, robustness and ease of operation. In the last few years, with oil prices going up, increasing safety standards and stringent emission norms, construction equipment manufacturers are looking for solutions. We, at Rexroth, are able to solve such challenges!

Tell us what Bosch Rexroth is doing to increase the efficient factor.
Bosch Rexroth is a specialist in its field, supporting its customers with cutting-edge technology and unique industry knowledge. Our associates across the globe are developing tailored, safe and resource-friendly solutions for machine manufacturers and end-users, by suggesting energy efficient products and solutions and helping to raise productivity. We make it easy to use cross-technology solutions by means of predefined functions and integrated engineering tools.

To what extent has the stringent emission norms and increasing demand for highly fuel and energy efficient equipment impacted the growth of the drive and control technology?
Technologies are continually developing with a flood of standards and regulations. Some of these have a huge effect on development and manufacturing particularly emission norms and energy-efficient products and solutions. India as a country is not an exception to these regulations. For example, exhaust norms mainly to restrict noise and reduce exhaust gas components. To achieve this, significant efforts are required. Special attention needs to be given to follow these norms, to develop solutions which will enhance performance. Energy-efficient products and solutions coupled with machine safety are important parameters that aid the use of energy intelligently.

How do you view the interface between an OEM, component manufacturer and the end-user?
We work closely with end-users as well as OEMs. End-users give us the best feedback on their expectations, the issues and requirements they face in the field. These work as a strong input to us and our engineers transform this to technological developments and apply them collaboratively with OEMS.

What are the core competencies of Bosch Rexroth?
Bosch Rexroth is the perfect partner for mechanical and plant engineering and supplies component as well as innovative solutions. In short, Bosch Rexroth is one of the leading specialists in the field of drive and control technologies. We represent a one-stop source which no other competitor can provide. We develop both specialised and integrated, cross-technology concepts. Bosch Rexroth combines product knowhow and in-depth understandings of all drive and control technologies with comprehensive industry expertise. Building on that, our team of specialists develops cross-technology solutions in cooperation with our customers.

System solutions from Rexroth increase productivity, improve machine safety and enhance energy efficiency because all components work together perfectly.

Tell us about the R&D spent and where it is heading.
Bosch Rexroth has invested in research and development, to follow global standards with local requirements. We have highly qualified employees in R&D, who work towards providing `just enough technology` and expanding our product portfolio to meet market demands. This comes from product innovation and product standardisation. Rexroth promotes a unique culture of innovation by means of a systematic product engineering process. With the high level of advisory skills in sales, Rexroth creates a clear added value for the customer.

What are the solutions you provide to the earthmoving and material handling equipment segments?
In mobile applications, Rexroth combines product and system expertise and develops a complete operational drive solution in close cooperation with customers and end-users. The requirements in the field of earthmoving and material handling demand individual solutions with maximum productivity and operational reliability. The focus is not on the single product but on the whole machine function. Therefore, the components need to be perfectly optimised to each other to suit machine dynamics for stable movement of heavy loads with convenient hydrostatic drives.

The focal points of our work on these kinds of equipment, along with our OEMs, are in-depth application engineering, commissioning of the machines including on-site optimisation of our components, complete load trials and excellent after-sales service support.

How do you assess the performance of the last two quarters? Has the current inflationary trends and the devaluation of the Indian currency adversely impacted the industry?
Since the last quarter of 2011, the markets have been uncertain, volatile and slow. Most sectors important for us, are characterised by delays or negative growth in the last quarters. In addition, imports are becoming very expensive, but thanks to our local manufacturing programmes, we are managing to keep pace with our customers.

Give us a brief on the manufacturing facility, capacity, and whether it is fully utilised. Any more capex on the anvil?
Rexroth first set foot on Indian soil, way back in 1975 and ever since, has grown from strength to strength. We now have a manufacturing facility, service centre in Ahmedabad and a customising unit, service centre in Bengaluru, eight direct sales offices in all major metros, and sales and service partners all over India. We are ISO 9001-2000, ISO14001:2004 & OHSAS18001:1999 certified. The company has around 800 skilled associates and sales turnover during 2011 was more than Rs. six billion. Our Vatva (Ahmedabad) plant has a state-of-the-art manufacturing facility. Products manufactured there include hydraulic control valves, pumps and packaged systems.

Our customising facility in Bengaluru focuses on manufacturing of small hydraulic power units and custom-made solutions for linear motion technology, pneumatic cylinders, pneumatic panels and cabinets.

Besides this, we provide application support and service back-up for electric drives and controls. Moreover, as a part of our future growth strategy, we have invested in our subsidiary company at Bengaluru to ramp up gear pump capacities and also have invested in our greenfield facility near Sanand, Ahmedabad to bring in more products to India.

What is your take on competition?
Right from the beginning, brand Rexroth has been always associated with providing complete solutions and not just selling products. Our associates who have in-depth knowledge of various applications, work closely with various customers of these market segments. This has been one of the main reasons behind broadening our customer base; now customers are confident of not only getting the right product from Bosch Rexroth but also the right overall solution/technology for all requirements of their machine. This is our distinct advantage over the competition in various product and market segments.

What are the challenges Bosch Rexroth is facing?
As mentioned earlier, markets are changing very rapidly. In order to remain in competition and to offer customer specific products and solutions, constant technological advancements are required, factoring in external factors such legal norms and economic situations. Moreover, dedicated efforts and investments in new products and solutions are to be directed to meet the demands of customers locally in India. We are committed to serve the fast growing Indian market.

Rexroth offers industry-specific solutions in various technology areas such as:

• Industrial hydraulics
• Mobile hydraulics
• Electric drives and controls
• Linear motion technology
• Assembly technology
• Pneumatics