With Ecodraulics, we provide appropriate component selection
Bucher Hydraulics' development departments work out customised solutions that are convincing in terms of compact construction, energy efficiency, and durability, says Kapil Sehgal, Executive Director Commercial, Bucher Hydraulics. Speaking to Equipment India, Kapil gives an insight into concept of the Ecodrualics and its importance. Excerpts from the interview.
Tell us more about Ecodraulics.
To meet the market expectations globally, at present and in the future, Bucher Hydraulics advocates sustainable products. Bucher Hydraulics is rising to the challenge to strive towards an ecological present and future and has summarised this endeavour with Ecodraulics. Our customers are faced with an increasing number of new environment and safety requirements relative to their products. Bucher Hydraulics attaches great importance to good business partnerships and has therefore, tackled this issue vigorously; with Ecodraulics, Bucher Hydraulics provides its customer base with an appropriate concept and component selection.
Like every idea, Ecodraulics starts off as a concept and continues with everyone acting in a tangible and deliberate way. Products which Bucher Hydraulics explicitly designates as Ecodraulics items are subjected to an internal evaluation process and are only classified as ECOdraulics products if they have a verifiable ecological benefit. The customer may rest assured that by using an Ecodraulics product, he will be way above market standards in terms of environmental impact. In a clearly laid out manner, Ecodraulics incorporates all of Bucher Hydraulics' products, manufacturing processes, and services that in the broadest sense support sustainable engineering and work processes.
How energy-efficient are the Ecodraulics products?
Energy conservation is a really important aspect, but Ecodraulics goes a lot further than that. Sustainable resource utilisation and reduced emissions are on the same level. Internal conversions optimising and adapting manufacturing processes also play a significant role.
Our products comply with at least one of the following criteria:
What is the overall scenario of the hydraulics market?
During the MDA 2010 ( Motion Drive and Automation ) exhibition recently held at Mumbai, we could see that almost all hydraulic components manufactured is to serve the Indian markets with world class products, with customisation to be able to suit Indian conditions. Bucher Hydraulics around the world, is working to meet ever increasing demands of our in providing innovative hydraulic drive and control technologies for mobile and industrial hydraulic applications. We are present around the world and are recognised as better partners by our customers when it comes to developing equipments for the present and for the future.
How do you look at the competition in this segment? Is there any threat from LCC?
The competition in hydraulics is tough. Every hydraulic components provider is working to meet the expectations of our customers. Almost all recognisable global hydraulic company is already present in India. The working environment is challenging in such conditions. The LCC threat has always been there but to an extent only for standard distribution products, when it comes for customised solutions, high performance products, our customers rely on companies that offer more value than just the low price.
Brief us a bit about the challenges faced in this industry, please.
The challenge in moving forward is: Manpower training and development, since there is no hydraulic knowledge given to our young engineers at the university level. Every hydraulic manufacturer has to create a pool of talent that requires lot of time and investment. Supply chain, to find high-calibre, dedicated suppliers for our low volume high technology industry.
Which are the verticals Bucher Hydraulics is focusing on; also, tell us about the potential of each vertical.
We are focusing mainly on product segments mobile control valves (open and closed centre), high integrated circuits, compact power units, high performance gear pumps (external and internal design), load controls and elevator hydraulics. All these product segments offer good potential in the Indian market and there is a sustained demand for superior technology, high quality standard as well as customised solutions. Our future growth plans, as indicated earlier, are mostly based upon above product segments.
In the construction equipment and material handling segments, what are the solutions offered by Bucher?
We are offering various products that are suitable for above industry segments. We already are preferred suppliers for various customers around the world, such as :
As you are aware, Bucher Hydraulics started operations in India in 2007; the slowdown in 2009 did not affect us much; we had a growth of approximately 15 per cent in 2009 over 2008. That was important as being a new company in the Indian market, we rely mostly on new projects with our customers, the slowdown affects our customers and puts brakes on new projects.
But Indian OEMs realised that the slowdown period is best for developing better and evolving newer solutions for their customers and that helped us maintain our momentum in 2009. Also, our focus has been to grow in different application fields that provide us some insulation over specific industry related cyclical changes. The demand scenario from our customers is back on track and is further increasing almost at 15 per cent quarter to quarter. In some application segments, the demand has already crossed 2008's high.
What was the performance in the last two quarters, and how does Bucher look at this fiscal end?
During 2010, our efforts during the last three years yielded results and we have been able to almost double our turnover over 2009. This marks a great achievement for our team in India and I take this opportunity to thank all our customers, partners for the confidence and faith put in our capability to meet their expectations.
What sort of topline growth are you looking at in the next five years, and where do you see the growth coming from?
As part of our short to midterm strategy, it has been planned to increase our current sales turnover in India region by five times. The future growth is expected from constr?uction equipment and industrial machinery segments through various new product lines being introduced to India through our facility in Gurgaon, Haryana.
Tell us more about Ecodraulics.
To meet the market expectations globally, at present and in the future, Bucher Hydraulics advocates sustainable products. Bucher Hydraulics is rising to the challenge to strive towards an ecological present and future and has summarised this endeavour with Ecodraulics. Our customers are faced with an increasing number of new environment and safety requirements relative to their products. Bucher Hydraulics attaches great importance to good business partnerships and has therefore, tackled this issue vigorously; with Ecodraulics, Bucher Hydraulics provides its customer base with an appropriate concept and component selection.
Like every idea, Ecodraulics starts off as a concept and continues with everyone acting in a tangible and deliberate way. Products which Bucher Hydraulics explicitly designates as Ecodraulics items are subjected to an internal evaluation process and are only classified as ECOdraulics products if they have a verifiable ecological benefit. The customer may rest assured that by using an Ecodraulics product, he will be way above market standards in terms of environmental impact. In a clearly laid out manner, Ecodraulics incorporates all of Bucher Hydraulics' products, manufacturing processes, and services that in the broadest sense support sustainable engineering and work processes.
How energy-efficient are the Ecodraulics products?
Energy conservation is a really important aspect, but Ecodraulics goes a lot further than that. Sustainable resource utilisation and reduced emissions are on the same level. Internal conversions optimising and adapting manufacturing processes also play a significant role.
Our products comply with at least one of the following criteria:
- Reduced energy consumption.
- Lower emissions, such as noise or lost heat.
- Protection of the environment.
- Optimization through system design.
What is the overall scenario of the hydraulics market?
During the MDA 2010 ( Motion Drive and Automation ) exhibition recently held at Mumbai, we could see that almost all hydraulic components manufactured is to serve the Indian markets with world class products, with customisation to be able to suit Indian conditions. Bucher Hydraulics around the world, is working to meet ever increasing demands of our in providing innovative hydraulic drive and control technologies for mobile and industrial hydraulic applications. We are present around the world and are recognised as better partners by our customers when it comes to developing equipments for the present and for the future.
How do you look at the competition in this segment? Is there any threat from LCC?
The competition in hydraulics is tough. Every hydraulic components provider is working to meet the expectations of our customers. Almost all recognisable global hydraulic company is already present in India. The working environment is challenging in such conditions. The LCC threat has always been there but to an extent only for standard distribution products, when it comes for customised solutions, high performance products, our customers rely on companies that offer more value than just the low price.
Brief us a bit about the challenges faced in this industry, please.
The challenge in moving forward is: Manpower training and development, since there is no hydraulic knowledge given to our young engineers at the university level. Every hydraulic manufacturer has to create a pool of talent that requires lot of time and investment. Supply chain, to find high-calibre, dedicated suppliers for our low volume high technology industry.
Which are the verticals Bucher Hydraulics is focusing on; also, tell us about the potential of each vertical.
We are focusing mainly on product segments mobile control valves (open and closed centre), high integrated circuits, compact power units, high performance gear pumps (external and internal design), load controls and elevator hydraulics. All these product segments offer good potential in the Indian market and there is a sustained demand for superior technology, high quality standard as well as customised solutions. Our future growth plans, as indicated earlier, are mostly based upon above product segments.
In the construction equipment and material handling segments, what are the solutions offered by Bucher?
We are offering various products that are suitable for above industry segments. We already are preferred suppliers for various customers around the world, such as :
- Directional control valves - using open centre, load sensing, flow sharing technology, flow rates of 45Lpm to 600Lpm provided with features like manual, solenoid, digital, hydraulic pilot operation, joystick operation and so on.
- High integrated circuits - customised manifold solutions using cartridge valve technology
- Compact power units -- with DC and AC motors for material handling, cargo truck hydraulics and municipal applications.
- Low noise external gear pumps -- especially for industrial material handling applications.
- High performance gerotor motors - for the most demanding applications such as concrete pumps. Our important customers in India include Putzmeister, TIL.
As you are aware, Bucher Hydraulics started operations in India in 2007; the slowdown in 2009 did not affect us much; we had a growth of approximately 15 per cent in 2009 over 2008. That was important as being a new company in the Indian market, we rely mostly on new projects with our customers, the slowdown affects our customers and puts brakes on new projects.
But Indian OEMs realised that the slowdown period is best for developing better and evolving newer solutions for their customers and that helped us maintain our momentum in 2009. Also, our focus has been to grow in different application fields that provide us some insulation over specific industry related cyclical changes. The demand scenario from our customers is back on track and is further increasing almost at 15 per cent quarter to quarter. In some application segments, the demand has already crossed 2008's high.
What was the performance in the last two quarters, and how does Bucher look at this fiscal end?
During 2010, our efforts during the last three years yielded results and we have been able to almost double our turnover over 2009. This marks a great achievement for our team in India and I take this opportunity to thank all our customers, partners for the confidence and faith put in our capability to meet their expectations.
What sort of topline growth are you looking at in the next five years, and where do you see the growth coming from?
As part of our short to midterm strategy, it has been planned to increase our current sales turnover in India region by five times. The future growth is expected from constr?uction equipment and industrial machinery segments through various new product lines being introduced to India through our facility in Gurgaon, Haryana.
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