Blum-Novotest to focus mainly on visibility during IMTEX 2017: BV Shyam

By Niraj M Wanikar, Chief Editor, CNCTimes.com, 2017-01-24 16:52:00

The one company that is blooming in measuring solutions providing sector is Blum-Novotest Measuring and Testing Technology Pvt Ltd. The company based in Grünkraut near Ravensburg, Germany was known for manufacturing components for machine tools till 1968 when it started coming up with measuring solutions for the machine tool industry. Its 450-strong workforce world over and 16 dedicated personnel in India make it one of the fastest growing companies in the country.

Encouraging Growth
“We are achieving growth. Our network in India has been growing every year. We have been catering to the entire engineering industry, though 60% of our revenue comes from automotive industry. In the automotive sector, we are offering services to all OEEs besides Tier-I and Tier-II companies. The business is quite encouraging and this year has been very good. During the time of recession also our business was stable. All in all, we are a growing company in India and our market share has been increasing with each passing year,” Managing Director (India) of Blum-Novotest, Mr BV Shyam said while speaking to Niraj Wanikar, Managing Director, CNCTimes.com.

About the Company
Blum-Novotest is recognised as a developer of innovative as well as high quality measuring and testing technology. The company offers products from three company divisions-- Measuring Components, Measuring and Testing Technology and Novotest Test Engineering.

The division 'Measuring Components' develops and produces high quality measuring technology for machine tools. It offers laser measuring systems and probes for tool setting and monitoring, touch probes for workpiece and tool measurement as well as sophisticated probing software for comprehensive production control in initial setup. Similarly, the 'Measuring and Testing Technology' division offers state-of-the-art, well proven solutions for dimensional or geometric measurement and crack testing for mainly rotation symmetrical parts in the automotive industry and its component suppliers. Furthermore it is a capable partner for special measuring and testing demands.

'NOVOTEST' is the Test Engineering division of Blum-Novotest GmbH. NOVOTEST plans, designs, engineers and manufactures test benches for function, endurance and lifetime testing for the automotive, hydraulics and aircraft industries. The scope of supply and services incorporates planning, design and construction as well as the integration into customers’ automation systems.

“Our focus has been service so we are having lot of repeat customers. They are the ones who have been associated with us since we began our Indian operations and are happy with our service and application-based approach. This way we have been scoring over our competitors,” Mr. Shyam said.

Business Strategy
Asked about business strategy adopted by the company, Mr. Shyam said, “We are catering mainly to the end users and our OEE sales volume is not too high. This is because pricing factor though we are working on the requirements of machine tool builders. We are also trying to find a balance between technology and pricing.”

“For us, reaching end users is very important. So, we are also engaging our channel partners and generate leads. We are also looking at converting these channel partners into system integrators wherein we will give them responsibility for installation of the products and training. Currently, we have around seven channel partners spread across India and the number is growing,” Mr. Shyam added.

Strength in India
As far as region-wise strength is concerned, Blum Novotest is very strong in South and West India while National Capital Region (NCR) is getting stronger as the company is getting good amount of business from that area. “Cross referencing is also working well for us. We have good business from Pune and Bangalore as also from pockets in Kolhapur. Our base in Nasik is also getting better,” Mr. Shyam said.

Branding Strategies
On question as to how Blum-Novotest is tapping the market and applying branding strategies so as to increase the funnel, Mr. Shyam said, “Personal visits along with sales calls are very important and there is no substitute for that. To increase visibility, we are participating in exhibitions though not all due to time restrictions. We mainly participate in IMTEX and Die Mold exhibitions.”

Asked whether the company gets qualified leads from exhibitions, Mr. Shyam replied that from IMTEX and Die Mold they do get good leads and that is the reason behind Blum-Novotest participating in these exhibitions. “It’s a kind of reassurance and what is important is what we have done between these two exhibitions. We convey our availability and future plans at these exhibitions,” he added.

Launch at IMTEX
Queried about participation in IMTEX 2017 and if the company is launching any products, Mr. Shyam said, “It’s very interesting for us to participate in IMTEX 2017 since the industry is opening up and getting vibrant. We expect business to be good as it’s a platform where we can display our technology. We are launching roughness gauge at the IMTEX 2017 which can measure surface roughness within the machine. We will be focusing on production metrology.”

“As far as preparations for IMTEX 2017 is concerned, this is a major exhibition for us as our President Mr. Alexander Blum will be visiting the IMTEX along with Indian subsidiary head,” he said adding, “We do a lot of benchmarking on our products and make test installation before actual purchase. New customer wants to know ROI before installing the same on machine. He first uses it and then place a purchase order.”

“We expect our revenue to grow by 10-15 percent after IMTEX 2017. Though this does not justify our investments, but the main focus is on visibility and we hope to convert the same into revenue so that it gives a boost to our performance in the next three quarters,” he concluded.

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