Hoffmann is in India to stay for long

By Niraj M Wanikar, Chief Editor, CNCTimes.com, 2017-01-27 00:45:00

The Hoffmann Group wrote the first chapter in its story back in 1919. Quality and expert advice were our focus from the very start, and ever since then we have seen our company grow organically and continue pursuing its path to success.

The company is often asked what it does differently or why it does things better than others. Perhaps it's because it believe that every pair of pliers, every spanner, every cutting disc and every milling cutter represents much more than just a means to an end – its very purpose is to create the best possible results for users. The tools, the markets and even the type of service it provides might have changed, but its passion hasn’t: A passion for quality tools that create perfect results in your hands continues to burn.

In conversation with CNCTimes.com, Dr Robert Blackburn, CEO; Mr Martin Reichenecker, CSO and Mr Pinaki Banerjee, MD, Asia Pacific and India talk about the company’s vision and mission.

The Excerpts:

Please tell us about Hoffmann’s journey in India?
In a word, Hoffmann is an apple of the tool industry. We are German quality, German design and engineered tools. We invest significant into research and design. Hoffmann has its own brands like Garant and Holex. We also do little bit of manufacturing but mostly focus on design and development of our own brands. We are also distributors to over top 500 world’s top premium brands. We are global company with 1.1 billions of Euros in revenue 2000 people working round the world 80 countries with 135 thousands customers every day. Hoffmann has its presence in India because of customer demands and high potential market. We are India for India but also India for world. We make in India.

What is Hoffmann’s branding strategy?
We have brands like Hoffmann, Holex and Garant which has products with best quality and reliability. If a customer is looking for the product for just one time use, then he is not going to buy from us. Rather, if he is interested in long time usage then he is at the right place. Our brands have the premium quality and reliability that every customer wants.

What is your main purpose behind participating in IMTEX 2017?
The main purpose behind participating in IMTEX is to create awareness amongst the Indian customer as we are new to the Indian market. We want to know about the customer requirement here and feel that IMTEX is the right platform for us. It takes a lot of effort and investment to do this kind of events and we are fundamentally committed to the Indian market. We are here for long haul. We want to provide real solution to the customers. Every year, we are introducing 14 to 15,000 new products in our catalogue, therefore, we are not launching any product at IMTEX, but we are showcasing our catalogue. We research and design products according to the customer demand.

What is the vision of the company?
Our vision is to become a big Indian company for all sectors of the market. Our vision is to not only serve the big markets in India, but also want customers from small and medium enterprises from different regions as they are the innovation drivers. If we are able to achieve this in next 5-10 years, then our vision is fulfilled.

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