Want to make Plazma Technologies a brand that India is proud of: Arundhati
Registered in 1991, PLAZMA Technologies Pvt. Ltd., is an organization based upon a technology of unlimited growth befitting the needs of the present and the future. Beyond metal cutting ‘PLAZMA’ finds application in Metal Welding, Material Waste Disposal etc. The present customer base is spread over 1000 users comprising of large PSUs, corporate houses, multinationals and small as well as medium sector units across India, Africa, Kuwait, Mauritius, Sri Lanka, South Africa, UAE and other countries.
PLAZMA tied up in year 2000 with Fanuc India for giving accurate, 3 Dimensional RoboPlazma™ cutting solutions and systems as integrators for various applications such as sheet metal, pipes, sections, tubes, I-beams, thin as well as thick plate beveling, architectural designs in 3 dimensional cutting of structural, all types of fabrication requirements, billets, saw pipes et all.
Besides, Plazma is socially responsible in addressing the gap between educational institutes and the industry by linking theoretical education with practical applications. This is creating a strong talent pool for Plazma that is driving further innovation and development.
Ms. Arundhati, the Managing Director of Plazma Technologies during a conversation with Bhalchandra Chorghade, Editor, CNCTimes.com, throws light on the company’s achievements, its mission, vision as also discusses the Indian market and behavioral pattern of the customers.
The Beginning
As we all know, Plasma is the fourth state of matter. Solid, liquid, gas and then Plasma. Normally it is used for cutting stainless steel metal and we also started that way. We wanted to provide complete solutions and not only cutting, so went a step ahead and made plasma more intelligent by using robotics, developing softwares, mechatronics et all. The entire technology is developed by us in-house and has secured patents for 82 countries such as Africa, Europe, USA, Canada besides the notable registration of a patent for robotic arm from Japan.
Our idea is our true capital so we never copied and always invented and innovated. We always benchmarked our products with global competition. We have always been our own competitors and that is how we succeeded in taking the NC control to larger perspective. We believe in living in 5D and not 3D so we kept on expanding and developed all mechanisms at every level on our own.
Industrial Applications
Anyone who is using metal needs it to be cut, whether welded or processed. We started with a small typewriter-size plasma cutting machines and developed a new plasma cutting application every year. Its 25 years since we are in the Indian market and till date have installed 1,200 machines across India. Any material coming out to customers in plate form is sized on our machines. Why only cold plate cutting, we got into hot think plate cutting as it comes out of the mill also and are proud of our achievements.
Market Situation
We always stayed ahead of the curve by giving our customers solution. We have machines that range from Rs 1 Lakh to Rs 5 crore, as we sale brand new machine as well as our own re-conditioned machines. We are solution providers and want our customers to get solution for everything. Our motto is that once any customer walks into our plant, he should leave satisfied. To maintain that, you need to survive and to survive you need to keep innovating/developing. We always strive to upgrade our machine and keep expanding the customer’s vision compelling him to come back to us and not run around to ask for solutions that he needs. We cater to what market is willing to pay and give intelligent technology. Generally speaking, the market is improving and we are already seeing a boost. The infrastructure is getting better. All we need is to produce better product smartly and indigenously.
Customer Behaviour
Indian customers are very emotional. If he is emotionally attached to your product/company, then he can do anything and pay anything to purchase your product/service. His involvement comes in his belief, trust and faith. I believe in what user is thinking so that it becomes easy. It is a simple idea that is executed simply.
Price Sensitivity
In India, everything starts with price since here the cost of finance is very high. A manufacturer has to look at it. Indian consumers want quality but have constraints. Though they want value but believe in lesser, so it’s all about compromises. We have struck the fine balance of giving them a quality product that delivers as per their requirement. It is all about developing customer awareness. As we make in India, obviously our cost / price is lesser than any competitions so customer get a World standard product at affordable price.
Marketing Strategy
I always beat myself. My yesterday’s idea better not be the same tomorrow since there is today between yesterday and tomorrow. We have been following the same pitch as we never catch up with the competition but want others to catch us up. I never compromise on price and will give the best in the available cost. I own my product and stay ahead of everybody. I always create a safe environment around me so that everybody feels comfortable and the productivity increases.
Make in India
The idea hasn’t really percolated. Foreign companies setting up manufacturing plants in India is not Make in India. The concept is about many SMEs who are innovating and getting better to continue being part of Make in India. The idea is brilliant and superb but there is no properly developed channel to take the productivity to the next level. Innovation works in India as long as they register their products under the design, copy right and trade mark etc. They should invent and innovate something that will benefit them as well as the country. They should get a trademark so no one copies. Medium and small medium enterprises are our backbone and there are many avenues available to make it big. Even infrastructure is available so one needs to just go and exploit the facilities.
Globally Competitive?
I think Indian machine tool manufacturers are better than their global counterparts. They indulge in engineering of compromise which we don’t do so we are the best. Creating a world out of zero is something to learn from us Indians. It’s only we who have the capability to stretch the money, but we do not innovate. I think we are amazing since thought process of getting any job done is our speciality. This is the reason why Indians are successful globally. It’s because of never-say-no attitude of ours that we work better abroad. We never refuse to do any work and the thing is that we need to use this quality of ours and nurture it. Provide the best information to an Indian and will go to extent to get the work done and survive. I believe in Indians totally.
Vision 2020
I want to make Plazma Technologies a company of tomorrow. It should become a brand what India will be proud of. My country should be proud of my product and I want my people to get maximum exposure and want people to develop that hunger of success. Tomorrow, people should say take name of Plazma Technologies in same breathe as that of Tatas, Birlas. In engineering we are nowhere, but want to change that perspective of Indians.