'I Get 91% Repeat Orders Because Of My Technology, Performance, Service'

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'I Get 91% Repeat Orders Because Of My Technology, Performance, Service'

Krsna Engineering Works is an innovator of dyeing technology in India, in soft/over flow dyeing machines. The company has won the President’s Award twice for in-house development of energy-saving, environ friendly soft flow dyeing, first time in India. Chandresh Shah, Managing Director, Krsna Engineering Works, talks about his success in import substitution, and his firm belief that Indian textile technology will find its place under the sun. Tell us about the success of your machines. We have sold more than 3000 machines worldwide till now. We have been manufacturing our KRSNA Soft Flow Dyeing machine for the last 30 years and we have commissioned more than 3000 units successfully till now and these are working perfectly. We get 91% repeat orders for this machine, so much so that we don’t even have to market this product. Customers just come to us when they need this machine. We were the pioneers for this machine but today we have more than 10 manufacturers in the segment. But we are far ahead of them in terms of technology, and performance. We are happy and satisfied that foreign machines have been replaced with our machines. We have recently brought a European technology from France and Germany and we have already started manufacturing the machine in India. We have supplied and commissioned this machine in Ludhiana and are expecting all results soon. I am sure we have the Indian market well covered with our machine and technology, our customers are not going for imported machines. Instead, they prefer Indian machines with European technology. How did you face competition from established world players, and the mind-block of mills that European technology is the best. Right now, we don’t find any competition from Europe. But yes, we are facing some competition from Turkey and China, on the price front. Turkey has started selling machines at fairly low prices, may be because of their weak currency. Secondly, reconditioned machines coming in from Europe and China, was a cause for concern for Indian manufacturers. But now these machines attract the same rate of customs duty as new machines. So this is good news for us. But currently, for example out of 10 machines, we are selling six machines, two are coming from another country and two are reconditioned. How ahead in terms of technology and market reach are you compared to international competitors. And how did you achieve this? If you compare with the last ITMA – 2019, we are at par with our international competitors, we were also offering the same technologies as them. Nowadays my technology is very much similar to European technology. We are using the same PLC, valve and materials, but the only thing is European machine has a better finish. But we are getting there too. How is the market for you at present? We have enough orders in hand. The market is currently unbelievably dull, yet we are getting good orders from the domestic market especially. The issue we are facing is that the customer is not taking the delivery of the machine because of the cash crunch in the market. So this is the only problem right now. Right now, we are fully booked till end of March 2023. We have received orders from Peru, Sri Lanka, Bangladesh, Indonesia, etc. and more orders are expected during India ITME 2022. Why has success been slow for the Indian textile engineering industry? Your message to the industry. Focus on improving on your products and use the best manufacturing technologies available. Then you need not worry, customer will come directly to you, no need of marketing too. As far as Indian economy or market is concerned, we are still in a better shape than other countries. I am extremely optimistic about the market right now. Till the end of this year, the market will be remain fizzy, but I am sure from January onwards, as far as Indian market is concerned, everything will be back on track. Where do you envision Indian textile engineering industry in the next five years? We are the most viable option for European or Chinese machinery, you see. Right now, European companies are looking for good partners and collaborations. In such a competitive market, customer will not go for European machinery. Yes, bigger groups will go for the European machinery, but others won’t. If they go with the European or imported machinery, they won’t survive in the local market as the costs will go up. I am very optimistic, go with the Indian manufacturer, good technology, and boost the Make In India initiative. Your views on the government policies for Make In India. It’s a very good initiative by the government. We have not really benefitted from it yet as we had purchased the technologies, etc before the scheme was launched. But those who have taken the benefit of the scheme find it to be a good scheme. Yes, if I have to go for an expansion, I’ll definitely move ahead with the Make In India initiative. Is there anything else that you'd like to share with us? Personally, I would like to tell the textile industry and the government of India, to believe in the Indian machinery manufacturers and give them a little more time and support; and you will get better product, better technology and services, better than what the conventional leaders have to offer.