Indigenous manufacturers are applying different strategies to stay ahead of the international brands
By EB Bureau
In a segment dominated by foreign companies and distributors, indigenous test and measurement (T&M) equipment manufacturers need to go the extra mile to survive. The Motwane Manufacturing Co Pvt Ltd, an indigenous T&M equipment maker based in Nasik, has launched its latest M-series of digital multimeters this May, in New Delhi, and claims these multimeters to be cheaper than the other competing products without compromising on quality. The company also plans to introduce 10 more new products by the end of the year.
The M-series digital multimeters comprise the industrial grade TRMS M63 and high accuracy TRMS M65. While the M63 is a specially designed industrial grade TRMS digital multimeter, the M65 is a 6000 count dual display TRMS ‘white backlit’ digital multimeter. The M65 comes with a µA range and accuracy of 0.25 per cent.
To strengthen its presence across the country and to enhance its links with its dealers, Motwane plans to launch these products in all four regions of the country—north, south, east and west.
Strategy to compete
According to Tushar Bhavsar, head, IHV sales and strategy, The Motwane Manufacturing Co, the need of the hour is to stay ahead of competitors. “Apart from high accuracy, reliability, linearity and good performance, the M-series digital multimeters are very competitive on price. Though we are yet to set a price range, these multimeters will suit every pocket. Ruggedness, safety, quality and performance are the four words that sum up the benefits of the M-series digital multimeters,” he says.
Designed in Motwane’s own R&D laboratory in Nasik, the M63 and M65 can be used by companies in the power electronics industries, heavy engineering industries, defence and aviation sector, etc, and are protected with CE CAT IV 600 V safety rating, apart from complying with 61010-1-2010 and IP 54 safety standards. “As far as quality and performance is concerned, our instruments can compete with any international brand. Also, consumers will prefer our products vis a vis an international brand as we are an indigenous manufacturer and can provide better after sales service,” adds Tushar Bhavsar.
Commenting on the strategy to compete with the MNCs in the T&M equipment domain, Tushar Bhavsar says, “We have developed many unique products that differentiate us from our competitors. Motwane is an engineering company and we understand the exact needs of engineers and manufacture products to meet their requirements. We apply the philosophy of low cost ownership while developing our products and our promise to our customers is that we will offer the best and latest technology at very affordable prices. To help serve our clients better, we have built a huge direct sales and application network across India, which is the largest in the T&M industry.”
While the T&M industry is heavily dominated by MNCs, Indian companies like Motwane, Rishabh and Eltel are a few players that have built a reputation for themselves.
