Over the last few decades, the cutting market tool has been witnessing steady growth. However, this market is still in its nascent stage and is yet to fully mature. This market displays great potential for expansion and development thus promoting an influx of players that have the opportunity to grow. However, this segment is highly fragmented with vendors encountering several challenges such as lack of skilled manpower, insufficient investments, and an inadequate number of localized R&D facilities to stay in parallel with the trending technologies and techniques. Moreover, meeting customer requirements is key. Customers demand a synergy between superior performance and an economical price in a tool to be achieved. This balance is hard to attain since the development cost of a high-performance tool is extremely high.
EMUGE-FRANKEN India, incepted in 2000 as a joint venture with Precomp Tools and now a subsidiary of the EMUGE-FRANKEN group, seamlessly addresses the aforementioned challenges with its multi-pronged strategy that ranges from internal training programs aimed at skill development to management of resources and products. “Normally the phrases ‘high-performance tool’ and ‘economical price’ never fit
together in a statement, since the development cost of a high-performance tool is extremely high. However, a different selling approach to bridge the gap between expectations and reality helps the customer unlock the values our products have to offer, and this has been the key to our success so far,” informs Santosh Ullal, CEO of Emuge-Franken India.
The EMUGE-FRANKEN group with its rich market experience of 100 years has helped the well-renowned organization command quite the market presence. The company specializes in the delivery of advanced and novel precision cutting tools, tool holding systems and its high precision workpiece clamping systems. Over the years, the group has successfully launched a broad range of innovative products like the Soft-Synchro holder, the Innoform tap, PUNCH-tap & TAPTOR®(in collaboration with AUDI), Speed-Synchro®, PoCoSys, Cut and Form Endmill and so on.
The EMUGEFRANKEN group with its rich market experience of 100 years has helped the well-renowned organization command quite the market presence
Meeting Customer Demands
In the Indian subsidiary, its thread cutting and forming tools, tap holders and clamping systems under the brand EMUGE are well received by the customers and mostly looked at as ‘problem solvers’. In the field of milling tools and holding systems, marketed under the brand ‘FRANKEN’, the tools have been received equally well in a very price-sensitive and competitive market. “The single major factor that differentiates us from other players, is the service and engagement we offer to our customers. We never conduct over-the-counter sales. It is the direct contact with the customer, either through our vast network of field specialists or dedicated channel partners, that help us get closer to the customer and deliver what we promise,” says Santosh.
He goes on to tell us that what started as a venture with a small manufacturing unit of 1500 Sq. m at Pune in 2000, has been expanded to a total area of 3800 Sq. m. The company envisions to further scale up its manufacturing unit to 5600 Sq. m. Santosh concludes, “Currently we are on a big recruitment drive to expand our team to ensure that the best of products and services can be offered to every customer in this vast and promising country.”