The market for metal finishing and chrome plating is growing at an accelerated pace, driven by the boom experienced by the automobile sector. Globally, the industry is expected to reach a valuation of $110.3 billion by 2027, with the Asia-Pacific region recording the highest rate of growth, and India growing at the quickest pace. Key drivers behind the industry’s advancement include the rising demand for finished metal products, requirement for enhanced product performance and durability, increasing focus on sustainability and environmental regulations, technological advancements, and emerging markets. Additionally, industry’s advancement is increasing consumer purchase power, which is leading to an increase in the number of automobile purchases, as well as fueling the demand for high-quality metal finishes. As consumer preferences continue to evolve and refine, Nashik based Macks Surface Treatment Pvt. Ltd. (MSTPL) strives to stay at the forefront of evolving needs. Established in 1990 by Rahul Nigam, MSTPL is a prominent metal surface treatment services company catering to the automobile sector with its cutting-edge solutions.
Wide-Spanning Manufacturing Capabilities
Since its inception, MSTPL has grown immensely, achieving over 38 percent market share in India, solidifying its position as the largest manufacturer of inner tubes and piston rods for motorcycles and scooters. Propelled by its excellence, the company has expanded its presence panIndia, establishing 14 plants in 7 cities across 5 states, and growing into a team of over 1000 workers. Leveraging this vast capacity, the company successfully produced over 14 million inner tubes for front forks in 2024 alone. Along with this, it also manufactured over 12 million piston rods for the two-wheeler shock absorber sector.
This robust setup and exceptional production capacity powered by IATF 16949, ISO 9001, ISO 14001 and ISO 45001 certifications, among others, has allowed the company to cater to the needs of over 38 percent OEMs of the two-wheeler sector in India as tier II suppliers. “Our products have a share in over 35 percent of motorcycles and 50 percent of scooters manufactured in India. MSTPL has built in the last 34 years a most enviable record in the supply of piston rods for shock absorbers and inner tube for front forks to most of the two-wheeler manufacturers in India, an industry that prides itself on cutting edge quality and price consciousness. The organization has been built upon the ethos of 'Providing Customer Solution’ for over 30 years, and today supplies more than 2.5 million components each month”, shares Rahul Nigam, Founder & Chairman, MSTPL.
In addition to these capabilities, the company has also adopted several robust strategies which facilitate seamless transitions as per the dynamic needs of the sector. By developing a change management plan, the firm ensures a smooth transition and effortless agility in implementation, monitoring, and reporting of the success of the change. Aligned with the change plan, the company prepares the organization by raising awareness of the existing challenges, and how proposed changes will help overcome the issues.
Additionally, introducing changes in an incremental manner, tweaking and modifying existing systems, structures, or strategies, along with setting goals for monitoring performance, and offering learning opportunities through
programs like Q for next decade, which are aimed at addressing Q challenges in the future are some key practices which set the firm in a favorable position.
Quality-Led Excellence
One of MSTPL’s USPs lies in the company’s quality centered manufacturing practices. A number of quality control inspections, and methods like sampling, testing, and feedback have been integrated into the production procedures, which are utilized for verifying the quality of products as well as the effectiveness of processes. Additionally, documentation and records of quality control activities and results of the assessments are maintained to identify deviations and areas of improvement.
“We take quality assurance very seriously, and as such, focus on key aspects such as personnel training to help create a safe work environment and products that meet customers' needs, utilizing data-driven tools to test products and set standards, prioritizing innovation, investing in R&D to maintaining our competitive edge, strengthening relationships with customers to boost loyalty, offering industry leading quality, cost, and delivery, and maintaining consistency by integrating automations at varied stages throughout the manufacturing procedure. These measures enable us to provide consistency, building brand reputation”, adds Dr Sanjay Pandey, Managing Director, MSTPL.
While ensuring quality, MSTPL also focuses on balancing it with price, which is critical for catering to a price conscious audience in a fiercely competitive domain. To achieve this, the firm conducts market research to identify market demands and expectations (with respect to pricing), followed by cost analysis efforts for direct costs including materials and labor along with indirect costs like marketing and overheads.
MSTPL has flourished over the decades, not only expanding its presence across India, but also debuting overseas, catering to a number of international clients, most prominently in the Southeast Asian nations
This is further accompanied by measures to benchmark competitor products and prices, which helps the firm form and adopt dynamic pricing models, modifying prices based on demand and competition or opt for a tiered pricing model. The costs are further controlled by utilizing value engineering methods, wearing product components and functions are analysed to identify potential cost reduction prices.
Maintaining Competitive Edge
Empowered by a team of exceptionally trained workforce, MSTPL has established its excellence in the industry, and boasts a proven track record in QCD with its existing client base. The company leverages a unique approach of staying ahead of the potential demand through continuous investments in new plants, and extensive R&D capabilities along with efforts to continually gauge market sentiment. By effectively managing its 14 manufacturing facilities, not only does the company offer clients benefits of easy access, but also enhances its own ability to accommodate changing market demands.
The implementation of technological tools including automation and real-time data for advancing manufacturing processes, integration of communication and collaboration tools, adherence to lean manufacturing processes, streamlining supply chain management, and continued efforts to improve processes, products, and services have played a pivotal role in taking the firm to new levels of success.
Consequently, MSTPL has flourished over the decades, not only expanding its presence across India, but also debuting overseas, catering to a number of international clients, most prominently in the Southeast Asian nations. Overcoming challenges posed by supply chain disruptions, regulatory compliance, threat of cyber attacks, inventory management, following sustainability practices as per the international standards, and forging partnerships by understanding cross-cultural dynamics, have strengthened the company and has positioned it as a reliable partner.
Keeping up with this trajectory, the company has big plans for expanding its reach in the coming years. The company thrives on the belief that technology advancements in any part of the world can be adapted effectively by the team at Macks Surface Treatments, and utilized for improving its services and products.
Following this belief, the company aspires to stay ahead of market changes, and continually roll out technologically advanced solutions that perfectly meet and exceed customer expectations. In addition, it plans to remain keen on learning about emerging market patterns and opportunities and adapt to the changing dynamics by leveraging collaborations with industry experts, as well as engaging in technology transfers with leading industry authorities.
Through these multifaceted strategies, MSTPL is driven to retain its industry leading position, marching towards grabbing a greater market share.
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