Lubricating the Manufacturing Sector of India - The Incredible Stories of Indian Manufacturing

1. August -2019
VOL 8
ISSUE 02
Emami
Building and Strengthening a New India
Cement
www.insightssuccess.in
The Incredible Stories of Indian Manufacturing

4. SME-SMO Executives Manoj Shelge
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5. From the
Editor
ndia’s industrial and manufacturing sector is deeply
Irooted in its history. The handicrafts created by local
artisans using locally available raw material and
indigenous tools ruled trades and were famous across the
globe. Textile manufacturing has been known as the gift of
Indian peninsula to the world. Indian textile has draped the
world since time immemorial. While manufacturing
industries flourished under the rule of several dynasties
that ruled the Indian sub-continent for ages, things
became a bit stagnant under the British Rule. The real
beginning of the modem industry in India started with the
establishment of the cotton textile industry at Mumbai in
1854.
After Independence, several policies were made to boost
the manufacturing sector and bring India to the forefront of
manufacturing in the world. But the initial policies and
structure didn’t do the magic they were expected to do.
The Gulf Oil Crisis, Agriculture Issues and the political
turmoil in the country, added to the woes. In 1991, with
Liberalization and introduction of Foreign Direct
Investment (FDI), opened up new avenues. The key
objective was to bring growth, boost productivity, provide
employment and optimally utilize human resources.
Gradually, with educational reforms, policy reforms,
political stability, and several new and innovative initiatives,
India now stands as an attractive hub for foreign
investments in the manufacturing sector. Smart phones,
luxury automobiles, among others, have set up or are
looking to establish their manufacturing base in the
country. The current Make in India Initiative is focused on
boosting the manufacturing industry and Goods and
Services Tax (GST) is expected to make India a common
market with a GDP of US$ 2.5 trillion. The Indian
Manufacturing Sector is poised to reach US$ 1 trillion by
2025 and India is expected to become the fifth largest
manufacturing country in the world by the end of the year
2020. With such a positive impetus, the manufacturers are
waiting to realize the long-held dream of putting India in
the top ranks.
Lubricating
the Manufacturing
Sector of India
Sneha Sinha

6. COVER STORY
CXO STANDPOINT ARTICLE
08
24
Evolving Manufacturing
The Essence of Innovation
in Indian Manufacturing
Emami
Cement
Building and
Strengthening
a New India
Trends to Watch
Cement Manufacturing:
Opportunities and Challenges
34

7. INTERVIEW WITH INSIGHTS SUCCESS
26
EMDET
Designing and Manufacturing
for Automotive
20 Ayoki Fabricon
Building a Progressive Economy
32
Drona Aviation
Providing Innovators
with a Robust Platform
18
Deesha Impex
Manufacturing and Exporting
High-Quality Precision Equipment
CONT
ENTS 38
Neoplast Engineering
Providing Quality and Innovative
Plastic Processing Machines since 1973

8. Ideating and Manufacturing
a New India
he Manufacturing Sector of a country is a principal indicator of its economic
Tdevelopment. Besides providing the population with its basic needs, it leads to a
diversified economy. In India, Manufacturing has emerged as one of the high
growth sectors.
The sector is currently witnessing huge investments, both domestic and foreign. This issue
of Insights Success, celebrates “The Incredible Stories of Indian Manufacturing”. The
companies in this issue are an eclectic mix of proven credibility and new innovative ideas
that are set to create the mark of a new India on the world map.
The Cover Story of this issue features Emami Cement, a leading cement manufacturing
company in Eastern India and a part of Emami Group of Companies; an Indian
Conglomerate.
Also featuring in this issue are Drona Aviation, an IIT-Bombay based startup building an
ecosystem for drone innovation, NeoPlast, a renowned, reputed and reliable partner for the
plastic processing machinery in Global market and Deesha Impex, a reliable manufacturer
and exporter of plastic equipment and machinery.
The issue also highlights the CXO Standpoint of Dibyajyoti Guha and Debalina Roy,
Star Cement Limited. The insightful interviews of Ganesh Kumar, Managing Director
of Ayoki Fabricon Pvt Ltd and Ranjot Singh, CEO & MD of Emdet Jamshedpur Pvt
Ltd showcase their manufacturing stories. Go through our in-house article The Essence of
Innovation in Indian Manufacturing from Evolving Manufacturing.
We hope you enjoy reading this issue as much as we did while creating it!!
Incredible Stories
The
of
Indian Manufacturing

10. Aditya Agarwal & Manish Goenka
Promoter & Director

11. Emami
CementBuilding and Strengthening a New India
cover
Story
“The year 2018-19 rode on strong demand in
the East, which helped the cement business to
break all its previous records and earn gross
revenue of Rs 1800 Cr approx.”

12. The City of Joy, Kolkata is home to Emami Group
of Companies; an Indian Conglomerate that has
eleven key businesses with a presence in over
sixty-three countries with a turnover of around Rs 20,000
crores and a workforce over 25,000 people. The Group has
its presence in diversified sectors such as FMCG, newsprint
and packaging boards, edible oil, biodiesel, real estate,
hospitals, ballpoint tip, retail pharmacy chain, retail book &
leisure store, cement, solar power and contemporary art.
The Emami Group has several leading companies under its
umbrella and some of them include Emami Limited
(Flagship company of the Group); Emami Paper Mills
Limited; Emami Agrotech Limited; CRI Limited; Emami
Realty Limited and many more.
Founding Partners
Emami Group’s foundation was laid in 1974 when
childhood friends, Radhe Shyam Agarwal and Radhe
Shyam Goenka, came together to set up a company -
Kemco Chemicals, an ayurvedic medicine and cosmetic
manufacturing unit. The vision and innovative approach of
founders transformed Kemco Chemicals into India’s one of
the leading and listed Companies - Emami Limited, which
is the flagship company of the Group. Both the founders are
currently the Joint Chairman of the Emami Group of
Companies.
Setting foot into the Cement Market
Emami Group forayed into cement business by
incorporating a separate company - Emami Cement
Limited on June 13, 2007. The company began its journey
with an integrated cement plant with a clinker capacity of
1.98 million tonnes per annum (MTPA), and cement
capacity of 2.50 MTPA at Risda in Chhattisgarh in 2016. At
present, Emami Cement has four cement plants in operation
with an installed capacity of 8.1 MTPA. It has an integrated
cement plant at Risda in Chhattisgarh and three grinding
units, one each at Panagarh in West Bengal, Bhabua in
Bihar, and Jajpur in Odisha.
By 2020, the company’s cement capacity is all set to
increase to 9.3 MTPA. Its cement is sold under the brand
name - ‘Emami Double Bull Cement’.
During the period of 2008-2019, Emami Cement has
invested a total of over Rs 4000 crore for setting up three
green-field plants and also for acquiring a grinding unit in
Bihar.
Team Cement – Uniting the Best
Headquartered at Kolkata, the cement company’s core team
includes Manish Goenka, Whole-time Director &
Executive Chairman; Aditya Vardhan Agarwal, Promoter
Director; Vivek Chawla, Whole-time Director & CEO;
Vinit Kumar Tiwari, Chief Marketing Officer; Rajiv
Ranjan Thakur, Chief Financial Officer; Samar Banerjee,
Vice President – HR, and Debendra Banthiya, Company
Secretary.
Vivek Chawla, the current CEO, has over 35 years of
experience in cement and aluminium industries working
across functions including management, operations, sales
and marketing, projects and commercial. He joined Emami
Cement in August 2016.
Emami Cement launched its cement under the brand
‘Double Bull’, which signifies the promise of strength in its
cement. The ‘Emami Double Bull’ brand was launched in
the markets of West Bengal, Odisha, Madhya Pradesh,

13. Vivek Chawla
CEO
Incredible Stories
The
of
Indian Manufacturing

14. Maharashtra, Jharkhand, Bihar, Chhattisgarh and Uttar Pradesh. Thus the company is positioning itself to capture a
significant market share in East and Central India. At present, Emami Cement has four cement plants in operation,
comprising an integrated cement plant at Risda in Chhattisgarh and three grinding units, one each at Panagarh in West
Bengal, Bhabua in Bihar, and Jajpur in Odisha.
Products that Speak for themselves
The company markets all its products under the ‘Emami Double Bull’ brand. It has a wide portfolio of products which
includes Portland Pozzolana Cement (“PPC”), Portland Slag Cement (“PSC”), 43 and 53 Grade Ordinary Portland Cement
(“OPC”) and composite cement. It primarily sells its cement to retail and institutional customers in the states of West Bengal,
Chhattisgarh, Odisha, Jharkhand, Bihar, Maharashtra and Madhya Pradesh and a part of Eastern UP. Premium PSC offering
is sold under the brand ‘Emami Double Bull SUBH’ and premium PPC offering is sold under the brand ‘Emami Double Bull
MASTER’. It sells its products to institutional customers directly under the ‘PROCEM’ brand.
Emami’s cement’s plants with stand-alone capacities – alphabetically listed
Nos Cement Plants District State
Clinker Capacity
MTPA 2019
Cement Capacity
MTPA 2019 Estd Year
1
2
3
4
Bhabua Grinding Unit
Kalinganagar Grinding Unit
Panagarh Grinding Unit
Risda Cement Plant
TOTAL
Bhabua
Jajpur
Burdwan
B. Bazaar
Bihar
Odisha
WB
CHG
0.00
0.00
0.00
3.20
3.20
0.6*
2.00
2.50*
3.00*
8.1
2012#
2018
2017
2016
# Emami acquired Bhabua GU in 2018
* Expansion of 1.2 MTPA cement capacity is expected in year 2020. This would increase Emami’s Overall installed capacity to 9.3 MTPA.
Better Technology, Better Products
Emami is committed to delivering the best and consistent quality of cement to its customers. In its endeavour to do so, it has
installed state-of-the-art technologies in all its factories and ensured superior quality control procedures at every stage of cement
preparation. It has cutting edge technologies from FL Smith of Denmark and GEBR Pfeiffer of Germany.
Automation of Quality Control Lab has been the biggest step towards this. The robotic lab has been installed in its integrated unit
for automatic sample collection from the site at a set frequency and testing of every sample with 100% accuracy and real-time
correction. It not only helps to monitor the quality but also ensures consistency.
The latest version of testing equipment XRF, XRD, PSD testing machines, pelletizing machines etc have been installed in all its
plants for the highest level of precision and accuracy in quality checks. A Cross Belt Analyser has been installed on limestone
feed belt to prepare uniform quality stockpile for the best quality cement.
Vertical Roller Mills which gives best particle size distribution among all types of grinding mills (like ball mill, tube mill, roller
press etc) have been installed for raw meal, coal and cement grinding. This helps in producing best and uniform quality cement at
the lowest power consumption. New Generation equipment like 6 Stage Pre-calciner, High Momentum Kiln Burner, Cross-bar
cooler have been installed in its plants to produce best quality clinker and cement.

15. Our product portfolio contains
20% premium product;
whose quality performance is
best in the industry.
“
Along with producing the best quality cement, the
company also believes in delivering the best
serviceability to its customers. It has automated logistics
system inside its plants, installed GPS in the dedicated
fleet of trucks, to improve truck TATs and hence ensure
better serviceability to the customers.
Internationally acclaimed advanced software like SAP
and PULSE have been introduced in its system. This has
improved the operations in terms of quality and delivery,
ensuring better service to our dealers and customers
Keeping Environment in Mind
Emami is committed to reduce carbon footprint in its
cement manufacturing process. With its state-of-art
processing technologies, it has been able to maximise
slag & flyash addition to highest limits set by BIS. This
“The company has a total
clinker capacity of 3.2 MTPA
and cement capacity
of 8.1 MTPA”

16. is done without compromising on its superior cement
quality standards. It needs specific mention that flyash and
slag are disposed from power and steel plants which else
would have to be used as landfill if not consumed, thereby
polluting environment and eroding the fertile soil.
High-efficiency equipment and upgraded operating
processes have been adopted to operate with Industry’s best
power and fuel consumption thereby reducing CO2
emission in the manufacturing process. A few of them are;
· Waste Heat Recovery System which can produce12
MW power by recuperating heat from hot flue exit
gases of pre-heater and cooler, thus utilising
thermal energy which else would have got lost in
the environment.
· CFBC boilers in CPP with ~3000 kCal/kWh heat
rate with negligible water loss.
· Cross – Bar Clinker cooler with ~ 70% heat
recuperation efficiency
· Continuous emission monitoring system at stacks
for process and emission control.
· Plan to install alternate fuel storing & firing
system to replace ~ 5-10% of fossil fuels with
alternative fuels.
Holistic Development
Emami joins Govt of India in its movement to create “New
India” by playing a pivotal role in the development of rural
and urban life of India. It has participated in different Govt
infrastructure developmental schemes (like Smart City
Mission, Pradhan Mantri Gram Sadak Yojana, etc)
providing a concessional rate for its cement.
Its cement factories are located in rural regions and it
considers rural development as its solemn responsibility to
co-exist with the communities around the plant. Various
skill development programs like sewing and beautician
training courses for women, English and personality
development classes at nearby Govt. High Schools, etc have
been conducted time to time by the organization.
Health camps & awareness program on health, sanitation
and road safety for local villagers are conducted
periodically. Other developmental activities like village
road construction, green belt development, pond deepening,
revamping of ailing Govt schools are few major activities
done by the organisation. Inside the factories, it is
committed in providing safe and healthy work environment
for all employees. It targets Zero accidents and is
continuously working to develop advanced safety
infrastructure and culture inside the plant premises.
Entrepreneurs - Defining the Economy
Vivek Chawla views start-ups as the future of India as they
play a significant role in economic growth. They create job
opportunities and bring innovative concepts & technology
adding incredible value in overall development of the
country. Govt of India’s new Scheme- “Startup India” can
effectively minimise a lot of challenges that they have to
face. He adds and advises young entrepreneurs to, “Stay
positive and embrace each challenge as a learning
opportunity. Plan financial model, conduct market research
and have an accountant and legal counsel on board. They
need to be patient as profit generation generally takes min 2
years to surface.”
Eyeing the Future
Emami Cement has planned to have a national presence in
the next five years by setting up cement plants in Andhra
Pradesh and Rajasthan, where the company has already
acquired limestone mines. The company aims to be among
the top few players in the cement industry. The company is
looking at acquiring smaller integrated cement units in
Central and East India and proposes to have a
manufacturing capacity of 15 to 20 MTPA in the next three
to five years.
“ During the period of 2008-2019, Emami Cement
has invested a total of over Rs 4000 crore for
setting up three green-eld plants and also for
acquiring the grinding unit in Bihar”

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20. than 1200 man-years of engineering expertise to
customize precision. Headquartered at Ahmedabad,
Gujarat, it boasts of a state-of-the-art sales and service
network across the globe.
Its R&D team constantly monitors the trends in the
industry and in tandem with the manufacturing team,
innovates the pioneering technologies intending to
generate a high degree of customer satisfaction. These
innovations have, today, produced a range of high-
quality precision testing equipment and created a range
that caters to any testing machinery needs of the plastic
industries of any size.
Khagen adds, “We believe that technology should be
right-sized with the process designed to minimize waste
and customized to enhance performance with an
embedded ‘Customer First Approach’. Our homegrown
Adeveloping economy like India often produces
a lot of opportunities to those who are willing
to go the extra mile and make a difference.
Another encouraging factor is that people are looking
for indigenous products which are making the
manufacturing industry look very hopeful. Sensing the
opportunity in the early 2005, Khagen Mehta, a first-
generation entrepreneur with a strong background in
merchandise export especially in the plastics industry,
established Deesha Impex. His vision was to create an
organization that helped the plastics industry across the
globe by delivering consistent quality products. Deesha
Impex, now, is a reliable manufacturer and exporter
offering engineering precision and quality in
performance, and a professional commitment towards
buyers anywhere in the world.
Acknowledging Entrepreneurial Dreams
As the Partner of Deesha Impex, Khagen makes sure
that the machinery his company manufactures is of
world-class quality. He believes that the dreams of a
satisfied clientele must become his own— so that, they
come alive to reality. Having expanded his reach over
frontiers, Khagen’s fifteen years of experience in
exporting machinery of technical precision and
excellence has made the world smaller, forging strong
links, and building confidence anew in the minds of
sceptics.
More About the Company
Deesha has been redefining quality through innovation
and customization. The genesis of its precision lies in its
team of world-class connected professionals with more
DEESHA
IMPEX
MANUFACTURING AND EXPORTING
HIGH-QUALITY PRECISION EQUIPMENT
AUGUST 2019
Khagen Mehta
Founder, Partner
18

21. Our ‘Customer First’ approach drives us
to serve our customers anytime anywhere
in the world
‘‘‘‘
Incredible Stories
The
of
Indian Manufacturing
TQM Technique ensures the right quality at the
appropriate cost in every product.”
Precise Products
Deesha started with Laboratory Equipments in 2005,
and now it has started production of Plastic Extrusion,
Injection Moulding and Plastic Testing Equipment too.
It assures expert inspection of every export consignment
so that the machinery and equipment meet all the criteria
specified by the clients. Each machine in every category
and every configuration is manufactured to fulfil the
technical criteria in customer specifications.
Engineering, Precision and Excellence are the founding
values and the USP of Deesha. It believes in using
technology for continual improvement in quality and
software for ensuring precision and improving the
quality of the end product. Its global network of sales
and service functions with glocal attitude to deliver the
highest degree of customer satisfaction.
A Growing Sector
While the opportunities are opening up, the challenges
persist in the sector. Being an MSME, the biggest
challenge Deesha faces is that of finance. This is
especially more pronounced since the founder is a first-
generation entrepreneur making generating continuous
finance an arduous task. Being in the global markets, the
other challenge is the volatility in the currency markets.
The competition for foreign products in the market also
proves to be a challenge. Initiatives like Make in India
have helped raise the profile of India as a manufacturing
nation, but at the ground level, a lot of work till need to
be done to improve the ease of doing business and for
reducing the burden of needless compliance especially
in the MSME sector.
The Journey Continues
Khagen has gone through the struggle and pains of
being an entrepreneur before emerging as a winner with
Deesha. This gives him a unique position wherein he
can easily identify with the young entrepreneurs in the
sector. So his advice to the budding entrepreneurs is:
“Be patient, be persistent, always focus on quality, cost
and speed so that the highest degree of customer
satisfaction is achieved. Never take short cuts.”
As for Deesha’s future, the company is reaching out to
potential customers relying on extensive marketing of its
products through Exhibitions. Khagen adds, “We are
having exports in about 35 countries. The company is
trying to expand in Extrusion, Injection Moulding
machine with extensive marketing in various countries
with the help of Good staff.”
AUGUST 2019 19

22. AUGUST 201920

23. AUGUST 2019 21

24. AUGUST 201922

26. The Essence of
Innovationin Indian
Manufacturing
hange is an evident factor in everyone’s lives may
Cit be a person or an organization. The thing that
matters the most is the gravity of the change.
Whether it is positively reinforcing or negatively derailing
one’s work. The dynamics of the Indian manufacturing
industries have shown the country’s capacity to create a
versatile palette of products from various segments and its
ability to deliver. Innovations in the industry have been a
constant driving force, inspiring different sets of qualitative
goods, types of equipment and peripherals to be
manufactured indigenously.
Innovation is defined as ‘a process by which varying
degrees of measurable value enhancement is planned and
achieved in any commercial activity,’ by the Indian
government’s National Knowledge Commission. According
to one independent report, the country still has a lot of merit
when innovations in manufacturing are to be considered.
One of the largest advantages the manufacturing sector has
is the market’s enormous diversity in consumer’s tastes and
preferences. The things that have led to frugal inventions
are price sensitivity and value consciousness amongst the
consumers. A rapidly growing young generation of the
middle-class is creating a huge demand for advanced
products which need to be satiated.
However, Manufacturing in India is in a dire need of
overcoming the challenges pertaining to the industry such
as insufficient infrastructure and access to reliable power
solutions. Hence, innovation in the optimization of
expensive energy consumption is really galvanizing. The
strongest motivator for the Indian manufacturing sector
could arguably be innovative technologies. A forerunner for
this is definitely access to cutting-edge research and present
world-class technological advancements. Over a few years,
the industry has seen numerous opportunities along with
having a concentration on research and development. All of
this, under the microscope with a specific focus on
enhancing competitiveness.
Growth Impetus
In the past seven years, manufacturing in India has
expanded its reach at a compounded annual growth rate
(CAGR) of 8.5%. It is just moderately excessive figure than
that of the overall economic GDP which increased at
CAGR of 8.4%. Even though this performance is
considered to be somewhat good, the manufacturing space
in India needs to step up majorly if the industry wants to
keep up with the government’s ambitions. In order to be
globally competitive, Indian businesses require to be
innovative and different across the value chain. This is
possible when there is an availability of technology,
equipment, financial resources along with reasonably
economical trained labor force. The Manufacturing activity
in India grew at its fastest pace during the last three months
from May this year, which was led by consumables. The
government has indicated signs of high growth in the
future.
Innovation in Creation
There are a lot of companies bringing innovative products
related to the Indian manufacturing sector and creating or
filling niches in the market. Some new products are
revolutionary in nature and are putting the manufacturing
sector of India on a pedestal for sure. A few of them are
listed below:
AUGUST 201924

27. 1. FARO’s Cobalt Design 3D Scanner, which is
for industrial use. Mainly, for design
professionals. The global leader for 3D
measurement and imaging solutions, FARO
introduced Cobalt Design structured light
scanner product which significantly reduces
data capture time and delivers quick results.
2. NORDAC PRO SK 500P by Nord
Drivesystems. It possesses the state-of-the-art
control cabinet inverter with the latest
component technology and ultimate levels of
functionality, connectivity, and modularity.
3. FAR launches Versys VF-15. It is a fully
automatic short bar feeder, which completely
eliminates setup changes over time like
Pusher/Pushrod manual changing, and bar
stock center adjustment, etc.
4. Igus 3D Printers, which makes building any
spare parts of machinery quite easy. The
company provides 3D printing services and
gets the product delivered within a few hours
of its designing.
Lastly,
The Indian manufacturing sector has the capacity to position itself at around $ 1 Trillion by 2025. India is expected to
be ranked amongst the top three growth economies and manufacturing hub or focal point of the world by the year 2020.
Due to the implementation of the Goods and Services Tax (GST), India is on the path to becoming a common market
with a Gross Domestic Product (GDP) of $2.5 Trillion.
The Indian government envisages a holistic approach towards the development of the nation with a plan of concurrent
expansion related to industrial corridors and smart cities. The corridors are supposed to assist further in integrating,
monitoring and developing a beneficial environment along with the industrial development. All of this will promote
advanced practices in manufacturing processes in India.
- Darshan Parmar
AUGUST 2019 25

28. EMDETDesigning and Manufacturing
for Automotive
Emdet Jamshedpur Pvt Ltd has
been in the business of
manufacturing auto rubber
components for over four decades now.
Founded by Late Shri Upkar Singh, the
legacy is being carried forward by his son
Mr Ranjot Singh.
Mr Ranjot Singh
AUGUST 201926

29. AWARDS
The following Interview divulges more details about the company, its working and
goals.
1. Kindly brief us about the Founder/CEO and the motivation behind venturing
into this particular industry.
Late Shri. Upkar Singh had established this company in 1978, for
manufacturing/supplying automobile rubber parts to Tata Motors & Hindustan Motors.
Mr. Ranjot Singh (S/o Late Shri Upkar Singh ) is a commerce graduate from Delhi
University. He is the C.E.O. & M.D. of Emdet Jamshedpur Pvt Ltd & has an
experience of 23 years of automobile industry. He has guided the company to become
a leading Manufacturer Indian Automobile Industry. Measuring and Benchmarking the
quality of products supplied to customers in order to put more attentions is the greatest
challenge. He has initiated various new innovations to strengthen our competitiveness.
His potential of brain storming & innovate policies in a focussed manner has led
EMDET to get recognized by major OEM’s. The company has plants at Jamshedpur,
(Jharkhand) & at Faridabad ( Haryana ) in India, and is manufacturing/supplying with
its high grade products to major OEM’s in INDIA including large and medium scale
companies in INDIA. Mr. Ranjot Singh, is associated with ACMA for over 10 years &
is presently the Deputy Chairman of Eastern Zone.
2. Kindly brief us about the company.
Emdet Jamshedpur Pvt. Ltd. an IATF 16949:2016 Certified Company. Established
in 1978, offering world class multi application products like Hoses, Flexible Hoses,
Gaskets, Metal to Rubber Molded Parts, Engine Mountings, Sheet Metal Stamping &
Profiled Steel Tubes, Low Pressure Hoses Silicon Hoses, sub assemblies etc for
automobile industries. Emdet has multiple plant locations, PAN INDIA.
Emdet’s manufacturing facilities have a competitive edge being based on the state-of-
the-art modern machinery like DESMA Injection Moulding Machine, including online
hose and profile extrusion line, backed by latest testing equipment’s to ensure
consistent quality. Company is widely recognized for its highly inter dependent
process of New Product Development (NPD). We are also making products meeting
ROHS & GADLS requirements, which are environment friendly. Due to our best
infrastructure, we have a very strong relationship in maintain - Just in Time (JIT)
practices for our customer’s product requirements.
Emdet’s main concentration is totally on the development of quality products for the
International and Indian Markets. Company has always been recognized as the best
performers in our category of Rubber Products. Companies primary customers are
major OEM’s in India, i.e; TATA MOTORS LTD, TATA CUMMINS LTD., ASHOK
LEYLAND, VOLVO, EICHER.
Emdet’s uses high quality raw materials like EPDM Rubber, Silicone Rubber,
Neoprene Rubber, SBR, Natural Rubber, HNBR, ECO, Viton, Fluro Silicon, Nitrile
Rubber etc.
Company works with a vision to guide and focus decision making, create balance
between the competing interest of various customers, motivate and inspire
organizational members and become a ZERO ppm company.
We are delighted to
men on that EMDET
JAMSHEDPUR PVT LTD,
have been recognized as
winners of two key
categories of
FRP/Rubber/Plas c
Category as
THE BEST PERFORMER
IN *: RESPONSE TO
NEW PART
DEVELOPMENT *:,
and also awarded
THE BEST PERFORMER
IN *: ADHERENCE TO
DELIVERY SCHEDULE *:,
by Tata Motors Limited.
Since we were the best
company of the above
categories in the Eastern
Part of India, we are very
proud that EMDET was
successful in winning
these awards.
Interview with Insightssuccess
AUGUST 2019 27

30. 3. What are the different products and services?
4. What is the USP of the company that serves as an advantage over competitors and benefits clients/customers?
Please share awards and recognitions.
TOOL ROOM
Our in house tool room facility includes latest machines and our design engineers use latest design software to develop
innovative products to meet stringent customer requirements for new product development.
All our activities are effectively monitored through a ERP systems that not only helps us manufacture at low costs , reduce
wastages but also ensures seamless flow of activities from receipt of customer enquiry to supply and service of parts for
enhance customer satisfaction. we have a strong ability in maintaining, just in time (JIT) and Kanban practices to meet
100 % on time delivery for our customers’ requirements. Our infrastructure, by itself, is sufficient to explain our
manufacturing performance related to competitive advantage that is not only limited to strict shop floor practices
Emdet is having an automated chemical weighing system in our centralized Rubber mixing unit to ensure the quality of
mixing is processed correctly. The mixing is done by using dispersion Kneader and open roll mixing mill technology.
Our other key equipments include Desma Injection moulding machines, Vacuum and transfer Moulding machines, Online
hose extrusion and profile lines, shot blasting, phosphating & automatic bonding agent application, gas fired boilers etc.
Facilities for Testing Raw materials, Rubber compounds and product validation.
Emdet has a complete in house facility to test and validate all the parameters that affect the product performance including
Raw materials and product life cycle.
AUGUST 201928

31. Product vaalidation
Static Test
Axial / Radial Test
Deflection Test
Endurance Testing( Hoses and Molded parts)
Burst Pressure Test
Leak Test for Pipes and crimped hoses
Milipore Testing
Other Miscellaneous Test
Low Temperature Test
Air /Oiling/ Coolant Ageing
Material Testing
Tensile Strength
Elongation Test
Mooney Viscometer
Ozone Test
Low Temperature Test
Compression Set
Ash Content
Chemical Analysis For Compound & Raw materials
Humidity Chamber
Tests conducted at our inhouse Lab
5. Share with us the challenges faced by companies in the Automobile Component Manufacturing Industry.
The focus of the Govt must be timely rolled out of reforms, reviving investments and proactively guarding against external
risks.
AUGUST 2019 29

32. Computerised chemical weighing system Kneaders/Mixing Mills
Desma Rubber Injection Molding ( 4000 ccm) Online Hose extrusion lines
Automatic Transfer Molding Machines Molding Infra red Profile Extrusion Lines
Automatic Compression Molding Machines Cold Feed Extruder
Vaccum Presses Calendaring ( Fabric Rubberising)
Shot Blasting Knitting
Rubber to metal Adhesive application system Braiding
De Flashing systems Gas fired Boilers
Ink Jet printer for Traceability Vulcanizing
Mixing Mills (separate for coloured compounds) Component Washing and cleaning systems
Sheet Metal And Metal Pipe Bending, Prototyping and Tool Room Facility Computersied 3 Axis Pipe bending (0-30mm)
150 MtMechanical Stamping Press Mig Welding
100 MT Mechanical Stamping Press Spot Welding
50 Mt Mechanical Stamping Press Shapers
Lathes Milling Machines
List of Key Equipments for Molded and Extruded Parts
6. How is the company leveraging technology for better products?
Technology and process upgradation has always been a core value at Emdet. Our plant is equipped with most technologically
advanced and world class manufacturing and testing facilities We consider the best infrastructure to be an overall
organizational phenomenon. Accordingly, we have developed and tested a model that includes the best infrastructure
practices to provide an environment in which our company performs more effectively.
7. How does the firm intend to handle its Societal and Environmental Responsibility?
We follow different CSR activities & environmental responsibilities is part of it.
8. What would be your advice for the budding start-ups and entrepreneurs in the industry?
Great challenge for start-ups and entrepreneurs, as the slowdown in the economy continues throughout the quarter and has a
profound impact in all sectors of the automotive industry ranging from two wheelers, passenger cars to commercial
vehicles. India’s manufacturing sector lost growth momentum in June due to slower order growth.
9. Brief us about the company’s future perspectives.
We are in process to register with Railways & Defence.
AUGUST 201930

34. The history of learning by doing is superannuated. That is
how we all start learning about things and our
surroundings as toddlers. Same holds true for
technology too. The best way to learn a new technology is to
start using it. There’s no match to hands-on experience and by
using it, we step up the innovation in the said field. History is
full of incidents wherein things were discovered or invented
when scientists were actually working on projects of a different
nature. The ecosystem that is created when people come
together to work on or experiment on technology, techniques
and science theories leads to better understanding and
innovations that uplift the world. Aiming to create a similar
ecosystem in India for drone innovation is an IIT Bombay
startup – Drona Aviation. It is doing this through its educational
and tinkering drone platform - Pluto. Arduino revolutionized
electronics and Raspberry Pi changed computing. With Pluto,
the founders aim to do the same in drones.
The Young Minds
The startup has been founded by Apurva Godbole, Prasanna
Shevare and Dinesh Sain.
Apurva is a 2008 graduate of IIT Bombay.
Prasanna is a 2009 graduate of VIT Vellore and was a PhD
student in Aerospace Dept. of IIT Bombay.
Dinesh is a 2014 graduate of Aerospace Engg from IIT Bombay.
The team has been working in the field of drones since 2010.
Prasanna and Dinesh especially have led teams to drone
competitions nationally and internationally and won awards.
These include IMAV France, ICUG Spain, MICAV Bengaluru,
Techfest Mumbai, Zephyr, BITS Goa among others. Prasanna
Shevare was awarded Tech Mahindra Young Engineer Award for
the same.
DRONA
AVIATIONPROVIDING INNOVATORS WITH A ROBUST PLATFORM
Prasanna Shevare
Co-founder
Apurva Godbole
Co-founder
Dinesh Sain
Co-founder
AUGUST 201932

35. While working on these competitions, they faced a bunch
of problems that slowed down their innovation process.
They started Drona Aviation to solve these problems so
that more and more people can jump into drone
innovations and realize a $127 billion industry globally.
For Tinkerers and More
Drona is building Pluto drone platform. This includes
hardware, software, content and community. Hardware
includes 2 modular crash-proof and easily programmable
drones christened Pluto 1.2 and Pluto X.
Pluto 1.2 – Pluto is a DIY Nano-Drone that is easy to
build and features the ‘Primus V4’ Flight Controller which
can be programmed using Cygnus Open Source IDE.
Pluto X – Pluto X’s standard kit contains a drone, an
X-breakout to further experiment by tinkerers, smartphone
app, Cygnus IDE, Proptool, camera module and more.
This is accompanied by an API-based programming
platform Cygnus. It also has a lot of learning content
which has been adopted by the Niti Aayog as the formal
drone module for their more than three thousand ‘Atal
Tinkering Labs’ across India. The final component of this
platform is the community of tinkerers where they build
drone ideas and showcase to the world.
For a startup like Drona, which deals with consumer
hardware, raising investments from the market is a major
hitch. Also, the vendor network in India is still evolving so
it takes special time and efforts to build those capabilities
in India. This reduces the development pace and increases
the time to the market for the products significantly. But,
then entrepreneurial ventures are never without
challenges!
The founders believe in the presence of a manufacturing
ecosystem like China. They feel that entrepreneurs from
India can compete only through open source collaborative
development. With that context, they decided to build not
only a product but a platform. A platform on which,
tinkerers and developers can build their ideas and
innovations and showcase to the world, to be precise. In
the process, they are open sourcing portions of the
hardware, all the software and learning content that they
are creating is being open sourced to decentralize and
democratize drone innovations.
Words of Experience
Apurva’s advice to fellow entrepreneurs and tinkerers is
“Focus on understanding the problem statement and the
pain point clearly. The more time you spend on it, the more
ideas you’ll come up with for the best way to solve them.
Once you have figured out one solution, build a prototype
and deploy asap. It may not be the best but it will give you
an idea of whether / how well does it work and what
changes you need to make in it in the next steps towards
the final solution.”
Focusing on the Future
Drona has strongly used 3D designing & printing for its
initial prototyping and sales. It has also been working with
some of the best available PCB manufacturers and
assembly companies for its products, both at prototyping
as well as final product stage. As the next steps, it will
focus on reaching out to more schools and colleges and
build distribution channels in the US and the Middle East.
We are creating technology which
our users can work with to create
innovative ideas and products
‘‘‘‘
Incredible Stories
The
of
Indian Manufacturing
AUGUST 2019 33

36. Opportunities and Challenges
nd
ndia is the 2 largest cement producer in the world
Iwith a production capacity of 502 million tonnes
per annum in 2018 & is expected to touch 550
million tonnes by 2020. However the per capacity
consumption of cement in India is 195kg which is far
less than the world average of 500kg & 1000kg of
China. This certainly is a big opportunity for the cement
companies in India to bridge the gap & in turn increase
turnover.
However despite the overall outlook being positive, the
cement industry is facing a situation of over-capacity.
This is also coupled with the interventions by the
Competition Commission of India & the populist State
Governments, which has led to pressures of not
increasing prices despite the increase in cost of raw
material & process fuel. Shortage of domestic coal &
increasing cost of imported coal is also adding to the
overall increase in production cost. On the other hand
cost of electricity in India is higher compared to any of
the peer countries & captive power plant is not feasible
for smaller companies. The logistics cost for cement is
also high since a lot of the cement is still transported
through road transport which pushes the cost of cement.
The current Railways capacity is not adequate enough
for transportation. All of these are clouding to a situation
of higher costs & lower margins especially for the
weaker players in the short term.
To increase the demand, cement prices have to be
attractive for consumers. Higher prices always act as a
disincentive & gives encouragement to substitute
products to cement. However opportunity today for the
cement manufacturers to reduce prices is low since by &
large the cement industry is cost effective & profiteering
is rare. One of the possible solutions to lower prices can
be by reducing the current GST rates for cement which
is quite amazingly clubbed with the luxury items slab.
Cement being a mass consumable item & a product
which is in sync with the progress of the nation through
infrastructure & housing, the high rates may need a
revisit.
Another unique situation for the cement brands have
been the advent of numerous brands smaller or bigger
which has led to an increase in competition & lower
market shares for all players since it is the share of the
same pie & the pie’s increase in size has been fairly
AUGUST 201934

37. Aboutthe Authors
Debalina Roy, Sr. Manager – HR ,
Star Cement Limited has more than
11 years of experience in the areas
of talent Management, Recruitment,
Training & Development, Employee
Engagement.
Dibyajyoti Guha, DGM – Branding &
Technical Services at Star Cement
Limited has more than 15 years of
experience in Brand Management
& Strategy. He is a PGDBM & Advanced
Marketing degree holder from IIM
Calcutta.
Trends to Watch
Debalina Roy, Sr. Manager – HR Dibyajyoti Guha, DGM – Branding & Technical Services
AUGUST 2019 35

38. slow. Hence for the numerous cement brands, branding & technical strategy becomes critical to get the share of
mind of the consumers & the influencers. Cement being still a low involvement category for the consumers & no
substantial product differentiation among various brands, TOMA or Top of the Mind Awareness becomes paramount.
Hence to increase TOMA the cement brands are spending more on branding which is also increasing the overall cost
for the manufacturers. With the advent of technology more & more consumers are today aware about the various
brands available in the market. They have started to make their own brand choice decisions which have led to
demanding the brand upfront to the retailers just like any other mass consumable brands, hence limiting the role of
push strategy, the cost of which is lower than a pull strategy.
It should be a constant endeavor of Human Resource Department of any cement company to create a high
performing organization. A structured and robust Performance Management System, building competencies,
improving employee performance and development, and driving better business results. Cement industry can attract
the best of people by designing & structuring Rewards, Accolades, and Flexible Compensation & Benefits. Creating
the supportive culture in the organization wherein people are open to innovate. Performance Coaching & Counseling
can trigger a growth mindset in the minds of the Employees. Employees are the biggest assets of the organization.
Overall despite the challenges being faced, the cement industry is here to grow with the growth story of the nation
remaining intact. With the rise of income of the middle class, launch of various housing schemes by the government,
easier home loans availability & infrastructure push by the government, the sun looks brighter for the industry &
just like any other industry, the cement industry is also reinventing & innovating itself with newer technologies &
processes to ride alongside the positive outlook of the nation.
AUGUST 201936

40. are used to produce varied applications like PVC pipes,
Masterbatch, medical plastics, PVC profiles, Cable
compounding etc. Quality and quick After Sales Service
is what Neoplast believes in and all the team members
are trained to follow the same. Today, low-cost has
become a marketing tool for new entrepreneurs who
want to capture market share at a rapid pace, but than it
comes only after compromise in quality. Neoplast
propagates the fact that “The bitterness of poor quality
lingers long after the cheap price is forgotten”. The
company’s quality consciousness and experience of
more than 4 decades serve as a major advantage over
other players.
Challenges Ahead
At present, there are two major challenges for the plastic
industry. The first is cost-competition from foreign
Ever since plastics made their debut on the
industrial screen in the year 1856, they have
been used for various purposes across the globe.
Its malleability and sturdiness have made it popular to
create myriad objects of daily use as well as specific
industrial usage. During the 1970s, when the Textile
Industry was blooming in Ahmedabad, India, Founder
Director, while working in a mill observed that the
production was hampered due to the failure of certain
key components of a machine. He was quick to realise
the need for long-lasting components to replace those
Metal Parts. He then worked on the idea of replacing
metal components by long-lasting plastic parts and thus
started the journey of Neoplast Engineering.
Perfect Solutions for Specific Requirements
Neoplast Engineering started as a family-owned
business and is now a professionally managed corporate
company in the field of Plastic Processing Machinery.
Quality and Innovation are the key motivators behind
the continuous growth of the company. Currently, it has
2 manufacturing facilities in Ahmedabad with an area of
2,25,000 sq.ft. To cater to its customers throughout
India, it has 5 resident engineers stationed at strategic
locations for faster services and 2 branch offices in New
Delhi and Hyderabad that help in targeting new markets.
Export is done to more than 18 countries viz-a-viz
Middle East, Africa, Europe and USA which confirms
Quality of Neoplast’s products.
Neoplast is in manufacturing sector of Plastic
Processing machinery that includes High-Speed Mixers,
Material Conveying Systems, Extrusions with various
downstream and Laboratory equipment. These machines
NEOPLAST
ENGINEERING
PROVIDING QUALITY AND INNOVATIVE
PLASTIC PROCESSING MACHINES SINCE 1973
Tushar Parikh
Founder Director
AUGUST 201938

41. We are amongst the very few Indian Manufacturers
providing Turnkey solutions in this eld and enjoy a
sizeable share of the market till date
‘‘‘‘
Incredible Stories
The
of
Indian Manufacturing
countries. The second and more critical is uninformed
decisions like a blanket ban on plastics without proper
policy formation. Mr. Tushar, Director, believes,
“Plastics cannot be wiped off overnight as there are no
substitutes in many applications. Proper industrial
consultation and with the help of experts, ways to reduce
the plastic waste can be achieved but sudden decisions
have created a fear which hampers the growth and
future of Plastic industry.”
Leveraging Technology
Management at Neoplast understands that technology is
the key factor that plays a major role in the
manufacturing industry as it determines the cost,
delivery time, and performance of the product. Since
everybody is shifting towards the Industry 4.0 platform,
it has made sure that it’s equipment too are future-ready.
With this, it can fetch details that not only help in future
improvement but also reduce the downtime through
predictive maintenance. It has also been able to provide
faster service via Virtual Private Network (VPN) and
furnish detailed reports for the management with which
its in-house manufacturing has also improved that leads
to consistency and lower production cost thereby
generating profits.
Word of Wisdom
Per capita consumption of plastic in developed countries
is almost 10 times more than that of India which makes
the Plastic Industry a very lucrative one to venture into.
At the same time, one has to be very conscious about the
quality and technology with which they are going to try
for manufacturing. Mr. Tushar feels, “Brand is not built
in a day. One has to continuously strive for
improvement, up-gradation and focus on quality and
services rather than to focus on cost reduction. Looking
towards the market potential, competition is increasing
day-by-day. Thus it is very essential for newcomers to
work on their profitability as they are unaware of the
hidden factors which can hamper their profits.”
Future Goals
Neoplast is planning to increase its product basket to
serve its customers in a better way. It will also be
improvising on its service sector by introducing more
technology and automation for a smooth after-sales
experience to its customers. Apart from this, it will work
on modernising its infrastructure to accommodate the
growth and future expansions.
AUGUST 2019 39