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Cover Story | August 2018

"We are exploring all the textile-centric regions"

Founded in 1956. EMBEE has grown to a full - fledged industrial complex, from a small manufacturing setup. Harsh Shah, Managing Director, Embee Corporation, says, “We provide complete package for rotary printing systems hence we are one-stop solution for all textile rotary printing needs and the customer doesn’t have to rely to different suppliers for different textile machinery products.”

In an interview with the ITJ, Shah shares some of the important exporting destinations for the company.

Excerpts...

How has been your company doing in exports in the last few years? What are the strategies used to develop these markets?
Established in 1956, Embee is a Government of India-registered One Star Export House. With more than 28 years of consistent export, our textile machinery products have gained reputation across the globe.

Today, globally Embee is known for our export quality products with high efficiency and returns. Being a well-established brand, we have strong presence in television media, print media as well as social media. We also participate in all major international trade fairs, which helps us to reach to the new markets.

Which are the countries to which you have been exporting your products? Which are the new countries you have recently made breakthrough?
With our sales agents and representatives present across the globe, Embee exports to more than 35 countries worldwide. Moreover, Embee also has more than 80 per cent market share in some of the regions of the country. Today, the textile market is located in developing countries. We are exploring all the textile-centric regions like Asia, Southeast Asia, Africa, as well as Central and South America.

What are the various products that are being exported? What are their special characteristics/USPs?
Embee is the only company in the world to provide a complete package for rotary printing systems, which includes textile rotary screen printing machine, textile rotary screen engraving plant, complete package for colour kitchen systems, washing systems and accessories.

Infinium: Embee’s textile rotary screen printing machine is a perfect solution for modern day textile printers who are facing number of challenges today and who are demanding a state-of-the-art machine, which gives high accuracy, sharp printing results, high volume, high speed printing and all combined in one package.

Laserbird: Embee has introduced one-of-its-kind revolutionary laser stripping machine, which uses laser technology instead of conventional technology for stripping the rotary screen to reuse it. Lowest screen cost, no hazardous chemicals involved, lowest stripping cost, energy saving, zero pollution, zero maintenance are the major USPs of this revolutionary product.

Smart Color: Embee provides a complete package for colour kitchen systems with semi-automation system. Today, the trend is changing. Instead of investing on fully automatic European colour kitchen systems, customers are now investing on semi-automatic colour kitchen systems, which comprises all the major benefits of fully automatic colour kitchen systems. These benefits include high efficiency, productivity and also reduce wastage of paste, cost and labor. Smart Color is one step ahead of manual colour kitchen systems.

Are there cheaper imports hurting sales in the domestic market? Substantiate with details. How are you meeting these challenges from competition?
We are not just selling the products but also solutions. We have a customer-centric approach products and our customers don’t evaluate our products just simply based on price.

At Embee, we believe that quality is an attitude. We provide complete package for rotary printing systems hence we are one-stop solution for all textile rotary printing needs and the customer doesn’t have to rely to different suppliers for different textile machinery products.

Since we are innovation driven company, we are constantly developing new products/solutions and innovating the current products/solutions and as a result we add new features to our products which reduces cost, time, labour, etc.

All these developments and innovations are in line with Embee’s vision, which is to be the most trusted global leader in innovative technological solutions, which are focused on higher efficiency and returns for sustainable growth of all the stakeholders. Innovation is our core strength and Embee is a vision-driven organisation so anything that Embee offers will be No.1 in terms of efficiency and returns and that itself differentiates us from the competitors.

In textile machinery and accessories exports, what are India’s weaknesses and strengths? What is your recipe for the industry and the Government to promote textile machinery and accessories exports.
The textile industry is one of the main industries of India. On the contrary, the Indian exports have been stagnant from the past few years.

To boost the export and compete with the global player, the government should provide some export incentives. Certain trade agreements and special benefits should be given to those countries who are interested to invest in Indian textile machinery products. The Government should have bi-lateral trade agreement with other countries so as they can purchase Indian textile machinery products at lower import tariff as compared to other countries. The Government should actively consider in proving tax break/benefits to Indian textile machine manufacturer to export their textile machinery.

The Government should also consider providing financial assistance against the purchase of Indian textile machinery to those countries who wants to set up textile industry in their country.

Like other countries, government trade organisation should actively provide financial support to the Indian exporters to participate in all international textile machinery trade fairs to increase their presence and export.

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