Talking Point | June 2019
MAG plans to increase export share by 10-15%: CD
Coimbatore-based MAG Solvics was established in the year 1991 with an insight to design and develop testing instruments for textile industry. Over the years, the company has grown its product portfolio and aligned its offering to the changing industry requirements and technology advancements. Today, MAG Solvics is a multi-product, multi-market enterprise that provides total testing solutions and online monitoring solutions for all the segments of textile industry viz. ginning, spinning, weaving, knitting, processing, apparels and garments all over the world with installations exceeding 8,000 units.
MAG Solvics’ Director, Dhandayuthapani (CD) speaks on the company’s experience in the international markets, and its plans for ITMA exhibition in Barcelona.
How many ITMAs has your company attended? Please share your company’s experience in the international markets with reference to participation in other exhibitions too.
MAG has been participating in ITMA since 2011 in Barcelona. This is the third time we are in this prestigious and the biggest textile expo in the world. This opens up our company’s strength to the world and how capable we are. We have been launching new products every ITMA, and this time too, you can expect some new products from our side.
Other expos target at particular audience depending on the location, so our customers get benefitted at their own place or nearby. E.g: We are participating at SaigonTex, Vietnam; ITM, Turkey and IndoIntertex, Indonesia. We also cannot expect worldwide customer presence there. ITMA, being the biggest one, draws worldwide customers towards itself and adds value to the company and products too.
What are the machinery/accessories your company will be displaying during this ITMA Barcelona? What are their unique features and applications?
At least one new product for every expo is our target. We have planned to showcase new products (HVT Genius – Fully automatic fibre tester; AccuNeL – Cotton Neps and Length Tester; LaboDyer R24 – IR Lab Dyeing machine) and re-engineered version of our existing products also (UniStretch XT – Multi Strength Tester) apart from our regular range of products. As we are focused to give solutions to the entire textile chain, this time too our new products cover right from fibre to garments. We will be displaying our online monitoring systems also with value-added features, which is very useful for the spinning mill. We invite everyone to visit our stall to have a glimpse of the displays.
How have your company’s products been doing in the global export markets? In which year did the company make a breakthrough and how has this progressed through the years?
We are doing exceedingly well in the global markets. Though we started supplying to export markets from the year 2000, but we decided to participate in big expo with high-valued products in order to compete with global leaders. Our presence in the expos have given us the focus that we needed. Though we started our company in the year 1991 and all these years have been very special to us and cannot be very particular about. But when we started manufacturing and supplying our high volume fibre tester in the year 2007 and participation in ITMA in the year 2011, we got breakthrough in global market and being recognised well in the export markets.
Later, we moved to new premises to cater to the demanding market and that moment is also very special. We received the best R&D award in 2016 from TMMA, and in the same year, we have started our own machine shop for perfection in manufactured parts and thereby reducing costs too in the long run. Currently, we plan to increase our export share by at least 10-15 per cent in the next year. We are confident that this ITMA will bring us more customers.
In the recent past, has your company entered new markets, and if so, which are the ones and for which products?
Yes. Though we are concentrating regularly on Bangladesh, Indonesia, Thailand, Vietnam, Iran, Pakistan and some European countries, recently we appointed new agents in 2 more countries in Latin America. We are also OEM suppliers for some European companies. We do not concentrate on specific products. We give solutions for their testing needs!
Is your company fully or partially dependent on foreign technology or inputs? Or are the products totally indigenously made? Give your comments on your competitive strength?
We have our own R & D which is recognised by DSIR, Government of India. All our products are indigenously made except one, for which we have entered into collaboration with a European company. We procure parts from world’s best manufacturers for all our instruments and online monitoring systems. Our own exclusive R&D is our strength which is supported with 4 divisions. We develop and mold our vendors and suppliers for long term partnerships and this has given us an advantage over long run.
With some new countries entering textile production and also a few reshoring and revival of textile industries, do you see any rise in demand for your products globally?
As textiles is being an oldest industry, there is always demand for new products. Every year we see new innovative products launched and this demands new testing solutions also, which gives us hope for growth. Some governments in Africa too has started giving benefits for starting industrial parks. We have geared up our sales team and hope to get our share.
What are the future prospects and problems that your company is facing in raising its share for its products/machinery in the global market?
MAG offers world class product at economical price. That is the main reason we get repeat orders and new customers. A bright future is always visible for the textile industry and the ever demanding customers are propelling us to offer new products continuously. With the volume of business, we can see a large number of manufacturers entering the industry and they concentrate only on few of the testing instruments. But ours being innovative, long lasting and total solutions provider, we hope to explore and add new customers in our list.
Yes, sometimes, brand of products is over run us which can be established by supplying quality of products and services. Since MAG is already on the path, hopefully in coming years, we will raise our shares in the global market.
Though we are concentrating regularly on Bangladesh, Indonesia, Thailand, Vietnam, Iran, Pakistan and some European countries, recently we appointed new agents in 2 more countries in Latin America.
Promoting products/machinery effectively through exhibitions abroad is very important for the industry and the country in these days of globalisation. Do you have any suggestions/advice for the industry and the Government in this regard?
Expos play a strong role in promoting everyone’s products. All have privilege in participating in these expos. Moreover every eyes are probing for new innovative solutions. The products launched in exhibitions gets a lot more attention and that is the reason why all are gearing up their teams for launches. The resources we spend on these are coming under R&D activities. Though our government is supporting for reconsider R&D centres, it can extend same kind of supports for participating companies in major expo like ITMA. This will encourage companies to participate all international expos. But that should not deter us from innovations. Let’s hope for the best in future!