Parveen Kishan Gupta
Present in India since eighteen months, specialty crane wire ropes manufacturer, Verope has found growing acceptance of its premium superior quality wire ropes. The Switzerland-based entity is now planning to expand its business amongst the crane OEMs and end-users led by growing demand for cranes in India and optimum utilization of the equipments and also rising levels of localization to make the products cost competitive. Mr. Parveen Kishan Gupta,Country Head, verope India, spoke to P.P. Basistha on the challenges and future business strategy of the company to drive sales in India, backed by its production facilities in South Korea and Malaysia, and services and logistics centers in Germany, China, Singapore, and USA. Excerpts:

How has verope driven its sales in India during its business presence of little over a year?
The presence has been highly satisfactory; we have entered into a long-term contract with One major crane OEMs to supply our special wire ropes. We could secure the order from the OEM in the highly competitive price sensitive market looking for wire ropes with conventional characteristics. Backed by the orders, we have moved forward in securing business credentials. This will support us to make further headway in the growing cranes market in India.

Were the orders based entirely on quality or cost advantage offered by verope?
The OEMs were procuring the cranes earlier from our nearest competitor, with similar quality attributes as provided by us. It has been our ability to provide the ropes at a competitive price. Certain value additions like special end for fitting the ropes provided by us, made the deal attractive for the OEMs.

Verope Crane Wire Ropes

Are you in talks with any other OEM in India for your wire ropes?
Yes, we are speaking to a couple of other OEMs involved in manufacturing mobile cranes.

Verope Wire Ropes
What will be the elements to back the sales of your specialty wire ropes in India?
We will continue to disseminate information on the superior quality attributes of our cranes manufactured using high grade steel from Nippon Steel of Japan. The steel gives longer life to the cranes while also delivering higher equipment availability with negligible damage, as compared to other conventional cheaper quality wire ropes available locally. We will also highlight the superior attributes of the ropes that deliver longer life based on the right lubrication and plastic impregnation that goes in the ropes during the manufacturing process of our special steel wire ropes. Our ropes are adaptable to varied weather and tough working conditions. Durability of the wire ropes as compared to the general wire ropes are characterized by high structural stability, resistance to abrasion, high breaking strength which goes on to increase the life of the cranes, without making the crane owner incur recurring expenditure towards replacing the ropes across the life cycle of the equipment.

Crane Wire Ropes
What makes sales challenging for specialty wire ropes in India?
Taking into consideration that OEMs are looking to retain replacement of all components within their service domain and crane users are also not willing to share exact data on the running hours of the equipment, indeed makes challenging for us to recommend the right quality of ropes for cranes. Deficient data bars the crane owners to make optimum utilization of the equipment. Nonetheless, it makes the cranes highly unsafe to operate. We are looking to change this mindset by making manufacturers and end-users aware, as part of our sales strategy, the benefits of sharing data for the right ropes recommendation as it will ensure longer life of the equipment.

With many of the Indian crane users getting second-hand equipments followed by refurbishments, will you be looking towards the second-hand market?
Verope Crane Ropes
Surely! Given the high demand potential, we will be looking at the possibilities to explore the second-hand market. However, the market remains extremely price-sensitive and unorganized in India.

Taking into consideration that OEMs are looking to retain replacement of all components within their service domain and crane users are also not willing to share exact data on the running hours of the equipment, makes appropriate recommendation of the ropes tough job in India

Both Indian and foreign OEMs present in India, post warranty period or prior to that are not very comfortable towards providing the details of the cranes involving the engine and gear box running hours, model numbers configuration of the cranes as they are not willing to let the customers get away. The case similar with the end users. They are not willing to share the audit details, condition of the sheaves, reeving system, drums and d to dRatios. This indeed makes it challenging for us to recommend the right quality of ropes, precisely if the cranes, without carrying change in its basic structure will be deployed for varied lifting operations. Deficient data bars the crane owners to make optimum utilization of the equipment. Nonetheless, it makes the cranes highly unsafe to operate. We are looking to break away the thaw by making manufacturers and end users aware, as part of our sales strategy the benefits of sharing data for the right ropes recommendation as it will ensure longer life of the equipment.

Lifting & Specialized Transport October-December 2016