RMCL: A Master in Cleaning Equipment Manufacturing

"The cleaning machines made by RMCL are designed and manufactured, keeping the Indian environment, dirt level and the operator's mindset in mind. Our machines are robust, durable, serviceable and user-friendly. Apart from manufacturing a spectrum of Cleaning Equipment, we are also importing Cleaning Equipment from leading international brands like Hako, Germany, Powerboss and Minuteman from the US, Delfin, TTS and Soteco from Italy. As the specialized cleaning equipment market in India is growing steadily with the new government's top agenda on 'cleanliness & Sanitation' for sustainable growth, we are confident to have a huge market share which will help us to continue to be the market leader," says Mr. U.K.Arun, General Manager - Sales, Roots Multiclean Ltd in an interview with Maria R.

Roots Multiclean Limited (RMCL) is today known as the largest manufacturer and exporter of cleaning equipment in India. Can you please brief us on RMCL growth story by touching upon important milestones to reach the position where the company stands today?
Roots Multiclean Limited was founded in the year 1992 by one of Coimbatore's Leading Enterprenuers, Mr.K. Ramasamy. Mechanized Cleaning was not heard of at that point of time when Mr.K. Ramasamy had the vision to start a company to manufacture Mechanised Cleaning Equipment. RMCL joined hands with Hako Werke of Germany and the products manufactured by RMCL were sold under the brand Roots Hako. The market for cleaning machines was very limited and it was tough going for many years in the beginning. The cleaning industry was highly labour oriented and housekeeping activities were handled by the industries, institutions and corporate houses themselves. Later the concept of outsourcing and the mechanisation emerged in India, bringing in a new recognition for Roots Multiclean Limited.

Flipper was the first machine that was developed by RMCL and all the other machines were imported from M/s Hako, Germany and sold. Slowly and steadily RMCL started manufacturing various types of Sweepers and Scrubbers. Today, RMCL manufactures almost 25 models for the local market and 10 models for export market.

The following are the milestones in RMCL Exports:

• 1994 – Flipper was exported to Australia
• 1995 – E-430 exports began to Germany
• 1999 – Wizzard exports started to UK
• 2002 – E 350 Scrubber drier exports started.

RMCL started to establish its branch network in the year 1997. Today it has 13 branches and 6 dealers covering the whole Indian market. RMCL has a strong service team attached to each of its branches on a pan India basis.

What are the complete range of cleaning solutions in your basket and the industrial segments being catered to by Roots Equipment in India?
Roots Multiclean Limited manufactures Mops, Walk behind Floor Sweepers, Walk behind Floor Scrubber Driers, Ride on Scrubbers Driers, Ride on Sweepers, Carpet Care machines and Road Sweeper machines. They also import and sell Cold and Hot Water High Pressure Jet Cleaners, Steam Cleaners, Professional Vacuum, Industrial Vacuum Cleaners and Janitorial Tools.

The machines manufactured and marketed by RMCL are operated in various types of industries including Automobiles, Steel Plants, Process Industries, Electronics Industries, Hospital, Hotels, Shopping malls, Community housing areas etc to name a few.

What is Roots technological edge over competitors? Also please tell us about the quality control systems placed at RMCL to ensure that products don't belie the expectations of users.
The strength of Roots is its core competency in Engineering Design. The Cleaning machines made by Roots are designed and manufactured, keeping the Indian environment, dirt level and the operator's mindset in mind. The machines are robust, durable, serviceable and user-friendly. After Sales Service and Spares support are the company's USPs. The material used for the manufacture of parts and the components used in the assembly are of the highest quality standard and undergo strict quality control checks before being issued to the Assembly. The company is certified for ISO 9001:2000, ISO 14001 : 2004, ISO 18001 : 1999. The machines so manufactured are subject to rigorous endurance test before being allowed to be shipped to the customers.

Please brief us about your joint venture arrangement with Hako Werke, Germany.
Roots Multiclean Limited has a Joint Venture with Hako Werke, Germany and Hako Werke has a 26% equity stake in the company.

After spreading its wings across the country, RMCL partners with several global well–known specialized manufacturers of cleaning equipment and represents their brands in India. Please tell us about your all partnership and their offerings catering the Indian market.
Apart from manufacturing a spectrum of Cleaning Equipment, RMCL also imports and markets Cleaning Equipment from leading international brands like Hako, Germany, Powerboss and Minuteman from the US, Delfin, TTS and Soteco from Italy. Under sales and distribution agreements from these companies, RMCL offers high-end Walk behind and Ride On Sweepers and Scrubber Driers, High Pressure Cold and Hot Water Jet Cleaners, Steam Cleaners, Commercial, Industrial and Centralised Vacuum Systems to the Indian Market.

A word about your marketing and after-sales service network that enabled the company to deliver optimum solutions for customer's cleaning needs.
The Marketing organization of RMCL has a clear hierarchy with a smooth and practical operational protocol. The Marketing network of RMCL is divided into 4 Zones and handled by efficient Zonal Heads reporting to General Manager – Sales and General Manager – Service for Sales and Service respectively. RMCL has trained, knowledgeable Sales and Service team capable of meeting varying customer expectation and offers appropriate solution in time to all the customer needs. All its branches work on committed delivery dates and with a clear escalation matrix to ensure that commitments given by the company's branches for machines as well as spares are honoured at all times.

How do you look at the specialized cleaning equipment market in India in general and for your products in particular?
The specialized cleaning equipment market in India is growing steadily and the awareness on cleaning and usage of machines will help us to continue the growth.

With the new Government at the Centre proclaiming "Cleanliness and Sanitation," at the top of their agenda for sustainable growth, we expect the market for specialised machines will also grow in the emerging states in the years to come so that we will benefit out of it as well.

What are the growth drivers, which according to you will trigger demand for these equipment in coming years?
The key factors for the demand are:

1. The clear vision of the Central Government and State Governments on Health and Hygiene and the priority for cleanliness.
2. Awareness in the minds of Corporates, Civic Bodies and the Public and the need of Clean environment.
3. Industrial growth.
4. Demand for quality workplaces.
5. Reduced manpower availability.

As the market is going in the upward direction, the cleaning industry will continue to blossom. As far as RMCL is concerned, being the largest and integrated cleaning machinery manufacturer in India, we are confident that we will have a huge market share and will continue to be the market leader.

NBMCW August 2014