Bosch Power Tools Division, India.

'Built Expressions' in conversation with Mr. Vijay Pandey, Vice President, Bosch Power Tools Division, India.

BE: Since its inception, the power tool division of Bosch has carved a niche in this segment. Explain the journey with reference to construction industry in specific?

VP: Indian Power Tool market has grown by around 9% CAGR in last two years. Relatively Bosch Power Tools in India have been growing at a much faster pace of 26%+ CAGR for the last 8 years in a row now. Last year, we grew by around 20%, thereby further strengthening our potent market leadership position by gaining additional 4% market share. Our share in Indian Power Tool market is more than double of our nearest competitor. All this has been possible due to our superior technology and utmost trust of our customers in our comprehensive solution provision to all the segments of the market.

All our products are compact, light weight, powerful and easy to use. Bosch iconic GSH 11E, the 11kg demolition hammer, has carved a name in the construction business over the years.  The new GSH 11VC with vibration control will help Bosch Power tools penetrate deeper into this segment.  We are pioneers in this segment and have obtained a leadership position as our 2 kg rotary & combi hammers are also in great demand in the construction industry.

BE: Bosch has consistently managed to be the world leader in Power tools, Power tool accessories and Measuring devices. What are the core success factors in this key achievement?

VP: 'Bosch Power Tools' division maintains its leadership status in the power tool market by following its guiding principles of quality, innovation and customer orientation. This gives us a competitive advantage over the market and our customers get a delight of engineering precision and convenience. Innovation & technology have helped us stay ahead of the market and this is the core success factor. Also, our vast dealer network has been one of our key mainstays.  Similarly accessories and measuring tools have been the front runners in their respective segments owing to superb quality and consistent new launches.

BE: Can you give us an overview of Bosch Power Tools for the Indian Construction Industry?

VP: According to a new market research study by World Market Intelligence (WMI), India's economic growth has been achieved through increasing demand for commercial, industrial, institutional and residential infrastructure projects, a trend which is expected to continue. During the forecast period, the industry is expected to record a double digit growth, which shall open up new avenues in various segments.

The prerequisite for innovations like  environmentally sustainable construction has increased competition in the Indian construction industry.We are all geared up to ramp up our local production of power tools division with an aim to increase sales by nearly 25 per cent to more than INR 400 Mio by 2015. The tools which have really picked up are Fischer chemical/mechanical anchors, 2kg hammers, drill machines, wide range of demolition hammers, angle grinders, core cutters, marble cutters, wall chasers & accessories. These tools are some of the basic and significant construction business tools. Also, our cordless power tools are showing promising returns in this sector.

BE: Construction Mechanization is the need of the hour. To what extent, Bosch Products related to construction industry contribute to this factor?

VP: Bosch Power tools are PEPT i.e. Portable Electrical Power Tools and are already mechanized. Our tools help in increasing productivity by completing work faster, safer and with more accuracy.   In the field of fixing systems, professionals know that they can rely on the quality of Fischer fixing systems right from the very start, on their safety and durability as well as their ease and efficient handling.

BE: What are the various factors to be taken into account when considering the quality of power tools?

VP: Reliability is an important factor as any disruption in work is going to cost the builder. Safety and ease of use are other factors. Also, availability of spares should be an important factor in selecting quality power tools. Besides the factors mentioned above, the key differentiators for all our products are -

• Superior German technology
• Premium quality
• Strong after-sales-service
• Wide distribution network
• World Class Training Centre in Bangalore with state-of-the-art product-trainings
• Profitable and stable business policies
• Clear preference of the customers for Bosch Power Tools.

With Fischer fixing systems, Bosch Power Tools is able to present a complete range of offering: Bosch Power Tools to make the necessary holes and the Fischer fixings in nylon, chemical and steel for all construction works and new industrial applications.

BE: What are the safety precautions to be followed while operating the power tools? Do you have any special training programs in this direction – especially amongst construction workers?

VP: Power tools have to be used after proper training only. Besides enhancing the life of the tool, proper usage of power tools helps in completing work faster and safer. Bosch has a full fledged training center in Bangalore and also our sales team and channel partners impart regular trainings at various construction sites in India.

BE: What do you think is the total potential of the power tool market in India?

VP: Indian power tool sector has seen an unprecedented growth and the huge demand for power tools are expected to rise at the rate of six per cent yearly. Currently, this sector is valued at more than INR 8500 Mio which takes in account the organized segment of the market. Bosch Power Tools is a leader in India and has a wide portfolio of professional and 'Do-It-Yourself' (DIY) tools. After gaining the leadership position in blue tools (professional) segment, we want to now focus on promoting the "Bosch@Home" concept – which primarily aims at reaching out to the DIY segment in India. We, at Bosch, believe that this segment has a huge potential and with the influx of a rising middle class, we are seeing a discerning consumer who is seeking a better lifestyle and is willing to be adventurous. Therefore, we believe that "Home improvement" is going to be the next big trend.

BE: How Power tools are generally classified? What are your recommendations?

VP: Power tools are classified as Hammers, Breakers, Angle Grinders and Cordless. Bosch Power Tools has a wide array of tools which not only increases the efficacy of professionals but also reduces the time and makes the task much simpler. These include corded and cordless tools for wood working, metal working, construction segment as well as intelligent measuring instruments. Bosch offers more than 2000 accessories compatible with its power tools.

We always recommend to our customers that they should take care of two things to ensure safety and user-friendliness of power tools – right application and right accessory for each tool being used.