The Indian government and the industry aims to create products in India for the world, and with such an ambitious goal, it is essential that the Indian manufacturing sector outstands on the global platform. Mr. Indradev Babu, Managing Director, UCAM & President of the Indian Machine Tool Manufacturers Association(IMTMA) shares with Pro MFG Media, the significance of customer perception of quality which plays a key role in achieving India’s ambitious goal.
In recent years, the Indian manufacturing industry has witnessed tremendous growth and transformation. The recent government policies have provided immense support to the industry, also at the same time, numerous industrialists and leaders invested a lot of efforts to back the industry.
However, we lag in the acceptance of the engineering products produced by the Indian manufacturing industry globally. India produces approximately 50% for the domestic consumption, and the other 50% is primarily imports, the exports performance is dismal. The prime reason attributing to this is the lack of build quality, which the international customers are very specific on. As per the McKinsey report there is tremendous potential for Indian manufacturing to grow, but the lack of productivity often discourages the international players. The Indian manufacturing industry must meet the global norms to climb the ladders on the global platform. In the current situation, India has a golden opportunity to ramp up and carve its place on the global map.
The build quality has two aspects, and out of which the Indian manufacturing sector abides the quality of the product measured in the factories but, the other intense aspect customer perception of quality is insignificant in the industry. The Indian manufacturing industry needs to holistically develop its portfolio of products to build quality and sync it with the key element – perceived quality. Resolving this particular issue might help the industry take a quantum jump in terms of making in India for the world.
The manufacturing industry in India has traveled a long journey where we have realized that the aesthetics of the products is vitally critical. Citing an example, when UCAM participated in the first international show, 2003, the team structured a strategy to create aesthetically appealing products that could compete for the European standards. The team compiled various ideas concerning the design, theme, color, etc., to compete with the best in the market. The efforts bought the team immense success but also encouraged them to focus on aesthetics in the future. It is essential to consistently work on the process for further improvements and build the perceived quality of the customer. The Indian manufacturers should develop and implement programs that will bring in a required cultural shift in various domains of product designing. The current times favor India, and if the nation wants to achieve the goal to manufacture in India and reach the world, they have to bring fresh perspectives as well as focus on high quality.
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