Simply Reliable
As India becomes a key player in the global machine tools and cutting tools industry, it is likely to see substantial high-end manufacturing. Many global majors in this field are jockeying to set up operations here. But there is one key global player – Dormer Tools – which had a resounding success in the very first year of its operations. Originally founded in Sheffield, England, in 1913, Dormer is one of the world’s foremost producers of solid carbide and high-speed steel rotary cutting tools.
Dormer-Pramet’s new slogan ‘Simply Reliable’ is not just a statement. It is a promise that touches its entire organization, each employee and every customer interaction.
Dormer Tools India Pvt. Ltd. operates as a subsidiary of Dormer Tools and offers products under three brands, namely, Dormer, Pramet and Carboloy. The Indian arm of the company was initially known as Pramet Tools India with the company being rechristened as Dormer Tools India in 2013 in the wake of the amalgamation of the two firms globally. Incidentally, 2013 was a also the centenary year of Dormer Tools globally.
Says Mr. Gautam K. Ahuja, Managing Director, Dormer Tools India Pvt. Ltd.: “Throughout our history we have continued to innovate, invent and embrace change with particular emphasis on developing new customer services designed to simplify tool selection, ordering and usage. Today, Dormer-Pramet is a brand with a truly global presence with sales units in over 20 countries serving more than 100 markets worldwide. These are supported by four global distribution centers and three manufacturing units in Halmstad (Sweden), Sao Paulo (Brazil) and Sumperk (the Czech Republic).”
The core product programme of the company covers drilling, tapping, milling, turning, parting & grooving and threading tools designed for general-purpose machining and multi-application production environments, with a focus on versatility and flexibility. Dormer’s brands are market leaders for advanced, productivity-enhancing products and solutions for metal cutting, with focus on increasing customer productivity by providing products, services and applications know-how.
Multiple product lines
In order to provide a one-stop solution to automotive and other industries, its products span across various types of cutting tools. Among them are mainly indexable cutting tools from the Pramet range, the rotating tools from the Dormer range, and the cost-effective Carboloy ISO inserts being deployed into the manufacturing facilities of all the plants.
Dormer has recently strengthened its solid carbide milling programme with the introduction of several new ranges. These include additions to existing cutter families as well as completely new ranges such as corner radius and super finishing cutters. Two new cutter families target milling operations in a wide range of difficult to machine materials, including stainless steels, titanium and nickel alloys.
Numerous unequal helix, corner radius and ripper variants greatly expand the options available to customers looking for multi-material versatility and consistent performance. “This serves to harmonize the cutting action by reducing vibrations, benefiting tool life and enabling use of increased cutting data whilst also improving surface finish and reducing micro-chipping”, explains Mr. Ahuja.
The second new range consists of multi-flute super-finishing cutters. Available with either Aluminum Titanium Nitride or Titanium Silicon Nitride coatings, all feature very high helix and low rake angles for consistent performance and tool life in target materials, including hardened steels, stainless steel and titanium and nickel alloys.
“We now have a complete range of tooling solutions comprising both rotating and indexable tools. Fortunately for us, many of our competitors do not have a full assortment of tools. Apart from Dormer’s rotating tools, Pramet has a complete range of indexable tooling like turning, milling, drilling, parting & grooving and threading solutions. Moreover, we are very strong in segments like Tube Scarfing, Barpeeling, Heavy Duty Machining, Railways, etc. We offer cost-effective tooling solutions to OEMs, component suppliers and the above segments”, he adds.
Dormer-Pramet’s customers include companies in the automotive, aerospace and engineering industries, oil and gas extraction and in the electronics and medical-technology industries.
Dormer-Pramet’s expertise lies in the large range of high-end products of superior quality cutting tools covering the full spectrum from rotating to indexable tools.
He further states: “Our common success is built on five pillars They are consistency in terms of product quality, durability in terms of tool life, versatility by offering a focused tool assortment with a wide application coverage, security in the delivery performance and, most importantly, simplicity in every aspect of working with all the three brands, Dormer, Pramet and Carboloy. This is really our soul and blood”.
Technical prowess
Unfazed by the presence of well-ensconced local players as well as cheaper products from Chinese players, Mr. Ahuja maintains that in cutting tools, geometry and grades play a very important role. He says: “We are having different geometries for different materials and also grades to suit them. We are generally able to outdo most of our competitors in terms of productivity and performance. Moreover, the designing of milling cutters, drills and taps is the strength around which the products are developed. A new range of shark taps has been introduced this year. It is more the technology and technical strengths of our company which has given us a headstart in India.”
As mentioned earlier, the company has already made a breakthrough with a number of automotive and affiliated companies. Some of its marquee customers in this domain are Maruti, Mahindra & Mahindra, L&T, International Tractors, Bhushan Steels, Amtek Group, Bharat Forge, Alfa Laval, Delphi, Carraro India, Rietor India, etc. The company remains upbeat on the demand growth creating a niche for itself, and even the economic slowdown during the previous fiscal had no bearing on orders from the manufacturing sector.
“We have not seen any impact of the slowdown on our sales as demand for our products remains buoyant and we have firm orders from the manufacturing sector, which caters largely to the automotive industry. Furthermore, we see the CV industry as a big potential. As the market evolves, it will do well, especially when more projects are cleared by the Government for roads and highways,” affirms Mr. Ahuja.
Manufacturing plans
Currently, the company imports its Dormer branded products from its facilities in Brazil and Sweden, while the Pramet tools come from its Czech Republic plant. Dormer has a warehouse in Singapore which facilitates delivery of goods to customers in India within four to five days of order placement.
“At the moment, it is economically feasible to import our products rather than make them locally. But we are not ruling it out either in our future course of action. If the need comes, we will definitely start manufacturing in India as it will help us in surmounting the local challenges and also assist us in keeping pace with the productivity what the customers demand”, he adds.
In the aftermarket space, Dormer-Pramet has appointed more than 50 exclusive dealers in India since Mr. Ahuja was roped in as its MD. Under his guidance, Dormer has managed to widen its presence through its high-decibel promotional and other activities.
With the long-term in focus, Dormer India is expanding in a big way, targeting a turnover of Rs. 1 billion in the next three to four years. Globally, Dormer-Pramet is a $400 million firm, with a very strong plan to triple its turnover by 2020. “The Carboloy brand was globally launched for the first time in India, which goes to show the kind of priority the market has for us. India is a very important market for Dormer-Pramet because much of the growth is expected to come from the Asia Pacific region. Our Board of Directors is always keeping a close watch on India and they are always devising India-specific strategies”, signs off Mr. Ahuja.
