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MOTORINDIA
l
July 2012
Rane Group’s continued
thrust on aftermarket
At Rane, customer delight through
total quality continues to be at the
core of its business philosophy. As
part of this, customer after-sales
service is an integral part of Rane’s
responsibility to both the OEM and
the end customer. Hence, in the past
few years, the Rane Group compa-
nies have focused on continuously
improving its service levels to the
aftermarket and ensuring that spares
are available to the end customer,
thus bringing down the vehicle off-
road time.
Thanks to the booming Indian
automobile market, there has been
significant growth in the vehicle
parc which has in turn continuously
increased the demand for spareparts.
According to analysts, the parts mar-
ket is expected to grow from the cur-
rent estimated $5.5 billion to about
$9 billion by 2015.
While the increasing demand
augurs well from the business
opportunity an-
gle, it also
brings with it
challenges
that need
to be ad-
d r e s s e d .
Conventionally, till recently, sup-
plies to the OEM line used to have
the highest priority while servicing
the spares market used to take the
next priority level. This encouraged
the existence as well as growth of
more and more unorganized sup-
pliers of spurious parts in the after-
market. It is the moral responsibil-
ity on the part of the OEM supply
base to ensure that the end custom-
ers get only quality parts from the
organized sector for replacement,
and hence a change in approach was
warranted.
Through all these years of inter-
actions, it has been quite clear that
the aftermarket customers are quite
sensitive and the ‘brand’ plays an
important role. Rane focuses on en-
suring ‘brand protection’ through
consistent quality and delivery,
reasonable cost (not necessarily the
lowest cost) and build trust and re-
lationship.
For the past three-four years,
Rane has moved from according
Mr. S. Parthasarathy, President, Rane (Madras) Ltd.
focus on aftermarket