Home-grown garage equipment maker leverages indigenous technology to set the pace in both local and global markets
It’s not often one comes across a midsize engineering company operating in a niche field of the old economy sphere and exporting its products to around 65 countries – a pleasant surprise indeed. The same turns into an admiration upon learning further that they have been recipient of several awards for their performance excellence from various Government of India organisations; and bagging for the last 10 consecutive years, the prestigious Export Excellence Award of EEPC. More importantly all of the ovation for the accolades get enveloped by the pride factor when we ingest the facts that the company’s in-house R&D is a Government of India recognized set-up, addressing local and export market requirements thro’ homegrown technology and that they have recently launched their ‘world’s first product’ in the segment – a laudable performance indeed. Well, the company is Manatec Electronics Pvt. Ltd., based in the Union Territory of Puducherry and its success story in the auto garage equipment segment, especially in the wheel alignment and balancing areas has been scripted by Mr. R. Mananathan, Chairman, a first generation entrepreneur and ably supported by his son Mr. Kalaiichelvan Mananathan, Managing Director.
Manatec celebrated on May 7, 2017, their 30th anniversary of operations by organising a special function at their Karikalampakkam factory, same attended by the company staff, workers, special invitees and other well-wishers. Chief Guest at the function was Mr. V. Narayanasamy, Puducherry Chief Minister, and Guest of honour Mr. M. Kandaswamy, Puducherry Welfare Minister. It was definitely an occasion to rejoice especially considering the event coming on the heels of their ‘world’s first product launch of Jumbo 3D Super wheel aligner for multi-axle trucks, buses & trailers’ on April 28, 2017 at Sankagiri, Salem, T.N. One could sense the justifiable pride of the team members in having achieved this commendable feat thro’ their stellar R&D efforts.
Journey with a mission
Welcoming the Chief Guest, Guest of honour, dignitaries and others attending the program Mr. S. Vijayaragavan, Director (Domestic Business), gave a brief history of the company operations and as to how it was started by their Chairman way back in 1987. He said: “Our Chairman Shri. Mananathan, from an agricultural family in Puducherry with modest background had to settle for a diploma course in education due to funds constraint. After completing studies, he worked in a couple of companies before taking up employment in Neyveli Lignite Corporation. He completed his AMIE part-time during his stint in NLC and after about 15 years of service, took up a Gulf assignment in 1980. He worked there for about 7 years and then returned to India with a mission to start his own venture. Initial foray of the company Manatec started by him in 1987 was into shaft alignment systems and later when the opportunities came up in big way with the opening of economy during early 1990s, ventured into manufacturing automotive garage equipment.”
The company’s growth philosophy was based on in-house R&D and several products were added on to meet market’s acceptance and demand for their competitive and quality products. The company’s special focus on wheel balancers and alignment equipment opened up the exports market in a big way and raised Manatec’s operations to the next orbit. Apart from wheel balancers & aligners, they also took up the manufacture tyre changers, exhaust gas analysers, smoke detectors, auto lifts to name a few from their product program. To cater to the expanding global and local market needs, they built a sprawling new factory at Karikalampakkam. Mr. Vijayaragavan also listed out the multitude awards bagged by the company for their performance and quality standards during their three decade journey.
Challenges for industries
Delivering the Chairman’s address, Mr. Manathan thanked the CM and Minister for accepting to grace the occasion. He indicated that the pro-industrial approach of the Government was the need of the hour to reduce unemployment and ensure that India can compete on equal terms with the overseas companies. He continued: “Honourable CM, I am sincere in applauding the clarity and specifics in the industrial policy released by your Government. I have interacted with your goodself in the past and know well about your bias for the industrialisation. We are fortunate to have a CM who is committed to industrial growth for the prosperity of the Union Territory. However I would like to indicate here the various hurdles being faced by industrialists like us due to the red tapism of the bureaucracy. Getting clearances and licences for various development activities is a cumbersome procedure – a specific example is our license application for switch over to HT from the current LT that has been pending for the last 2 years with the PWD and Electricity Board. I am optimistic that under your Government such hurdles will be removed and to start with a single window for electricity connection implemented; and this first step will be a great move in the right direction.”
He added: “Industries pay so many types of taxes to the Government and the officers at various levels are oblivious of the same. They must get the message that prosperity can become a reality only if more industries come to Puducherry and the existing ones go for expansions in the same place rather looking out for other places to put up their plant. Today the competition especially from the China is very stiff and at Manatec we have consciously taken a decision to move out of some product segments because of the price issues. Our focus today is more on our core strength of electronics and innovative precision manufacturing.”
Growth mantras
Minister of Welfare who spoke after the Chairman extended his best wishes for the future growth of Manatec; and agreed to look into the hiccups to be overcome regarding the bureaucracy used to working at their own pace. CM speaking next congratulated Manatec for their anniversary, make in India route and felt that is the right approach for India in eradicating unemployment and taking its well-deserved and rightful place amidst the progressive industrialised countries.
He stated: “I have always believed in innovation, R&D and make in India route for the progress of the nation. During my MP tenure and as Minister of State serving under former Prime Minister Dr. Manmohan Singh-led Government, I was attached to Space and Atomic energy areas. ISRO and Koodankulam are standing examples of the above approach in contributing to the all-round growth. Industries should be given top priority in eradicating unemployment and in this regard, we have taken many measures to put Puducherry back on track. Yes, the points about bureaucracy have been noted and to set it alright, we are having several meetings with them and monitoring the projects being handled. Vibrant infrastructure is also a key input for industrial growth and to attract FDI. In this regard, Puducherry can expect direct air travel linkage to various cities and container handling satellite port very soon. Also companies from various countries have evinced investment interest in Puducherry. We have good educational institutions, hospitals and conducive policies to attract FDI and all of the above should put Puducherry as the preferred location for starting industries.”
Expanding global footprint
Delivering the valedictory address, Mr. Kalaiichelvan thanked the CM, Minister and other dignitaries for having made the occasion a memorable one. He remarked: “Today’s celebration is a happy occasion and we can recall with pride and satisfaction the 30 glorious years of passion and innovation at work. As you are aware, we have launched the ‘world’s first wheel aligner for multi-axle trucks and buses’ and it’s no mean achievement. To protect our business interests, we have already patented it in USA, Europe and some more places. We have pipped even the industrialised countries in this endeavour and this has been achieved thro’ the combined efforts of the Manatec team members. As for the future course, I would like to increase our international reach and chalk out the roadmap to meet the 5 year vision. Apart from new models and project based work in the alignment segment, we are also looking at introducing down the timeline new products like tyre pressure monitoring systems and rear view cameras for cars synergic with our R&D work.”
He also disclosed about the goal to become an important global player in the auto component business; and while focus on growth in their standard product lines will continue, adding on new products to address the future markets is the way to go and he will be working on these expansion plans. Manatec is a company leaning heavily on innovation and R&D to forge ahead. Vision and mission statements are in place and the company is steered at the helm by focussed promoters working with a missionary zeal. Having an enthusiastic team of dedicated and creative knowledge workers well supported by others in various functional areas, the company is bound to scale new peaks in its operating realm ; and keep the Indian flag flying high on the global scene thro’ their impressive product offerings for the demanding industry needs.
Jumbo 3D Super – Manatec’s revolutionary wheel aligner for trucks, buses & trailers
“We are proud to launch our made in India Jumbo 3D Super wheel aligner, world’s first of its type product in the segment for global customer applications. As always, this product too has been totally developed by Manatec’s in-house R&D efforts. The same should contribute significantly to the quality, reliability and productivity aspects thereby ensuring a better ROI for the service providers and end users. It gives us immense pleasure to launch this product in one of India’s important centres for trucking and bus body building related services, Sankagiri, T.N,” said Mr. R. Mananathan, Chairman, Manatec Electronics Pvt. Ltd., Puducherry.
The launch function on April 28, 2017 was attended by company staff, dealers, customers and vendors associated with Manatec. Chief Guest for the event was Mr. M.R. Kumaraswamy, President – State Lorry Owners Federation, Tamil Nadu, and Special Guests included Presidents from various other Lorry Owners Associations in and around the Sankagiri region. Mr. Kalaiichelvan Mananathan, Managing Director, Manatec, welcomed the guests and all others assembled for the launch event and gave a presentation about the journey of Manatec since inception in 1987. As regards Jumbo 3D Super he stated: “Welcome to the future. We are offering a high-tech solution in the alignment segment thro’ this product. Wheel alignment essentially increases the tyre life and cuts down fuel costs apart from providing a safe and comfortable vehicle steering – all of which go to providing a better return on tyre investment for the operator.”
Speaking about the product features and the advantages Mr. S. Vijayaragavan, Director (Domestic Business), explained that wheel alignment results for multi-axle vehicle can be completed in under 3 min. Driver sits in the vehicle and Runout carried out by driving the vehicle. Jumbo 3D Super is supplied with 10 targets and integrated wheel brackets. It enables the end user to measure results of all 5 axles simultaneously. The key features include one shot Runout compensation of all 5 axles and one shot caster swing for twin steer axles. The same leads to quick results ensuring thus high productivity and cutting labour costs by significant time saving. The equipment uses latest innovative digital-imaging technology by deploying quad camera system for data acquisition. High resolution digital cameras 2 per side operate with intelligent software & capture seamless images of targets.
Mr. Kumaraswamy launched the product with typical razzmatazz for the invitees to see the impressive equipment displayed. Mr. Mananathan delivering the Chairman’s address, thanked the Chief Guest, Special Guests and others from various segments of the industry. He mentioned: “Upon developing indigenously the wheel aligner using the prevalent CCD technology during 1997, we wanted to validate the benefits before entering the market. In this regard, we approached the MD of Thanthai Periar Transport Corporation, Villupuram, with our new equipment and explained its benefits for the fleet operator. Impressed, he allotted us 3 buses running between Chennai and Puducherry for the validation exercise. The buses used to return back to the shed at 10 pm and subsequently our team did the alignment at the workshop; the alignment procedure was repeated every fortnight. The tyres that ran for 45,000 to 50,000 km gave 70% higher life and the results were appreciated by him. After the above application tests, we started supplying our products to various transport corporations but the mind-set at that time was such that they continued to use the conventional methods and not our wheel aligners. A fleet operator having 10 trucks would give his Maruti car for servicing at the company run workshop but entrust the trucks that gave him returns for his livelihood to a road side mechanic/workshop for repairs including alignment. However with the rapid development of auto sector and entry of many leading players, the situation changed. The sector picked up in a big way and we stared introducing various models for applications in the CV domain.”
Mr. Kumaraswamy during his brief address, congratulated Manatec for the feats and said would look forward to the new product providing useful service to the fleet operators by improving the ROI in a competitive area. Manatec had also exhibited the equipment and truck with target plates attached to demonstrate the features and operations. The crowd at the demo section was a clear sign of the increasing interest in alignment operations and specifically of course in Manatec’s products for the applications. Watch out for many more innovative and ‘world’s first products’ from the stable of Manatec; and for sure Manatec is going to stay put on the centre stage of the auto component segment in the years to come.
“3D alignment is the future in CV world and we are proud this technology emerges from India”
– Kalaiichelvan Mananathan
“We truly believe 3D alignment is the future in CV world and we are proud this technology emerges from India,” says Mr. Kalaiichelvan Mananathan, Managing Director, during his interactions following the important milestones recently crossed – Jumbo 3D launch and 30th anniversary celebrations of the company; excerpts of the above follow.
Can you provide the salient features of Jumbo 3D Super wheel aligner and the importance of it being world’s first?
Until now, Wheel alignment for CVs world over, is done using CCD technology. This means mounting electronic sensor heads on all the wheels to measure alignment angles.
Now compare this with our latest innovation, Wheel alignment using 3D measuring technology. No electronic sensors on wheels. Only chequered targets made of aluminium.
Time taken for a 5 axle alignment measurement using CCD technology is 35 minutes, whereas time taken using 3D technology is just 5 mins. An impressive 7 times faster! Runout measurements can be completed in 51 secs compared to 36 mins in CCD technology, a whopping 36 times faster. This is productivity at its best.
Add to this, reduced service & spares cost, since electronics on wheels are totally eliminated.
Kindly highlight the need for wheel alignment and its acceptance in the CV sector.
Let me start by saying bus & truck alignment awareness is spreading fast like never before in India. The fact that regular wheel alignment every 15,000 km, results in 50 per cent average tyre cost savings and approx. 5 per cent fuel cost savings.
For example, a company with a fleet of 100 CVs can save more than one crore per annum if they do wheel alignment regularly. A company with 500 vehicles can save many crores. This savings is huge and cannot be ignored.
Indirectly, regular alignment results in reducing vehicular pollution since less fuel is consumed due to controlled steering.
All the above facts have struck chord with large fleet operators and other stakeholders. After all we are talking about savings in crores of rupees here. Hence I’m pretty sure, CV alignment will gain lot of traction going forward.
Brief us the basic alignment data/results collected and corrected. Also indicate the USPs of the Jumbo 3D & its choice for applications over the earlier version.
Most important angles like Toe, Parallelism, Thrust Angle & Scrub Angle are measured and displayed in our 3D machine. The productivity is compared in measurement time only. Correction of angles is always a manual work and depends on the technician.
Most significant USPs of a 3D system is ‘no electronics on wheels’ & ‘impressive time savings’. These USPs result in many direct & indirect benefits like manpower savings, ROI increase, service & spares cost savings among others.
Jumbo 3D will serve to the segments which needs high productivity & efficiency and looking to embrace next generation technology in wheel alignment. Our CCD wheel aligner Jumbo 9000 serves to segment which handles less traffic in alignment at economical costs.
Comment on the suitability of Jumbo 3D to handle cars as well. Do you undertake projects in alignment exercise at OEM’s works?
Jumbo 3D’s compatibility to do alignment for cars also, must be seen as a complementary feature and not as a universal solution. Market for CV alignment, be it CV workshops or CV tyre outlets, are focussing on CV service as their mainstay and car service is not considered actively in the same roof. However for independent alignment centres, compatibility with cars will be an added advantage to increase revenues.
Leveraging our years of design experience in the field of wheel alignment, we have implemented a customised solution for TOE angle setting in the assembly line of OEMs. So far the only solution was to import such equipment at high cost. But this has changed now with our solution.
How do you compete in general against the local companies marketing imported products of your range? Can you indicate plans for the road ahead?
Manatec is a “Make in India” company from the day one with in-house R&D infrastructure producing import substitute products. Other trading companies who are importing and selling in India lack technological expertise to offer knowledgeable service. Economical spares, timely & knowledgeable service combined with latest technology at affordable cost differentiates MANATEC from others.
The vision of the company is to increase the domestic market share from 30% to 50% and to enhance the export distribution network from 65 countries to 150 countries within a span of 2 years. So, it will increase our market share globally by 10%.