MANN+HUMMEL has expanded its filters range by acquiring the 75-year-old US Brand, WIX Filters, targeting the large Indian customer base that is always on the lookout for value for money filter solutions. Known worldwide as a premium filter brand, MANN+HUMMEL in India is offering exciting new solutions to entice wider distributing network, customers, and workshops and gain unprecedented visibility. WIX Filters is already a well-known brand in Americas, Europe, South East Asia and the Middle East.
Mr. Pradeep S. Randhawa, VP & MD, shares: “With WIX, we have covered the entire aftermarket segment. We now have a range that will increase our penetration in the market to more than 95 per cent in passenger cars by supplying oil, air, fuel and cabin filters. Now, we will cover the Asian OEMs as well.” The company will import WIX filters for the market instead of re-investing and re-tooling here. Worldwide, MANN+HUMMEL offers Purolator brand for cars, WIX for heavy-duty industry, and MANN-FILTER for the premium segment.
Mr. Kewin Kuriath, Director – Sales & Product Management, says, “Till now, we had a limited range where we were predominantly known to cater to the premium luxury car segment. Now, we want to be there for every car and truck in the Indian market.”
First Choice
It’s a strategic move, explains Mr. Randhawa, “Our playing field was narrowing in the sense that the bulk of the consumer would only go and buy what is easily available or what is pushed by the mechanics. We needed to offer the mechanic an option.”
Filters are fast moving automotive components and MANN+HUMMEL wishes to be there at every workshop floor across the country as the first choice of filter. Mr. Kuriath expands on it, “Filters are replaced every second for maintenance reasons. In our bid to expand our network and make our filters available at every garage and retail outlet, we are looking to appoint more business partners both in passenger car and commercial vehicle segments.”
Greater Visibility
MANN+HUMMEL have predominantly been visible in the niche markets, be it construction equipment, off-highway or mining sector. Mr. Randhawa says, “Our products are used in expensive equipment and people do not wish to risk damage to them by using cheap filters. We offer protection throughout the life of the filter. As the engines become expensive, the cost of ownership goes up as well. Since our filters last longer, the cost of ownership is partly offset”.
As a Go-to-Market strategy, MANN+HUMMEL has decided to set up exclusive sale points. Mr. Kuriath shares, “We will set up one-stop shops called MANN-FILTER Shoppe and focus on getting retail visibility. We are planning to start small, with 10 units across India; we shall rope in some of our existing customers from the many who are interested.”
According to Mr. Randhawa, the objective is to secure about 20 per cent of the total aftermarket pie in the next 4-5 years.
Enticing Customers
MANN+HUMMEL realizes that for them the mechanic is the catalyst. It is essential to have top of the mind brand recall. To achieve this MANN+HUMMEL plans to educate and train the mechanics in handling MANN+HUMMEL range of high quality filters which is a win-win for both the mechanic and the end customer.
Mr. Kuriath says, “Our newly launched program, Filter League, is aimed at retail customers to help us establish contact with new workshops and retailers. Through this loyalty program, we are targeting about 5000-6000 retail outlets and workshops where we will focus on giving the customers a feel of our brand.”
MANN+HUMMEL is currently working towards streamlining their product availability by improving their supply chain. Mr. Randhawa is confident that the upcoming implementation of GST will yield only positive effects.
New Offerings
Since clean and breathable air is becoming more of a rare commodity, organizations and institutions are seen opting for industrial-level solutions that are also green. Mr. Randhawa says, “We recently launched a new initiative, ‘Our Air’. This initiative would cover air purification in passenger cars, offices and sensitive spaces like hospitals, malls among others. Having a good filtration system mitigates higher cost of energy. Currently, we are importing our equipment that is being used in hospitals, though replacements would be manufactured here.”
MANN+HUMMEL boasts of a wide range of filtration products, namely, air purifiers for cars, HVACs for buses which will soon be extended to trucks as well.
With regard to Cabin Air Filter, Mr. Randhawa shares, “Right now, we are offering basic particle filtration solution but we can offer control solutions for PM 2.5, odour and bacteria too. But it depends whether the OEM is prepared to upgrade the HVAC system.”
Cost sensitivity of the Indian market is widely known. MANN+HUMMEL is confident that with the switch to BS-VI soon, and engines undergoing upgradations would become expensive, the customers will stick with the original replacement product. He says, “Come 2023, OEMs here would have to guarantee emission norms throughout the life of a vehicle, whether commercial vehicles or cars. MANN+HUMMEL can be a major player to meet the expectations of the market.”
And that is exactly why both Mr. Randhawa and Mr. Kuriath feel that MANN+HUMMEL needs to build their distribution system in the next three years to become a trusted filter supplier in this matured market.
Also, MANN+HUMMEL is ready with a few patented diesel fuel filters that are ideal for BS-VI environment.
Going ‘Smart’
It is only natural that the ubiquitous filter goes ‘Smart’ in the day and age when India is gearing up to build Smart Cities and uses Smart Phones and maintains Smart houses and gadgets.
Mr. Randhawa explains the concept of a smart filter, “Imagine that you only get to change the filter when it is really at end of life, rather than simply following service instructions to replace at, say 20,000 km. The condition of the filter is monitored in real time. This would ensure value for money without endangering the engine performance. This is one of our strongest initiatives across the globe being taken up by our innovation team to make it happen.”
Aftermarket
With Indian aftermarket comprising roughly two lakh retail counters and a lakh workshops, MANN+HUMMEL is expecting to grab significant market share with their newest value-for-money brand of filters. The officials know and are prepared to take this exciting journey to reach their goals – using a well-planned marketing strategy.