Roots Industries making foray into European OE market

Making aggressive inroads into the European markets with OEMs as its main focus, Roots Industries is positioning itself as a technology leader rather than only a product manufacturer.

Mr. K. Saravanasundaram, Deputy Managing Director, stated: “We are doing well in the US markets with respect to the truck segment, and we want to do the same kind of business in European markets too.”

Mr. K. Saravanasundaram, Deputy Managing Director, Roots Industries (extreme left), with his colleagues

Talking about its core product and how it is planning to broadbase its offerings, he said: “We have always been known for horns, but now we want to diversify. Horns will remain our core product, but we have started building on the mechatronic range of products because we believe that that is the future.”

Roots has begun manufacturing OEM-targeted solutions, including back-up alarms and a whole bouquet of signalling devices, DC to DC converters, smart USB chargers, battery disconnect switch and electronic battery disconnect switch. The company is also working on a few customized projects.

The company well realises that the global markets offer stiff competition and are ready with their strategy. Mr. Saravanasundaram explained: “We try to differentiate our products in terms of features, offering better reliability and also try to bring down the cost. We understand the customers’ requirements, hold discussions with them, map their problem and try to give tailor-made solutions to them. That is how we are able to make a breakthrough with many of our new products.”

He added: “The strategy includes finding gaps in the competitor’s servicing. They may be having some warranty failure, quality issue or similar problems, and that is where we try to add additional features and solutions and to customize products”.

Roots has started offering customized products to its Indian customers, and once proven successful it wants to bring them to other markets.