Six Decades of Excellence: Devendra Autocom’s Journey from Exports to OEM and Defence

Devendra Autocom Pvt. Ltd., a leading manufacturer of critical engine components, is nearing a milestone of 60 years of operations. In this exclusive interview with N. Balasubramanian, Chairman Balraj Vasudevan, reflects on the company’s evolution – from an export-focused venture to a domestic OEM and defence supplier, emphasizing innovation, resilience, and growth.

A Foundation of Innovation

Founded in 1965, Devendra Exports Pvt. Ltd., initially specialized in manufacturing critical diesel aftermarket parts such as Feed Pumps, Injectors, Piston Cooling Nozzles, Hand Primers, Diaphragms etc. The company quickly established itself as a key supplier to the domestic aftermarket and export market in the Bus, Truck, and Tractor segments.

Balraj shared, “My father, Late Mr. K. Vasudevan, founder of Autolec Industries Ltd., and a doyen in the automotive component industry in India, identified a gap in the aftermarket for diesel fuel injection components. He leveraged his experience to set up Devendra Exports focusing on supplying these parts to Southeast Asia and Europe. At its peak, 85% of our products were exported, with key customers in Germany, Middle East, S.E. Asia and other regions.”

While exports dominated in the initial decades, Devendra also developed a reputation for high-quality manufacturing in the domestic aftermarket sectors, laying a robust foundation for its future.

The Transition to OEM and Domestic Markets

The company faced significant challenges by the mid-2010s, as competition from Chinese manufacturers flooded global markets. “Exports were no longer sustainable. We had to reinvent ourselves to survive,” Balraj recalled.

In 2015, Balraj joined the company’s Board, took a leadership role and spearheaded a strategic pivot. “Our first step was to establish relationships with OEMs,” he said. Ashok Leyland became Devendra’s first major client, starting with Pulleys and progressing to Water pumps. This marked the beginning of a transformation that shifted the company’s focus from exports to domestic OEM partnerships. This transition was formalized in 2017 when the company rebranded as Devendra Autocom Pvt. Ltd. to reflect its new direction. By 2023, domestic business accounted for 90% of its operations while exports contributed just 10%, a significant turnaround by any standard. 

A Foray into Defence Manufacturing

One of the most notable achievements in Devendra’s journey has been its entry into the Defence sector. The company now supplies critical Fuel Injection Pumps for the Indian Army’s T-72 and T-90 tanks, as well as the BMP Tanks.

“Breaking into a market dominated by global giants like Bosch and Delphi was a monumental task,” Balraj explained. “It took years of innovation and persistence, but today we are a trusted supplier for these critical components.”

The Defence segment now contributes nearly 50% of Devendra’s Rs. 100 crore turnover, a significant milestone for a company that once primarily focused on exports. In recognition of its contributions, Devendra was awarded for Import Substitution by the Government of India for saving the country substantial money in import costs. The company received the prestigious SIDM Champion Award 2024 from Shri Rajnath Singh, Honorable Minister for Defence this year.

Leveraging Technology for Growth

Devendra’s growth has been driven by its embrace of advanced technologies. From implementing SAP HANA for Enterprise Resource Planning to leveraging IoT for real-time monitoring and using AI tools extensively the company has redefined efficiency and productivity.

“Today, we are poised to be a Rs. 100 crore company operating with just 120 employees, compared to 230 employees in 2015 with a Rs.12 crore turnover. This was possible because we’ve adopted automation, lean practices and encouraged a vibrant ‘outsource’ eco system,” Balraj said. “We have consistently pursued excellence through high quality products, safe environment for our people and acquiring the best standards and technologies to achieve this,” added Balraj.

The company is also venturing into Electro-Mechanical components, such as Electric Water Pumps for EV’s, Electric Fuel Pumps for Hybrid ICE vehicles, aligning with evolving industry trends. “We’ve already developed samples for electric pumps, which improve engine efficiency and align with the shift toward modern automotive technologies,” he added.

Opportunities Amidst Industry Challenges

The automotive industry is undergoing rapid change, with the rise of Electric Vehicles, Hybrids, and Hydrogen technologies. However, Devendra remains confident in its ability to adapt to these new requirements with the best possible solutions.

“The segments we serve – Trucks, Tractors, and Defence – will continue to rely on Diesel Engines and Hybrids for the next 15 years,” Balraj asserted. He further explained that

Hydrogen engines, a potential future technology, share significant design overlap with diesel engines, ensuring continued relevance for Devendra’s expertise.

Balraj also highlighted the company’s strategic focus on maintaining relationships with OEMs rather than diversifying into uncertain aftermarket ventures. “We prefer a limited number of high-value export customers over the fragmented, competitive aftermarket,” he said.

Expanding Horizons

With plans to grow at 30% plus annually, Devendra aims to double its revenue to Rs. 200 crores by FY 2026/27. This growth will come from both, adding new customers and developing advanced products for existing clients.

“We’ve primarily focused on the southern market, but now we’re eyeing expansion to the north, targeting major players like Mahindra, Tata Motors, and Kirloskar and in Defence supplies we have opened conversations with the Navy and Air Force for potential opportunities” Balraj revealed.

Additionally, the company is investing in R&D to accelerate product development. “We’re reducing prototype lead times from months to just 60 days. By next year, we’ll have a large-scale 3D printer to further enhance our development capabilities,” he shared.

With an ever expanding customer base and their requirements for better testing and validation of the products they buy, Devendra collaborated with the best in the business. Hartridge, UK for Fuel Injection testing and Turbo Technics, UK for turbo charger testing.

Looking Ahead

As Devendra celebrates its 60th anniversary, it stands as a testament to resilience and innovation. Reflecting on the journey, Balraj said, “From being told we are not capable of making OEM standard proprietary parts to becoming a trusted OEM and Defence supplier, our journey has been nothing short of transformative. Our milestones are a testament to our team’s dedication and our commitment to excellence.”

With a strong focus on technology, a diversified portfolio, and a vision for sustainable growth, Devendra Autocom Pvt Ltd is well-positioned to navigate the challenges of the future while continuing to contribute to India’s Automotive and Defence industries.

A Vision for Reinvention

Reflecting on the company’s growth and adaptability, Mr. Viji Joseph, an independent director who has been part of the board for nearly a decade, shared his valuable insights:

“When I joined the board, Devendra was a small company. What stood out was the sheer lack of fear in venturing into uncharted territory. Dealing with defence and government organizations is no small feat – especially with the uncompromising quality standards required for components that go into our nation’s tanks,” he remarked.

He continued, “The single-minded focus on reducing costs, embracing technology, and reinventing processes has been remarkable. Growth at 30% annually may look straightforward on paper, but achieving it in practice is massive. This is a company that has always planned for the future, constantly innovating and improving its product line to meet the evolving demands of the industry.”