Spark Minda’s aftermarket vertical embarks on unique model for technical training with ‘Minda Mitra’ Live Garage

Minda Automotive Solutions Ltd. (MASL), the aftermarket vertical of the Spark Minda Group, has embarked on a one-of-its-kind initiative in the auto component industry with the inauguration of its state-of-the-art Live Garage called ‘Minda Mitra’ on July 12 within the premises of the company’s facility in Noida. The garage was inaugurated by Mr. Ashok Minda, Chairman & Group CEO of Spark Minda Group, Mr. Pawan Jain, Founder & Chairman, Safexpress, Mr. R. Laxman, Group President – Finance and IT, and Mr. Arvinth Siva, President & Business Vertical Head – Aftermarket.

Mr. Ashok Minda, Chairman & Group CEO, Spark Minda Group, (right), and Mr. Pawan Jain, Founder & Chairman, Safexpress, jointly inaugurating the ‘Minda Mitra’ Live Garage in Noida

Minda Mitra is a Live Garage equipped with state-of-the-art live demo units and working models such as cut section of engine, locks & two-wheeler bikes, front wheel assembly with bearing and disk brake, demo unit of wiring harness, starter motor, ignition system & relays, air & oil filter, exploded view instrument cluster and clutch assembly, working model of two-wheeler current flow and work benches for practical training and classroom set up for theoretical sessions. This Garage is equipped to do all sorts of repair & service, having in-house expert mechanics.

On the occasion of the inaugural function, Mr. Arvinth Siva briefed the audience about the vision of Minda Mitra and why it is one of the most innovative automotive technology service centres for advanced technical training in automotive parts. Mr. Arvinth Siva shared the five core objectives of Minda Mitra – To train and upgrade the technical skills of internal and external stakeholders, identifying and upgrading the technical knowledge of existing workshop mechanics for better service and excellence, CSR initiative identifying candidates interested for a new career opportunity and certifying them as technical experts, and for all sorts of new product development & field trial validation.

The team is committed to put in its dedicated efforts and make the Minda Mitra Live Garage a renowned one in the auto component industry by training and grooming internal & external stakeholders and generating employment opportunities for various candidates across the country.

The MASL team with the dignitaries at the Garage opening

‘We want to double our current turnover of Rs. 400-cr. by FY25’

Interview with Mr. Arvinth Siva, President & Business Vertical Head – Aftermarket

How did you come up with the concept of Minda Mitra and what value will it offer to the industry?

‘Minda Mitra’ is a garage that is aimed at supporting different requirements we have observed in the market. Firstly, there are many young people in our country who aspire to become mechanics but do not have the right avenue for the same; they end up joining some mechanic shop, learn the trade and become crude mechanics. The upcoming generation is very talented and with the right education, they can form a highly-skilled workforce in the aftermarket.

Next up, the concept will help mechanics with one to two years’ experience upgrade their skills. It will also help garage owners, who are yet to upgrade their skills to the current standards, understand the differences in new engine technology as per the new emission norms and ensure they are abreast with the changes in the industry.

In a nutshell, Minda Mitra is a unique attempt from our side to create new job opportunities and help existing garages and mechanics upgrade and further enhance their skillsets.

Do you plan to take the concept to other parts of the country as well?

In today’s aftermarket where there is heavy competition on price and attractive schemes, good product quality and a strong sales & service team can prove major differentiators. This is where the Minda Mitra concept can make a difference in the long-term.

We will start with Delhi-NCR and over the 12 to 15 months, we expect at least 1,000 mechanics to get trained at our garage. Since the garage is located within our plant, they will also get to visit our plant. Our next step will be to open Minda Mitra in Pune and Chennai. In the East, we might do it in a slightly smaller scale.

How important do you think skill development is for the service sector, especially considering major changes such as the onset of BS-VI?

As far as skill development is concerned, it does not relate to BS-III, IV or VI which are more of a technology change. In my view, all the agencies and stakeholders related to the automotive sector including the vehicle OEMs and industry associations like ACMA are putting in a lot of efforts on skill development and training.

We, as an aftermarket company, are investing so much and coming up with a concept like Minda Mitra, with a unique advantage because we are not limiting to one model or one vehicle; we will be able to educate mechanics to service the complete basket of two-wheelers at present and may be four-wheelers in future.

Since ‘Spark Minda’ is a well-known brand across the country with more than 500 distributors, 18,000 retailers with a connection of 40,000 mechanics, we can create a good impact, build our brand and most importantly, add value to our channel partners and end customers through this initiative.

From left, Mr. Pawan Jain, Mr. Ashok Minda, Mr. R. Laxman, Group President – Finance and IT, and Mr. Ashim Vohra, COO, Mechatronics (Security Division), Minda Corporation Ltd.

How has business been for Minda ASL in Q1 FY19?

We have clocked around 15% growth in Q1 and are on the track with our business plans. Our wide range of products like cables, bearings, brake shoe/brake pads, clutch plates, CDI/RR & filters have been very well accepted in the market and are driving our growth.

What do you consider as the key contributing factors for your company’s strong performance?

Having the right people at the right place is the most important one. We have very good business partners across the country with presence in every city and town in India. We are a transparent, compliance-proof company with ethical practices. All these are collectively showing in our results and overall growth. We are very careful in expanding our distribution network; we want to take care of our business partners who have stood with us during ups and downs. We will grow together as one family – this is one policy that has helped us grow and kept our business partners motivated and high on confidence.

How big is Spark Minda – Aftermarket vertical in terms of revenue and what are your growth plans?

We do a turnover of around Rs. 400 crores in the aftermarket. We have phenomenal growth plans and want to double our turnover by FY24-25 through new projects, collaborations, new technology and business models and also by scaling up and growing our market share in our existing products. If we have the passion and willingness to learn and grow, we will enjoy our work and business will keep growing strong no matter what the market situation is!

By N. Balasubramanian