In a recent exchange with Vijay J Sujan, CEO, Sujan ContiTech AVS Private Limited (SCT), Rajesh Rajgor gained exclusive insights into five years of the joint venture. With strategic partnerships, expansion into the electric vehicle market, and recognition as a Great Place to Work, SCT is positioned to lead India’s automotive NVH segment by 2028. The conversation highlighted SCT’s commitment to innovation, customer satisfaction, and market penetration, driven by its Samarth 2.0 strategy. This success is underpinned by SCT’s deep understanding of Indian OEMs’ requirements and its dedication to introducing cutting-edge technologies to the market.
Sujan ContiTech AVS Private Limited (SCT), a joint venture between the Sujan Group and Continental AG, marks its fifth anniversary with Continental with ambitious plans to dominate the NVH (Noise, Vibration, and Harshness) product market in India by 2028. This goal is integral to their “Samarth 2.0, Growth for All” strategy, a comprehensive business growth plan spanning from 2024 to 2028.
The journey of SCT over the past five years is a testament to its strategic collaborations, technological innovations, and customer-centric approach. “We have worked closely with several Indian OEMs to create NVH products designed specifically for the Indian market,” says Vijay J Sujan, CEO of SCT. This collaboration has enabled SCT to deliver significant value to its customers, addressing the unique requirements of the Indian automotive market with precision and expertise.
Since its inception, SCT has expanded its customer base to include several prominent automotive brands, both global and local. In 2023, the company made a significant leap by venturing into the domestic EV market, securing business from a leading player. This milestone marks SCT’s growing influence and adaptability in a rapidly-evolving industry. “In 2023, we made our first foray into the EV sector and were also nominated for a key product by a global commercial vehicle player,” Sujan highlights. This expansion has diversified SCT’s portfolio to cater to passenger vehicles (PVs), commercial vehicles (CVs), and electric vehicles (EVs).
One of the notable achievements of SCT is its recognition as a Great Place to Work in 2023. “We were given the accolade of Great Place to Work, for which we are delighted and proud,” says Sujan. This recognition underlines SCT’s commitment to fostering a positive and innovative work environment, which is crucial for sustaining long-term growth and attracting top talent in the industry.
Expanding Capacity, Meeting Demand
Looking ahead, SCT’s growth strategy under the Samarth 2.0, Growth for all, plan aims to enhance its market share with existing customers while leveraging its expertise in NVH solutions. “Our Net New Business in CY 2023 was the highest so far for the JV,” Sujan reveals. The company is investing heavily in research and development to stay ahead of the competition. SCT has enhanced its testing facilities at its Pune plant and brought on board two expatriate CTOs,with 30 years of global experience. These steps are designed to drive innovation and ensure that SCT continues to meet the evolving needs of its customers.
In addition to expanding its product portfolio, SCT is also focused on increasing its production capacity to meet growing market demands. “Looking at the growth of the Indian automotive market, and the target set by our Board, we aim to enhance our capacity by 25-30 percent at least a year in advance to manage surges in customer demand,” explains Sujan.
The company is investing in automation and artificial intelligence to streamline its operations and improve efficiency. SCT has already implemented a fully automated line for hydro mounts and is integrating SAP HANA to enhance its digital capabilities. “Going forward, we wish to leverage greater automation as well as artificial intelligence,” Sujan emphasizes, highlighting SCT’s commitment to staying at the forefront of technological advancements.
Customer-Centric Approach and Technological Leadership
SCT’s deep understanding of the Indian automotive market sets it apart from competitors. “We have an intuitive understanding of Indian OEMs and have worked with them for close to 15 years since the JV was first established,” Sujan explains. This extensive experience allows SCT to introduce the right-generation technology to the market, ensuring that its products meet the specific requirements of Indian customers. “We aim to bring in cost-effective solutions to customers and also offer them newer generation technology,” Sujan states. This customer-centric approach has earned SCT a reputation as a reliable partner for Indian OEMs.
“SCT’s focus on innovation and technology introduction is a key differentiator,” notes Sujan. “We have a product and technology introduction plan made along with our partners, and as a strategy, we wish to offer the latest generation of product solutions for the Indian market.” This strategic approach ensures that SCT remains at the cutting edge of the industry, delivering high-quality, innovative products to its customers.
SCT’s success is also reflected in its advanced engineering capabilities and focus on intellectual property. The joint venture has already obtained one patent for Europe and India, with several more in the pipeline. This emphasis on innovation and intellectual property is crucial for maintaining a competitive edge in the industry.
Partnerships Powering SCT’s Growth
SCT’s success is also attributed to its strategic partnerships with leading automotive companies. “We have business with the top three passenger vehicle companies by sales as well as with the leading commercial vehicle brands,” Sujan notes. Although specific names cannot be disclosed due to non-disclosure agreements, these collaborations have significantly contributed to SCT’s growth and reputation. “We are close to being nominated for an overseas EV player, and we expect this to come through in CY24,” Sujan adds, indicating promising future prospects.
Sujan also highlights the seamless partnership with Continental AG as a critical factor in SCT’s success. “Our partnership with Continental AG is seamless in operations, R&D, and ESG. Both partners are working collaboratively to leverage each other’s strengths in experience and across regions,” he explains. This collaboration has enabled SCT to introduce innovative technologies supporting both internal combustion engine (ICE) vehicles and electric vehicles (EVs), further enhancing its market position.
Franzsika Jung, board member of SCT, echoes Sujan’s sentiments, emphasizing the strength of the partnership. “The Sujan Group is a capable partner in our India journey. We are committed to the joint venture and happy to support SCT on innovation and EVs,” Jung states. This strong partnership has been instrumental in SCT’s growth and success over the past five years.
As SCT continues to innovate and expand, it remains dedicated to meeting customer demands and maintaining its reputation as a great place to work. “For our customers, we are their first port of call,” Sujan affirms, emphasizing SCT’s commitment to customer satisfaction and technological advancement. With a robust growth strategy, strong partnerships, and a focus on innovation, SCT is well-positioned to achieve its vision of leading the NVH product market in India by 2028.