The Indian automotive industry is currently going through a tough phase. Even then, multinationals, be it vehicle manufacturers, components suppliers or garage equipment manufacturers, are fully confident about the long-term potential of the market. One among them is Telwin, a company which has been a worldwide leader in the manufacturing of welding machines, cutting systems and battery chargers for over 50 years. We find out more about the Italian manufacturer and its plans for the Indian market in an exclusive interaction with Mr. Stefano Spillere, Export Manager & Vice-President, Telwin.
Excerpts:
Telwin has been a pioneer in welding technology for five decades now. Could you give us a background of your company, the journey since inception till today?
Our journey started way back in 1963, from a business idea developed by my grandfather Giovanni Spillere. Telwin began as a company with the initial aim of producing equipment for the telecommunication market. It demonstrated a company vocation immediately, and a tendency towards new products and markets, becoming the first to transfer industrial welding machine technology to the semi-professional world by producing the first compact welding machine. Thanks to the initiative and skills of my father Antonio Spillere, Telwin grew strongly, both technologically and productively, managing to develop a wide range of products, including welding machines, spot welding machines, cutting systems and battery chargers, as it confirmed its marketing leadership, first in Europe and then in all other regions.
We understand that Telwin operates through four divisions globally. Which are the most relevant ones?
Although a major portion of our turnover comes from sales of ‘Professional’ and ‘Industrial’ products, the ‘Automotive’ segment is the most important and strategic one and confirms our company as an unmatched leader in the market all over the world. More specifically, Telwin targets the ‘Professional’ (maintenance, installation, plant engineering, craftsmanship), ‘Industrial’ (industrial manufacture, shipyards, construction sites, pipelines, industrial production), ‘Automotive’ (transport industry, vehicle repair) and ‘Consumer’ (various DIY applications) sectors.
How wide is your presence across the globe? Where do you have manufacturing facilities, sales offices and distributors? Which are the regions/markets in which you have established your presence well and are possible market leaders?
Telwin is present in 120 countries throughout the world, and in all the five continents. The largest turnover is concentrated in Europe, Asia and Russia, but the Middle Eastern, African and South American markets are growing strongly and offer interesting opportunities for growth. As regards the total volume of sales, we are leaders in many markets. Where this is not the case, we are, however, in the top position.
Telwin products are made inside Telwin’s ‘Home of Welding’, the largest European industrial sector (for production, research and training) complex with 120,000 m2 of surface area in Villaverla, in north-eastern Italy. All the production processes, from design to production, are carried out in this modern, robotic and organized technical pole, guaranteeing a range of quality products that are 100 per cent Made in Italy.
When did you enter the Indian market? Please give us more details about your presence in India. How important is the Indian market for Telwin and why?
We have been present on the Indian market since the 1990s, first by offering few specific products for repair and maintenance of vehicles, then gradually extending our offer to the entire catalogue. We have followed with great attention the developments in the automotive welding sector in India, from the initial demand for traditional products until today, when there is a growing interest for more technologically advanced products. For Telwin a major boost came in 2007 when we first met Madhus whose experience and quality of service has further helped the spread of our brand, which now continues to grow both in number and reputation. The year 2013 will be a record year; we will duplicate the results of 2012, which was in itself a good year. We believe India is a continent, a very important and strategic market with growing trends for the future, and we count on it to increase our market share in the next few years.
What is the product range you offer globally? Which are the products you would be bringing to India and what are your plans to service the products in the Indian market?
As regards the automotive market, Telwin offers a wide range of inverter spot-welding machines, MIG-MAG/BRAZING wire welding machines, plasma cutting systems, induction heaters, dent pulling equipment and everything you need for charging, testing and maintenance of vehicle batteries. Moreover, as mentioned earlier, Telwin offers the largest catalogue in the world of products for welding, cutting, charging and starting more than 250 models, and is able to propose specific solutions for each sector, from big industry to the body shops, from the professional to the small repair works: we have a great know-how from our industrial division that we use in all the others. As for sales and after-sales service, there is a close collaboration between Telwin’s experts and our partners in India. We are able to offer a continuous, competent, reliable and complete training on all products.
What, according to you, are the key factors which have led to Telwin becoming a global leader in the field of welding technology?
We have always been innovators: already from the first welding machines Telwin has shown its ability to invent and discover new markets rather than chase them. This was shown in the 1960s, with the creation of “Futura”, the first compact electrode welding machine for the semi-professional world, and was also confirmed at the start of the 1980s by “Minimax”, the first compact wire welding machine. It continues even today with inverter technology that is becoming the main star of the Telwin catalogue offer. More recent is the introduction of a very innovative and unique product: Smart Inductor which allows to remove paint, stickers, tags, rusted bolts, glasses, etc., and the development of an automatic detection technology for the SpotWelders.
Furthermore, Telwin has always assured its clients the best in terms of quality, reliability and safety. It was one of the first companies, and not just in its sector, to obtain all the most important process and product certifications: the company system is ISO:9001 certified for quality and HOSAS:18001 certified for safety, the products are validated by the most important international certifying institutes such as GOST, TÜV, CSA, NF, FIMKO, etc.
Who are your major OEM customers globally? With most global OEMs including Ford and Volvo, having presence in India, do you work with any of them in India as well?
It is of fundamental importance the co-operation with vehicle manufacturers both globally and locally: In this context we are investing a lot of energy and resources, and the results keep on coming: In addition to Ford, Volvo, Honda and Iveco, we have recently achieved certification by MercedesBenz. Other collaborations with German and Asian car brands have been successfully started and shortly new approvals will be obtained. In India we have always worked understanding the needs of OEMs manufacturers and more recently we have been addressing the specific needs of the “Trucks & Buses” industry. This is of considerable interest for the Indian market, and here we can implement the experience gained with Mercedes, Iveco and Volvo heavy vehicles.
Considering welding as a concept, how mature do you think the Indian market is? How is the adoption of new technology? What is the potential for your products and technology in the Indian market?
The Indian market has undergone a strong growth and development, and in recent years, showing an increased interest towards the most advanced products. The new technologies are of fundamental importance to facilitate the interventions of operators and substantially reduce the processing time, guarantee the best aesthetic results and at the same time, decrease the operating costs. Telwin offers products of excellent quality and performance at an affordable price, and it does this in consideration also of the new emerging markets, to allow each user, be it a body shop or a mechanic, always the use of prestige products in his workshop.
An example of advanced and intelligent technology is represented by Inverspotter 13500 Smart, the new, revolutionary, inverter, “Full Automatic” spot welder which, thanks to the innovative “Smart Autoset” technology, automatically recognizes welding materials and thicknesses. There is no need for the operator to worry about any adjustment which implies a higher productivity.
On financials, how have 2011 and 2012 been for Telwin? What turnover targets have you set for 2013?
In 2011 and 2012, the global trend has been growing, despite a slight decline in revenues in Europe due to a general unstable situation. As regards India in particular, however, we have seen good growth in the last 3 years, and we are looking to major growth in the coming years, thanks to implementation of several new products which are of sure interest for the Indian market.
Having completed 50 successful years with strong global presence, what could one expect from Telwin in the coming years? What are your targets for the future?
For the next 5-10 years, the path is well defined. We will continue to invest heavily in new products and new technologies, as we have always done. As regards the automotive sector, this is a fast changing world: vehicles are equipped with increasingly sophisticated electronic devices that require more and more care and maintenance of the batteries. Besides this, vehicle repair requires special tools and equipment that may reduce to the maximum extent the time and cost of intervention. We are committed to offer the market the best products that fully satisfy these requirements.