Beckhoff Automation implements open automation systems using proven PC-based control technology. The main areas that the product range covers are industrial PCs, I/O & fieldbus components, drive technology, automation software, control cabinet-free automation, and hardware for machine vision. Marcel Meier, Area Sales Manager International Sales, Beckhoff Automation GmbH & Co KG, at Hannover Messe 2023, discusses about the company’s vision and its strategy for India with Rakesh Rao.

Could you give us a brief history of Beckhoff Automation?
Beckhoff Automation has 39 subsidiaries outside German and about two thirds of our revenue come from overseas market. We take a highly regional strategy in the nations where we operate. Our subsidiaries are allowed to operate on the local market as the needs demand.

The two primary functions of our 39 businesses outside of Germany are sales and customer technical/application support. Original Equipment Manufacturers (OEMs) are our primary customers and we provide goods and services for industrial components, IoTs, automation software, server drives, traditional drives, motors, and motion systems. One of the key responsibilities of the subsidiary is providing the extensive technical support that customers require.

Would you elaborate on Beckhoff's presence in India?
We established an office in India in 2007 and we have a headquarters in Pune. We started with almost zero revenue when we first started, but we are now highly successful in India. Our company's motto is "BECKHOFF- Enabling Made by India," and we encourage our clients to use our cutting-edge technology to enhance the equipment they use for specific applications. In India, there are numerous OEMs who use Beckhoff PC-based control technology to increase machine productivity and provide them a competitive edge. Over the years, India has experienced very positive growth. We aid local machine builders in honing their abilities.

Which end-user industries are the most significant one for you in India?
Although we work in many other sectors, the energy industry is where we see the most growth. Customers of Beckhoff include companies that produce equipment utilised in the energy sector. Beckhoff technology is used in about one-third of the wind mills built worldwide. Energy is a huge industry for us globally and in India specifically. The metals sector is India's second-largest industry for us. We offer equipment for sheet metal processing, metal processing, metal cutting, and metal bending.

In the next two years, what new products do you intend to launch in India?
As we already have a vision for software, our most recent market debut will come from our hardware range. Last year, Beckhoff introduced the hardware portfolio. These new technologies are MX-system and ATRO (Automation Technology for Robotics). And our team is preparing an appropriate launch strategy for these products in India. We want to educate consumers about how to use our products effectively in addition to marketing them.

How does Beckhoff intend to market its robotics in India?
The new ATRO system from Beckhoff is a modular industrial robot system that can be used to assemble the optimal robot structures for different applications on an individual and flexible basis. Standardised motor modules with integrated drive functionality, together with link modules in various designs and lengths, enable almost limitless combinations of mechanics. The complete integration of the control into the holistic control platform TwinCAT offers direct access to a wide range of proven automation functions. We are searching for the industries that it can benefit the most as a first step in introducing this to Indian clients.