- HUNED CONTRACTOR

Messung Group, pioneers of automation industry in India, and ERFI GmbH, the innovators of technical workplace systems, measuring and testing devices and test equipment, recently announced their exclusive distribution agreement for the Indian market. Excerpts from an interview with Azeem Merchant, CEO, Messung-ERFI India.

Could you elaborate about how this partnership will benefit the Indian industry?

With over three decades of experience and in-depth understanding of designing, testing and manufacturing electronic products, Messung precisely recognises the challenges encountered by the electronics manufacturing industry. With an objective to address these challenges and a commitment to bring innovative technologies to the Indian market, Messung in association with ERFI will provide German-made precision equipment for testing, measuring and workplace systems. We would like to change the outlook of the testing and measuring industry in India, including workplace systems. The Messung-ERFI partnership will focus on sectors such as educational institutes, electronic manufacturing, pharmaceuticals, automobile, consumer durables, and wound products. We will create an all-India network of sales offices, regional partners and value-adders.

Could you elaborate about some of these products?

One of them is Elneos 5, which is a five-in-one instrument integrated with programmable power supply, digital multimeter, power and energy meters, function generators and arbitrary waveform generators. The device is operated by five figures based on the principle of ‘capacitive touch’ technology. The end-to-end glass display of Elneos 5 is very solid and absolutely safe from any vandalism. It is equipped with a seven-inch large multi-touch display that ensures enormous ease of operation. The Elneos 5 is expandable and the control centre can controls up to 32 devices simultaneously. The visionary capacitive technology together with combined devices and modularity of Elneos 5 are the future in trade.

Then there is Elneos Connect, a comprehensive innovation with five German patent applications that characterise the new furniture system. The profile system, especially designed frames and workplace lighting made of LEDs with 3,000 lux intensity and RGB shading are some of the key features. Elneos Connect ensures highest flexibility due to its basic profile, the L-aluminium profile, which can accept additional profiles for the most different applications. The perfected profile system allows the incorporation and uninterruptible guiding of the cables and the adjustment of the working height by means of strong hydraulic height adjustment. The workplace systems are sturdy enough to bear a load of up to 600 kg; this is made possible by the ‘connectors’ that connect the framework with the table. It helps relieve the profiles from their mere load-bearing function. The connectors allow a homogenous media guidance.

What is ERFI’s specialisation?

ERFI is a medium-sized family-run enterprise that has been operating in the market with innovative and highly complex laboratory and workplace systems for more than 55 years. The company specialises in the design, development and production of technical working place systems, measuring and testing devices, testing equipment for electrical safety and function as well as modern teaching aids for all electrical professions.

What is ERFI’s perception of the India market?

ERFI has always been very positive and excited about the India market for various reasons. The huge amount of investments in the defence sector is a major driving factor for ERFI considering the application of ERFI’s range of products for this space. Secondly, the tremendous response to the government’s ‘Make in India’ campaign will boost manufacturing sector’s growth, where Messung and ERFI together can offer various testing and measuring solutions. And most importantly, all the major clients of ERFI in the European market are present in India but not addressed; this will be big opportunity for our partnership to tap these clients for business growth.

What will be your marketing strategy for selling these products in India?

We have devised a two-pronged marketing strategy for ERFI’s products in India. On the one hand we will focus on various industries such as electronic manufacturing, automotive, wound products, pharmaceutical, consumer durables and educational institutes. On the other hand, we will also target government institutions and laboratories. We have also aligned our manpower accordingly to ensure dedicated focus and right direction. Further, we have also appointed system integrators on a pan-India basis, who are already operating in the test and measurement segment and servicing our target industries. Hence, our overall marketing strategy is driven with an objective to minimise the time period on return on investments.

Is there any future plan to start manufacturing these products in India?

At this point of time, our focus is to penetrate into the market and create maximum awareness about these niche products and technology; it is too early to comment on manufacturing these products in India.

What will be Messung’s value-addition to this partnership apart from marketing the products?

We will create various customised solutions as per the requirement of the client by integrating various test and measurement components and offer it as a solution.

What would be the revenue out of this venture?

We are targeting revenues of Rs 50 crore by 2020.