The rising demand for bearings across various end-user segments like automotive, machine tools, precision engineering, advanced medical equipment as also different types of bearings for use in extreme conditions, is expected to drive the growth of this industry. The global ball bearing market size was valued at $ 19.08 billion in 2019. It is slated to touch $ 21.90 billion by the year 2027 and achieve a CAGR of 2.1 % during this period. In this interview, Ashok Chitlangia, Proprietor, Ashoka Bearing Enterprises (an authorised distributor of SKF bearings), provides valuable insights into why ball bearings segment is on a roll and how his company is helping industries to increase their competitiveness.

In January 2022, Ashoka Bearing Enterprises will be completing 50 years. How do you see the growth of the company over these years? Would you like to share any milestones with us?

I am very happy completing 50 years in January 2022. With a capital of Rupees fifty thousand in 1972, our company is now doing Rs 50-crore business in India. We are the top most distributors of the world’s leading bearings company SKF for many years with branches at Mumbai, Goa, Rudrapur and Bhilai. We get good support of our customers — aligned with us for decades — from all quarters. At present, we are also distributors for Fenner, Miranda, Lovejoy and Willow Pump. All these brands are renowned in Indian industries. We mostly serve all the prestigious industries in the area. My sons joined this business long ago and I feel they will take it to greater heights compared to today.

What makes Ashoka Bearing Enterprises unique from those of the competitors?

We have the widest range of bearings in India at very competitive prices. We offer our customers reasonable credit backed by speedy delivery.

To get the production at highest quantity, a manufacturing plant needs good quality bearings which ensure continuous production without any interruption. This reduces manufacturing cost for the end-user industries and helps them in becoming globally competitive. Ashoka Bearings provides best-quality bearings at cost-effective prices to the end-user industries in India; thus, making them more competitive in the marketplace.

Why is selecting the right bearings so important for the end-user industries?

There are many areas in manufacturing where bearings are required for various critical purposes. Sometimes there’s very high temperature, some are required in water and oil while some need maximum RPM or some also bear very heavy loads. In such conditions, they require bearings according to the need which is very important for the end-user industries. 

How is the market for bearings? Which end-user industries are your leading customers from?

We supply to all end-user industries in India. However, our main areas are steel, sugar and paper industries. The way Indian industries are performing, the market looks to be great for bearings.

How is the performance of the company in 2021-22 compared to last year? Do you see demand picking up?

We have done well compared to the last year and are looking up to a very high demand in the market. Now our organisation is digitally connected with many industries. This gives us an upper hand over our competitors.

As a supplier of high-quality bearings, what do you bring to the table for your customers?

Bearing customers do not want any interruption in their manufacturing. So, if you supply high quality bearings with maximum bearing life, the customers are satisfied.

What are the key challenges facing SMEs like you at present?

Our customers and ourselves are doing our best according to our capacities. But we both require funds for the growth of business.

The Government has announced many schemes in the last one and a half years for MSMEs. Have these initiatives benefitted the SME sector? What are your suggestions for the government to improve the present situation?

Due to Government scheme MSME got the best opportunity to increase their production and sales. Our only suggestion is to run the said scheme for at least 10 years to get the real change. 

What are the latest trends in the bearing industry?

All bearings manufacturers try everything to increase their sales. But they have to plan in advance to cater to their products at the right time. At present, the delivery position is very weak worldwide.

Is increase in automation aiding the growth of the bearing industry? If yes, how?

Bearings are an important component of, and always help in, automation. So, quality bearings are always required for better performance.

What are your growth plans for 2022-23? What kind of new opportunities are you looking at for growth?

We are sure to achieve 25% growth in our sales and are now looking at opening new branches in India. For our growth, we require talented sales engineers to serve our customers well.

3 Blurbs

Bearings are an important component of, and always help in, automation. So, quality bearings are always required for better performance.

A manufacturing plant needs good quality bearings toensure continuous production without any interruption. This reduces manufacturing cost for the end-user industries and helps them in becoming globally competitive.

All bearings manufacturers try everything to increase their sales. But they have to plan in advance to cater to their products at the right time.