Atlas Copco has launched QAX range of generators for the Indian market and also aims to export it to the international customers. Eliza Waghmare finds out more in an interaction. Excerpts.

Could you brief us on your newly launched QAX range of portable generators?

Atlas Copco aims to make a difference in the range of generators in India through innovations, advanced technologies, and cost of ownership. Therefore, we have taken our step towards this initiative by introducing the QAX range of generators. This new range of generators is designed for fast, easy and safe transportation. It is a smart amalgamation of innovative technology and design, which includes rugged base frame and portability. The QAX range will have low cost of ownership over the lifetime of the generators. It is fuel efficient, reliable, and qualitative product targeting the customers from mining, construction and infrastructure. This product is available in the Indian market with skid, containerised and portable on-site models at a range from 12 kVA to 1250 kVA. It will be manufactured at the Chakan plant, Pune. In the coming years, with an aim for expansion of generators business, we have plans to launch 125 models in the Indian market. This new model will be launched once the demand for our QAX range of generators starts picking up.

What will be the production capacity of generators at the Chakan plant?

We are into the generators business from a very long time. So far, we have imported generators in India from our European plants. But now we have plans to manufacture generators in India as well as export these products to the international market. Currently, it's only the testing generators that have been designed by our engineers in Chakan factory. The full fledged production of generators is expected to start in the coming months.

Could you please elaborate more on the Chakan plant?

We had recently inaugurated our new manufacturing plant at Chakan, Pune. The plant is spread across 232 acres of land and approximately Rs 100 crore has been invested during its construction. This facility manufactures industrial and portable compressors and will now also produce QAX range of generators. The plant is built in accordance with the Leadership in Energy and Environmental Design principles (LEED), which consists of a suite of rating systems for the design, construction and operation of high performance green buildings.

The company also has plans to export generators in the international markets. Please elaborate.

In general, the generators market in India is huge. Our range of generators will specifically focus on the mining, construction, and infrastructure industry. In future, we aim to be the leading players for the generators business in India. Atlas Copco also aims to spread its generators business portfolio even in the international market in the coming years. Apart from India, the generators will be produced in China, Brazil, USA and Spain. So far, the generators were only imported from other countries and were sold in the Indian market, but now we will produce generators for the Indian customers, and will also export in a big way.

What kind of green features have been involved in your range of generators?

There is a high demand for green products in India. Thus, we aim to satisfy the needs of customers by delivering reliable, unique, environment friendly and high end technology products. The control over noise level is very important for any product. So considering this, our generators have been manufactured. Also, the QAX range of generators is fuel efficient, and can deliver high power with fewer dimensions.

What will be your efforts for after sales service?

Our newly launched QAX range of generators will be utilised for heavy-duty applications. In terms of service to our customers, we have a dedicated division of service for our Indian and international customers. Our in-house team will also provide services and advanced solutions to our customers. Atlas Copco gives high emphasis on quality. We not only provide warranty for 1-2 years, but rather for complete 10 years.

What is your current market share for generators in India?

Currently, our market share for the generators segment in India is very low whereas, our compressors business has a good stand. The reason for the market share of generators to be low is because of the high level of import activities taking place for generators. Less focus had been given on manufacturing the generators in India, but now we aim to be a leading player in this segment. Thus, we expect our market share to increase in the coming years with the increase in production of generators in India.

What are the expansion plans?

We have newly launched our Chakan manufacturing plant, and further have plans to increase its production capacity. We also have plans to expand our presence in the Indian market by introducing more products and also upgrading our available products. Our export business is growing and we aim to increase our export of generators. For further expansion, increase in production capacity is required and our Chakan plant has enough space to meet the growing need.

Atlas Copco has its presence in the Indian market from a long time. What kind of challenges do you come across while working in India?

For us, competition is not a challenge. In fact, it is the competition that initiates us to upgrade our available products and also introduce more products in the Indian market. We have our global presence, so the challenges arise due to different legislations in the world. Today, when it comes to diesel engine legislations, there are much stricter norms in Europe and North America, which has affected all the major players including us. In India, we aim to produce and sell more green emission engine products, but we cannot sell it in full swing. This is because the diesel fuel quality is not good enough and the engines are too sensitive to work on this quality. Decision making is another challenge. Also, the challenge arises when the products manufactured by the major players compete against the low cost imported products from other countries. This puts our market share under pressure. Availability of highly trained manpower is also difficult in India. But now, India is improving in many ways, and in the coming years the scenario will take a positive turn.