Given the fact that post the general elections the new government in power may once again attempt to boost infrastructure, the resulting demand for steel wire will also spur growth in the die industry. Walson Woodburn Wire Die Private Limited is one such company that is looking forward to taking advantage of the potential that lies ahead

Surat-based Walson Woodburn Wire Die Private Limited is one of the leaders in manufacturing a wide range of dies for the wire and cable industry. The company is a joint venture partnership with Woodburn Diamond Die Inc., USA and strives for serving best quality products to its customers. In this interview with Industrial Products Finder (IPF), the company's CEO, Dharmesh Jariwala, throws light on the company's future plans as well the challenges and opportunities faced by it in this particular industry.

How and when was Walson Woodburn India set up?

Walson Woodburn is an Indo-USA joint venture company, established in 1997. Walson Group (the Indian promoters) was founded by late Mr Bharat V Jariwala in 1970. Woodburn Diamond Die, Inc. USA was established in 1957.

What are the kinds of diamond dies made by the company?

There is wide range of dies and tools that we manufacture, suitable for the wire and cable industry. There are three main types of dies viz. natural diamond dies, polycrystalline diamond dies and tungsten carbide dies, suitable for drawing a variety of metals like, copper, aluminum, stainless steel, tungsten, gold, platinum, silver, etc.

How is the quality of the dies made by Walson Woodburn India superior to others and who are your main clients?

We at Walson Woodburn are equipped with the latest hi-tech equipments for manufacturing and quality control of dies. Our plant in India is equipped with lasers, EDMs and fully automatic ultrasonics for production. Our quality assurance laboratory is equipped with the latest and best in industry quality checking equipment like Conoptica die-profiler and laser micrometers. The rich customer base of Walson Woodburn India speaks a lot about its quality. We supply to all the big wire and cable producers, magnet wire manufactures and stainless steel producers in India.

Besides India, the company is also exporting to more than 30 countries across the world with strong sales and support offices in Europe, North America and South America.

What is the nature of collaboration with Woodburn Diamond Die Inc., USA?

It is a 50-50 per cent joint venture partnership. Woodburn Diamond Die was established in 1957. It is one of the oldest die manufacturing companies in the world having production facilities in USA and Mexico.

Which are your major export destinations?

As mentioned earlier, Walson Woodburn is exporting to over 30 countries. The main market is in Indonesia, Malaysia, Thailand, Turkey, Japan, South Korea, Russia, all of Western Europe and the USA. Although, these markets are difficult to penetrate because they are technologically very advanced countries, they help serve as a quality market for us. These markets value our superior product quality and thus we have better working margins.

What are the innovations carried out by Walson Woodburn in the production of new dies?

Walson Woodburn is a very progressive company and proactive in bringing new products to the market. For example, we were one of the first companies to introduce polycrystalline diamond dies in India in the late 70s. Another first was to offer elongated (matched) die sets for multi- wire drawing applications. Further, Walson Woodburn was one of the first wire die companies in India to get ISO 9001:2008 certification.

What are the company's plans for the coming years in India and foreign markets?

We are adding to our existing resources to provide better service to our customers. Recently we opened an office in New Delhi to cater to the North Indian region. In terms of our expansion plans in the foreign market, in March 2013 we started a new facility in Russia. We will continue to explore more such opportunities so that we are near to our customers and give them better service. We are also going to expand our production capacity for ultra-fine dies for the Southeast Asia market, where we have been witnessing good feedback for our products.

What is the current status of the dies industry in India for the wire and cable segment? The die industry in India is quiet fragmented will many small players. However, with the advent of high-speed drawing machines, customers are demanding better quality and service from die manufactures. This in turn is helping those die manufacturers who are able to provide good quality dies. This year did not see good growth in the wire and cable industry which also affected die manufacturers adversely. However, the expectation is that the scenario will change after the general elections in 2014. Eventually, an organised way of working to produce good quality dies would be the key to success.

What are the challenges faced by the sector and how can they be dealt with?

The economic slowdown has badly affected most of the wire and cable manufacturers, with poor market sentiments and virtual zero capacity expansion. This has adversely affected the demand for wire drawing dies. Another major problem is lack of awareness amongst many SME customers with regards to the importance of quality tooling. The revival of economy and spreading more awareness through technical workshops is the way out.

What are the opportunities in the segment?

We are fortunate to be located in this part of the world where the future growth will be. To look at it from a medium and long term perspective, there will be lot of growth opportunities in India as additional infrastructure will be laid out which will help the wire and cable industry to certainly grow at a very fast pace in India. What will also help is the installation of new technology high-speed machines that are capable of providing better output at higher quality levels. This will need supporting quality dies and tools.

What is your vision and mission for the growth of Walson Woodburn India?

Our vision is to expand globally and at the same time keep our roots in India strong. We have always believed that satisfied customers and a happy and hard-working work force supported with best-in-class equipment and work environment will help us thrive in the future. Hence our mission is to keep upgrading our skills and facilities, work closely with customers and provide them high-quality products, backed by prompt and personalised service.

Walson Woodburn Wire Die (P) Ltd, 929-932, Old Katargem GIDC, Surat, Gujarat 395 008. Tel: 261-2481793. Email: sales@walsonwoodburn.com