NGK Spark Plugs In­dia plans to in­crease mar­ket share

Auto components India - - COVER STORY - Text : Prashant Tal­reja

NGK Spark Plug In­dia Pvt. Ltd., a fully-owned sub­sidiary of NGK Spark Plugs Ja­pan, has a va­ri­ety of spark plugs which in­clude nickel tip elec­trode, plat­inum tip elec­trode G-power, and irid­ium spark plugs for two-and four-wheel­ers. NGK prod­ucts are pop­u­lar among OEMs and in the af­ter­mar­ket.

The com­pany has an­other spark plug called hi-ig­nitabil­ity spark plug which lies be­tween the nickel tip and plat­inum tip G-power spark plugs. The hi-ig­nitabil­ity spark plug has nickel tip elec­trode with ef­fi­ciency and per­for­mance match­ing G-power spark plugs at rel­a­tively lower cost. It has been de­vel­oped ex­clu­sively for the In­dian mar­ket.

“There is a spe­cial metal in it and the tech­nol­ogy is con­tained with NGK Spark Plugs Ja­pan only. With In­dia be­ing a vast mar­ket with lot of op­por­tu­nity avail­able, we have great scope for devel­op­ment,” Sudipto Sanyal, Se­nior Man­ager, Sales and Mar­ket­ing, NGK Spark Plugs (In­dia), said. The com­pany cur­rently holds around 35% mar­ket share with two- wheeler and four- wheeler seg­ment to­gether and has around 22% in the af­ter­mar­ket. It as­sem­bles around 1.8 - 2.0 mil­lion spark plugs a month, around 20 mil­lion a year, in its Bawal, Haryana, fa­cil­ity.

Ac­cord­ing to its vi­sion 2020, NGK aims at 45% mar­ket share and in­creas­ing its cur­rent clien­tele com­prisingii MMaruti,ti YYamaha,h Suzuki, Hero, HMSI and oth­ers.

Dis­tinc­tive ap­proach

With no cus­tomer base avail­able in In­dia and mar­ket be­ing too scat­tered with lit­tle knowl­edge about spark plugs, NGK In­dia had worked in a dif­fer­ent man­ner to make its mark. Over the years, the com­pany has ed­u­cated end­cus­tomers, me­chan­ics, re­tail­ers, and dis­trib­u­tors about the im­por­tance and ways to se­lect a right spark plug for a ve­hi­cle. “Be­fore we en­tered the mar­ket, there was a lit­tle or no in­for­ma­tion avail­able with peo­ple about how to choose a spark plug. A spark plug has to with­stand 20,000 - 30,000 volt­age, 2,000-2,500 de­gree cel­sius tem­per­a­ture, around 50 kg/cm square pres­sure, cor­ro­sive ac­tiv­i­ties and cur­rent flash-over apartt ffrom iig­nitin­giti theth ffuel l burn­ing process. This is the rea­son we started to give knowl­edge to peo­ple about spark plugs and train me­chan­ics,” Sanyal said.

The com­pany has trained over 450+ me­chan­ics un­der its Us­taad Me­chan­ics Club (UMC) un­der which they in­vite me­chan­ics to their Bawal plant and give them ba­sic train­ing. It has also set up an Af­ter­mar­ket Tech­ni­cal Ser­vice (ATS) team to deal with dis­trib­u­tors, re­tail­ers and cus­tomer feed­backs. To­day NGK In­dia is renowned for its strong sales poli­cies, dis­ci­pline in net­work and in­no­va­tive way of cre­at­ing and manag­ing a net­work of over 130 dis­trib­u­tors, 300 sub-dis­trib­u­tors, reach­ing up to around 8,000 re­tail­ers all over In­dia.

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