India's interplay of colours

And so far the new strategy seems to be paying off. "In the second half of 2016 we saw a 30 to 40 per cent increase in the volume of new orders. This is becoming a trend," says MRV Johnson, Head of Sales at KION India. "Our Voltas and Linde dealers are very happy about the collaboration between the brands."

Praveen Yadav, Managing Director of Deccar in Ahmedabad, sells Voltas trucks and other equipment. He is delighted by the new strategy. "This approach has allowed KION to secure a truly unique position in the material handling industry. I would say that KION is the only provider in India to offer such a broad range." It is quite clear from Yadav's success that he knows a thing or two about the industry. He has a 60 per cent market share with Voltas trucks in his sales territory in Gujarat. Rajesh Jakhmola, Head of Sales at Linde in India, sees new opportunities for sales through the collaboration. "Because of the multi-brand strategy, we receive enquiries from customers that Linde would otherwise not reach, thanks to our colleagues at Voltas. And then we sell trucks," he says with a laugh. What is even more practical is that the dealers for Voltas, Linde and Baoli in Ahmedabad are all located under one roof.

Mukund Mavalankar, Technical Director at Bharat Forge, is convinced that the new multi-brand strategy can only be good for customer relations. "This approach will be beneficial for service at a local level when it comes to refurbishing equipment." And this is particularly important on the subcontinent because India is a very unusual market for forklift trucks. As manpower is cheap and readily available, labour-saving machines are less likely to be adopted than in the industrialised nations. Those who decide to buy a truck would rather have it repaired a few more times than buy a new one. "Here in India, no-one would consider throwing away a machine after five years. We want to use it for 15 years. The fact that all three brands are now strengthening their presence at local level will help KION to establish a strong brand reputation and to open up a wider market," says Mavalankar.

Sunil Gupta, CEO of KION India, is convinced that the new strategy is proving successful, and this is confirmed by the feedback from dealers and customers. "With this strategy, we are tapping market potential and filling the gaps that exist in terms of technology, delivery times and customer requirements," he says. "This will allow us to remain the market leader and be in a position to offer customers the best solutions in the industry." And this is sure to pay off. As Gupta says, "The material handling market in India offers enormous potential for growth in the years to come."