[box type=”shadow” ]One country that is undoubtedly drawing global attention, especially that of the cleaning segment, is India. In keeping with the country’s agenda of establishing a clean India by 2019, International companies are looking at India as a destination to do cleaning business. In its 25th year, Arcora International, Germany, is set to venture into the most challenging, demanding and commercial Indian market, with ideally designed machines and solutions to suit cost-effective, quality-driven and user-friendly requirements of consumers. Clean India Journal chats with Managing Director Sami Memili and Export Director Klaus Karl on the Indian business plans and distributor network.[/box]
Arcora established another feat with its new headquarters in Aschheim, Munich, in 2011. Two years back, it extended production to cotton mop in its second factory in Bursa. Last year, Arcora which had grown to manufacture 1,400 products and over 3000 articles extended warehouse space by 30% and recorded distribution in 29 countries. With ISO certification due, Arcora boasts of holding more than 80 patents for its products.
Expansion & Innovation
Over the past years the company has progressed from developing floor care systems through mops & tools, cloth, cleaning & burnishing pads, marble renovation system sunshine, cleaning machines, up to complete preparation systems x-line and complete carpet cleaning system.
Explaining one of the developments, he added, “Restorable floor polishing and finishing processes without the need for basic cleaning as a prerequisite. The development is concentrating on solutions with reduced usage of chemicals and water as well as generating less waste in the whole cleaning process.”
With over 300 engineers and experts engaged in the production sites, the group is making best use of the knowhow in the individual countries. Growth of staff is concentrated into development of innovative solutions and complete cleaning systems as well as increased support for customers and export partnerships.
[box type=”shadow” ]The long-term goal of Arcora is to be present across India in all major business regions within the next three-five years.
– Sami Memili[/box]
Listing some of the innovations, Sami Memili said, “Cotton yarns being produced out of recycling materials, polymers out of molecular melted particles like nano-materials, polymer surfactant technology for carpet cleaning, and copper woven cleaning cloth for strike-free cleaning and scrubbing are some of the products we have successfully developed at our units.”
With a set vision to be known as respected one-stop-shop provider for complete and environmentally sustainable cleaning solutions, “the long-term goal of Arcora is to be present across India in all major business regions within the next three-five years.
“To concentrate and always looking ahead is one of the most important tasks of our times. And to be connected and sensitive to the needs and complex requirements of the market to identify and to justify them. This will be achieved by linking all necessary parameters to a powerful and comprehensive, competitive strategy.”
Marketing Strategy & Distributor Network
“We want to generate and develop partnerships in the major business regions/cities (please see my presentation with map of India). We do not have any intention to start the business through distribution partners and then go direct, like others do. We do want to attract existing mid-size distribution partners with good growth potential who are eager to grow themselves,” said Klaus Karl.
[box type=”shadow” ]To do business in India, we need to spend quality time with the people in India to learn and reflect the culture; what I tried to do.
– Klaus Karl[/box]
Indian Market
“Our staff is young and dynamic and interested to learn new challenges. My observation is, that business in India again is different to others. Decisions may take sometimes longer than in other places. Most companies in our segment are small to medium enterprises, which fit our own culture quite well. Very friendly, human and people orientated, but sensitive business people; motivating and easy to deal with, and very proud without showing it.
“Of course, price is always a subject – like in every country – and everybody claims to have the toughest price competition – nothing new. In fact, there is a lot of emphasis on product quality, technical support and training.”
“India is a country with a huge and fast-growing population. At the same time, the demand for cleaning and hygiene products and solution is growing with an increasing speed as well as the competition in this sector. This is the time for Arcora and its potential new regional distribution partners to bring price-quality/technology competitive products into the market.”
What are you looking at in a partner in India?
“Arcora is looking to attract business partners, who are interested in a long lasting, honest and successful partnership to take market share and jointly develop the business by using combined strength. Business experience of the potential distribution partner in i.e. the cleaning and hygiene sector, HORECA and hospital applications is required or would be very helpful as well as an investment orientated strategy. Marketing and selling staff to receive Arcora product and application knowledge. The new partner shall be concentrated on one of the reginal business activities.”
What is the support you will be providing to the partner?
- Complete product portfolio for the relevant cleaning and hygiene applications in the abovementioned sectors
- Comprehensive training program for management, marketing staff and customers
- Up-to-date website with download-area for distribution partners
- Distribution partner navigation and contact details
- ISO 9001/14001 certified German supplier
- Joint country/region specific customer events and participation in exhibitions
[box type=”shadow” ]ARCORA GROUP
Germany-based Arcora International offers a full range of cleaning and hygiene products as a onestop- shop from where distributors choose products for their customers. With more than 300 employees in five locations worldwide, the total portfolio of the company consists of more than 1,400 different products that make use of over 80 patents. Cleaning products and supplies are manufactured and sold directly to the national as well as international markets.
ARCORA products can be subdivided into separate segments:
ARCOTEX line is exclusively dedicated to microfiber products. The production is concentrated on microfiber mops and are constantly improving the characteristics of the mops in order to differentiate from competition. This includes, amongst other things, better sewing techniques, tear-proof pockets (up to 300kg per pocket).
With a diverse assortment of different cotton mops, in the ECOMOP line, you’ll find the perfect mop for any purpose. This also includes folding frames for various mops, ultra-hook and loop systems, trapeze mop systems, aluminium handles, warning signs, bonnet pads, pot scrubbers and handle sponges.
ARSAN offers all the products you may need from paper over the suitable dispensing systems to the needed refills of soap, fragrance, etc.
ARCORA CHEMIE is our brand for professional cleaning, and it’s produced according to the highest German quality standards. Individual solutions for all of your cleaning tasks – environmentally proved.
GASTRO LINE is the complete product line for all catering, kitchen and food areas. With these products, used manually or with a cleaning machine, you meet all of the requirements demanded by German food preparation laws and effectively manage all of the cleaning jobs necessary in a professional kitchen.
ARCEM CHEMICALS offers high quality polymers, restorable floor polishing and floor care systems.
The ARTECH line is the high-tech department. Here you ‘ll find products to excite the cleaning specialist. Vacuum cleaners, sweepers and spray-extractionsystems. Cleaning and polishing pads are included in the ARPAD line.[/box]