Page 35 - CIJ April 2025- Digital Edition

INDUSTRY TALK

Nepal, meanwhile, is not new to labour shortages and a rising • Dealers in regions requiring
IPC machines. “They have been social standard, mechanisation is constant presence, such as the
using our machines for years, inevitable.” Northeast
sometimes buying directly, or via To build trust, visibility, and
dealers. IPC Tennant already enjoys awareness, having a direct presence • Specialised partners for sectors
a modest foothold in Nepal, which is key. “In many cases, buyers like aviation and government,
it now plans to strengthen.” prefer dealing with the principal where domain knowledge is
Though a small market, the company directly, especially for essential
Maldives is part of the plan — training and service. You need a “We are not strong in government
considered an extension of the Sri strong presence to evangelise the sales, so we appoint expert partners
Lanka strategy. “We have identified benefits of mechanised cleaning.” for such sectors. The idea is to
a large dealer in Sri Lanka who maximise reach while ensuring
IPC Tennant currently has 125
also operates in the Maldives. We employees and aims to expand to service consistency.”
will enter both markets through this
channel.” 200 by 2027. “We will have 25 Two Growth Engines
branches by then. Early results
from new locations, such as Patna, Summing up his vision, Tony
Why Branches, Not underscore the value of targeting points to two pillars that will drive
Just Distributors? rapidly developing tier 2 & tier 3 IPC Tennant’s future: The Tennant
At a time when many companies cities.” brand – selectively sold but highly
are cutting costs and shifting to Strategic Triad- Go To Market trusted in critical segments; and
dealer-only models, IPC Tennant strategy Tier 2 and 3 markets – offering
is going the other way — opening long-term business potential for
more branches across India. Tony outlines a three-pronged both IPC and Tennant product lines.
“India is transitioning to a mature strategy for market penetration: “There is still so much untapped
market for cleaning machines. • Direct branches in key cities potential. If we are ready to
People still compare machine to maintain brand control and explore, the possibilities are
costs to manual labour. But with customer relationships immense,” he concludes.

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