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Scale Must for India’s Equipment Manufacturing Growth
India’s cleaning equipment manufacturing industry has evolved rapidly, with cities like Coimbatore emerging as strong production bases. Yet, despite technical competence and design innovation, the sector’s growth is constrained by one critical factor — scale. Independent Consultant Vijay Ramesh highlights how bridging this scale gap is essential for India to compete globally and sustain its manufacturing momentum.
Coimbatore, I realised has the entire ecosystem needed to make a cleaning machine is right here — from components to ancillary parts. If something is not readily available, there’s always someone who can make it for you,” says Vijay Ramesh.
What once required dependence on China has now become a local possibility. “Earlier, every die cast, every precision part had to be sourced from outside India. Today, Coimbatore is a place where you can get it all done.”
Over the last two decades, Coimbatore’s suppliers have grown into high-spec manufacturers catering even to demanding sectors like oil and gas. “Whether it is complexity, material specifications, or dimensional accuracies, we now have very good suppliers. They are supplying to subsidiary industries, earning top certifications and keeping busy year-round.
Yet, despite technical competence, cost competitiveness remains a challenge. “When you compare Coimbatore with China, we still cannot match on cost purely because of scale,” Vijay explains. “The scale of demand that exists there simply is not available in India yet.”
He clarifies that in areas like pump parts and automotive components, Indian manufacturers are already equal to — or even better than — Chinese suppliers. “But for cleaning machines and parts, until scale builds up, we will not be comparable expert to expert.”
However, globally, Indian manufacturers are becoming increasingly competitive. “If you are exporting to Europe, the US, South America, Africa — or even within India — our terms and conditions, service reliability and compliance advantages make us more viable.”
In parallel, the market for cleaning equipment itself has transformed. “Demand has gone up sharply,” says Vijay. “Earlier, to crack a deal, we had to give three or four demonstrations. Now, customers simply place an order online. Product awareness is high and decisions are made over a few clicks.”
Demonstrations today are limited to highlighting unique technical features rather than proving performance. “People negotiate online, compare quotes and finalise orders. They do not even want to see the machine,” he adds.
Coimbatore’s suppliers have grown into high-spec manufacturers catering even to demanding sectors like oil and gas. Whether it is complexity, material specifications, or dimensional accuracies, we now have very good suppliers.
— Vijay Ramesh
Rise of Rentals and Leasing Models
Another major change is the surge in rental and leasing models. “These are domains we never imagined 10 years ago,” says Vijay. “Contracts today rarely go beyond 11 to 24 months. Earlier, machines were bought and used for five or 10 years — now, no one asks for that. The rental and lease market is growing very fast.”
This shift reflects a new business mindset — flexible, cost-sensitive, and focused on short-term returns.
Digital Competition and Market Maturity
With internet driving transparency, competition has intensified. “Earlier, you could get two or three competitors. Now, a purchase manager can get 10 quotes in minutes,” he observes. “That makes the market aggressive, but also more efficient.”
“Indian companies can now catch up with Chinese pricing — as long as we stay efficient. Plus, with tightening customs protocols and import risks, the advantage is shifting in favour of local manufacturing.”
Building a Brand: The Three Pillars
Drawing on decades of experience, Vijay distils brand creation into three essentials:
- Price Competitiveness – “Even the best product won’t sell if it’s overpriced. You must be at the right price point.”
- Aesthetics and Elegance – “People now look for machines that look good. Design matters.”
- Quality and Credibility – “It’s not just about what you make, but how you stand by it. After-sales support builds trust.”
He adds, “Whatever the product, breakdowns will happen. What matters is your heart to back your product — to support whoever buys from you.”
