[box type=”shadow” ]In the last few years, the progress in the Indian industrial and commercial segments has majorly impacted international traders who have rerouted their expansion plans into this fastest growing economy. At the same time, manufacturers of cleaning products in India have taken long strides to reach ‘Made in India’ cleaning products to international markets. Today, these products are much-sought-after in Europe, Far East, Asia and other continents. Mohana M, Editor-Clean India Journal, interacts with some of these Indian manufacturers who participated in the Interclean show at Amsterdam. [/box]
Putting it simply, India today, has all the professional cleaning solutions at its doorstep to make and keep every nook and corner of the country clean. The growth in awareness in cleaning in the wake of Swachh Bharat, increasing requirement for professional cleaning in the industrial and commercial segments and need arising out of international exposure has directly or indirectly influenced the demand for professional cleaning in India. This further has influenced industry stakeholders to provide appropriate solutions in keeping with the requirements of the segments.
Indian manufacturers of cleaning products, while catering to the local requirements, are also looking at expanding beyond borders. Anjana Vij, Founder & Director, and Mohit Vij, Director Marketing & Sales, Kibble Enterprises; Naveen Chauhan, Director, and Bipin Padhi, Director, KC Green Revolution Pvt Ltd; and Varun Karthikeyan R., Managing Director, Roots Multiclean Ltd share their experiences in the international market.
Quality Sells
K.C. Green Revolution: (Centre) Naveen Chauhan & Bipin Padhi
The cleaning market is a highly competitive world. Product suppliers from different countries, especially Europe, China and Turkey, bid in the same markets. These markets are price sensitive and quality conscious. What really sells is quality products at competitive prices. “It is in this arena that we find a demand for ‘Made in India’ products,” says Naveen Chauhan, KC Green Revolution, which has participated at the Interclean Show for the second time.
“It is as if the European and Far East and Asian markets have been waiting for India-made products to enter the market and we are able to match and surpass the expectations of users in terms of quality and prices too.”
KC Green, specialises in producing waste receptacles, hygiene bins, dispensers and recently at the Interclean show, it launched it new range of mopping buckets. “Product wise, we have received very good enquiries at this show and buyers are appreciating our products.”
Buying Patterns
Kibble Enterprises: Umesh Vij, Mohit & Anjana Vij
The Indian Cleaning segment, largely a supplier market, has a handful of companies that are engaged in manufacturing products not only for local consumption but also for the international suppliers. Today, there are international manufacturers and suppliers importing/procuring Made in India products for the global consumers. However, the consumerism and buying patterns largely differ in the European markets.
“We are experiencing the difference in consumer preferences at the Interclean show. In an Indian show, every other visitor would walk into the booth to know and understand the products on display and decide on their purchase. It is a more familiar atmosphere. However, at the European level, buyers come to the show with specific demands and look only for those products. Not everyone walks into the booth.”
Learning Process
Having understood the pulse of the Indian market, exhibiting at an international expo like Interclean opens up an entirely new world. “Here we come to understand the preferences of customers in Europe, Middle East, other Asian countries, Africa and others. It is altogether a new learning experience. We get to know the product specifications required in these countries, the shape, the size, even the price factor… the required customisation to suit the requirements.
Whenever we come the next time we know exactly what we need to showcase; including products that are in popular demand.”
Quality matters are given priority. “For better quality, even if it means one has to pay a little extra, the consumers in the European market are willing to pay.
Growth Potential
The focus of KC Green has changed. “We were only into producing products for waste management and were making bins but now we have diversified into the cleaning industry and are making more and more cleaning related products. Next time, we will also bring dispensing units, hand dryers… so that when the customer visits our booth we have all the solutions like some of the other companies here in Europe.
“Exposure to international trends enables us to improve the quality of the products. This we realised when we participated at the Dubai show. We have come far ahead and are able to make the finest quality products,” concludes Naveen Chauhan.
KC Green has a distributor in South Africa and has sold to Kenya, Doha, Dubai, Trinidad and Tobago and other countries, registering an annual growth of over 30%.
Following Trends
Roots Multiclean: Vijay Ramesh, VP-Marketing; Varun Karthikeyan, MD; Pravin Kumar, Manager-Export & Import
Understanding of the international market gives a direction. “It enables us to know where the market is heading and where we should go or be in,” says Mohit Vij.
“Further, as manufacturers we come to know what others have omitted and where we can fill the gap presently with what we have. At Interclean, we also get to understand not just the European market trends but also other markets including Middle East, Africa and others. This in turn helps us expand into different markets from one place,” he adds.
In keeping with the trends, Kibble has expanded its range and also introduced new products. “We are also able to bring these variations into the Indian market by educating them on its usage.”
A classic example of one simple product, says Mohit, is the microfibre. “Internationally, there is no room for cotton mops, it is 100% only microfibre. This is the change we need to bring about in the Indian market as well. Previously, there was a buzz that microfibre is very expensive as compared to cotton.
Following my visit to Europe, I find this market has a lot to offer in the microfibre range at a similar cost to cotton and acrylic! Hence, why not do that in India as well, when it is possible to introduce microfibre at almost the same price of cotton?”
Not denying that there would be a price difference, Mohit feels, the longevity of the product will make all the difference. “For example, a cotton mop will have to be dumped within a week, while a microfibre will last for over a month. In short, a little increase in price and a longer lifecycle.”
Creating Identity
“Earlier, we were looked upon as vendors. Following our participation at international expos in Dubai and Amsterdam, we are a brand. Suppliers look at us as an entity or perhaps competitors. Selling in the international market has popularised our brand identity to the extent that at times we do not have to give our business card, as they already know us,” says Mohit.
“Ultimately, it is all about exposure and the knowledge that is gathered at international forums that enable growth,” concludes Anjana Vij.
Expanding Exports
Most of the Indian manufacturers have been exporting to international markets, however, being present on an international platform enables one to give a 360-degree view of the entire product range being offered by the manufacturer. “Definitely, in the first instance, buyers do raise questions, especially knowing that it is an Indian make, but after a closer look of our range, they do change their minds,” says Varun Karthikeyan.
Manufacturing for the international market calls for customization to a certain extent. However, the product is the same that “we supply to the Indian market. For example, machines supplied to the Australian market would require certain customisation and variations as per the requirement of the customer in keeping with the local applications. Again, the features are different for machines supplied to the international market. Engines of these machines are procured from international companies too.”
It is indeed commendable for India to have cleaning product manufacturers supplying to overseas customers. Nonetheless, it would be equally commendable when the same machines and professional solutions are applied to a large extent in achieving the goal of a clean India. As one of the cleaning industry representatives puts it, “If the taxes and the customs on cleaning products are brought down, the entire scenario in India would be different. Professional cleaning solutions would be in every one’s reach and the country would be a cleaner place to live in.”
[box type=”shadow” ]Clean India Journal at Amsterdam
This was the eighth consecutive time Clean India Journal exhibited at the Interclean show and represented the Indian Cleaning Industry abroad. Once again, the stakeholders of the Indian Cleaning Industry gathered at the Clean India Journal booth at Amsterdam to network and raise a toast to ‘Clean India’.
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The overall winner – out of a total of 89 entries – of the Amsterdam Innovation Award 2018 was given to KIRA B50 from Kärcher.
KIRA B50 is the first autonomous cleaning machines that presents the whole package; a step forward in robotics technology for the cleaning industry and overcomes some of the obstacles of similar machines. Size and design is what makes this machine attractive to a wider range of applications. So far, robotic scrubber dryers have been most suitable for extremely large areas, but the KIRA B50 is even suitable for areas under 1,000sqm. KIRA B50 can take itself to a docking station to charge the battery as well as fill and empty tanks, means that the level of human intervention is minimal – and that is what true autonomous cleaning is.
Michelle Marshall, chair of the Jury, said, “When talking about smart solutions we must, of course, mention robotics. This is not the first year we have seen autonomous cleaning machines, however each year we observe the technology moving forward and overcoming some of the barriers to them becoming more attractive for real-life cleaning operations.
“In any cleaning operation the staff play an invaluable role and as a jury we were pleased to see they are not being forgotten in the development of new solutions. Manufacturers of cleaning tools are developing products designed to be more ergonomic and cause less fatigue, and to make every day cleaning challenges more manageable.
“So many of the products we have seen have been designed with sustainability in mind, both in terms of using less water, energy and chemicals and in the way they are manufactured. It’s extremely positive to see that those aspects are now seen as a given. Total life cycle impact, ‘Cradle to Cradle’ and the circular economy are terms we are now commonly seeing being put into practice.”
Tork Paper Circle from Essity won the Visitor’s Choice Award. Essity is helping its customers to become fully circular with the introduction of a recycling service for its paper hand towels. With the help of recycling specialist partners it is setting up the service on a local level and helping to cut the carbon footprint of paper hand towels by 40 per cent.
Powr-Mop Lite from SYR won the Equipment/tools for cleaning, care and safety Award. This is a motorised flat mopping system that features an oscillating head that operates at 3500 mini-scrubs per minute. It can clean all hard floors and is designed to make the job of the operator less tiring. This is a battery-operated tool that can clean up to 400sqm on one charge.
SystemONE from Vermop won the award in the E-cleaning category. Manual cleaning equipment becomes connected through a digital online module. So, mop handles, vacuum cleaners and trolleys can offer direct feedback on cleaning activity in real time. Data is collected from appliances and the Equipe Digital trolley makes it available to customers via a web portal.
The Amsterdam Innovation Award handed a donation of €12,000 to the African Medical & Research Foundation (AMREF) Flying Doctors, and its project in Kilindi, Tanzania, providing accessible water and sanitary facilities for the community.
At this year’s Interclean Amsterdam, the floor plan comprised of stands from 892 companies located across 47 countries. A grand total of 33,710 professionals from 143 countries visited over the four days. As many as 77% of the visitors came from outside the Netherlands with some interesting newcomers from Jamaica, Seychelles, Swaziland, Mongolia and Bolivia.
First edition of Healthcare Cleaning Forum
Also taking place alongside Interclean Amsterdam 2018 was the first ever International Healthcare Cleaning Forum. This brought together 300 healthcare professionals from 46 countries to explore and discuss the biggest challenges and solutions in healthcare cleaning today. The Forum complemented the rest of the exhibition – showcasing the latest innovations in healthcare cleaning, through expert demonstrations and seminars.