Globalization and the introduction of quality systems such as ISO9001, ISO/TS 16949, ISO 14001, AS 9100, etc., have emphasized the importance of keeping the shop floor clean for better product quality, operator safety and reduced cost. To achieve the above objectives, the only solution is mechanised cleaning.
From day one, RMCL always believed in investing in R&D due to which we could develop many machines which are required for the Indian industries. We could offer our machines at an affordable price to our customers. Also, the maintenance cost becomes economical for our customers. This has resulted in better market penetration.
In the early days, only the companies bought cleaning machines and used in their work place by employing direct labour. Hence, the marketing approach was to convince the management of the company to go in for our machines for mechanized cleaning. This was a gigantic task as we have to approach each and every industry and convince both the management and the cleaning personnel.
Whereas now, the trend is changing with contract cleaning becoming the norm. Now our focus is to contact and convince the facility management companies to go in for our machines explaining to the economics of operation and offering better after sales service. The concept of selling has changed from convincing the individual user companies to convincing the facility management companies. We do have direct sales to the actual user companies, but the percentage is shrinking.
RMCL has established extensive direct marketing and service network across the country by having our own branch offices. We do operate through a few of our distributors/dealers who realise the importance of customer satisfaction.
When the mechanization was introduced in the early 90s by our company, companies bought smaller machines as they did not want to invest in large machines. Whereas now, they have realised the importance of going in for the right size machine for efficient and economical operation. Therefore, now the industry trend is moving towards larger machines.
How do you want to take it forward?
Varun: What cleaning meant 25 years back and what it means now are completely different. We no longer have to instil or sell the concept of mechanised cleaning like before. People are aware of it and know it’s the only way forward. The market is opening up in a very big way in India and the need for cleaning equipment’s will only keep increasing more and more.
Our mission is to “Enrich people’s lives by providing sustainable and innovative cleaning solutions”. Sustainability and innovation are two areas where we are focusing heavily. To come out with innovative solutions which are user friendly, cost effective and sustainable in the long run — This I believe is the key. Our team of over 45 R&D engineers is working round the clock to roll out products which do just that.
From manual to semiautomatic to automatic and now robotic… what has been Roots Multiclean’s transitional journey?
Varun: When we started off 25 years back, our manufacturing product portfolio had just one product, a basic walk behind sweeper (Flipper). The rest of the product portfolio was imported directly from Hako (Germany) and Minuteman/Powerboss (USA). But now, right from a simple mop to a Truck-Mounted Runway Sweeper, we make almost everything in-house.
During the course of time, we realised that importing these machines was a very expensive affair and was increasingly becoming unviable to sell in the Indian market and the only sustainable way forward was to develop them in India.
We started to design and develop the complete range of sweepers and scrubbers in-house. For example,10 years back, we were offering an Imported Truck- Mounted Sweeper for around Rs1 crore per unit. Today, our manufactured machine which is designed and developed for the challenging Indian conditions, is offered at less than 50% of the same price. Customers get double benefits – a better solution at a much affordable price
You are the single largest cleaning equipment manufacturer in India and also the producer of international brands. What has been the penetration into the international market so far?
Varun: One of the biggest challenges for us as a pioneer was to introduce the concept of mechanised cleaning to the Indian market. It was indeed a real hard sell. Hence, early on we had started to look at international markets where our products could be sold. Our first export OE customer was Truvox from the UK. We started to export one of our mini floor scrubbers to them and it was a big hit. Till today, they are one of our biggest customers and are very happy with all our products. To date we have exported over more than 85,000 machines of just that particular model, apart from many other models.
Presently, we export to over 34 countries worldwide. Some of our major export markets are the UK, USA, Germany, Austria, Australia, UAE and South Africa. We have recently opened an office in UAE to cater to the Middle East Market.
Today, Roots Multiclean Ltd is truly an MNC, with the acquisition of Victory Sweepers Inc, USA. Victory is a very well-known company in USA, and we have acquired its assets and product portfolio. Roots Multiclean Inc will cater to the American and other nearby markets.
Roots also boasts of a hardworking and excellent team. What is your mantra of employee satisfaction and workforce strength?
Varun: One of the biggest strengths of our company is our Team. Our people are extremely focused and highly motivated. It is very common in our group companies to come across employees who are with us for more than 20 years.
Except Roots Multiclean Ltd, all our other Group companies are headed by people who have started as apprentices many years back. Every company has an ethos and a culture. In our company, we empower people to work freely and we always put the customer first before all else. This in short is described by my father’s mantra to all the employees, which is — “Think like a customer, Act like the owner”.
What according to your analysis and views would be the market scenario and the growth of the Indian cleaning industry?
Varun: The Indian cleaning industry is growing at a tremendous pace although one does not exactly know to what extent as there are no published figures available. Cleanliness and Hygiene has not only become an important aspect in private sector, but with the launch of Swachh Bharat Abhiyan by our Prime Minister, the public sector has also started to give a push to it. This is helping the industry to grow at a much faster pace. We are also looking at a market shift from cable operated machines to battery operated machines. With the battery technology improving drastically day by day, the pace of this shift is expected to only increase.
