“Make in India”

“Make in India”, the motto of this year’s Hanover Fair, perfectly described the intention of the Indian group that completed the Programme at the German Management Academy of Lower Saxony (DMAN) in April. Many of the Indian executives from the fields of mechanical engineering, automotive, energy, etc. wanted to meet German partners interested in establishing joint ventures (e.g. for production). In her speech at the GTAI Forum at the Hanover Fair, MP participant Parita Sanghvi said that India offers German companies a large market through its steady economic growth, investment-friendly conditions, sufficient qualified workers and barrier-free communication in English.

“Amazing German technology and smart, yet flexible working styles in India are the key to a win-win situation for both of the nations.” However, German companies were often asked to reduce features of their high-tech products to make them affordable for the Indian market. As an example, she named the “Budget Car” project of Volkswagen AG – a car that costs 7,500 euros at the most and should therefore be affordable for the Indian middle class, at the same time guaranteeing quality.

At Sartorius AG, the Indian executives were shown a particularly good example of successful innovation management. The company, which supplies laboratory and process technology, was able to change the market by offering digital laboratory scales instead of mechanical ones at the right moment. The Indian participants were very impressed by the fact that an independent team within the company had developed and planned this innovation over a period of ten years before the market was ready. “It is exciting to see how German companies develop products on the basis of customers’ requirements,” Sarath Chandran said. Karl Bracht, a consultant at Satorius AG, described the company’s market entry in India, saying that the experiences made in the Indian market had made the company much more open to creative solutions. Satorius AG sees strong potential in the Indian market.

The guests from India, on the other hand, also regard Germany as an interesting market for their products and services. Several participants plan to open a sales office in Germany, and a lease has already been signed for offices in a business centre. Those managers from the group who already cooperate with German partners very much appreciate the Germans’ professional and results-oriented way of working, but would welcome it if their German partners had better English language skills.

By Inga Markwart
German Management Academy of Lower Saxony (DMAN)