sector focus

The unorganised sector accounts for 60 per cent of sales in agriculture, a price-sensitive market that leaves large players have a particular disadvantage, but some level of consolidation could occur among these deeply fragmented players.Coimbatore houses the largest number of pump manufacturers. The market had an estimated 16 per cent growth over the 2007-11 financial year for domestic sales. If infrastructure sector investments move according to plan in the coming years, the market could witness an optimistic growth of

sector focus

around 20 per cent per year, while a slowdown would still result in a reduced yearon-year growth of around12 per cent.

Sales channel
Pump manufacturers employ different channels in catering to end-user categories. For the industrial segment, key influencing decisions include lifecycle costs and the availability of spares and after-sales service. Sales of these pumps are made either by manufacturers directly and through its dedicated dealer network, or they are clubbed together with EPC packages. In this market, providing an entire range of products and services gives a distinct competitive advantage. For the agriculture and domestic segment, small pumps are typically sold through a distributor network. Here, the lowest price is the single most important factor influencing purchaser decision. The Star BEE rating for energy efficiency is increasingly impacting customer preferences. So despite large players facing fierce price competition from local SMEs, energy efficient products delivered through an optimised supply chain are the key to success in this segment.

SegmentAtion of the pumpS induStRy

Photo taken at Kirloskarwadi

types of centrifugal pumps

Market Share by doMeStic revenueS (Fy10) single-stage radial submersible Multi-stage radial Axial & mixed 39% 31% 18% 12%

types of positive displacement pumps

Market Share by doMeStic revenueS (Fy10) rotary reciprocating Peristaltic 73% 24% 3%

Pumping up demand
The Indian pumps industry is in the throes of an uncertain present. But the key to growth, in spite of these tough times, is to provide integrated solutions, write Atish Mukhopadhyaya and Anirudh Reddy.

Key sectors - Irrigation, domestic, power generation, water & wastewater

Key sectors - oil & gas, power generation, food & beverages

Key plAyeRS (with focuS SectoRS)

Kirloskar Water and wastewater, power generation, oil & gas Irrigation and domestic Power generation, building services

imports and exports

India exports pumps to almost 100 countries, with the USA and Germany, at around 13 and 12 per cent respectively, being the largest destinations. International players with an Indian presence have buyback arrangements, meaning that pumps manufactured in their Indian facilities are sold abroad. The total share of Indian pumps in global exports is less than three per cent. Exports registered a drop in the 2010 financial year a year-

ndia has a strong pump manufacturing base with both Indian and international players involved in the market. Indeed, planned investments for the power, water, and oil and gas augur well for its growth.

Moreover, low-cost manufacturing and domestic demand have created an attractive environment for most international players. These companies have also introduced the latest technologies for energy efficiency and high performance.

Challenges

centrifugal pumps

crI Pumps KsB Pumps

State of the market

The Indian pumps market is fairly mature, with domestic sales expected to increase at a rate of 16 to18 per cent per year, and exports projected to grow at around 10 to 12 per cent over the next few years. The industry estimates annual production of around 2 million units, with nearly 95 per cent of domestic consumption being met through local production facilities. The pumps market is broadly classified into two categories: industrial pumps, which cater to infrastructure sectors; and agriculture and domestic pumps. International players include KSB Pumps, Flowserve and Aquasub, which have manufacturing bases in India.

Segmentation
Centrifugal pumps dominate the Indian market, with around 95 per cent of total sales. Within centrifugal pumps, singlestage radial-flow pumps and submersible pumps are market leaders. Positive displacement pumps account for the remaining five per cent of market revenues.

competitive landscape
In India, there are over 800 pump manufacturers, of which a few are large players Indian and MNCs with revenues above Rs100 crore and plenty of SME players. Some of the large players, like Kirloskar and Flow More, have expanded into the EPC space and are providing turnkey solutions.

Global slowdown: Macroeconomic turbulence could have a negative impact on infrastructure investment, leading to a reduction in demand for pumps and a pressure to reduce prices. subsidies: free power to farmers acts as a deterrent to the adoption of energy-efficient solutions. Margin pressures: Increases in the prices of raw materials have increased input costs. Price sensitivity: Presence of a large number of sMes offering low-priced solutions puts pressure on the growth in market share large players in the agriculture sector. Low spending on r&D: Ability of sMe units to replicate designs offered by firms dampens introduction of new designs.

sMe players predominantly focus on agriculture sector

Positive displacement pump

conflax India

oil & gas, power generation food & beverages

Energy-efficient products delivered through an optimised supply chain are the key to success in this segment.
Anirudh Reddy

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sector focus

sector focus

scenario analysis for revenue forecast for the Indian pumps market (fY11-fY16, rs cr)
14,520 12,250

Growth in projected investments in end-use sectors (rs 000 cr)

2,110

export-import pump trends (In rs cr)

3,230 3,450 2,850

strategies

20%

16% 10,280 5,835 12% 16%

3,250

85%
1,140 110 125 245

170 260 390

Water & supply oil & Gas

2,400 1,740 1,275 1,900

1,590

Irrigation Power

1290 660

fY 08

fY 09 exports

fY 10 Imports

fY 11

conservative

current scenario

optimistic

11 th Plan

12 th Plan
Source: EXIM Database

opportunities in irrigation are limited due to pricing constraints and low margins. Long-term tie-ups with ePc players could ensure a greater spread of pumps in select markets. the government must focus on removing current infrastructure bottlenecks.

Source: Industry Reports, Analysis by Tata Strategic

Source: Planning Commission, Analysis by Tata Strategic

Key growth drivers

Strategies for the future

Leading pump players must clearly identify their priority segments, rather than expend their energies across the entire industry. Large companies face the critical challenge of having to compete on price while targeting the agriculture segment. These companies must look at hedging their risks and focus on growth opportunities in the industrial segment. The pumps sector must collaborate with infrastructure players to cushion the overall impact of reduced margins from the end-application points. Enhancing market share in the industrial sector will require pump manufacturers to focus on strengthening all aspects of the value chain, from customer-centric solutions to service offerings. Some of the strategies that could be employed are: Becoming a one-stop solution provider that is capable of providing integrated offerings through diverse range of products and after-sales service network to quality conscious customers. Emphasise lifecycle costs to provide energy-efficient solutions that are capa-

Growth in infrastructure: Announced investment of $1 trillion into the infrastructure sector in the twelfth five-year Plan will boost the demand for pumps in key end-use sectors. New sources of water: Need for newer water sources, such as deep water tables and desalination, will create demand for pumps offering increased capacity and efficiency. Increase in urban density: Growth in the residential and commercial markets, expected at around 9-10 per cent over next 5-6 years, will increase demand. energy-efficient solutions: rising costs of power and increasing awareness about the environment will create a demand for energy-efficient pumps.

ble of reducing operating costs. Long-term tie-ups with EPC players, which would allow greater leverage in guarding against pricing pressures and also provide an entry vehicle into export markets (as part of EPC packages). Expansion into rural markets is a difficult proposition. Therefore innovative sales strategies like creating a sales channel in conjunction with self-help groups or micro-finance institutions is the key to optimising costs. Rationalising the distribution channel structure and re-aligning channel incentives is the way forward to

the museum of modern Art in new york showcased grundfos SQflex in its design exhibition, SAfe: design takes on risk. SQflex is a sustainable water supply pump, which operates on energy from the sun and the wind, has been included in the museums permanent collection.

on-year drop of eight per cent due to recessionary pressures; but these have since picked up and this industry is estimated to grow around 10 per cent each year over the coming years. The Middle East has emerged as an attractive export destination with lowpriced Indian pump sets having an advantage over their European and American counterparts. The region lacks a domestic manufacturing base, which means it has a higher dependence on imports. Here, most sales are part of a package of prod-

ucts meant for large EPC projects, and the entry of Indian EPC players could act as a catalyst for future exports. Imports account for around five per cent of total domestic consumption, with the US, China and France being the largest sources. Meanwhile, the low-cost model of local manufacturers has limited the scale of Chinese imports in the agriculture sector, and the lack of established after-sales service has also limited the expansion of Chinese supplies to the industrial sectors.

increase access in these difficult markets.

conclusion
The current mood alternates between restlessness and optimism for growth. But the real need is to create partnerships with priority customers for an integrated sales-and-service play, while realigning the distribution network for optimising costs, enhancing services and understanding customer needs better. The focus should also be on energy-efficient products and innovative route-to-market strategies. These measures will help increase the latent demand for one-stopshop services for both institutional and retail customers, and enable companies to reap the India growth story. About the authors: Atish Mukhopadhyaya is principal, delivery excellence, while Anirudh Reddy is consultant, infrastructure & EPC practice of Tata Strategic Management Group. They can be contacted at atish.mukhopadhyaya@tsmg.com and anirudh.reddy@tsmg.com

Atish mukhopadhyaya

Photo taken at Kirloskarwadi

Domestic sales are expected to grow at 16-18 per cent pa while exports are projected to grow at around 10-12 per cent pa in the next few years.

leading pump players must clearly identify their priority segments.

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Manufacturing Today may 2012

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