22 March 2018

Interaction-PL Muthusekkar, MD, Nord Drivesystems

Nord brand accolade spans over the spectrum of various industries and all continents

Nord Drivesystems Pvt. Ltd. (NDPL), the 100 per cent India subsidiary of Getriebebau Nord, a global leader in drive systems was established in the year 2005 at Hinjewadi, Pune to service customers in India locally and in the SAARC countries. The company’s client spread includes almost every industry such as steel and metals, infrastructure, cement, packaging, airports, pharma, chemical, pumps, effluent treatment, material handling, robotics, cranes, automobile, dairy, beverage, packaged food, agriculture, and many more. PL MUTHUSEKKAR, MANAGING DIRECTOR, NORD DRIVESYSTEMS responded to CONSTRUCTION OPPORTUNITIES queries on his company’s product offerings and future outlook.


Briefly tell us about your product offerings and the key features/USPs that have contributed in strengthening and maintaining your stronghold in the market?

Since a decade Nord has been supplying geared motors and frequency inverters to the construction industry in India.

We are working closely with customers in order to understand their special requirements.

The demanding specifications of these application and the high-end performance of Nord products are very important for this sector, particularly the ruggedness and trouble free operation.

Product life cycle management by way of enhanced life, trouble free operation, minimum breakdown, ultimately ending up on total cost of ownership concept - TCO in my view, would be the main contribution from Nord to the Indian industry – and we are very proud of the same.

NORD Products are as below:

  • High efficiency super premium motors, IE2,IE3, IE4& IE5
  • Helical Gear Units
  • Intelligent decentralized drives.
  • Parallel Shaft gear unit
  • 3 stage Bevel gear units
  • Industrial Gear units

Following are the USPs

With our aim to strive for maximum customer satisfaction, we offer quality products that have helped us develop a strong customer base all across the globe. The reasons are as below:-

  • International norms of quality – Single Product global warranty
  • Use of latest technology–energy efficiency
  • Sound infrastructure– Pre and post sales support across globe
  • Timely delivery–Prompt response management
  • Flexible dimension as per customer request– Optimum selection from our standard range
  • Expert guidance– Value added services and total cost of ownership


Briefly give us an understanding about your manufacturing units – location, size, production capacity, technologies used etc?

We have a full-fledged assembly unit in Hinjewadi, Pune with a production capacity of 24,000 units per year. All the parts are imported from our manufacturing units globally. We have invested 45 million to expand our service area at the Pune premises in the current year. In addition to standard drives, Nord supplies application-specific concepts and solutions for special applications. For example, with energy-saving drives or explosion-protected systems. Nord’s wide variety of gear types covers torques from 10 Nm to 290,000 Nm and more. The company also supplies motors with outputs from 12 kW to 1,000 kW and manufactures frequency inverters. Our inverter line-up features conventional models for installation in control cabinets as well as design types for fully integrated drive units in decentralised automation environments. Our sales and service offices all over India work on a Last Mile Service concept. In addition to this, we have a strong dealer network across the country and SAARC region. We cater to almost all sectors such as material handling, steel, chemical and pharmacy, food and beverages, water treatment, pumps, cement, power, solar and airport etc.


Please offer your assessment of the importance of shows like bauma CONEXPO INDIA for companies such as yours and tell us of your own previous experience? Expectations from hosting venues?

Such a great event is beneficial to NORD for the below reasons:


Remember, it’s not what you know – it’s who you know. Exhibitions are the perfect opportunity for you to build contacts and network within your given niche or market. Attend these exhibitions with an open mind – such events can often lead to partnerships, ancillary services or new clients. It’s for this reason that exhibitions have been known to be more successful for businesses than more expensive advertising campaigns in newspaper or online banner adverts.

Learn from the mistakes

These shows are a chance to gauge the competition; yet many marketing teams remain glued to their own stand, wrapped up in their own business and cut away from the crowd. It’s often these same people who complain that nobody wants to listen when they’re trying to promote their product or services. Always be on the lookout and analyze your competitors strategy, products and services – are they offering anything you aren’t? Try and give yourself a competitive edge in your chosen market. Also most of it comes out from the post expo strategy.

After the Event

To ensure that your business fully benefits from the event, it’s a good idea to build an action plan so that you can properly follow everything up after the event. Without hindsight you won’t fully benefit from the exhibition. It’s important to make a list and really consider just what you’ve learnt and how you plan to put that into action within your own organisation. Focus more on the implementation part.

We are expecting this event also fruitful for NORD in learning new experience as well as generating business.


As a company what are your specific plans for bauma CONEXPO INDIA 2016 – have you devised any new marketing strategy to push your products?

Maximise exhibition presence: Maximise presence at the event by combining it with other marketing techniques. Use direct mail, e-newsletters and PR to raise your profile ahead of the event. Check the event website to find out who the media partners are. These publications will normally run features and articles about the event.

Contact the journalists and let them know what can offer attendees to the show. We have already prepared press packs, as most exhibitions have a press office for journalists attending. Putting your background information, latest news and customer case studies in a press pack is an effective way of getting in front of journalists.

Build relationships: Exhibitions, conferences and trade shows are the perfect platform for meeting key people in the industry - giving you the opportunity to market your business face to face. Talk to as many people as possible and take out time to learn about their business.

What are the organisational surprises we can expect from you at bauma CONEXPO INDIA 2016: Are you looking to launch any new innovative product or new breakthrough technologies at bauma CONEXPO INDIA 2016? Are you also looking for new collaborations and tie - ups?

In this exhibition we are not launching any new product but we did launch a product in our last Exhibition that is (MMMM) Metallurgy & Materials International Exhibition and Conference; couple of months ago. At bauma CONEXPO we are planning to have a better appearance for this product and promote it, as it has a wider market spectrum.


Give us an understanding of your company’s performance this year and your outlook going forward?

We are in a great position among 500 million companies which has been growing globally about 10 per cent in spite of the overall weak market situation. Particularly in India we plan to reach 200 crore mark by 2019; NORD started with a 3 member company has grown to 3200 employees worldwide with 36 subsidiaries 100 per cent owned across the globe and also represented in another 62 countries, makes us No 1.

The Nord brand accolade spans over the spectrum of various industries and all continents.

NORD journey has been a perfect mesh and positive drive. We believe and practice in ploughing back money into the business by way of expansion and reinvestments in our existing facilities including our headquarters Bargteheide.

It’s actually this continuous investment which propels growth and has geared us up for growth to the next level.

The high growth geographies for us are USA, China, India, Korea, Canada and Mexico.

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