Troax invests a lot of money into R&D and has a strong innovation culture
Published on : Tuesday 13-02-2024
Industrial Automation recently had an interesting exchange with the top executives of Troax Group led by Mr Thomas Widstrand, President & CEO, Troax Group; Mr Javier Garcia, Sales & Marketing Director; Mr Michael Standar, Regional Director – Asia Pacific; and Mr A S Vidyasagar Ganesh, Managing Director, Troax India.
Mr Michael Standar, and Mr A S Vidyasagar Ganesh.
Can you tell us about the origins of Troax Group – a brief history and the core mission and vision?
Troax was founded in a small village called Tyngel in Sweden in the year 1955, when a hard working family started making products in steel mesh. This small workshop has now grown into what we today know as TROAX. Now Troax has expanded all over the world – represented on all continents with sales offices in more than 40 countries.
Our Mission is to exceed our customers’ expectations with Innovative Safety Solutions that protect People, Property & Process.
Our vision is to be the No 1 choice of innovative safety solutions, the world-leading supplier of mesh panels, and have a global presence in all major channels.
What are the main products of Troax and the verticals the company operates in?
Troax operates in four distinct industry verticals:
· Machine Guarding
· Warehouse Partition
· Property Protections, and
· Active Safety.
Could you describe Troax's main products and services in detail?
Troax Main products are mesh-based safety solutions.
Our products are widely used in Automotive Industries, Robotics, General Engineering and various other industries. We, as a global leader, support customers from design to installation of safety fencing along with safety switches.
We provided end-to-end solutions in safety guarding.
What sets Troax apart from its competitors in the industry? What are the innovations and other USPs?
Troax is the first company in this industry to be listed in Nasdaq stock exchange and takes Sustainable Safety at the core of the business.
Troax is constantly trying to reduce the carbon footprint, but not at the expense of safety. It's not about choosing one over the other; it's about choosing what's perfect for our Customers.
We are now expanding Tech Guard (Active Safety) to add technology to our safety fencing. We have come up with a revolutionary system for automatic monitoring of Machine Guard. A patent pending device cleverly incorporated in the panel fixing to detect the presence and absence of panels, its safety on a complementary new level for the era of Industry 4.0.
Coming to the India operations, what are the present activities of Troax in India? Is it manufacturing or just value addition?
The India Operation of Troax was started around 7 years ago and now we are having our presence spread over different parts of India having the headquarters at Bangalore. Presently we stock the material at Bangalore and supply to different parts of India. We are also looking at more stocking points to be close to our various important customers. We are able to support customers from design to installation phases. We are the only organisation who can meet the customer requirements in terms of Quality, Cost & Delivery. Troax has a highly skilled and efficient manpower in each and every sphere of our business activity which adds up to customer satisfaction and a long standing relationship.
Are you looking at building partnerships in India with existing players or even acquisitions?
We are presently looking at strengthening our present organisation and increasing our stocking location. We are looking at acquisitions if we come across an organisation with growth prospects and having a good customer base in India.
What are the focus areas for Troax in India – Machine Guards in industrial environment, Warehouses or other applications?
Our focus area will continue to be in both the machine guarding and warehouse segment, and as informed earlier, we are coming up with innovative solutions in Machine Guarding.
There is a huge potential in the warehousing segment and with our recently acquired company Claitec forming the backbone of Troax Active Safety, it enhances our existing business. This acquisition will also help us in penetrating new market segments, such as pharmaceuticals and FMCG, where we see great potential for growth.
Are you looking at India just as a manufacturing base for domestic customers or also to cater to global markets?
India is a country of huge potential and diversified knowledge base. Moving forward, as a first step, we are looking at opening R&D capabilities in India, which will be an integral part towards manufacturing and in course of time we will start our manufacturing in India. Once we start Manufacturing in India we would like to look at the manufacturing facility for a particular region and not just for one country. This has been the philosophy of Troax – all our manufacturing facilities cater to that particular region and not just to one specific country.
India is traditionally a cost sensitive market and hence many global companies follow a policy of products Made for India which also have markets in other parts of the world. Is Troax going to follow this approach?
We would like to differ on this point. India is a country where people are ready to pay the price for quality and service. Troax is a Swedish company and all our products are manufactured in our Swedish plant. We are extremely cost effective; however we add a lot of value which obviously costs money to exceed our customers’ requirements. Our experience is that customers anywhere, including India, are ready to pay the right price for the right quality.
We work on the Customer First concept and we go to any extent to exceed customer expectations, and our commitment to customers is very strong. Troax is putting a lot of money into R&D and has a strong innovation culture which will benefit our customers both in the short and the long term perspective.
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