Ashida Electronics expanding to international markets

We have successfully presented ourselves as a problem solver for the customers, be it in domestic or in the international market.

What marketing strategies does Ashida Electronics use to reach and promote its power protection relay products and SCADA systems to target customers?

Ashida, a company with 52 years of experience, employs distinct strategies for different markets, including domestic and international. In the domestic market, our primary approach involves organising seminars, conferences, and events. Regarding the international market, we focus on participating in relevant exhibitions after thorough research to select the most suitable ones. Additionally, we cover these events in relevant media platforms to promote Ashida Electronics in the international market. We also collaborate with our channel partners in export regions to gain a better understanding of local market dynamics. These are the two primary methods we employ to connect with our customers.

Please outline Ashida Electronics’ typical customer base and how you customise your products to meet their requirements.

Our customer base is very diverse, regardless of location. Our primary customers are Indian Railways, large private industries and the government sectors involved in electricity generation, such as state electricity boards, thermal power stations, and hydropower stations in India. Additionally, original equipment manufacturers (OEMs) that produce switchgear components like transformers, breakers, and panels are also our customers. We supply our products to these users through these manufacturers.

The specific customer relationships can vary based on geographic considerations. While some OEMs are directly managed from our head office, we also work with distributors who serve as our customers. Some OEMs purchase our products and incorporate them into their switchgear systems, which they then supply to our end users. Furthermore, some dealers and distributors interact directly with OEMs to provide our products. These multiple layers of customers reflect the complexity of our customer base.

What challenges and opportunities has Ashida Electronics faced when exporting its power protection relays and SCADA systems to foreign markets?

Expanding internationally, neighbouring countries offer significant supply and customer acquisition opportunities. However, regions like Europe and Africa present unique challenges due to specific requirements and acceptance criteria for our critical electric network product, requiring rigorous testing to meet international standards.

To address diverse customer bases, we employ different approaches. As an Indian manufacturer, we’ve benefitted by gaining a competitive edge and ensured high-quality products, which, in turn, positions us favourably for the international market. In Europe, where manufacturing is limited, we engage with traders. In Asia, with a strong manufacturing sector, we partner with Original Equipment Manufacturers (OEMs). In the US and South America, challenges arise due to distance and a strong OEM and manufacturing presence. Adapting strategies to regional demands is essential, including direct engagement with utilities in some areas and partnerships with OEMs in others.

Customising our market approach based on regional specifics and recognising varying customer landscapes is crucial for expanding our product’s reach and ensuring compliance with stringent international requirements.

What approach does Ashida Electronics take to ensure product quality and reliability?

We are a solution provider to the customer. As always, varied customers have varied concerns which are distinct to their applications. The needs are specific, and the solution required in most cases needs to be unique. We ensure that we address all such requirements and provide the best fit solution to our customers.

For this we take benefit of our in-house design expertise and address every concern with best solution.

Such approach combined with agility helps us in being a reliable solution provider in this space. Being in this field for last 50 years, we also understand the significance of offering protection solutions and the importance of reliability and quality. We understand that every product and solution offered by us directly impacts the SAIDI and SAIFI indices of the power utilities and hence take every measure to ensure the same. 

Our unique approach involves our design department and R&D working closely with sellers to address their product-related issues. We take pride in being dedicated problem solvers for our customers, ensuring their satisfaction is our top priority.

How has optimising your customer approach impacted your business’s overall performance and customer satisfaction over time?

Our business employs a multi-layered customer approach to serve various stakeholders within our ecosystem. At its core are our end users, and our primary method of engagement with them is through seminars and conferences to deepen their understanding of our products. Simultaneously, exhibitions provide a platform to showcase our offerings to Original Equipment Manufacturers (OEMs) and potential clients, expanding our reach and aligning our distributors and dealers with our vision.

We believe in being very close to the customer and we have expanded and optimised our channels to enhance daily outreach efficiency. We strengthen our distributor and trader segments to improve product availability and customer service. This uniform approach ensures consistency in how our brand is presented internally and externally.

We are committed to supporting our distributors and traders, providing them with the necessary tools to address customer concerns effectively. They are crucial in conveying market insights, understanding customer needs, and resolving issues. This approach, combined with our outreach efforts, positions us as India’s future brand in protection and automation services. Our ultimate goal is to maintain a seamless and cohesive customer experience, regardless of the channel or intermediary, as we aim to set the industry standard in India.

Spokesperson– Mandar Shrikrishna Naik, Chief Marketing Officer – ASHIDA Electronics India