Genau Extrusions Pvt Ltd, a stalwart in the field of cold forging, has been a trusted supplier in the commercial vehicle sector for over more than 3 decades. At the IAA Transportation 2024, the company showcased its cutting-edge manufacturing solutions and shared ambitious plans for growth and diversification strategies. In a candid conversation, B. Sakthisivasubramaniam, COO of Genau Extrusions, delved into the company’s export focus, technological advancements, and efforts to expand into new market segments.
Expanding Horizons Through Exports
With a significant portion of its business driven by exports, Genau is intensifying efforts to enhance its presence across Europe and explore opportunities in emerging territories, actively collaborating with key countries in the region. “We are very much focused on expanding our reach to encompass additional regions,” said Sakthisivasubramaniam. The company also serves markets such as North and South Africa, a key contributor to its export portfolio. This strategy underscores Genau’s commitment to becoming a prominent global supplier in the automotive sector.
Technological Edge and Competitive Advantages
Genau has made substantial investments in modernizing its manufacturing processes, seamlessly integrating IoT-based systems for complete operational control. ‘Our facilities are fully computerized, enabling us to ensure precision and quality at every stage of production,’ explained Sakthisivasubramaniam. This technological advantage not only positions Genau competitively against Indian suppliers but also against global players.
Notably, Genau is the exclusive or only manufacturer in India for certain specialized products, a distinction that amplifies its global appeal. ‘For some of our products, we are not only competitive with global suppliers but also the sole Indian manufacturer,’ Sakthisivasubramaniam added.
Strategic Focus on Quality and Cost-Effectiveness
Quality, cost, and timely delivery are the cornerstone of Genau’s business philosophy. Unlike traditional approaches, the company integrates quality directly into the manufacturing process. ‘Our approach ensures built-in quality rather than relying solely on inspections,’ he noted. This proactive commitment to excellence has provided the company with a competitive advantage in cost-sensitive global markets, driving expectations of sustained growth.
Pioneering New Segments
While commercial vehicles remain its core focus, Genau is expanding into the passenger vehicle segment to diversify its portfolio. The company has made substantial investments in automation, positioning itself to meet the rigorous quality and production standards of this segment. ‘We are collaborating with several leading passenger car manufacturers and are ready to evolve to meet future goals,’ Sakthisivasubramaniam remarked.
Ambitious Growth Targets
Genau is marching toward a remarkable growth trajectory over the next three years, propelled by its export expansion and diversification efforts. The company has also adopted a structured strategy, ‘Streamlining Transformations at Genau Extrusions (STAGE), towards global excellence which outlines eight actionable steps to achieve its vision. This year alone, we anticipate a growth rate of 15-20%, with exports playing a pivotal role,’ he shared confidently.
