For MACAS Automotive, participation at Automechanika Dubai has evolved from an exploratory exercise into a strategic necessity anchored in consistency, relationship-building and long-term market development. Speaking at the event, Anuj Mehta, CEO, MACAS Automotive, outlined how the company is recalibrating its global footprint while placing India firmly at the centre of its growth strategy.
“If you are supplying or planning to supply to Africa and the Middle East, this is the trading hub for the region. Everybody knows that,” Mehta said, explaining why the Dubai show remains critical for the company year after year. “We come here to garner new customers, but equally to meet our existing customers from this part of the world.”
According to him, the role of exhibitions has fundamentally shifted over the last few years. “Earlier, shows were largely exploratory. Today, it’s half about new customer acquisition and half about staying connected with existing partners. That’s how business works now.”
Africa emerges as a strategic growth market
While MACAS Automotive’s largest export destinations continue to be the United States and Germany, Mehta highlighted Africa as a region of growing strategic importance. The familiarity of Indian part numbers across African markets, he noted, makes entry relatively smoother compared to more regulated geographies.
“Africa is extremely important for us because a lot of Indian part numbers are already present there. If you have a good brand and consistent quality, entry becomes relatively easier,” he said.
Currently present in three African countries, the company is targeting expansion into 12 markets across the continent. Discussions at this year’s Dubai show, Mehta shared, have reinforced confidence in that direction. However, he was clear that success in Africa – or any export market – does not come quickly.
“The first three to five years are about visibility. When you come consistently, people start recognising the brand and understand that you are here to stay,” he explained. “That credibility is critical.”
Mehta also offered a candid message to Indian companies attending global exhibitions for the first time. “If you come for two or three years and then disappear, nothing will happen. Trust takes time. First, the market gets to know you, then they trust you. That’s how business happens.”
Responding to shifting global trade realities
On the impact of tariffs in the United States, Mehta did not mince words. Rising costs, he said, have forced a rethink of MACAS Automotive’s North American strategy.
“Tariffs are absolutely killing margins, and in many cases, it makes no sense,” he stated. As a result, the company has redirected supplies towards South America and Canada, markets that currently offer better commercial viability.
This flexibility, Mehta believes, is becoming increasingly important in a volatile global environment. Manufacturers can no longer rely on traditional export markets alone and must be willing to realign quickly when economics shift.
India takes centre stage
Despite its export ambitions, MACAS Automotive is consciously doubling down on the domestic market. Mehta described India as a high-growth, long-term opportunity that offers both scale and stability.
“India is a burgeoning market. We are expected to become the third-largest economy very soon, and there is tremendous scope here,” he said.
Internal discussions during the exhibition, he revealed, have led to sharper prioritisation. “We’ve decided to focus on India and a couple of export markets instead of spreading ourselves too thin.”
That India-centric approach provides a strong base, he added. “If you are India-focused, you are largely insulated. We are India-centric, and that gives us confidence.”
At the same time, Mehta acknowledged that global participation remains important in a technology-driven world. “With technology moving the way it is, there are no real boundaries anymore. Every manufacturer has to take a call on where to focus and where not to.”
Playing the long game
Looking ahead, MACAS Automotive’s strategy is clearly defined – disciplined market selection, sustained brand-building and a long-term commitment to chosen geographies. Automechanika Dubai, in that context, remains a vital platform for nurturing relationships across Africa and the Middle East.
“You have to be present year after year. Only then do markets take you seriously,” Mehta summed up.
In an aftermarket landscape shaped by shifting trade routes, tariff pressures and evolving demand centres, MACAS Automotive’s measured approach reflects a clear belief – sustainable growth is built not on speed, but on staying power.
