At Automechanika Dubai 2025, Mansons International reaffirmed its position as one of India’s most globally entrenched aftermarket brands, showcasing both geographic expansion and a rapidly widening product portfolio. In a conversation at the show, Ashish Balutkar, Senior Vice President – Marketing & Sales, outlined the company’s accelerating growth in the Middle East, its multi-country development strategy, and new product introductions that are setting the tone for Mansons’ next five-year journey.
For Mansons, Automechanika Dubai remains a strategic nerve centre for global outreach, particularly as the Middle East transforms into one of the company’s fastest-growing regions. Reflecting on the momentum, Ashish Balutkar shared that “our growth in the Middle East is now seeing new heights. We started late in this region, but in the last couple of years, we’ve grown significantly and we believe there is much more potential to tap.”
The company’s renewed regional focus is backed by a deliberate global diversification strategy. As Ashish emphasised, “Our policy has always been to expand across the globe. Even our largest customer country contributes not more than seven or eight percent of total sales. That lack of dependence keeps us healthy.” With multiple new Middle Eastern countries coming into Mansons’ fold over the last 12–18 months, the company is already evaluating deeper regional presence, including the possibility of establishing an office. “We want to make the Middle East a larger hub than what it is today,” he noted.
Product Expansion: A Wider, Deeper Portfolio
Beyond market diversification, Mansons is doubling down on product development through a structure built for global relevance. The company now operates two dedicated product development centres – one in Germany and another in Dallas, USA – with a mandate to expand coverage model by model, region by region.
Ashish said, “Earlier we had a range of maybe 60, 65, 70 parts. Today we are strong enough to say we have coverage of nearly 90%. That’s been a big driver of growth.” The company has recently introduced new categories such as water pumps and belt tensioners, with a larger slate of launches scheduled for 2026. These will be unveiled at the upcoming ACMA Automechanika show in New Delhi in February next year, marking another milestone in Mansons’ aggressive global portfolio expansion.
Expanding Show Presence: New Markets, New Horizons
Mansons is also recalibrating its tradeshow strategy for 2026. After a successful outing at Automechanika Vietnam this year, the company is preparing to widen its presence further. “Next year we’re going to do more shows,” Ashish revealed. “We found the right customers in Vietnam and have already started business there. For 2026, we’re considering the Riyadh show, Jakarta, Kuala Lumpur – and we expect these to yield strong results.”
A 25-Year Partnership with Automechanika
Mansons’ association with Automechanika is one of the longest-running among Indian participants, spanning more than two decades. According to Ashish, “the Automechanika way of doing business really works for us. Their shows bring suppliers and customers together in a much more professional way. I don’t know of any other brand that creates such an effective platform.”
This enduring partnership continues to play a key role in Mansons’ global expansion narrative.
Looking Ahead: A Bold Five-Year Plan
The company recently finalised its new five-year growth roadmap extending to 2030 – a plan that Ashish describes as both ambitious and energising. “Gautam, our President, has set a pretty ambitious target for the whole team. Considering the markets we are in, the coverage we have, and the capabilities of our team, it’s going to be a very exciting journey.”
With its expanding global footprint, broadened product portfolio, and forward-looking leadership, Mansons International is positioning itself to capture a much larger share of the global aftermarket in the years ahead.
