According to a report published by Mordor Intelligence, the Indian automotive parts aluminium die-casting market is expected to reach $1.81 billion by the year 2026, with an anticipated CAGR of over 8.8 percent during the forecast period. India is one of the fastest-growing economies in the world, and its manufacturing sector has been expanding rapidly. Die casting plays a crucial role in the manufacturing sector, particularly in the automobile, aerospace, electronics, EV, consumer goods, and others. The die-casting market in India has experienced steady growth due to increasing industrialization, rising customer demand, and the government's focus on initiatives like "Make in India." The automotive industry has been a major driver for the die-casting market, as India is one of the largest automobile makers globally. The aerospace and defense sectors have also contributed to the growth of this sector.
From Pain Points to Pleasure Points
Customers often face pain points when availing products from a die-casting company. These can include inconsistent quality, delivery issues, and a lack of after-sales support at deserving prices. While there are many die-casting companies in the market, only a few truly convert these pain points into pleasure points for customers. This is precisely what Alubee accomplishes for all its clients. It provides comprehensive solutions for almost all types of die-casting needs and has been a part of this market for over three decades.
Strategy Behind Success
Alubee believes in a process-oriented approach. It has dedicated professionals responsible for maintaining process discipline. Its dedicated customer support team ensures that all customers' needs are met. With excellent supplier relationships, the company consistently delivers performance and quality. Alubee thoroughly understands customers' needs before initiating any project, which helps us avoid surprises later on. "We strive for accuracy in our production.
Internally, our rejection rate is significantly lower than industry standards, and our client-end rejections are almost non-existent. This is why our customers become our brand evangelists. We also provide prompt after-sales support to address any queries our clients may have regarding product quality. At Alubee, we are dedicated towards the growth and prosperity of all our stakeholders," mentions Praburam, Co-founder, Managing director, Alubee Die Casters.
Driving Excellence
Alubee places great importance on staying informed about the latest die-casting technologies available in the global market. Currently, it utilizes the most advanced and premium die-casting machinery for manufacturing processes, with many of the machines sourced from Japan. The company continuously incorporates the latest technology and innovations in the die-casting sector, including embracing Industry 4.0. "We promote this awareness within our company through ongoing training activities.
At Alubee, we strongly believe in the power of knowledge sharing, facilitated by our advanced ERP system and Industry 4.0 integration, enabling us to disseminate information rapidly throughout our organization. By implementing compliance managers, we have established a culture of success throughout our company, introducing best practices that permeate every level of our organizational pyramid," says Praburam. To inspire the workforce, the company has introduced "Change Champions" who act as torchbearers of Brand Alubee. They not only excel in their assigned roles but also motivate their teams to achieve exceptional results.
Performance sheets, tailored for each individual, are used to monitor progress on a daily basis, ensuring a structured approach and fostering a positive work environment at Alubee. Furthermore, it is in the process of developing a highly effective R&D department dedicated to providing the best tools and SPMs (Special Purpose Machines) for cost-effective solutions. By leveraging collective knowledge and cutting-edge technology, Alubee strives to continually enhance the quality of its products.
The company's commitment to trust and quality has earned it recognition in the market. It believes in nurturing "Change Champions" and creating a workforce capable of taking on multiple roles. "Our organizational structure is designed to promote accountability by adopting the philosophy of 'I am accountable for one, responsible for many.' This approach, coupled with our organized monitoring and evaluation system, positions Alubee as one of the most advanced die-casting product manufacturers in the country", he adds.
Standing Out
Alubee sources raw materials from reputable suppliers, sometimes even resorting to imports. The majority of its alloy suppliers are approved by customers. Prior to releasing each batch of raw material for production, the company conducts rigorous physical verification, weight verification, visual verification, and spectrometry verification. To enhance inventory management, it has implemented a unique ERP system that generates work orders for batch quantities, ensuring efficient control and tracking. Each department head takes utmost care of their respective productions. Alubee places significant emphasis on metal treatment, recognizing that the quality of casting depends on the quality of the alloy melt.
An area often overlooked in die-casting is oil temperature, which it diligently monitors. It has implemented effective cooling and oil cleaning systems, ensuring consistent intensification pressure, resulting in sound castings. The post-production Fettling process is typically a bottleneck in die-casting industries. However, the company has overcome this challenge by designing and developing in-house trimming presses and trimming dies. It adheres to the concept of "Trim to Shot Blast," minimizing manual intervention once trimming is completed.
The company's state-of-the-art machine shop boasts over 50 VMC/CNC machines, primarily sourced from Japan and the US. It employs innovative work holding and gauging systems to ensure the highest quality standards. Additionally, Alubee's capabilities are bolstered by post-machining processes such as impregnation, cleaning, annealing, and sub-assembly, and more. To guarantee exceptional product quality, it conducts end-to-end inspections for all products prior to dispatch. These inspections are performed using our in-house designed and developed "Auto Inspection Receiver Gauges," which include confirmation stamping with manufacturing dates. These stringent measures enable the company to achieve "Zero PPM" at customers' end. The products are then dispatched, meticulously meeting all packing requirements as per clients' requirements.
Alubee aspires to be a benchmarking organization and a role model in every facet of its operations. "Drawing from our 33 years of business journey, we continually strive to learn from our experiences and make improvements based on market trends and the expectations of the industrial environment, ensuring our sustainability and growth," says Praburam.
Future Projections
Since its inception, Alubee has embarked on a journey characterized by continuous learning and innovation. The company remains adaptable to customer trends and has grown in sync with the industry. Currently, Alubee operates two manufacturing units, each with a specific focus. Unit 1 primarily concentrates on IC engine components and high-volume production. Unit 2 is dedicated to the manufacturing of EV and power electronics components. Additionally, there are plans in place for the establishment of Unit 3, which will specialize in the production of solar components. Alubee boasts a robust clientele that includes seven prestigious OEMs and over five Tier 1 customers.
Looking towards the future, Alubee has a strategic plan to venture into B2C products as the demand for IC engines decreases within Unit 1. To ensure long-term success and sustainability across generations, three key factors are crucial: Succession planning, Effective systems and decision-making frameworks, and Building a strong brand. Praburam draws strength from his two brothers, Veera Ragavan who is the Co-founder and Director of Alubee and Sairam who is the financial director at Alubee.
Alubee is already on the right track in these aspects, as the second generation, Pradeep Praburam and Praveen Praburam, have assumed the positions of Joint Managing Directors for their respective units, responsible for revenue targets. The company is system-driven, establishing robust decision-making frameworks and steadily nurturing its brand. Above all, Alubee owes its success to the dedicated Alubeans who are committed to going above and beyond for the company. Their unwavering support and freedom have made all of this possible. Praburam has immense gratitude to his beloved Guru Mahatria Ra for his guidance and inspiration.
In conclusion, Alubee maintains a keen interest in growing wide and deep. "We aim to offer more products for existing customers (wide) and tap into new markets for existing products (deep). Alubee stands strong financially and is ready to invest in any right opportunity. With over three decades of collective experience in die casting, we add value to our customers. Alubee is always driven by process excellence. Our commitment is to provide pleasure in die casting, ensuring the happiness of our stakeholders," concludes Praburam.
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