The industrial lubrication system market has witnessed a rapid growth with the help of advanced technology adoption and specialized solutions required for customer needs. Automation, predictive maintenance and the implementation of Industry 4.0 are pushing the requirement for advanced lubricating systems that in turn result in enhanced machinery performance and reduced downtime. Besides, more industries are now adopting environmental sustainability and as a result the demand for environmentally-friendly lubricants and sustainable practices is on the rise.
However, buyers have to overcome a multitude of obstacles when buying industrial lubrication systems. Firstly, there is the complexity of choosing the most suitable system which is favored by the machine’s operational environment. In such a case, manufacturers face the seemingly impossible task of ensuring compatibility. Moreover, the maintenance and support are the important factors of systems performance.
SK Mittal, Founder
Cenlub Systems, one of the pioneers in machine tool lubrication systems in India, has been addressing these challenges effectively. In the technical aspects, the company goes beyond specifications in its attempt to understand the end-users’ requirements in terms of expectations for delivery, services levels and documentation. Unlike the other manufacturers who do not go as deep in these aspects, it is successfully creating a niche where customers need a technically advanced vendor partner. It offers personalization to customers, making it a unique experience that can be customized to the need of the client.
Cenlub Systems has undergone a brand makeover and is now known as ANSWRS. This new identity symbolizes the company's core mission of providing exact solutions for industrial lubrication. ANSWRS represents a value system that has been developed for the sake of simplicity. The new branding makes it easier for all team members to work together smoothly, which in turn ensures value-added services for the company’s customers.
RK Mittal, Founder
“We differentiate through our product development process that is directly based on customer input, and we create solutions based on their needs and requirements. In more than three decades of existence, our products have evolved with our customers, and we have got it right because we have always listened to their feedback,” says Nimit Mittal, Managing Partner, Cenlub Systems.
Project Management Expertise
Through its multivendor projects risk mitigation strategy, ANSWRS – the registered trademark of Cenlub Systems addresses the customer pain points such as timely delivery. It works out a process with approvals that are streamlined with end-to-end project management that is carried out by means of its proprietary software to mitigate risks. The system is thus enabled to forecast and react to delays instantly hence guaranteeing timely delivery of the project. Dedication of the firm to customer satisfaction appears in its active involvement in approving projects and managing them. In order to be competitive and stand out from the crowd, the company leverages in-house tools and processes, which are customized based on customer feedback.
ANSWRS – the registered trademark of Cenlub Systems is a technology leader, allocating a considerable amount of funding to research and development, aiming to pave the way for tomorrow's cutting-edge lubrication systems. The team put together by the experts does not simply provide customer-centric services; it is entirely saturated with the values and culture of the institution, thus providing a service that exceeds expectations. Quality assurance and reliability are the core elements of their approach, in which they have established stringent quality control mechanisms to ensure their products are second to none. Leveraging a history of industry recognition, supported by collaborations, they have operated on a global scale, providing an array of industries with the precision and proficiency needed. Besides, their dedication to sustainability enables them to create ecological-friendly solutions that not only answer the needs to the dynamic market environment, but also reduce their ecological footprint.
Technical Competence
Concerning the competitors, while multinational corporations usually emphasize the widening of their product lines, ANSWRS narrows its focus to technical expertise and customer-oriented solutions to address the tangible needs. One of the biggest problems that the company provides the solution for is to aid clients who are facing difficulties with personnel shortage and machine lubrication. The customer-orientated approach of the firm has helped it gain a large market share. The current team has been focusing mostly on the capacity building and product application expansion which involves the equipment upgrading, testing equipment, and infrastructure to ensure the business continues to provide its clients with quality products.
Customer-centric Approach
For ANSWRS, the goal of service excellence remains the main priority, and the company is always ready to take steps to maintain or even upgrade the level of service to its existing clients. This dedication is more visible, through assigning key account managers, whose duties are overseeing the specific needs of the clients. Moreover, by putting the members of the team in the right place, the trust and communications become easier and uninterrupted, therefore facilitating efficient coordination in the local languages and problem resolution.
By utilizing modern tools and processes built around customer experience, the company aims to stay one step ahead of the competition and to offer unrivaled value to the customers. The strategic direction implies the strategy of customer engagement beyond merely offering products, with the goal to have a good relation and to fulfill the customer expectations in a global way. This company’s founders' ethos, which is based on the unshakable devotion to customer satisfaction and never-ending improvements, is ingrained in the company’s culture.
We differentiate through our product development process that is directly based on customer input, and we create solutions based on their needs and requirements
Unique Manufacturing Strategy
When it comes to production, ANSWRS’ strategy is dissimilar from others. It focuses more on fulfilling customers' specific requirements instead of mass production. Their technological expertise and advanced equipment are their strength that allows them to produce better products. Noteworthy is that the company’s product development process always starts with customer feedback and their requirements to be sure that every product is designed to fit their needs. Over its three decades of existence, the company has mastered this technique. Their manufacturing system, which is unique, ensures continuous production even in the presence of lags, proving the company's efficacy.
Substantial investments have been made by ANSWRS in upgrading the systems, processes, and machines, and the different parts of the workshop are being run as the most modern CLS machine shop. The next generation, consisting of MBA holders from IIM Lucknow with backgrounds in Mechanical Engineering and corporate exposure, will lead the company's global expansion. They have been able to win over their existing customers’ loyalty by passing on the operational duties to key account managers who have also provided management with the necessary space to work towards their vision. This emerging strategy has transformed the consumers’ mindset where the clients now consider the company as their business partners unlike other companies.
Vision for Future
Going forward, ANSWRS is emphasizing most of its strategy for European market to expand its presence and operations within this region. Additionally, there is an inclination to expand the business operations to the US market as well, which highlights the company's intention to create a firmer foothold and to exploit the potential growth aspects. Moreover, the ongoing projects of the company in Africa and South America are highly scattered with chunks of activities done in several other regions and markets.
In terms of capacity building, its new facility located in Prithla, Haryana is in the process of upgradation which is currently being implemented to increase its production. The coming year projection is that expansion will yield tripled production at this facility which is in line with the company's objective of becoming a leader in every segment of this industry like Machine Tools, Power, Steel, Cement, Sugar, Mining, Oil & Gas, Material Handling, Vehicles & Railways.
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