There is a growing demand for quality and world-class tools which can enable India to compete globally. Keeping this demand in mind, we are strengthening our business and customizing our offerings for the Indian market and its unique requirements says Dattatraya Joshi, Executive Director & Secretary, Hikoki Power Tools Industries.

What does India mean to you as a market?
The power tools market is estimated to be growing rapidly at seven per cent and is projected to grow at a steady pace for the next 10 years. Backed by powerful government initiatives to boost the manufacturing sector, there is also a major push for infrastructure development and these initiatives will provide the right impetus and conducive environment. This will give us a unique opportunity for growth, innovation and contribution when compared to other developed countries.

There is a growing demand for quality and world class tools which can enable India to compete globally. Keeping this demand in mind, we are strengthening our business and customizing our offerings for the Indian market and its unique requirements. Hikoki Global has a very optimistic view of the Indian market and they are scaling up their investments in India to strengthen and manufacturing facilities to manufacture more models in India. Currently, we manufacture fast moving models which account for more than 50 per cent of our sales in India (by volume) and we have plans to Increase the tools manufacturing from 50 per cent to 67 per cent and localized components from 50 per cent to 80 per cent in the next two years. Understanding the need of the Indian market, Hikoki has introduced a new range of power tools and accessories to cater to the mass market.

How has been your performance in the Indian market so far?
Hikoki Power Tools India Pvt limited (Previously Hitachi Koki Power Tools India Private limited) was established in 1996. Hikoki India is the largest and fastest growing subsidiary in Asia (except Japan) and has registered steady growth over the last 20 years with CAGR of 16 per cent. We have more than 600 dealers working across India and over 100 authorized service centers.

In October 2018 due to change in ownership we changed our company name from Hitachi Koki Power Tools India Pvt Limited to Hikoki Power tools India Pvt Ltd and rebranded our power tools and accessories from “Hitachi” to “Hikoki”. The trust we have built with our customers and channel partner helped us to sail smoothly through this transition period and establish the “Hikoki” brand maintaining the growth.

What are the core strategies you are adopting to drive sales in the current phase of economic slowdown? This current phase of economic slowdown and with GDP slipping to five per cent, the power tools industry has

also been impacted. Under the present circumstance we are working aggressively to expand our reach to untapped markets. India is witnessing rapid urbanization and we foresee growth shifting to Tier II and III cities hence, we want to strengthen our base in this area and increase our market share. We have developed and introduced cost effective tools and accessories with focus to capture Indian market which is being swamped with Chinese products. This will be our growth engine in the coming years.

How do you ensure your superiority amidst existing players in the market?
Who are some of your esteemed clients? Hikoki is the leader in introducing user-friendly tools with the latest technologies, innovative designs. Our latest cutting-edge technological offering to the power tools industry is “MULTI VOLT,” a powerful 36-volt LI-Ion battery platform offers the most advanced state of the art battery technology. Multi volt systems deliver the next generation of high-powered cordless power tools using high output Lithium Cells and fitted with smart auto switching between 36 V high powered cordless tools as well as powering the existing 18V gear

The  MULTI VOLT series is characterized by being a compact and light cordless tool that has power equivalent to AC products. We will also be marketing and promoting Metabo brand (Hikoki Group Company from Germany) tools for the niche and upper segment market and special applications. In Metabo, we have introduced heavy-duty tools with Marathon motors and cordless tools driven by powerful Li-Ion heavy-duty batteries which are more powerful and last longer. We are working with all the leading construction and contracting companies and industries.