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Holland Mechanics Stepping Up Its Presence in India

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LUDHIANA, India – Holland Mechanics experiences an increasing presence in the Indian bicycle industry. Known for its wheel-building machinery India has become one of the main growth markets for this Dutch company. In a market that is increasingly turning towards high-end mode, the number of factories with Holland Mechanics machinery is surging.

Holland Mechanics Stepping Up Its Presence in India
‘Holland Mechanics machinery is now installed at all five major OEMs in India,’ says Jos van Doornik of Holland Mechanics. – Photo Satnam Singh

“Initially, we sold a few machines and established ourselves in this market, but now the orders started pouring-in quickly and this growth brings me here for the first time to have a look at Indian market,” said Jos van Doornik founder of Holland Mechanics at the bicycle show CFOSE 2017 at Ludhiana recently.

Change of times

Van Doornik continues “It is easy for us to find the synergy with Indian bicycle OEMs as they are all family owned businesses just like us, who are having long term commitments with the industry. In the discussions with Indian companies we see that they are increasingly willing to invest in modern equipment.”

While the market moves towards a higher price bracket, bike manufacturing becomes more complex and Indian OEMs started scouting for equipment for making quality bikes in India. “Moreover, labour cost is rising and OEMs are investing in modern production facilities,” he thinks.

Number of orders

“Holland Mechanics machinery is now installed at all five major OEMs in India and the number of orders continues to grow. Initially Heroeco acquired 3 machines and but ordered 12 additional machines or 4 wheel-building assembly lines last December,” he revealed. “A full wheel-building assembly line includes lacing machines, stabilizer and a robot. Moreover, orders also came from mid-level bicycle manufacturers as well like Bhogal & Hippo Cycles. Due to our increased presence, we also scale-up our service network from merely one to three sales & service engineer recently.”

Holland Mechanics started its India operation in Ludhiana in 2011 already while its service office was opened in 2013. All machinery for India is manufactured in Holland Mechanics second factory based in Yangzhou, China. Interestingly, also another European company is gearing-up for the Indian market. French bike component and machinery manufacturer Mach1 also showed its equipment at the annual India show.

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