Q. HRS being one of the leading providers of heat transfer solutions & has a significant market share for products, how did HRS India manage this bounteous growth?
Ans: HRS has been at the forefront of innovative thermal processing solutions and with the introduction of Ecoflux*corrugated tube technology, we have been able to make a positive impact in this highly competitive market. We believe “Once a customer, customer for life” and thus, our approach in this segment was different from the other players. We went out of the way to understand customer requirements, including the need for flexibility of operations and challenges with utilities. We ensured that our heat exchangers gave the best performance under varying process conditions. We also educated the customers on heat exchanger design which would help them save on operation and maintenance cost. This is very important for the end-user segment especially in chemical, pharmaceutical, agrochemical and similar process industries where the customer depends on the technology supplier to provide cost-effective solution for their requirement. The success of our approach is our loyal customer base with repeat business from Customers who have been with us since inception and responsible for this high growth.
Q. What is the overall outlook for HRS India & brief us about HRS’s global & domestic presence?
Ans: HRS India has always charted a high growth path and followed up diligently on its plan to achieve the goals. The current financial year has been full of challenges. However, Customer support with business from our key segments of pharmaceutical, agro chem, chemical and food industry have enabled our business to not only sustain but also have decent growth. We believe going forward, the market is poised to improve and have an upward swing by mid-2021. We are getting geared-up for targeting this demand in the market and expect our customers to invest and grow.
HRS India caters to all regions in our country and all process and food industry requirement. We are a global sourcing location for the group companies and thus are able to cater to global demand. We have direct responsibility for the South East Asian market part of West Asia, Africa and Australia-New Zealand. We have been very successful in the Malaysian and Indonesian oil processing segment including oleo-chemicals and other chemical processing segments. We have also supplied units to other global locations and continue to expand our reach.
Q. What are the market opportunities for HRS products in India? How do you plan to Position these products?
Ans: HRS is an ISO 9001 company with ASME ‘U’ certification. With our technology expertise and suitably accredited manufacturing facility, we are able to offer all types of heat exchangers to Indian and global markets. Our energy-efficient range of heat exchangers are used across a host of industries, viz., chemical and agrochemical processing, pharmaceuticals, petrochemical, fertilizer, edible oil, snack food, fruit and beverages processing, dairy, neutraceuticals, prepared food, etc. Our products are required for greenfield, brownfield or expansion projects and for replacement requirements. Thus there is tremendous potential for our products and services. We design and engineer heat exchangers for each of these segments, so that customer can derive the maximum benefit of efficient energy utilisation and better product quality.
We are operating from Pune with a regional office in the country to have a closed connection with our customers. For the South-East Asian market, we have a group company in Malaysia. We directly market in the neighbouring Asian countries. In India alone, we have an installed base of over 20,000 heat exchangers/heat exchanger based systems for various products, processes and industry segment. We have a heat transfer solution for all applications. With our strong financials and product references, we are able to give confidence to customers and win orders.
Q. What is your marketing strategy for the Indian market?
Ans: Indian market is an educated, cost and energy conscious market for a product like a heat exchanger which has a huge impact on the energy cost and productivity of the process. Thus we have to ensure that customer understands how our product can satisfy their needs and enable their process. Over the years we have built a huge client base that is loyal to HRS and our brand of Ecoflux*heat exchangers. Our approach has been direct to the customer/end-user with an aim to understand their requirement and provide them with the right product and solution for their application. Each and every heat exchanger is tailor-made for that application/process and thus we are able to fulfil customers’ demand and ensure the stable working of their process plant.
Q. Can you please elucidate the contribution of R&D to the Success of HRS India products?
Ans: HRS has always invested in R&D to build products that can satisfy various thermal processing requirement of the customer. We have an R&D centre at Murcia, Spain where we develop equipment that can provide a solution for customer requirements. Our Ecoflux*corrugated tube heat exchanger has developed in this centre over 3 decades ago. There have been enhancements in corrugation technology over the years to help overcome challenging process requirement in various industries.
We have developed a unique reciprocating scraped surface heat exchanger aptly named UNICUS®. This is a “non-fouling” heat exchanger that has proved successful in various applications in the chemical process, pharmaceutical and the food industry.
We have recently developed a rotary scrapped surface heat exchanger ‘ROTEX’ for Thermal treatment of heat sensitive products including products for hygienic use.
In order to enable the processing of diced fruits and vegetables in our heat exchangers, we developed the HRS piston pump which has been a runaway success. This product has transformed the way fruits and vegetable can be processed including enabling the transfer of ready to eat food and cooking of various pulses and rice.
Application engineering and innovative product development are key to our R&D efforts. HRS initiatives are based on customer feedback regarding the requirement of solution for applications globally. Indian companies are very keen to adopt these technologies and solutions and we have been working with some of them in these areas.