After name change, HiKoki has aggressive plans for India

(L-R) Mr. Takeo Tamagawa, Senior Director of Marketing and Communications, Mr Tomoaki Moro, Managing Director of HiKoki India, and Mr Dattatraya Joshi, Executive Director, HiKokiIndia at a function in Bengaluru recently.

Hitachi Koki recently announced a change to its corporate name to Koki Holdings Co. Ltd. and will rebrand its full line of power tools as HiKoki. It is on the verge of launching a new technology, and plans to introduce do-it-yourself (DIY) and affordable cordless power tools.

The company’s India arm has been operating since 1996 and is the largest and fastest growing subsidiary in Asia (after Japan). HiKoki India has registered a steady growth over the last 20 years and is aiming to scale up its dealer count from 600 to 1,000 by the year 2020.

During financial 2017-18, HiKoki India sold 3,60,000 tools and aims to sell 4,00,000 tools during FY 2018-19. Simultaneous to its rebranding efforts, the company is also launching new technology ‘Multi Volt’ tools, identifying a visible shift from corded to cordless tools among end users.

Some of its popular cordless power tools are: belt sanders, cutters, miter saws, chain and circular saws, die grinders, planers, routers, dust extractors, rotary hammers, screw-drivers and drills.

According to Mr.Dattatraya Joshi, Executive Director and Secretary, Hi-Koki India, “The power tools market is estimated at Rs 4,000 crore and is growing rapidly at 7%. It is projected to grow at a steady pace for the next 10 years.”

Woodworking tools account for 20% of HiKoki India’s revenues, mainly manufactured at its plant in Peenya (Bengaluru). It also boasts of leading customers in the automobile, construction and fabrication sectors; among them Maruti Suzuki, Tata Steel, Larsen & Toubro, Leyland and Alhstorm.

“Backed by powerful government initiatives to boost the manufacturing sector – such as Make-in-India and Skill India – the country gives us a unique opportunity for growth, innovation and contribution when compared to other developed countries,” Dattatraya said. HiKoki also aims to train 10 million tradesmen under the Skill India Mission by the year 2020.

HiKoki foresees growth opportunities shifting to Tier II and III cities and is looking to strengthen its base in this area to increase its market share. Apart from manufacturing more than 50% of domestic requirement by volume, it exports tools to Bangladesh, Sri Lanka and Nepal. It also exports select components to other HiKoki subsidiaries in Malaysia and Japan.

The parent company, Hitachi Koki, was established in 1948 in Japan and maintains its position as one of the world’s leading power tool manufacturers. It has more than 70 subsidiary companies in all major countries, including India.

HiKoki India is the second-biggest player in the power tools business in India with 17% market share in the organized sector, because it offers innovative, high-performance and high-quality products and services that result in a high level customer satisfaction. It has its head office in Bengaluru, 13 branches, a distributor network and more than 100 authorised service centres.

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