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Marketing Mastermind Magazine:
Bharat Forge: The Indian Delphi
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The Indian auto component industry has witnessed a phenomenal growth since 2000, with the emergence of new generation automotive companies. On January 2004, Bharat Forge Limited (BFL), the leading auto component manufacturer from Pune, acquired Carl Dan Peddinghaus, the second largest forging company of Germany. This acquisition has helped BFL to become the largest forging company in Asia and second largest globally. Traditionally, BFL supplied axles, forgings and crankshafts to leading OEMs, but with this acquisition it is expected to move up the value chain.

 
 
 

On January 15, 2004, Baba Kalyani, Chairman and Managing Director of Rs. 851 cr Bharat Forge Limited (BFL), announced that BFL acquired Carl Dan Peddinghaus Gmbh & Co Kg (CDP), the second largest forging company in Germany. This acquisition helped BFL to become the largest forging company in Asia and the second largest and the most technologically advanced forge shop in the world. This acquisition not only enabled BFL to establish its credentials in the global automotive market but also helped to establish the competitiveness of the Indian auto component industry, which has witnessed a phenomenal growth since 2000, with the emergence of new generation automotive companies. The Indian auto component manufacturers supplied products to global auto ancillary companies and Original Equipment Manufacturers (OEMs).

Leading global automobile companies like GM, Toyota, Daimler Chrysler, Audi, Ford and auto ancillary companies like Caterpillar and Delphi Corporation started to import auto components from Indian companies like BFL, Sundaram Fastener, and Sona Engineering. As a consequence, auto ancillary exports reached Rs. 850 mn in 2004, up from Rs. 578 mn in 2003. The exports were expected to touch the Rs. 1 bn mark in 2005. In this scenario, acquisition of the largest forge shop in Europe will only help BFL to gain more access in lucrative European and American car market. BFL, which has an enviable client list in both domestic (MUL, M&M, Tata Motors) and global (Dana Corp. Daimler Chrysler, Volvo, Toyota, Caterpillar) automotive markets will be more competitive globally.

 
 
 

Marketing Mastermind Magazine, Bharat Forge, Original Equipment Manufacturers, OEMs, Auto Ancillary Companies, Delphi Corporation, Sona Engineering, Global Automobile Companies, Automotive Markets, Research & Development, Rockwell International, Hindustan Motors, Premier Automobiles Limited, PAL, Indian Automobile Industry, Dana Corporation, e-commerce Applications, Manufacturing Systems.