Anand Automotive to make the most of modern marketing techniques to sell its products

New Delhi, February 9, 2013: Anand Automotive Ltd, part of the Anand Group, plans to market its largest range of products over the next three years leveraging the most modern marketing techniques of the Valeo Group of France following its joint venture with them. The JV aims to market the Valeo product range in India and create a world-class supply chain process and logistics infrastructure.

Anand recently signed this JV agreement with the Valeo Group whereby a company specially dedicated to the aftermarket, Valeo Service India Auto Parts has been floated. Located at Chennai, it will distribute automotive products produced by the manufacturing companies of the two groups in the independent aftermarket pan India, under the ‘Valeo’ brand name.

Valeo and Anand already have an existing JV (Valeo Friction Materials India) for manufacturing and marketing friction materials for clutch systems in cars, commercial vehicles and agricultural tractors. The new JV will further strengthen the partnership between the two groups.

According to Sachin Puri, VP (Corporate Aftermarket) of Anand Automotive (pictured), some of the products that will be marketed will include clutches, starters, alternators, wipers, shock absorbers, gaskets and lighting products. The marketing strategy will involve cataloguing of products by a separate department; logistics and supply chain will be another division to ensure faster delivery of products. Other aspects of this marketing initiative will revolve around undertaking research and a two-day training of field staff and marketing force to make them more market savvy.

Anand has also kicked off project ‘Building a high profile sales organisation’ by tying up with Dale Carnegie’s training programme. This organisation has custom-designed its training course for Anand’s aftermarket team, based on identified gaps and inputs from various sectors of the group. All regional managers will also undergo a one-day coaching programme for maximum achievement.

SHOBHA MATHUR