JCB enters hand and power tools biz

Delhi, 30 October, 2013: JCB India Ltd, which is in the process of building its fourth facility for construction equipment in the country , has forayed into the hand and power tools market as part of its brand extension exercise. The company has inked an agreement with hand and power tools manufacturers – Groz (P) Ltd and Master Alloys Ltd to manufacture, source and distribute JCB-branded tools.

JCB has specifically designed a range of tools for the Indian market that aim to ensure longevity of life by almost three times and lower ownership costs by 30-40 percent says Kuldeep S Bhardwaj of the hand tool and power division. It plans to launch about 300 hand tools and 12 power tools in the market initially. The company is targeting the half a million dollar market in India primarily in the mid-price segment where players like Stanley and Bacho dominate.

While the main sectors that will be targeted are construction, household, mining, the automotive industry will also find usage with passenger vehicles getting more complex and sophisticated and requiring more advanced tooling in assembly units as well as in the aftermarket.

At present, automotive requirements account for about 15-20 percent of the total market with 5-6 percent contributed by the aftermarket, says Bhardwaj. He adds that it is mainly tool box and storage tools as well as sockets and metal working power tools that are in demand on the shopfloor. These hand and power tools will be marketed across 30 cities where around two dealers located in each city will take charge of the distribution.

SHOBHA MATHUR

Pic caption: John Atkinson, JCB Worldwide Director, Consumer Products; Amit Gossain,Executive Vice President - Marketing, Business Development and Corporate Affairs.