ROOTS Malaysian Venture To Go On Stream By Year-end

Nov 04 2003, 00:00 IST
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ROOTS Industries Ltd, Coimbatore, the largest automotive electric horn manufacturer in the country, as part of its global expansion plan, is setting up a wholly-owned subsidiary in Malaysia, Roots Industries (Malaysia) Sdn Bhd (RIM).

Production of two families of products (around 36 product variants) from the wide range of electric horns, is expected to begin by December-end 2003.

Further roll out would be based on the market response and local variables. ROOTS Ind has been exporting its horns to Malyasia. Its horns have been approved by major OEMs like Daimler Chrysler, Proton, Perodua, Toyota, etc.

Three top-level ROOTS executives are posted to the new venture in a bid to reach the entire South-East Asian market and to launch new products, Dr G Ranganathan, managing director, Roots Industries, told FE .

“In association with the local partner, Duromac — a major auto parts manufacturer — ROOTS expects to establish a world class unit. With vast in-depth experience in developing Indian market and global markets, ROOTS aims to achieve an annual growth of 30 per cent for its Malaysian operations”, he said.

ROOTS with — ISO/TS 16949 certification, VDA 6.1, the environmental management system ISO 14001 certificates and proven capabilities to meet the stringent requirements of global OEMs — would be able to build up a strong base for its quality and reliable products in Malaysia, in spite of stiff competition from local manufacturers and from countries like China, Taiwan etc, Dr Ranganthan said.

As part of its global expansion plans, ROOTS hopes to increase its product range. It plans to add products like Halogen bulbs, Parking guide systems etc to its portfolio.

The company plans to venture into exports in a big way. ROOTS aims to achieve 50:50 ratio in exports and local sales by 2005. In India, it is the major original equipment (OE) supplier to TVS, Telco, Mahindras and Ashok Leyland.

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