We ofer our customers competitive advantages – for example with customized electrical insulating materials developed expresly for their aplications . Ongoing Improvement of Service for Customers With its primary and secondary insulating materials for motors and rotors, ELANTAS Beck India has been a leading company on the Indian subcontinent for many decades now. Its customers include regional and globally active manufacturers. But why rest on these laurels? “A willingness to change is part of our DNA,” says Man- aging Director Ravindra Kumar. “We aim to continually improve our products and service offerings for our customers.” This is also the objective of the Vision 2020 project. The first task is to identify new markets and thus further growth opportunities for the company. Second, Ravindra Kumar lever- aged the project to adapt internal struc- tures and processes to better equip the com- pany to deal with market challenges. To this end, the chemical technologist imple- mented knowledge he gained as a man- ager in the international chemical industry. Among other things, Ravindra Kumar set up an interdisciplinary Market and Tech- nology Development team. Its task is to identify new business development opportunities and ensure that our product de- velopment activities are well aligned to real- ize the identified opportunities. The team is responsible, say, for modifying existing and developing new insulating products in close cooperation with customers so that they are suitable for specific applications. In addition, improved Key Account Management practices ensure that all business partners always find the right contact partner for their questions, whether in sales, applications, research, or technical service. The strategy is working. “Our customers are enthusiastic about the direct and fast communication at eye level,” says the managing director. “We have intensified a number of relationships substantially and also gained access to new customer groups.” 28 Continuity and Change at ALTANA
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