Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore

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Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
Mapping Non-Financial Gaps in
the Engineering Cluster of
Coimbatore
Study Report

March 2014
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE

Submitted to:

International Consultancy & Coordination (ICC), SIDBI

Submitted By:

Grant Thornton

Acknowledging inputs from:

Micro, Small and Medium Enterprise- Development Institute, Coimbatore
District Industries Centre, Coimbatore
Coimbatore Industrial Infrastructure Association
Coimbatore Tiny and Small Foundry Owner’s Association
Indian Institute of Foundry Men, Coimbatore
Canara Bank, Coimbatore
Tamil Nadu Small Industries Development Corporation
Small Industries Testing and Research Centre
Small Industries Development Bank of India, Coimbatore
Coimbatore District Small Scale Industries Association
Coimbatore Wet Grinder Manufacturers Association, Coimbatore
South India Engineering Manufacturers Association, Coimbatore
Small Industries Development Bank of India, Coimbatore
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                                  1

Contents

                                                                                                            Page

List of Tables                                                                                                      3

List of Figures                                                                                                     4

List of Abbreviations                                                                                               5

Executive Summary                                                                                                   6

Chapter 1: Introduction                                                                                            11
       1.1.          Context of the Assignment                                                                     11
       1.2.          Need for the Mapping Exercise                                                                 11
       1.3.          Objective and Scope of the Assignment                                                         11
       1.4.          Approach and Methodology                                                                      12
       1.5.          Industry Scenario                                                                             13
       1.6.          International Scenario                                                                        14
       1.7.          National Scenario                                                                             14

Chapter 2: Cluster Profile                                                                                         16
       2.1.          Historical Evolution of the Cluster and Key Turning Points                                    16
       2.2.          Geographical Spread of the Cluster                                                            16
       2.3.          The Cluster Profile                                                                           16
       2.4.          Manufacturing Process                                                                         17

Chapter 3: Cluster Analysis                                                                                        22
       3.1.          Status of Previous Interventions                                                              22
       3.2.          Status of Cluster Linkages                                                                    22
       3.3.          Analysis of Business Operations                                                               23
       3.4.          Pressure Points to be Addressed                                                               26
       3.5.          Value-chain Analysis                                                                          27

Chapter 4: Market Assessment of BDS                                                                                29
       4.1.          Overview of the BDS Market                                                                    29
       4.2.          BDS Analysis                                                                                  30
       4.3.          Supply Side Assessment                                                                        32
       4.4.          Demand Side Assessment                                                                        35
       4.5.          Demand and Supply Analysis                                                                    36

Chapter 5: SWOT & Vision                                                                                           37

© Grant Thornton India LLP. All rights reserved.
Member firm of Grant Thornton International Ltd
Offices in Bengaluru, Chandigarh, Chennai, Gurgaon, Hyderabad, Kolkata, Mumbai, New Delhi, Noida and Pune
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                           2

       5.1.          Strengths                                                                              37
       5.2.          Weaknesses                                                                             37
       5.3.          Opportunities                                                                          38
       5.4.          Threats                                                                                39
       5.5.          Vision                                                                                 39

Chapter 6: Interventions Options/Plans                                                                      40

Annexure 1: Cluster map                                                                                     46

Annexure 2: District map of Coimbatore                                                                      47

Annexure 3: List of firms, and public and private BDS providers interacted with over the study48

Annexure 4: Questionnaire-Schedule and discussion-formats deployed over the study                           51

Annexure 5: Format of the Discussion Format vis-à-vis BDS providers                                         64

Annexure 6: Format of the Discussion Format vis-à-vis BDS facilitators                                      65

Annexure 7: Participants of Stakeholder Consultation organised for mapping non-financial gaps in
the engineering cluster of Coimbatore                                                     66

© Grant Thornton India LLP. All rights reserved.
Member firm of Grant Thornton International Ltd
Offices in Bengaluru, Chandigarh, Chennai, Gurgaon, Hyderabad, Kolkata, Mumbai, New Delhi, Noida and Pune
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                                                                               3

List of Tables

Table 1: Brief on current technology and equipment gaps; Benchmarked options............................... 24
Table 2: Basic Value-Chain –Foundry........................................................................................................... 27
Table 3: Basic Value-Chain –Motor Pump................................................................................................... 27
Table 4: Basic Value-Chain –Wet Grinder ................................................................................................... 28
Table 5 Public BDSP ....................................................................................................................................... 30
Table 6 Private Service Providers .................................................................................................................. 30
Table 7 BMO’s .................................................................................................................................................. 30
Table 8 Status of subsidisation in respect of services ................................................................................. 31
Table 9: Status of existing BMOs and their related service providing platforms with respect to their
capacity for service provisioning .................................................................................................................... 35
Table 10: Demand assessment and level of usage of different services .................................................. 36
Table 11: Constraints in the development of market for Strategic BDS ................................................. 36
Table 12: Action Plan....................................................................................................................................... 42

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Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                                                                 4

List of Figures

Figure 1: Process flow in a Foundry .............................................................................................................. 19
Figure 2: Process flow in the case of Mono block pumps ......................................................................... 20
Figure 3: Process flow in the case of Wet Grinder Home Appliances .................................................... 21

© 2014 Grant Thornton India LLP. All rights reserved.
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                    5

List of Abbreviations

S.No          Abbreviation                 Full Form
   1.         BDS                          Business Development Services
   2.         BIS                          Bureau of Indian Standards
   3.         CFC                          Common Facility Centre
   4.         CGTMSE                       Credit Guarantee Fund Trust for Micro Small Enterprise
   5.         CII                          Confederation of Indian Industry
   6.         CLCSS                        Credit Linked Capital Subsidy Scheme
   7.         CMA                          Coimbatore Management Association
   8.         CODDISSIA                    Coimbatore Small Scale Industries association
   9.         COINDIA                      Coimbatore Industrial Infrastructure Association
   10.        COSMOFAN                     Coimbatore Tiny and Small Foundry owners Association
   11.        CPC                          Coimbatore Productivity Council
   12.        DIC                          District Industries Centre
   13.        ERP                          Enterprise Resource planning
   14.        FIs                          Financial Institutions
   15.        GIZ                          Deutsche Gesellschaft for Techhnische Zusammenarbeit
   16.        IIF                          The Institute of Indian Foundry men
   17.        IIPM                         Indian Institute of Pumps Manufacturers
   18.        ISI                          Indian statistical Institute
   19.        ISO                          International Standards Organisation
   20.        ITI                          Industrial Training Institute
   21.        KFW                          Kreditanstalt for Wiederaufbau
   22.        MSME-DI                      Micro Small and Medium Enterprise Development institute
   23.        NSIC                         National Small Industries Corporation
   24.        R&D                          Research and development
   25.        SIDBI                        Small Industries Development Bank of India
   26.        SIDBI-FDP                    SIDBI Finance and Development Project
   27.        SIDCO                        Small Industries Development Corporation
   28.        SIEMA                        The southern India Engineering Manufacturers Association
   29.        SITARC                       Small Industries Testing and Research centre
   30.        SMERA                        Small and Medium Enterprises Rating Agency
   31.        SPV                          Special Purpose Vehicle
   32.        SWOT                         Strengths-Weaknesses- Opportunities-Threats
   33.        TACT                         Tamilnadu Tiny and Cottage Industries association
   34.        TAPMA                        Tamilnadu Pumps and Motors Manufacturers Association

© 2014 Grant Thornton India LLP. All rights reserved.
Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                     6

Executive Summary

The Micro Small and Medium Enterprise sector in India has virtually emerged as the engine of
economic growth by contributing significantly towards industrial production (45%), exports (40%)
and employment generated (110 million). It is the second largest source of employment after
agriculture. Nevertheless, the growth of the sector is perceived to be far below potential. Basically,
the non-availability of institutional credit is a critical constraint to potential growth of the MSME
sector. In addition, the non-credit needs are also important. It is in this context that SIDBI has
decided to intervene in 30 clusters in India including those covered earlier under the Business
Development Services (BDS) programme under the MSME Financing and Development Project
(MSME-FDP).This particular study considers strategic BDS related circumstance, its need and scope
with special focus on infrastructure, support services, synergies with Government schemes and
credit gaps vis-à-vis related BDS. The initiative maps non-financial issues, particularly, vis-à-vis BDS
hindering growth and competitiveness of the engineering cluster at Coimbatore. Grant Thornton
India, LLP has been commissioned to undertake the same. Non-credit needs has reference to those
like strategic services, including training, skill improvement, marketing inputs, product development,
quality management system (QMCs), common facilities to reduce gaps and exploit opportunities in
terms of related and supporting enterprises and institutions/value-addition/joint technology up-
grading, physical infrastructure and others. In fact, it has been observed that a balanced approach
towards both credit and non-credit needs will strengthen the eco system for MSMEs.
Engineering is a diverse industry with a number of segments, and can be broadly categorized into
two segments, namely, heavy engineering and light engineering. The heavy engineering sector firms
make capital goods/machinery and equipment like steel plants and boilers. Light engineering is one
which may depend on demand on a variety of end-user industries such as power, mining, oil and
gas, consumer goods, automotive and the general manufacturing sector.
In this context, some clusters like Coimbatore are more specialized with units largely into
manufacturing products like pumps and motors and wet grinders and supported by foundry units.
In the last decade, the global castings industry has grown at over 7 per cent per annum in many
years. China dominated the market followed by the USA. With regard to the pumps and motor
segment, the global market for pumps is expected to touch over USD 28.3 billion by 2015, with an
average annual compound annual growth rate of 2.8 per cent. With regard to wet grinders’ home
appliances, India is perhaps the only producer of wet grinder catering to the needs of (largely) the
domestic South Indian market.
Indian Pumps & Motors are now being exported to more than 70 (both) developed and developing
countries. Apparently, however the potential for tapping the export market is still unexploited. With
regard to the wet grinder home appliance segment, Coimbatore is perhaps the only significant
cluster in the country manufacturing the product.
The Cluster at Coimbatore
The Motor and Pump segment evolved in Coimbatore district in the early 1920’s. The first pump
was developed in 1928 in Coimbatore. With growth of the pump-set and textile segment in the
region, a large foundry sector evolved. By the 1980s, Coimbatore evolved into a major foundry hub.
A pumping system consists of a pipe, a mover piping system and a foot valve. The pump is driven

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Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                      7

by the prime mover. There are various types of pumps such as monoblock and jet pumps for
domestic and agriculture use. There are also submersible pumps for use in bore wells and open wells
for agriculture use largely (also in the largely rain fed agriculture regions of the state).Various types
of wet grinders are available in the market starting from 2 ltrs capacity and up to 40 ltrs capacity.
Higher capacity wet grinders from 3 litres onwards are used for commercial purposes like hotels,
marriage halls, commercial batter manufacture, etc. Simple machineries such as lathes, drilling
machines, welding machines are presently used in the production process.
The UNIDO has been implementing pumps and motors cluster development programme over the
last few years. Process upgradation and energy efficiency in foundries is an important area of
intervention through provision of related BDS. This program is on-going and SME foundries are
particularly targeted. Also, cluster firms have also jointly implemented a project for relocation of
many small foundries to the outskirts of Coimbatore and establishment of some common
facilities required for pumps, motors and foundry units through evolution of COINDIA, an SPV
promoted under the IIUS scheme of Govt. of India (at a project cost of about Rs.67 crore) in PPP
mode. This initiative on redressing some infrastructure gaps was followed by establishment of a
small CFC (project cost of less than Rs.2 crore) for wet grinder manufacturing units comprising
stampings and copper wire drawing equipment. In summary, with respect to the BDS related
intervention in the engineering cluster of Coimbatore under the MSE-FDP by the dynamic
APITCO, areas such as quality, skill upgrading, energy savings measures and technology up
gradation were focused upon Apparently, over 45 new service providers were introduced to cluster
firms. Associations and firms could realize the advantages of their interventions. Apparently, there
was facilitation of quality certification like the BIS and BEE for 50 firms. Also, with regard to skill
development interventions, upgrading of over 500 semi-skilled persons was facilitated and many of
them absorbed in large firms and about 50 trained persons availed of loans for purchasing CNC
equipment. Further, energy saving measures were adopted by 25 firms. Energy audits have
apparently demonstrated that savings worth nearly Rs.25 lakh has been accrued with a payback
period of 3-5 years. In addition, about 6 technology upgrading programmes were organized over the
project resulting in installation of the Divided Blast Technology in units. Improvement in terms of
quality and savings of fuel was experienced. Some standardization of components in motors and
pumps was also facilitated.
With regard to the wet grinder home appliance segment cluster firms sell to wholesalers and retailers
(many in own brands). The recent state govt. demand for free supply of wet grinders across the state
has led to massive growth in cluster and enterprise turnovers over the last 2-3 years in the case of at
least some 20 odd firms who cater to such govt. tender requirement (largely) on consortium basis.
Some critical technology gaps vis-à-vis MSE cluster firms in the cluster maybe viewed in terms of
access to large capacity injection moulding equipment to make large dimension products and enable
product mix enhancement for wet grinder and home appliance units. This will reduce (the presently)
excessive reliance on govt. demand and reduce possible future risk. So also, micro-sized foundry
units suffer from want of access to productivity enhancing and compliant induction furnaces which
could optimise their raw material primary processing costs.
Overview and Supply of Business Development Services
Presently, the demand and supply side are weak in many areas. As regards demand of services, there
is a lack of awareness among majority of SMEs about the efficacy of availing some BDS (ERP,
QMS) and capabilities of BDS providers (e.g. domestic marketing). Apparently, majority MSEs in
the units have not availed of any strategic BDS but for DPR preparation for loan syndication. A few
small and many medium firms, in addition have availed of QMS (ISO 9000) services. This is more
because their customers require this. These are typical fee based services used. Notably, in some
cases main contractors provide training & design (drawing) services to MSEs as part of embedded
services. Suppliers of machinery & equipment also provide training as part of embedded services.
Apparently, a range of operational BDS is also being leveraged by MSMEs in the cluster in terms of
tax, audit and maintenance.

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Mapping Non-Financial Gaps in the Engineering Cluster of Coimbatore
MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                    8

BDS in the cluster are provided by government support institutions or Public BDS providers,
Private agencies/individuals and business management organisations (BMOs). The services availed
by cluster MSMEs may be considered in terms of: ISO Certification; Tax & Audit; Testing; Credit
Rating; Manpower sourcing; Training of operators/ supervisors; Energy & Environmental
management; Productivity improvement; Energy efficiency certification and even BDS vis-à-vis
establishment of lean manufacturing systems (though to a lesser degree). Coimbatore has the benefit
of presence of many dynamic BMOs.
Demand for Business Development Services
An assessment of demand for services has been pursued in the context of specific value-chain
activities in the cluster and MSME scalar typologies. For purposes of considering typical services
availed, those that are (relatively) widely employed have been considered. Those services have been
particularly considered that are or may be in high demand and could substantially influence
performance of cluster firms. Perceived demand and need for services may be viewed in terms of:
Common facility induction furnace (for micro-sized foundry units); Credit linkages: CGTSME and
access for all MSE units; Bills receivables or factoring instrument for MSE foundry units; Linkages
with Govt. PPP schemes: MSE-CDP, IID, Private Industrial Estate Scheme; Export market study
and facilitation to enhance export market mix of SME pumps and motor units; ECB facilitation for
small wet grinder home appliance units; Dedicated Industrial Infrastructure to facilitate relocation of
MSEs (for MSE wet grinders/home appliance units); Common facility (to support expanding the
product and market mix for wet grinder/home appliance units); Upgradation of SITARC testing
and training equipment for use largely by pumps and motor as well as other MSME units.
Cluster Vision
The short as well as longer term cluster vision that was evolved in this regard is:
Short term: The Coimbatore engineering cluster will evolve into a more competitive hub for
engineering and foundry products like pumps and motors, home appliances and castings through
upgrading productivity, technological capabilities and industrial infrastructure by the year 2017.
Longer term: The Coimbatore engineering cluster will evolve into a preferred global sourcing hub
for engineering and foundry products by the year 2024.
Pressure Points and Intervention Plan
Cluster firms have been growing over the last few years. Segments such as pump and motors have
been increasingly export oriented and the wet grinder home appliances segment been growing at a
rapid pace with favourable demand conditions. In these twos segments, Coimbatore is a virtual
national leader. The Foundry sectors performance has also been impressive. Cluster BMOs have
demonstrated a strong degree of co-operative efforts in implementing even “hard interventions”
under PPP schemes of the GoI such as the IIUS and the MSE-CDP and hence necessary scaling up
initiatives may be undertaken through catalysation or provision of related BDS with relative ease.
The earlier project under SIDBI-FDP has also apparently initiated demand for infrastructure,
common facility and market development and credit related BDS. Presently, there is need for a
project to ensure implementation of those options scaling upon earlier initiatives.
Infrastructure: Micro and Small-sized pumps and motor units at the Netaji Industrial Estate
Manufacturer’s Society have poor access to intra-estate roads and utilities (in terms of water and
sewage facilities). Initiative to upgrade infrastructure on PPP mode at a project cost of about Rs. 10
crore with assistance under the IID scheme is expected to complement relocation of units in the
pumps and motor and foundry sector. Further a critical constraint identified by the Coimbatore
District Electroplater’s Association comprising 112 members is the need for relocation to an enclave
with necessary CETP facilities. In fact, there is a need for an ETP for treating waste such as sludge
in painting jobs by engineering units and chrome by electroplating units. These units are already
under the scanner of the TNPCB for chrome (water) and air pollution. Related BDS to twin their
need with the new scheme for private industrial estate is an option. This scheme was introduced by
the GoTN where PPP assistance to the tune of 75 per cent of the project cost (of total project cost

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MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                        9

of Rs.20 crore) is offered. A related constraint confronted by wet grinder home appliance units is
vis-à-vis constrained operations within the crowded urban agglomeration of Coimbatore. Relocation
is expected to help inventory and material handling activity considerably and enhance capacities.
Twinning with the State Govt. scheme indicated earlier is an option. In all such cases, there are
apparently no BDS providers with related experience and hence there may be need to leverage on
services of specialised BDSPs from outside the cluster
Common Facilities and technology: The BMO Coimbatore Tiny and Small Foundry Owner’s
Association is keen to redress a critical constraint vis-à-vis melting activity for micro-sized foundry
units in the cluster. Establishment of coreless melting /induction furnace as a raw material primary
processing facility could enable quality and cost upgrading in the raw material front for micro-sized
foundries who find it difficult to upgrade from present coal fired cupolas. Similarly, the COWMA
could serve as a platform to evolve an SPV to redress a critical constraint in terms of focus of
member units on the wet grinder segment alone. Product mix diversification to other home
appliance products with larger capacity capital intensive injection moulding equipment as part of
common facility is an apparent need. Both these common facilities may also be established on PPP
basis at a project cost of about Rs.15 crore each under the MSE-CDP scheme of the GoI which
offers grant-in-aid assistance to the tune of about 90 per cent of project cost. Related specialised
BDS may also have to be outsourced from outside the cluster, initially.
Finance & Credit: There are 3 critical interventions required in this regard. Most cluster firms in the
engineering sector as a whole have not had access to collateral free credit under the CGTMSE or
leveraged eligible assistance under the CLCSS. Further, there is dire need for a receivables financing
or factoring instrument to be developed/twinned with wet grinder units to help tide over the long
delay in receivables of even up to 4 months from the state govt. Many such units are also eagerly to
source ECBs as an option to possibly reduce cost of capital. BDS on these fronts are an important
need.
IPRs and Productivity: There is also scope to develop use of IPRs for design proprietorship, which
will encourage firms in necessary design development and R&D. Related BDS service providers and
markets may be developed. Also, QMS practices such as lean manufacturing is yet to be absorbed by
firms to the extent desired. Related BS is also need.
Envisaged Benefits of Intervention
Ideally, an implementing agency may be identified by SIDBI to help implement the envisaged
interventions as part of a 3 year project. The impact may be viewed in terms of development of
market for related strategic BDS and capacity building of local BDS as well as on MSMEs. In terms
of the developing a market for related BDS the envisaged impact of the intervention could be
viewed in terms of either introducing new BDS in some strategic service areas, for instance, in terms
with respect to leveraging assistance under PPP schemes of the GoI, enabling existing BDS
providers register increased usage, enabling existing BDS providers offer new service in some cases
and existing BDS providers register increased usage.
The intervention will enable about 150 MSEs in the foundry sector and pumps and motor to have
access to basic infrastructure facilities to complement relocation. It will also enable about 40 MSE
units electroplating units to relocate and gain access to more compliant infrastructure (with ETP for
chrome/air pollution). About 30 MSE wet grinder home appliance units will be helped to relocate
outside crowded urban agglomeration of Coimbatore city and function more effectively and
productively (inventory handling etc.); Upgrading quality of primary processing activity; increasing
productivity. It will also enable enhancement of product market mix for wet grinder home appliance
units. Further it will also enable enhanced access to credit to at least 50 MSE units and hence
capacity growth of at least 100% in these units. There will also be increased access to more
competitive credit options to SMEs for at least 3 units on demonstration basis; optimizing cost of
credit. Further there will be a reduction in burden of delay in bills receivables among MSEs. Also in
terms of pproductivity and quality enhancement of at least 20 per cent in cluster firms (at least 60
units to be benefitted). At least 20 SME units to establish effective IT based management systems in

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MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                            10

enterprise management and at least 20 units go in for design/IPR registration and undertake
indigenous R & D efforts to greater degree.

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MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                    11

Chapter 1: Introduction

1.1.     Context of the Assignment
The Micro Small & Medium Enterprise sector in India has emerged as the engine of economic
growth by contributing significantly towards industrial production (45%), exports (40%) and
employment generated (110 million) – the second largest source of employment after agriculture.
Nevertheless, the growth of the sector is perceived to be far below potential. Different studies have
pointed out that only a small percentage of credit requirement of micro and small enterprises are
met from institutional finance. This indicates that a vast segment of MSMEs in the country still
remain unconnected with formal financial institutions. Basically, non-availability of institutional
credit is an important constraint in the potential growth of the MSME sector. In addition, the non-
credit needs are also important. It is in this context that SIDBI has decided to intervene in 30
clusters in India including those covered earlier under the Business Development Services
programme under the MSME Financing and Development Project (MSME-FDP).
The particular study considers strategic BDS related circumstance, its need and scope with special
focus on infrastructure, support services, synergies with Government schemes and credit gaps vis-à-
vis related BDS. The initiative maps non-financial issues, particularly, vis-à-vis BDS hindering
growth and competitiveness of the Engineering cluster at Coimbatore. Grant Thornton Advisory
has been commissioned to undertake the same.
1.2.     Need for the Mapping Exercise
Non-Credit needs has reference to those like strategic services, including training, skill
improvement, marketing inputs, product development, quality management system (QMS),
common facilities to reduce gaps and exploit opportunities in terms of related and supporting
enterprises and institutions/value-addition/joint technology upgrading, physical infrastructure and
others (like design etc.). These have been identified from time to time by several working groups
including the 11 sub-groups of the Ministry of MSME which dealt with both credit and non-credit
needs of MSMEs. In fact, it has been observed that a balanced approach towards both credit and
non-credit needs will strengthen the eco system for MSMEs.
1.3.       Objective and Scope of the Assignment
In this context, the study covers the gaps for non-financial services (BDS), with focus on strategic
services, existing institutional mechanism to improve the supply of BDS in these clusters and to
improve the availability of other transactional support services to enhance and supplement the BDS
supply. The infrastructure and marketing gaps are also mapped in the cluster and the study suggests
actionable points for all above. In addition, the study presents options to evolve synergies between
Government schemes and issues and gaps identified.
More specific objectives of the assignment (scope of work) are as follows:
The assignment involves preparation of a report mapping non-financial gaps in the engineering
cluster of Coimbatore presenting -

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MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                         12

          Definition of the cluster and its geographical boundaries, historical origin, vital statistics and
           profile (number of firms, turnover, average investment in plant & machinery, direct and
           indirect employment etc.)
          Status of previous interventions if any
          Status of cluster linkages (network of cluster firms amongst themselves and with other
           stakeholders)
          Analysis of Business Operations in the cluster
          SWOT analysis in brief
          Vision for the cluster (short term for a period of 3 years, and longer term over a period of
           about 10 years)
          Current pressure points and actionable pressure points on these pressure points
Special focus has been laid on:
Business Development Services (BDS) – BDS which are strategic in nature than mere
“operational” and are necessary to improve the competiveness of the cluster. The kind of services
required in the cluster mapped in terms of their present status, the desired situation etc. in the
cluster as perceived by stakeholders. The eco-system of the cluster has been mapped to mark the
criticality of these BDS in the entire ecosystem. The study not only identifies the need and scope for
the services but also find out the services that MSMEs require but don’t have access to in the
cluster. Tools such as “who does who pays matrix”, “VCA” etc. have deployed as required for
mapping/analysis. One chapter of the study report exclusively addresses the BDS markets from the
demand and supply side.
Credit Gaps: The issues related to credit have been mapped in terms of BDS and its potential
impact in the cluster.
Infrastructure: Issues affecting growth of the cluster, that is, spatial issues in terms of basic cluster
infrastructure (roads, utilities like power, water and drainage), industrial infrastructure – like estates
and parks, IT services infrastructure, environmental compliance, renewable energy related
infrastructure, technology upgrading/value-chain gap filling common facilities etc. Gaps in these
contexts have been identified and possible actionable points to address them with rough cost
estimates.
Support (transactional) services: Support service areas which are necessary for improvement in
the cluster has also been considered. Present stage of these services (status of services, no. of service
providers, percentage of MSME availing their services, network of service providers etc.). The study
will identify the need and scope for their services.
Synergies with Government Schemes: The study also maps the issues and existing schemes of the
concerned State government, Central government including that of the MoMSME in the context of
the issues and develops synergies between them. The study report also lists out potential areas of co-
operation between SIDBI and related schemes. In addition, efficacy/learning from earlier
interventions in the cluster will be taken in to account.
1.4.     Approach and Methodology
A multi-pronged approach has been incorporated involving different stakeholders representing
private sector enterprise, public and private BDS providers and facilitators including BMOs, the
State as well as Central Government institutions. These include the DIC, TANSIDCO, Technical
and Financial Institutions etc. While undertaking the assignment, the following approach has been
adopted:

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MAPPING NON-FINANCIALGAPS IN THE ENGINEERING CLUSTER OF COIMBATORE                                        13

A. Inception Report
Preparation and submission of an inception report explaining the proposed methodology for
addressing the critical processes listed earlier, including the scope of work and deliverables and
methodology and indicative data base. The inception report comprised a questionnaire schedule to
conduct a sample survey amongst about 50 MSMEs in the cluster. The schedule was deployed more
as a discussion format for qualitative analysis than as a tool for statistical and quantitative analysis. It
also included a detailing of a discussion format to be adopted while undertaking primary research,
consultation with BDS service providers and facilitators.
B. Study Report
The subsequent stage involved preparation and submission of this study report. The study report
preparation involved both primary and secondary research.
Primary Research: The study involved primary study through use of a questionnaire – schedule to
conduct a sample survey amongst MSMEs, stakeholders of different typologies (micro, small and
medium) were particularly studied. The questionnaire schedule is adopted not for mere statistical
analysis but more to glean a deeper understanding of related gaps and intervention options. Co-
ordination with the agency engaged for credit mapping was considered to the extent feasible.
It also involved primary study of private & public BDS providers and facilitators through a
discussion format. Some such service providers may be viewed in terms of the testing labs, tool
rooms, BMOs like SIEMA, COWMA, and CODISSIA etc.
Secondary Research: The study considered the MSME census 2006-07 data, information available
with respective SLBCs, district level Credit plan, related research reports (including study reports,
prepared by other agencies), data from industry associations, reports of previous interventions
carried out by other agencies earlier, District Industrial Profiles prepared by the MSME-DI/DIC,
City Development Plans etc.
C. De-Briefing event for SIDBI/Cluster Stakeholders
A de-briefing event conducted involving cluster stakeholders and SIDBI representatives where the
salient features of the study report is presented as a basic validation exercise.
1.5.     Industry Scenario
Engineering is a diverse industry with a number of segments, and can be broadly categorized into
two segments, namely, heavy engineering and light engineering. The heavy engineering sector firms
make heavy capital goods/machinery and equipment like steel plants and boilers, machine tools,
mining equipment etc. Light engineering is one which may depend on demand from a variety of
end-user industries such as power, mining, oil and gas, consumer goods, automotive and the general
manufacturing sector.
In this context, some clusters like Coimbatore are more specialized with units into manufacturing
products particularly like pumps and motors and wet grinders and home appliances and supported
by foundry units.
The engineering industry is perhaps amongst the largest contributors to manufacturing sector
output, and is integrated with core segments in the economy for its demand. Demand is primarily
derived from expansion in the manufacturing and infrastructure sectors. In India, the Ministry of
Heavy Industries and Public Enterprises serves as nodal agencies for the heavy engineering segment
and the Ministry of Commerce and Industry serves as the nodal authority for the light engineering
segment. Some important segments in the engineering industry include: the automotive, the auto-
components, pump and motors, machinery and equipment, wet grinder and home appliances
industry, electrical machinery, electronic equipment and fabricated metal products industry. India
has an advantage in terms of a critical factor condition namely skilled manpower by virtue of its
generation of over 1,000,000 engineering graduates a year (though, presently, barely 20 per cent of
that in China). As a matter of fact, the CEO of General Electric, Jack Weclh had commented that
“India is a developing country as far as its intellectual infrastructure is concerned. We get the highest

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intellectual capital per dollar here”. Also, apparently, India has an advantage of good process,
product and engineering skills which may be applied to tasks (as required) for re-design of the
manufacturing process as to make them more labour intensive and enable firms to reduce costs.
1.6.     International Scenario
With regard to the foundry segment in the last decade, the global castings industry has grown at
over 7 per cent per annum in many years. Even by 2005, the global production of (grey iron, ductile
iron, malleable iron, steel, copper base aluminium, magnesium, zinc and other non-ferrous) castings
was 85 million tonnes. China dominated the market with 24 million tonnes, the USA with 12.8
million tonnes, Japan with 6.65 million tonnes and India with about 6.11 million tonnes. Presently,
however, China produces the largest volume of castings at 39.6 million metric tonnes per annum.
The USA produces a total of 8.24 million metric tonnes and Germany, Japan, Russia and Brazil
produces 4.79, 4.75, 4.20 and 3.24 million metric tonnes respectively. Today, China is viewed as the
world’s leading foundry nation. Presently, there are over 30,000 foundries operating in China. These
foundries vary between each other in terms of scale and technology. The foundry industry
contributes by way of production of automotive castings, machine tools, heavy steel power,
infrastructure related castings and steel mill castings etc. Some of the leading firms in the segment in
China comprise the “Shengquan Group” and “Foseco, China.” It is believed that most of China’s
foundries have a poor environmental record, high energy use, and employ dated equipment Also
over the next few years, the total number of Chinese foundries are expected to decline sharply (to
20,000 units) with growing competition and stricter pollution control legislation. The industry in
China presently employs 1.5 to 1.6 million people.
With regard to the pumps and motor segment, the global market for pumps is expected to be USD
28.3 billion by 2015, with an average compounded annual growth rate of 2.8 percent. The most
important demand driver in the pump industry is increasing demand for ground water exploitation,
desalination of seawater, and other treatment processes. Almost half the investment in pumps for
water-related applications is expected to arise in the Asian continent. In addition with increasing
urbanization, there is growing need for infrastructure for delivery of drinking water and removal and
treatment of wastewater. Rapid growth of the pump market will be encouraged by growth in pulp
and paper, chemical, steel, and, oil and gas production, refining, and power generation sectors as
well. With regard to the wet grinder home appliance segment, India is perhaps the only
manufacturing base in the world as the industry largely caters to (South) Indian domestic demand.
1.7.     National Scenario
The engineering sector employs over 4 million skilled and semi-skilled workers (direct and indirect).
India has a well-developed and diversified industrial machinery/ capital goods base as well as base
for a range of other products.
The National circumstance vis-à-vis important segments in Coimbatore are revealing.
Typically medium sized and large foundries in such locations are more modern with quality
standards and accreditation and are working at good capacity. Many smaller foundries, however, still
use cupolas using Low Ash Metallurgical Coke (LAM Coke). Largely smaller foundries are yet to
switch over to induction furnaces and coke less cupolas as the technology is more capital intensive.
India is a global player in terms of castings. This is, at least, in terms of tonnage of castings
produced, where India stands next to China. About 4600 foundry units in India are producing over
9.05 million metric tonnes of castings as per the 45th census of castings. About 70 per cent of
castings are grey cast iron, 9 per cent ductile iron, 12 per cent steel, and other non-ferrous (including
aluminium) 9 per cent. Over 80 per cent of foundries are MSEs and labour intensive. The Indian
foundry industry provides jobs to about 2 million people. The industry is making a contribution of
about Rs.7000 per tonne to the national exchequer in the form of excise and other duties. Unlike the
Chinese growth in export markets, that volume and tonnage –wise huge, the Indian export growth is
more in high-end cast products, serving units manufacturing like pump and valves, auto
components, mining, mineral and earth moving machinery, etc.

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There are several foundry clusters in India, specialized in different products. These include clusters
at Batala, Belgaum, Rajkot, Agra, Chennai, Jalandhar, Coimbatore, Pune, Ludhiana, Kohlapur and
Howrah.
The Indian pump industry was only USD 6.25 billion in 2005 (2.9 percent of the global market) and
is expected to rise to USD 12.5 billion in 2015 (4.4 percent of global market share}. According to
industry estimates, India produces 1.2 million pumps of various kinds. There are around 800 large,
medium and small units producing pumps for sectors from agriculture to nuclear power generation
Indian pump manufacturers are able to meet most of the domestic market demand and exports have
registered over 10 percent growth. Indian Pumps and Motors are now being exported to more than
70 (both) developed and developing countries. Apparently, however the potential for tapping the
export market is still unexploited. With regard to the wet grinder home appliance segment,
Coimbatore is perhaps the only significant cluster in the country manufacturing the product.

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Chapter 2: Cluster Profile

2.1. Historical Evolution of the Cluster and Key Turning Points
The Motor and Pump segment evolved in Coimbatore district in the early 1920’s. The first pump
was developed in 1928 in Coimbatore. Dhanday udhapani foundry in Coimbatore was amongst the
pioneers in the field of pump manufacturing and the first motor was produced at Argus in 1937.
Thereafter, the growth of the agriculture sector over Indian 5 year plans encouraged early growth of
the sector. A number of units evolved from the 1990s, and domestic-use demand increased along
with that for agriculture. With growth of the pump-set and textile segment in the region, a large
foundry sector evolved. By the 1980s, Coimbatore evolved into a major foundry hub of the country
with more than 500 foundries in the district following Kolkata in terms of number of foundries and
smelting capacity. Regional and national demand and evolution of skilled labor and related and
supporting enterprises and institutions as well as strong BMOs such as the Indian Institute of
Foundry men (IIF) fostered growth of the segment. Larger lead firms led technology change and
market and export development initiatives. The wet grinder home appliances segment evolved with
favorable factor conditions in terms of stone which is a critical component, as well as regional
demand.
2.2. Geographical Spread of the Cluster
The cluster units in segments like foundry, pumps and motors and wet grinder home appliances etc.
are largely concentrated in and around the urban agglomeration of Coimbatore city.
2.3. The Cluster Profile
The pumps and motor units are spread across Pappanaickenpalayam, Ganapathy and Peelamedu
and scattered all over the city of Coimbatore.
As in the case of pump and motor units, foundry units are also exporting castings to western
countries and have made a mark in the export of top quality special steel alloy castings and valve
castings for chemical industries.
The fortunes of small-scale foundries in Coimbatore fluctuate with that of the pump industry, since
the latter is the major customer of the former. Some pump manufacturing units have their own
captive foundries. The foundry units are spread across, Peelamedu, Thanneerpandal, Ganapathy,
Neelambur. New foundry parks have come up at 3 places namely Arasur, Manickampalayam and
Kallapalayam under the Integrated Infrastructure Upgradation Scheme (IIUS) scheme of the DIPP.
Cupola is the melting furnace employed by many foundry units. Many cupolas in the cluster are of
conventional designs. In fact, electric induction furnaces are yet to be used by the smaller units.

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2.3.1. Principal Markets
The major market is national in the case of pump and motor and foundry units, and South Indian
states in case of other wet grinder and home appliance units. Products are partly exported.
2.3.2. Products manufactured in the cluster
The pump and motor manufacturing at Coimbatore is into manufacturing a variety of products like
centrifugal pumps, reciprocating pumps, jet pumps, gear pumps, process pumps, submersible
pumps and related motors etc. The foundry segment provides inputs to pumps and motors, textile
machinery and other segments with region and also produces products like manhole covers. The
wet grinder segment largely produces different ranges of home appliances. The wet grinder is
basically a home appliance used for preparing the batter, which is the ingredient for “idlis” and
“dosas” (Common South Indian dishes)
2.3.3. Number and Size of Units, Scale of Investment
    Foundry Firms
     The average investment in plant and machinery in cupola based foundry ranges from Rs. 15-30
     lakh/unit based on the capacity of melt per day and for induction furnace units, such
     investment is between Rs. 40 lakh–Rs. 1 Cr per unit. The 535 units employ about 10,000
     persons.
                                                                                     Small and
                                                    Large           Medium
                                                                                     micro
             Number of Firms                        15              70               450
             Total Turnover                         3400 Crore
     Source: IIF Coimbatore

    For Motor and Pump Manufacturing Firms
     The average investment in plant and machinery of pumps and motor units is about Rs.20 lakh
     per unit. The 550 units employ about 15,000 persons.
                                                  Large          Medium      Small       Tiny
             Number of Firms                      20             30          200         300
             Turnover                             5000 Crore
    Wet Grinder Home Appliance Firms
     Typical investment in plant & machinery in a wet grinder is largely R.10 lakh. About 8200
     persons are employed in the segment.
                                                  Large          Medium      Small       Tiny
             Number of Firms                      -              -           40          660
             Turnover                             800 Crore
Some supporting units such as plastic component making units are also operating in the region. The
cluster firm’s turnover has been growing at the rate of about 4 percent every year, the last few years.
There are about 27000 MSME units largely micro-sized units with turnover of about Rs.5200 Crore
in total operating in range of various sub-segments. About, 48,200 persons are directly employed
and directly and indirectly about 1 lakh persons are employed.
2.4. Manufacturing Process
The manufacturing process may be considered in terms of three of the major and distinct
segments in the cluster.
2.4.1. Foundry segment

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Foundry casting manufacturing process involves making casting in moulds formed either in sand or
other material. The casting process involves introducing molten metal into a cavity in the mould,
previously shaped as desired and allowing it to solidify. The process of producing castings has
different stages -
Designing method and gating: The design supplied by the customer is further refined to provide
with necessary allowances and selection of parting line. Method and gating are tools deployed. While
methoding consists of feeders, which compensates shrinkage in castings, the gating system consists
of spruce and runner and in-gates which permit flow of molten metal into the mould.
Pattern making: A replica of castings is prepared on the basis of drawings provided by customers.
Patterns are made with wood and aluminium.
Moulding and Core making: Moulds are prepared in the sand with the help of patterns to secure
the same shapes to pattern. Core making is used for hollowness in the casting.
Melting and Casting: Metals are melted in suitable furnaces to secure required composition and
molten metal is poured into the moulds.
Fettling: After solidification of castings, these are removed from mould boxes and unwanted metal
attachments like runners and raisers are removed and sand adhered to castings are cleaned.
Thereafter, these castings are sent for further operations like heat treatment and machining.
Testing and Inspection: Before dispatching of castings, visual and dimensional inspection is
carried out. As per customer requirement, non-destructive tests like ultrasonic radiography tests are
carried out to study the internal soundness of castings.
Basically, the operation of a typical foundry involves: mould sand preparation- sand preparation for
mould making; core preparation- sand preparation for core making, melting- preparation of molten
metal of the desired quality; moulding- making of the mould; knockout/ shakeout- eliminating sand
from the casting; tumbling and shot blasting- cleaning the surface of casting, inspection- inspection
of the casting; fettling- grinding for dimensioning and apt finishing of the product and machining-
preparation of the product.

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                                   Figure 1: Process flow in a Foundry

                                            SAND MIXING (PREPARATION)

         PATTERNS

                                                             MOULDING

         CORE BOX

          INDUCTION                                            CUPOLA            ELECTRIC FURNACE

                                                          MOLTEN METAL

                                                        POURING and COOLING

                                                        CASTING KNOCKOUT

                                                          SHOT BLASTING
                                                                                          HEAT
                                                                                       TREATMENT
                                                              FETTLING

                                                         FINISHED PRODUCT

2.4.2. Pump and Motor Segment
Motor
An electric motor basically converts electrical energy into mechanical energy. When electrical energy
(power) is applied to a motor, a magnetic field is created by the stator winding and a torque is
produced, so as to rotate the rotor. This energy is transferred to the shaft. The mechanical energy
produced is used for driving a pump.
Pump
A pumping system consists of a pipe, a mover piping system and a foot valve. The pump is driven
by the prime mover. The commonly used movers are electric motors. The pump consists of a shaft,
which is made to seat on the thrust pad and in between to create head, and Impellers and diffusers
made out of gunmetal or in plastic are housed in separate impeller casing. More the impellers, the
head tends to increase. A pump works on the principle of centrifugal force. The water is sucked and
is thrown outside from the center and it is guided to the outside from the center to the next impeller
by means of diffusers. There are various types of pumps such as monoblock and jet pumps for
domestic and agriculture use. There are also submersible pumps for use in bore wells and open wells
for agriculture use largely (also in the largely rain fed agriculture regions of the state).

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         Figure 2: Process flow in the case of Mono block pumps

                                                                           CASTING
                   STAMPING

 STATOR                                ROTOR             DIE CASTING                       CAST IRON

VARNISHIG                          MACHINING/                                     IMPELLERS & BODY
                                    GRINDING                                                       ROD
                                           MACHINED
                                 BUSHES, IMPELLERS, SHAFT, BODY
                                                      BROUGHOUT COMPONENTS
                                    ASSEMBLY          Bearings, Seals, Washers, Nuts & bolts,
                                                      Capacitors, Flange, Filters etc.
                                    TESTING

                                      DESPATCH

  Wet Grinder Home Appliances
  Various types of wet grinders are available in the market starting from 2 ltrs capacity and up to 40
  ltrs capacity. Higher capacity wet grinders from 3 ltrs onwards are used for commercial purposes
  like hotels, marriage halls, commercial batter manufacture, etc. Simple machineries such as lathes,
  drilling machines, welding machines are presently used in the production process. Only few of the
  units are manufacturing all components in house. Many units are outsourcing the components
  from others. Hence, majority units are micro sized. The production process is indicatively
  presented below:

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Figure 3: Process flow in the case of Wet Grinder Home Appliances

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Chapter 3: Cluster Analysis

This section elaborates on previous interventions, status of cluster linkages and business operations
of cluster enterprises, by way of business processes as well as operations in different functional
areas.
3.1. Status of Previous Interventions
The UNIDO has been implementing pumps and motors cluster development programme over the
last few years. Process upgradation and energy efficiency in foundries is an important area of
intervention through provision of related BDS. This program is ongoing and SME foundries are
particularly targeted. Also, cluster firms have jointly implemented a project for relocation of many
small foundries to the outskirts of Coimbatore and establishment of some common facilities
required for pumps, motors and foundry units through evolution of COINDIA, an SPV promoted
by SIEMA under the IIUS scheme of Govt. of India (at a project cost of about Rs. 67 crore) in
PPP mode. This initiative on redressing some infrastructure gaps was followed by establishment of
a small CFC (project cost of less than Rs. 2 crore) for wet grinder manufacturing units comprising
of stampings and copper wire drawing equipment. In the context of the latter, the MSME-DI led
programme had initiated several soft intervention activities including the MCGFS option through
cluster association COWMA, B2B meets in other locations etc. Such interventions led to
strengthening of smaller BMOs like COWMA. Today, smaller BMOs have therefore, over time,
become proactive BMOs and there is a visible strong linkage between these BMOs and other
support institutions. Notably, FIs have had exposure to the MCGFS, which may perhaps be
upscaled. Also, BMOs have developed some experience in infrastructure and CFC conception and
implementation which may also be upscaled.
In summary, with respect to BDS related intervention in the engineering cluster of Coimbatore
under the MSE-FDP by the dynamic APITCO focused on areas such as quality, skill upgrading,
energy savings measures and technology up gradation. Apparently, over 45 new service providers
were introduced to cluster firms. Associations and firms could realize the advantages of their
interventions. Evidently, there was facilitation of quality certification like the BIS and BEE for 50
firms. Also, with regard to skill development interventions, upgrading of over 500 semi-skilled
persons was facilitated and many of them absorbed in large firms and about 50 trained persons
availed of loans for purchasing CNC equipment. Further, energy saving measures were adopted by
25 firms. Energy audits have apparently demonstrated that savings worth nearly Rs. 25 Lakh has
been accrued with a payback period of 3-5 years. In addition, about 6 technology upgrading
programmes were organized over the project resulting in installation of Divided Blast Technology
in units. Improvement in terms of quality and savings of fuel was experienced. Some
standardization of components in motors and pumps was also facilitated.
3.2. Status of Cluster Linkages
Cluster map is presented in the annexures with core engineering and foundry firms presented.
Backward linkages presently are restricted to traders and manufactures in the region while there are
a plethora of support institutions such as the EEPC, TANSIDCO/NSIC, DIC and MSME-DI with
relatively strong linkages with cluster firms, many of the services of such BDS providers like
TANSIDCO, MSME-DI and EEPC are yet to be adequately leveraged to resolve infrastructure

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common facilities and marketing gaps particularly amongst MSEs. Entrepreneur platforms such as
BMOs like the SIEMA; CODESIA, COWMA etc. offer value-added services to members in
addition to progressively fostering necessary twinning with institutions.
In terms of forward linkages, government institution demand is yet to be realised by smaller pump
and motor and foundry units as well as export demand (more) by pump and motor units.
Interventions to promote strategic BDS and favourably restructure the cluster may be (also) viewed
in terms of upgrading necessary physical industrial infrastructure, value added primary processing
and product market development strengthening forward and backward linkages and twinning
government instruments, programmes and schemes as to ensure better propagation of BDS services
and enhanced competitive orientation of industry.
Linkages between Firms
There are strong linkages between foundry units and up-stream pumps and motors and other units
in the cluster. Also, in various products manufacturing units, a range of supporting components
manufacturers provide inputs. Therefore, the cluster is vertically as well as horizontally deep. Many
manufacturing enterprises in the cluster have close ties with more dynamic industry associations that
is BMOs in the region. These associations are progressively well networked with support institutions
such as the NSIC, EEPC, Productivity Council, MSME-DI, SIDBI and banks etc.
Active clustering initiatives; “governance” platforms
The links in terms of networking between firms to promote more active clustering initiatives and
development of BDS market for strategic services prima-facie exists.
The cluster has the benefit of relatively strong governance platforms, namely BMOs to facilitate
networking between firms and promote more active clustering initiatives. Over the past, the cluster
associations have pursued several soft and hard interventions. This has led to cluster firms
considering greater levels of co-operative efforts in terms of establishing more common facilities
and also upgrading physical infrastructure, along with other market development and other strategic
initiatives.
3.3. Analysis of Business Operations
This section considers business operations of cluster enterprises, by way of business processes as
well as operations in different functional areas.
Ammarun Foundries established in 1991 has a turnover of about Rs.100 crore. The enterprise has
an investment in plant & machinery (of total) Rs.20 crore. The unit employs around 550 persons.
The unit produces ferrous casting in terms of motor pump castings, textile machinery castings,
clutch/brake related castings for the automotive industry etc. The enterprise is largely domestic
market oriented. The unit enjoys a facility of Rs. 3 crore under the Receivables Financing Scheme of
SIDBI and has also enjoyed a TL of Rs. 3crore. The unit has also availed of BDS in terms of ISO
9000; ISO 16000 and the quality related TS 16949.
Marketing and Market Development and Demand conditions
Each enterprise in the pumps and motor and wet grinder (or other) product line has its own
developed marketing channel. Pumps and motor units are also exporting their products to other
countries. Many units are supplying directly to showrooms. Others are supplying through agents
who are selling through dealers. Many foundry castings and light engineering product manufacturers
manufacture as per clients requirement. Major chunk of demand for the castings for the foundry
industry is from pump units in Coimbatore and the textile machinery segment. Other customers
include the automobile and machine tool units. Large demanding units sometimes provide BDS in
terms of inputs vis-à-vis material composition of inputs etc. In the micro enterprises segment, many
are job-workers. With regard to the wet grinder home appliance segment cluster firms sell to
wholesalers and retailers (many in own brands). The recent state govt. demand for free supply of
wet grinders across the state has led to massive growth in cluster and enterprise turnovers over the

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