Dana India Impact

In an exclusive Industry Talk session, Sandeep Khullar, Director, India-Off Highway and Commercial Vehicle, Dana India, speaks to Ashish Bhatia on the programs and focus areas that impact the Indian market.

- Ashish Bhatia

Q. How are you sustaining customer satisfaction with technology leadership across segments of interest?

A. Continuous innovation by investing in emerging technologies, a customer-centric approach, reliability, performance, proactive support and engagement, and offering value for money are the key drivers for us to sustain customer satisfaction and technology leadership status. Dana is an already established brand in drivetrain technology for light commercial and off-highway vehicles, having a presence of more than a century in this industry. We deliver on parameters like product performance, quality assurance, and aftermarket service support. We provide end-to-end support to our customers from design and development till the end of the product life.

Q. Is this endeavour weighed down by macro and micro economic factors including and not limited to recessionary trends in the EU, and the debt ceiling cap of the US?

A. Macro and micro economic factors do have a direct impact on the endeavour to sustain customer satisfaction with technology leadership. We have to adjust our strategies, pricing models, and product offerings to adapt to the changing economic landscape. However, fortunately for India both micro as well as macroeconomic indicators are positive with promising growth in off-highway sectors like construction equipment and agricultural output. India has a long runway of growth ahead.

Recessionary trends in the EU and the debt ceiling cap of the US can have short to medium-term implications on customer demand, customer launches, spending on technology solutions or delays in technology adoption. We are quite positive about the overall growth of Dana's business in India as staying competitive and being ready for the next growth phase takes centre stage in such an environment.