SEG AUTOMOTIVE

The Heartbeat of Innovative & Sustainable Mobility

Anil Kumar

President and Managing Director, India,

SEG AUTOMOTIVE

I n an industry where innovation is the cornerstone of progress, the ability to adapt and lead is what sets apart true pioneers. SEG Automotive, a global leader in powertrain solutions, exemplifies this leadership within India’s dynamic automotive landscape. Emerging from its legacy as the BOSCH Starter Motors & Generators division, SEG Automotive has firmly rooted itself in India, leveraging over a century of expertise in rotating electrical machines to drive change. As India’s automotive sector surges, with the market growing by 19% to ₹10.2 lakh crore in FY24, OEMs face the dual challenge of meeting rising demand and advancing sustainability. SEG Automotive is at the forefront of this transformation, equipping companies with innovative solutions, such as their advanced 48V systems and highefficiency e-motors, system solutions, designed to reduce emissions and enhance fuel efficiency in line with India’s green mobility goals. With India set to become the third-largest automotive market globally by 2030, SEG Automotive’s commitment to sustainability and localisation aligns seamlessly with the “Make in India” initiative. Their contributions are not only helping OEMs navigate the present but also shaping the future of the automotive industry in India. In this special edition of “Best OEM Companies in India 2024,” we spoke with Anil Kumar M R, President and Managing Director of SEG Automotive India. His insights explain how SEG Automotive empowers OEMs to lead in both conventional and electric powertrains, driving sustainable growth and innovation across the industry.

How has SEG Automotive's approach to innovation evolved to stay ahead?

Innovation is at the core of SEG Automotive’s DNA, with a century-long legacy in rotating electrical machines. Our strategy has always focused on market-driven innovation, developing cutting edge solutions to address regulatory and cost challenges. Our global team is the driving force behind our success, co-creating an environment where innovation thrives. Guided by our vision, “We are the motor for the mobility of today and tomorrow,” we are committed to leading in both traditional IC engines and the electrification market, with significant strides in light electric mobility and high voltage solutions. We also collaborate with tech startups to infuse fresh ideas and agility into our innovation process.

How does the company manage its global supply chain to ensure timely delivery and mitigate risks in today's volatile market?

The pandemic highlighted the importance of a de-risking policy, especially as we diversify into electrification. With dependencies on imports for magnets and electronics, we emphasise minimising supply chain risks, closely monitoring evolving “Make in India” policies. Our robust planning processes cover inbound and outbound logistics, including material ordering, warehousing, and demand forecasting. In collaboration with customers and suppliers, continuous process improvements ensure stable and timely deliveries globally and locally, even in volatile conditions.

What processes and standards ensure top product quality at SEG Automotive?

At SEG, we strictly adhere to automotive industry standards (e.g., IATF) and customer-specific requirements to prevent potential complaints and mitigate quality or financial risks. We have developed tools to capture and evaluate customer requirements, applying this process from sourcing to final assembly. This approach enables us to provide customer feedback as needed and focus on achieving “Zero defects” in our products, ensuring the highest quality across all categories.

What key factors enable SEG Automotive to maintain specialised manufacturing while serving a global market?

SEG Automotive utilises global synergies across manufacturing plants to design and commission lines for both conventional and electrification technologies. We employ lean manufacturing and standard processes, allowing interchangeability across global locations. In India, we integrate Industry 4.0 and focus on modular line design, optimising investments to achieve over 85% operational efficiency. Our approach enhances production capabilities with frugal investments in bottleneck stations, ensuring flexibility and efficiency

How does SEG Automotive keep its workforce ahead in skills amid rapid automotive advancements?

The main objective at SEG Automotive is to skill, re-skill and up-skill our employees. We prioritise continuous learning and development through intensive training, webinars, and management sessions, both internally and externally. As we expand into electrification, we collaborate with technical institutes, training firms, and industry bodies to upgrade our team’s skills. We also recruit competent resources to keep our innovation pipeline strong. Our cross-functional knowledge exchanges, such as “Gurukul” and “Gurvaar” sessions, further enhance our employees’ skills and expertise, ensuring they are prepared for industry shifts.

How is SEG Automotive aligning its operations and product development with sustainability goals?

Our vision, “We are the motor – for the mobility of today and tomorrow,” reflects our commitment to future innovation in a rapidly changing automotive environment. Our flexible platform, encompassing e-machines, software, and electronics, adapts to specific customer needs. We offer full 3-in1 system solutions, specialised components, and engineering services driven by our global team’s competencies and lean processes, ensuring sustainable operations.