A Veteran Paving the Way for Others to Follow
Haridas Padmanabhan
Executive Director,
Vulcan Industrial Engineering Co
Haridas Melapura Padmanabhan, a seasoned leader whose name resonates with excellence and innovation in the world of industrial engineering, has etched a remarkable journey characterised by expertise, resilience, and a keen understanding of the intricacies of the field. He comes with a wealth of experience spanning almost four decades. Haridas’ professional odyssey began in 1984, when he embarked on his career as a Jr. Sales and Service Engineer at New Allenberry Works in Kolkata. His educational foundation, laid at Coimbatore Institute of Technology, provided him with the knowledge and skills necessary to navigate the challenges of the mechanical and industrial engineering sectors. Throughout his career, Haridas embraced diverse roles and challenges, demonstrating his adeptness in negotiation, business planning, operations management, renewable energy, and procurement. His tenure at organisations like Fenner India Limited, EMITICI Engg Co. Ltd., and Flender Limited honed his skills, leading him to pivotal positions such as Assistant Manager-Sales, Manager-Sales, Dy Gen Manager-Corporate Sales and Dy Gen Manager – Service. In 2005, Haridas assumed the role of General Manager at Vulcan Gears, a division of Vulcan Industrial Engineering Co. Ltd. Here, his visionary approach and customercentric mindset catapulted Vulcan Gears to the forefront of the industrial gears sector in India. Recognising his exceptional leadership, he was appointed as the Executive Director at Vulcan Industrial Engineering in 2009, where he continued to steer the company to unparalleled success with the unstinting support from the promoters of Vulcan, the Gandhi family. What sets him apart is not just his professional acumen, but also his ability to infuse a human touch into the corporate world. He believes in nurturing talent and fostering a culture of empathy and understanding, a philosophy that has contributed significantly to the company’s growth. He credits his success to his wife and daughter who came along with him without any complaints, changing cities every four-five year, before settling down at Anand. TradeFlock interviewed Haridas as he continues to shape the future of the industry.
Can you outline the company's mission, objectives, and future evolution in the next 5–10 years?
Vulcan, a family-owned company rooted in tradition, has transformed into a global leader in mining machinery and gearing since its inception in 1971. Innovation is our driving force, enabling us to offer creative solutions to our customers’ challenges and establish a strong global reputation. We prioritise customer satisfaction, ensuring a safe and transparent environment through stringent quality checks and global certifications such as API and ISO. At Vulcan, we extend our engineering expertise beyond conventional boundaries, addressing diverse customer needs with exceptional solutions. Our commitment to inclusivity and equal opportunities is unwavering, fostering a skilled and diverse workforce. As we move forward, our mission remains steadfast: to continue being the world’s leading supplier of mining products, embracing innovation, quality, and diversity at every step.
How do you blend traditional marketing with digital strategies for maximum impact in industrial equipment manufacturing?
In the industrial equipment manufacturing sector, integrating traditional marketing methods with digital strategies is essential for maximum impact. Combining television and print ads with online platforms allows for widespread information dissemination, incorporating calls to action that direct audiences to explore further details on a website. As new technologies emerge, mastering the synergy between traditional and digital marketing is crucial. Marketers must adopt a holistic, omnichannel approach, leveraging the power of digital tools to engage and convert target audiences while recognising the enduring value of traditional tactics like direct mail, networking, and cold calling in building a strong and profitable brand. The key lies in seamlessly integrating these diverse channels to create a comprehensive and effective marketing strategy.
How do you identify and target key customer segments in the industrial equipment market?
In identifying and targeting key customer segments within the industrial equipment market, our approach relies on a thorough analysis of diverse data sources. By utilising customer surveys, sales data, and comprehensive market research, we gain nuanced insights into the specific needs and preferences of industrial clients. Employing a two-stage market segmentation model involving macro-segmentation and micro-segmentation enables us to categorise customers effectively. This method, grounded in extensive research, ensures a strategic and tailored approach to engaging with distinct customer groups within the industrial sector.
What are your insights on the future of sales and marketing in manufacturing, focusing on emerging impactful trends and technologies?
In the manufacturing sector, the future of sales and marketing is heavily influenced by technology. Advanced platforms enable targeted prospecting and in-depth customer profiling, allowing sales teams to tailor their approach effectively. Rapid technological advancements, including social media, mobile devices, and big data utilisation, streamline tasks and boost sales. Key emerging technologies such as artificial intelligence, machine learning, and digital trust are pivotal in enhancing business solutions, scalability, and resilience. Moreover, an impactful online presence, especially through a robust and responsive website, is crucial. Prospective buyers often begin their research online, making a comprehensive and user-friendly website essential to drive sales and encourage customer engagement in the competitive landscape of heavy machinery and equipment sales.
How do you adapt sales and marketing strategies amidst economic or regulatory changes in the industrial equipment market?
When faced with changes in the economic or regulatory environment that may impact the industrial equipment market, you need to be proactive. Seek and explore new opportunities, ideas, and solutions that enable you to respond effectively. Foster a culture of innovation and improvement within your team and among your partners. Encourage creativity, collaboration, and experimentation. Stay vigilant and aware of the marketing environment, both internal and external factors, to tackle any threats or opportunities that may affect your sales and marketing strategies. By embracing adaptability and creativity, you can navigate the challenges and ensure the continued success of your initiatives.
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