ES. WIKA Group has a long history in industrial measurement technology. Can you share how the company has evolved since its founding in 1946?
Prashant Sinha. A family-owned business for over 75 years, WIKA Group has evolved to become a global leader in measurement technology and instrumentation, manufacturing pressure, temperature, force, flow, and level measuring instruments. Over the decades, the company has continuously embraced innovation and integrated digital solutions to meet the demands of various industries like oil & gas, petrochemicals, food & beverages, chemical industry, etc.
Ever since its establishment, the company has adopted various technological advancements and innovations, helping it attain remarkable milestones over the decades. From beginning its journey in Germany, the group has now expanded to around 47 countries and making a hold in the international markets with its broad and diverse product range.
This, in turn, has also helped us how WIKA Group has built its reputation for quality and reliability in industrial measurement technology.
The company’s evolution includes expanding its global footprint through strategic acquisitions and the establishment of subsidiaries and production facilities worldwide. In India, the company started its operations in 1997 with its first plant setup in Pune, Maharashtra. Apart from this, we also have state-of-the-art manufacturing plants in Chennai, Ghaziabad & Faridabad, drawing upon the global experience of WIKA Germany.
WIKA India operates a quality and environment management system according to international standards (ISO 9001, ISO 14001). We also have a calibration laboratory that has received NABL accreditation and is equipped with high-level primary standard equipment. Our facilities in four different regions help us provide localized support and solutions tailored to regional markets.
WIKA has also emphasized sustainability and efficiency in its operations, developing products that have efficient energy conservation mechanisms and minimizes impact on the environment. The company has been consistent in its commitment to invest heavily on research and development, hence, it has remained a leader in the measurement technology market. The company provides a touch of specialized products and services in the industry with better quality instruments and systems in industrial requirement.
ES. What is your role at WIKA Group, and how does it contribute to the company’s success in exhibitions and overall business strategy?
Prashant Sinha. As a Head of Marketing, WIKA India, I have been leading the complete marketing gamut that is helping me transform our market reputation and accelerate business growth. From leveraging market research, conducting industry analysis, and sharing customer insights to anticipate and counter competitive actions, I focus on planning ways to build customer loyalty, and position WIKA for market share leadership.
As a marketing team that includes multiple experts in different domains, we make the best use of our price positioning, brand management, business development, and channel management skills. For any corporate event or exhibition we have participated in, we ensure to conduct thorough market research, utilize the opportunity for product promotion, engage with customers, and coordinate with sales teams to align marketing efforts with business objectives. Talking specifically about exhibitions, our team ensures that WIKA India’s participation in any trade show or exhibition is fruitful and promising. From planning to executing all the aspects of trade show participation like booth design, promotional materials, and live demonstrations of products, we are focused at attracting maximum number of potential customers during the trade show. We also utilize exhibitions as an opportunity to highlight our innovations in measurement technology and demonstrate our commitment to quality and customer service. While attracting new clients is our focus, we also ensure to maintain sustainability standards and high level of commitment to it. For this, WIKA India has also been honored with the Sustainability Excellence Award at the 8th Edition of the Exhibition Excellence Awards & Summit (EEA) 2024.
ES. What role do exhibitions play in WIKA Group’s overall marketing and business strategy?
Prashant Sinha. Industry events and exhibitions have always played a crucial role in building WIKA’s brand reputation. From improving a brand’s visibility in the market by displaying industry-related products or inviting industry experts to share their views about the particular segment, product, or WIKA as a brand, participating in exhibitions help enhance brand visibility.
The exhibitions are also an excellent platform to plan and organize face-to-face interactions with customers. This not only helps in lead generation for the brand but also provides an opportunity to stay updated with market trends and competitor activities.
ES. What challenges do you face when showcasing its products and services at exhibitions, and how do you overcome them?
Prashant Sinha. In a corporate setting, there is no activity that can be planned and executed easily. Same is the situation with the exhibitions in which WIKA participates.
Some of the common challenges that we face are logistical issues such as transportation of logistics; standing out from the competitors in the competitive environment; technological challenges; staff training; and strategies for engaging with attendees, to name a few. One of the most
