At IMTEX 2013, Dormer Tools globally launched its new brand Carboloy for tools and inserts. How has that brand evolved since then?

This has been a first for any multinational cutting tool company to start operations from India. The journey has been full of learning, excitement and lots of activity. There have been a lot of challenges which we have overcome. The advantage of being new is that we have nothing to lose, and only to gain. There has been tremendous product support, due to the high consistency of our products being offered. Our customers are very happy with the productivity improvement, high tool life and consistency of Carboloy inserts and we look forward to create ‘customer delight'. Carboloy has become a popular brand in a short span of time.

How would you compare your performance vis-à-vis the overall cutting tools market in India?

Carboloy has been welcomed by the industry due to the strong legacy of the brand, and the concept of providing good quality, high tool life, consistent products, and quick delivery at a reasonable price. Many of our competitors falter on the above, and we are creating a niche for ourselves. Carboloy is known for solving customer's ever-increasing demands for greater productivity, quality and cost-effectiveness.

The cutting tool market has been practically flat since the last couple of years. However, even in the fiercely competitive world of cutting tools, we are improving sales every month, and growing at a much rapid pace than the industry. However, it will take some time till we are able to get some reasonable market share.

What are the key challenges faced by the industry? How are you addressing this issue?

Technology is evolving at a rapid pace. With newer materials especially for the aerospace, automobile and energy sector, the cutting tools also have to keep pace with them. Secondly, customers are becoming very demanding in terms of stringent quality parameters of the components, high productivity levels while maintaining the process capability, and shortest possible delivery times. Also, all large global companies need to ensure a smooth supply of raw material (Tungsten), which is mainly controlled by China.