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INTRODUCTION
The auto component industry is ancillary to the automobile industry. Nevertheless, the size of global auto component industry is as large as the automobile industry itself. The industry not only caters to the Original Equipment Manufacturers OEM) but also to the existing huge automobile population or fleet in the replacement market. The global auto component industry is estimated at around US$ 1.5 trillion in 2009.
Equipment
This segment, accounting for 10 per cent of the market, includes components like headlights, dashboard instruments, wiper motors, electric horns etc.
Electrical components
The main products in this segment include starter motors, generators, spark plugs, ignition coil, flywheel magnet, voltage regulator, electric ignition and distributors. This is one of the major upcoming segments, forming 9 per cent of the Indian component industry. Digital Twin Sparkplug Ignition (DTSI) mechanism is the latest concept in the automobile industry.
Others
Sheet metal components and plastic moulded components are two of the major components in this category. Around 7 per cent of the market is accounted for by other components not included in the above segments.
Source: ACMA
Major Clusters
The component industry, being ancillary to the automobile industry, has been primarily developed in and around automobile manufacturing clusters. National Capital Region (NCR) in north, Pune and Aurangabad belt in west and Chennai & Bangalore belt in south are the key automobile manufacturing hubs in India. There are some OEM plants in Madhya Pradesh, Jharkhand and West Bengal as well. Tier-I and Tier-II component suppliers generally have their plants located within the vicinity of the OEMs manufacturing unit. Nevertheless, small component manufacturers especially
in the unorganized segment primarily catering the replacement market are spread across the country. Players like Asahi Glass, Jai Bharat Maruti, Sona Koyo, Omaxe and Bharat Seats are the key suppliers in the organised segment in north Indian automobile cluster around NCR. North India has disadvantage of being land locked with large distance from port. However, the Government has responded well by setting up Inland Container Depot at Tughlakhabad to facilitate exports. Similarly, the western India automobile cluster in Pune and Aurangabad is supported by Tata Autocomp, Bharat Forge, Bosch and Lear, amongst others. This region has access to Mumbai and JNPT port as well as Kandla in Gujarat. Visteon, Delphi and Bosch are some of the suppliers that support the automobile cluster in southern India. This region finds Chennai, Tuticorin and Kochi ports in its close proximity. With Gujarat emerging as a new centre of automobile production with the entry of General Motors and Tata Motors, substantial investments in the automobile component industry would be attracted.
HIMACHAL PRADESH International Cars and Motors, TVS HARYANA Hero Honda, Honda Motorcycle and Scooters, Maruti Suzuki, Suzuki Motorcycle, India Yamaha UTTAR PRADESH
Honda Siel, LML, Scooters India,
GUJARAT Atul Auto, Electrotherm, General Motors, Tata Motors WEST BENGAL Hindustan Motors JHARKHAND Tata Motors
MAHARASHTRA Ashok Leyland, Audi, Bajaj Auto, Fiat India, Force Motors, M&M, Mahindra Renault, Mahindra TwoWheelers, Mercedes Benz, Piaggio, Premier, Skoda, Volkswagen, Tata Motors
TAMIL NADU Ashok Leyland, BMW, Ford, Hindustan Motors, Hyundai, Nissan, Royal Enfield, Tatra Vectra, TVS
Excise Duty Excise duties on auto components have been drastically reduced in the last year itself, in line with the overall reduction in the rates of excise duty in order to provide stimulus to the economy that was reeling under the pressure of global financial crisis. Being a fragmented industry, almost the entire benefit of the excise duty cut has been passed on to the end-users. Trend in excise duty on auto components and its inputs
(%) All Auto Components Inputs Steel Aluminium, Copper Nickel & Lead FY05 16.3 12.2 16.3 FY06 16.3 12.2 16.3 FY07 16.3 16.3 16.3 FY08 16.5 16.5 16.5 FY09 14.4 14.4 14.4 Stimulus 8.2 8.2 8.2 FY10 8.2 8.2 8.2
Value Added Tax (VAT) / Sales Tax Earlier, the sales tax rates varied from state to state. However in 2005, sales tax was replaced by VAT, which is applicable at the rate of 12.5 per cent across all the states. Uttar Pradesh was the only state which accepted the VAT regime late in January 2008.
The Automobile component industry is moderately capital intensive in nature. Replacement market, the bigger segment, is cost-conscious and not brand-conscious. These factors make the entry into the business easier. However, the industry is dependent on technology to some extent in relation to the product design and its technical know-how as intellectual properties, especially in engine-related components. The component manufacturers work closely with the OEM in designing the components. Players in the organised sector have an upper hand to be the preferred suppliers to OEMs. Thus, it is difficult for a new or a smaller player to make through the OEM segment. The 100 per cent FDI being allowed in the sector, corroborated with easy availability of lowcost labour and inputs like steel, aluminium and copper makes the entry easy for international players into the Indian market, primarily in the OEM segment where there is presence of international OEMs as well. But penetrating the replacement market is difficult for them, as this market requires large distribution network.
Competition: Medium to High
The industry is fragmented in nature and predominantly controlled by the unorganised sector. The organised segment accounts for only 30-35 per cent of the domestic sales. There are around 600 units in the organised segment, while the unorganised segment has the presence of more than 6,000 units. Despite Indias auto component industry producing close to US$ 20 billion worth output, the top-line of hardly 50 odd players exceed US$ 100 million.
competition from counterfeits and cheap Chinese imports, especially in cost-conscious replacement market. As per the industry, counterfeits account for around US$1 billion worth sales. The indirect threat to the industry can come from the probable increase in cargo and/or passenger movement by alternate modes like airlines or railways, which may impact demand for automobiles and thus the components. Furthermore, improvement in road infrastructure would also lead to lesser wear and tear and thus lower demand for components in the replacement segment.
Bargaining power of buyers: High
On account of fragmentation, the bargaining power of the component manufacturers is very low. The OEM segment on the other hand is consolidated, with top two players in each subsegment accounting for at least more than 2/3
rd
OEMs have an upper-hand over the component suppliers. Market share of top two players in various segments of Indian automobile industry
PV Largest player Maruti Suzuki Share in production (%) 44 nd 2 largest player Hyundai Share in production (%) 24 Cumulative Production 67 Share (%) LCV Tata Motors 59 M&M 29 88 MHCV Tata Motors 61 Ashok Leyland 25 86 2 Wheelers Hero Honda 40 Bajaj Auto 25 65 3 Wheelers Bajaj Auto 57 Piaggio 28 85
In the replacement market, no single buyer dominates the industry and sales in this segment are akin to retail sales. However, this segment is very cost-conscious and thus, the bargaining power of the fragmented component industry is very weak. The export market is also very price sensitive, as India faces competition from other low-cost manufacturing centres like China, Thailand, Philippines, Malaysia, Hong Kong etc.
Bargaining power of suppliers: High
Ferrous and non-ferrous metals, crude oil derivatives and other commodities form inputs of auto component manufacturers. The auto component industry is not a very significant consumer of these commodities. Thus, the component manufacturers, either individually or collectively, do not
have any noteworthy influence over the prices of these commodities. The commodity manufacturers themselves have limited say in the pricing of the respective commodities, as their
There is minimum regulatory intervention in the auto component industry. There are no special regulations or statutes framed for the industry. The overall business environment has been liberalised and made conducive for business over the years. The automobile sector holistically being an important sector to the economy is looked upon favourably by the Government, especially during the economic downturn. Stringent labour laws, though having a social importance, do not go well for this labour-intensive industry.
Barriers to exit: Medium to low
The barrier to exit for the sector is primarily in terms of labour. The process of retiring the existing labour force is a tedious process and involves high cots and legal compliances for terms like Voluntary Retirement Scheme (VRS), separation compensation, gratuity etc. However, there is no regulatory interference to exit. Since the industry is fragmented, the probability of assets or the entire business of the exiting firm being bought out is high.
Scale of operations
The Indian auto component industry is fragmented in nature with more than 6,500 units producing around US$ 19 billion worth output. In this light, the scale of operation becomes very critical. The Original Equipment Manufacturers (OEM) prefer associating themselves with larger players for supply of components for vehicles they manufacture. Furthermore, the component manufacturer should also be able to scale up its operations in line with the growth of the OEM it is associated with. Larger scale of operations is also advantageous for the players in the highly-competitive replacement and export market. The scale of operations can be gauged by the market share of the player in the component(s) it manufactures and market it operates.
Diversification
Well-diversified market and customer mix is imperative for component manufacturer for minimizing risk of volatile sales and profits. The sales should be well diversified amongst OEM, replacement and export segments. Furthermore, the sales in OEM segment should be well diversified across various vehicle manufacturers and that in the export segment across geographies. Dependency on one/limited OEMs can ensure business, but also exposes the component manufacturer to the risk of its fortunes being linked to the performance and success of those OEMs. Thus, balance between sales in various segments like OEM, replacement and exports, wider customer base and diversification across geographies in case of exports is desirable.
Parentage
The component manufacturer being a part of an OEM group is viewed positively, as it provides ready access to parents business, technological skills and experience. Similarly, being a part of major Tier-I supplier provides it with access to technology inputs.
Product complexity
The degree of complexity of the product determines the importance of the component manufacturer in the supply chain and thus impacts its bargaining power. The complexity can be measured by the extent of research and development efforts and expenses, precision involved, product validation etc. More complex the product, limited is the downside risk of price and profitability and difficult it is to enter the business.
DOMESTIC MARKET
The domestic auto component market can be segmented into Original Equipment Manufacturer (OEM) segment and the replacement segment or the after-market. The auto components are not only used by the OEMs for rolling out new automobiles, but also by the existing automobile population for replacing the used and worn-out ones.
billion in 2004-05 and further to Rs.1,060 billion in 2009-10. This implies a 5-year Compounded Annual Growth Rate (CAGR) of 20.9 per cent and 10-year CAGR of 20.1 per cent.
OEM Replacement Source: Intec Capital Limited the size of domestic auto component Imports
Trend in
1,200 1,200
FY 00
market
F F 0 0 Y Y 3 3
F F 0 0 Y Y 4 4
F F 0 0 Y Y 1 1 F F Y Y 02 02
F F 0 0 Y Y 5 5 F F Y Y 06 06
FY FY 00 00
F F 0 0 Y Y 7 7
F F 0 0 Y Y 8 8
OEM OEM
Replacement Source: Intec Capital Replacement Limited Intec Capital Source: Limited
Imports Imports
F Y F F 1 Y Y 0
F 0 0 Y 9 9 1 0 E E
F 0 Y 9 F 1 Y 0 E
F 0 Y 4
F 0 Y 1
F 0 Y 5
F Y 02
F Y 06
F 0 Y 7
F 0 Y 8
0 The domestic market for auto components increased from Rs.170 billion in 1999-00 to Rs.410
(Rs. billion)
900
Trend in exports
Indias auto component exports increased at Compounded Annual Growth Rate (CAGR) of 27.2 per cent from Rs.20 billion in 1999-2000 to Rs.220 billion in 2009-10. The major component categories that have witnessed healthy growth rate include transmission shaft and cranks, drive axles, starter motors, generators and bumpers. Auto component exports galloping at healthy rate
( i R billio n s . n) 240 200 160 120 E x p o r t s 80 40 FY 00 F 0 Y 1 F 0 Y 2 F 0 Y 3 F 0 Y 4 F 0 Y 5 F 0 Y 6 F 0 Y 7 F 0 Y 8 F 0 Y 9 0 30% 25% 20% 15% 10% 5% 0% F 10 Y E o f production A proporti s on
Exports
Source: The Automotive Component Manufacturers Association of India (ACMA) and Intec Capital Limited
On account of Indias low cost advantage, many international automobile manufacturers are either sourcing components from India or have set up their subsidiaries in India to produce components for their global operations. Higher exports by Indian subsidiaries of global Original Equipment Manufacturers (OEMs) and Tier-I component manufacturers has been driving component exports from India. International players like Delphi, Visteon, FAG Bearings, and Timken India etc have increased their export revenues from Indian operations.
Key markets
India exports auto components to more than 100 countries. Europe is the biggest destination for Indias component exports, followed by America. Together, Europe and America accounted for around 70 per cent of component exports from India in 2009-10. Asia formed further 15 per
8% 13%
10% 11%
8% 7% 15%
South Africa 3%
26%
USA 22%
20%
In 1999-00, nearly 45-50 per cent of the exports catered the OEMs or the Tier I suppliers, while 50-55 per cent of the exports catered the replacement market. Today, around 80 per cent of Indias component exports cater the OEMs or the Tier I suppliers, which demonstrates longterm relationships and repeat orders from these customers.
Others 5%
Some of the products that have witnessed healthy export growth include starter motors, axles, transmission cranks, shafts, generators and bumpers. The engine components are technology as well as capital intensive and thus are dominated by large players. Similarly in drive transmission and steering components, the steering systems are technology as well as capital intensive, which act as entry barrier for smaller unorganised players.
Size of imports
India is estimated to have imported Rs.320 billion (US$ 7 billion) worth auto components in 2009-10, as against domestic component consumption worth Rs.1,060 billion (US$ 22 billion). Thus, imports form around 30 per cent of the domestic component consumption in value terms.
Trend in imports
Indias auto component imports increased at a CAGR of 32.4 per cent from Rs.19 billion (US$ 0.4 billion) in 1999-00 to Rs.320 billion (US$ 7 billion) in 2009-10. The major components imported into India include piston rings, brake assembly, bimetal bearings, transmission shafts, wheel rims, motor cycle parts etc Auto component imports soaring at a fast rate
300 R Imports (in s . billion) 250 200 150 100 50 FY 00 F 0 Y 1 F 0 Y 2 F 0 Y 3 F 0 Y 4 F 0 Y 5 F 0 Y 6 F 0 Y 7 F 0 Y 8 F 0 Y 9 0 32% 24% 16% 8% 0% F 1 Y 0 E A proportio o dom consumptio s n f . n
Imports
According to the industry, the share of imports to domestic consumption is likely to increase further on account of reduction of customs duty on several auto parts under Free Trade Agreements (FTAs) with the Association of South East Asian Nations (ASEAN) and South Korea. Custom duty on auto parts like pistons, rings, bumpers, gear boxes and radiators would be brought down to zero by 2013 under the Indo-ASEAN FTA. Similarly, custom duty on motorcycle and engine parts would also come down under the India-South Korea FTA. Under the FTA with Thailand, there is already zero duty on certain components imported from that country, which include engine parts, lighting equipment, ball bearings, gear boxes/transmissions, pumps and helical springs. India is also negotiating market opening pacts with the European Union and Japan.
Cost Structure
Raw material cost is the key cost head for the auto component industry, followed by employee costs, power & fuel costs and selling & distribution costs. Each of the cost head is elaborately analysed below:
Power and fuel cost 5.3% Employee cost 8.8% Raw material cost 73.5%
Prospects :
In the long term, the growth of this sector will depend partly on pace of indigenisation levels across all segments. The prospects look bright as most companies are increasing the indigenous components, in an effort to reduce their currency losses and remain competitive. Also, the fact that auto manufacturers like Ford, Hyundai and Maruti are exporting cars, make the prospects look encouraging.
Customer Name Sterling Auto Amco Polymers Rani Polymers Kiran Udyog Pvt Ltd Adinath Forgings Pvt Ltd T P Tools Siris Engineering Satara Industries The Moulds J Maa Products ASP Engg Products Pvt Ltd Srinisons Wiring Systems Pvt Ltd United Precison Engineering Company Kafila Forge Ltd Radhey Machining Ltd SUPER ALLOY S K Fabricators Pvt Ltd Radhey Machining Ltd E P Electro Pressing Pvt Ltd Forgewell Limited Super auto Castings Pvt Ltd Sarthak Enterprises Yashdeep Automotive Industries Windals Auto Pvt Ltd Radheya Machining Jain Engineering Works SD Auto Components A P FORGINGS PVT LTD Amco Polymers E.P Electro Pressing Pvt Ltd Innoventive Industries Limited Innoventive Industries Limited Kalyani Engineering Works Kalyani Engineering Works Seinumero Nirman Pvt Ltd Windals Auto Pvt Ltd Windals Auto Pvt Ltd Shravani Computers Polo Machinery Pvt Ltd Prolifique Rolls Pvt Ltd