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Voltas signs distribution deal with Benninger

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Voltas-and-BenningerTata group company, Voltas Ltd has joined hands with Benninger AG (a Swiss textile machines manufacturer) to market and sell the Swiss company products in India. They have announced a distribution agreement which will focus on leveraging Benninger’s expertise in ‘continuous wet processing’ products, riding on the back of Voltas’ established sales and marketing network across the country.

This comes as a strong marketing move for Voltas especially in the backdrop of the possibility of a Free Trade Agreement (FTA) being signed between India and Europe which would boost the demand for Indian textile products.  For Voltas, this move will further expand its regional business contacts leveraging on its relationship with customers across the entire textile value chain and opening up new customer segments in woven and knit continuous processing aligned to Benninger’s product range.

Present in the textile space for almost 50 years, Voltas is planning to increase its market coverage across 16 different cities and making an investment on manpower for the rightful execution.

The company has not provided any investments details. However, commenting on the tie-up, C Kamatchisundaram, Senior General Manager (Operations) of Voltas Ltd said, “This association would help us to offer truly world class solutions in continuous processing to the textile industry. Voltas’ sales and marketing strengths combined with leading edge products from Benninger would make us a preferred choice for customers from the Indian textile industry.”

India exports garments worth $12 million to US and Europe every year and is also expected to sign an FTA with Europe this year.

According to experts, despite India having a strong foothold in the spinning space, it lacks the technology and equipment to support modernisation which is quite robust in its competing countries like China, Indonesia and Bangladesh.

Gerhard Huber, CEO of Benninger AG said, “This association adds the required market reach for our established portfolio of products and thus expands the company’s position as a market and technology leader.”

According to Huber, the association for sales and marketing along with the responsive customer-focused local service and support provided by the local subsidiary Benninger India Pvt Ltd would be a win-win situation for the two companies and their customers.

The Benninger Group has been present in the textile industry for over 150 years with branches and service representatives across the globe. It develops and manufactures textile processing, finishing and cord production ranges and provides complete system solutions.

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Neeta Nair

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