Vision for a Brand

Hitachi Lift India MD Manish Sikka (MS) shares insights with your author (SSP). 

SSP: How does it feel to have been entrusted with the responsibility as managing director (MD) for Hitachi Lift India Pvt Ltd.?

MS: It’s an honor to be the first Indian in this position and an inspiring challenge considering our vision in India. As MD at Hitachi Lift India, I am excited about the opportunities ahead. We are poised to invest significantly in India, aiming for multi-fold growth through the Make in India initiative and a strong focus on digitalization. Leading a dedicated team in such a dynamic industry is both challenging and rewarding. Together, we will drive innovation, enhance customer satisfaction and set new benchmarks in the elevator and escalator industry.

SSP: How would you describe your management style and overall approach toward inspiring and motivating the team at Hitachi Lift India?

MS: My management style is collaborative and inclusive, with a transformational approach that drives breakthrough performances. I believe in empowering my team by fostering an environment of trust, open communication and mutual respect. I encourage innovation and creativity, ensuring that every team member feels valued and heard. To inspire and motivate my team, I focus on setting clear goals and providing the necessary support and resources to achieve them. Recognizing and celebrating achievements, both big and small, is crucial in maintaining high morale. I also prioritize continuous learning and development, encouraging my team to grow both personally and professionally. Ultimately, my goal is to create a positive and dynamic workplace where everyone is motivated to contribute their best toward our shared vision and objectives.

SSP: A bold new brand design that reflects the company’s transformation to what it calls “True One Hitachi” was recently unveiled with digital at its core. How do you see this being reflected at Hitachi Lift India?

MS: The “True One Hitachi” brand design, with digital at its core, marks an exciting transformation for Hitachi Lift India. The synergies across Hitachi Group will unfold our ability to create a unique selling proposition (USP) built around information technology, operational technology and products. We are integrating advanced digital technologies to streamline operations, enhance customer experience and drive innovation. Our customer-centric approach leverages digital tools to provide personalized services, while our commitment to sustainability focuses on developing smart, energy-efficient solutions. This transformation also empowers our workforce with the tools and resources needed for continuous growth and excellence. Overall, we are excited to lead this digital journey and create value for our customers, employees and society.

“My vision for Hitachi Lift India is to establish the brand as a leader in the VT industry known for innovation, reliability &  excellence.” — Hitachi Lift India MD Manish Sikka

SSP: What aspects or USPs of the Hitachi brand define its significance and positioning in the vertical-transportation (VT) industry in India?

MS: Hitachi’s significance and positioning in the VT industry in India are defined by several key aspects:

• World-class products: Hitachi offers cutting-edge elevator and escalator solutions that incorporate the latest technologies. Our products are designed to meet the highest standards of performance and innovation.
• Best-in-class reliability: We are renowned for the reliability of our products. Hitachi elevators and escalators are built to last, ensuring consistent and dependable operation over time.
• Razor-sharp focus on safety: Safety is at the core of everything we do. Our rigorous safety protocols ensure that our products always provide a secure operation.
• Top-class user experience: We prioritize the comfort and convenience of our users through our stringent quality controls. Our elevators and escalators are designed to offer a smooth, quiet and efficient ride, enhancing the overall user experience.
• Trust and reputation: Hitachi has earned the trust of customers worldwide, including in India. Our commitment to excellence and our track record of serving some of the best building assets globally underscore our reputation as a trusted partner in the VT industry.

These USPs collectively define Hitachi’s strong position in the VT industry, making us a preferred choice for customers seeking reliable, safe and high-quality VT.

SSP: What are the brand’s key offerings in the Indian VT market and to what segments do they cater?

MS: Hitachi’s key offerings in the Indian VT market include advanced elevators and escalators designed for safety, quality, reliability, and high performance. Key offerings, in elevators, include high-speed, machine-room-less and energy-efficient models; and in escalators and moving walks, durable solutions for commercial and public spaces. Segments catered to are:

• Mid- and High-Rise Buildings: Primarily focused on meeting the highest performance expectations
• Low-Rise Buildings: Also serving low-rise buildings with reliable and efficient solutions
• Commercial Spaces: Serving shopping malls, office complexes and more
• Public Infrastructure: Airports, metro stations and other public projects

Hitachi’s solutions deliver world-class performance and reliability, making us a trusted partner for various segments, especially mid- and high-rise buildings.

SSP: What would be your strategy for taking the brand to even greater heights in India going forward?

MS: To take Hitachi Lift India to even greater heights, my strategy will focus on several key areas:

1. Segment-Wise Supply Chain and Make in India: We will create a robust supply chain tailored to different segments, supporting the Make in India initiative. This will involve localizing production and sourcing to enhance efficiency and scalability.
2. Market Presence and Geographic Expansion: We aim to scale up our market presence across various segments and geographies. By expanding our footprint, we can better serve diverse customer needs and tap into new growth opportunities.
3. Digital Infrastructure: Building up our digital infrastructure is crucial for improving speed and efficiency. We will invest in advanced digital tools and technologies to streamline operations, enhance customer service and drive innovation.
4. Human Capital Development: Building the capacity and skills of our workforce is essential. We will focus on continuous learning and development programs to empower our employees and ensure they are equipped to meet future challenges.
5. Integrated Digital Solutions: We will create opportunities to bring in digital solutions that integrate with building management systems. This will enhance the overall user experience and provide seamless, smart building solutions.
6. Building Management Systems (BMS): With the True One Hitachi ethos, we intend to spearhead the launch of BMS in India soon. This initiative is leveraging the strengths of Hitachi Building Systems, Japan, with GlobalLogic, a subsidiary of Hitachi and a digital engineering company that is working closely with us to co-create a digital value proposition that will make buildings smarter, efficient and green. 

By focusing on these strategic areas, we can drive sustainable growth, enhance our competitive edge and continue to deliver exceptional value to our customers in India.

SSP: Which key product categories from the Hitachi Lift India portfolio are expected to witness greater demand and drive the company’s growth even further during 2025 and beyond?

MS: The key product categories from the Hitachi Lift India portfolio expected to witness greater demand and drive the company’s growth during 2025 and beyond include:

• High-Rise Elevators: With the transformational growth in high-rise buildings, our advanced high-speed elevators will see increased demand. We aim to expand our market presence and reach in these rapidly growing urban areas.
• Mid-Rise Elevators: Through the Make in India initiative and localization, we will scale up our presence in the mid-rise segment. Our reliable and efficient elevators will cater to the evolving needs of this market.
• Escalators and Moving Walks: As commercial spaces and public infrastructure projects continue to grow, our durable and high-performance escalators and moving walks will be in greater demand.
• Smart Integrated Building Management Solutions: Integrated digital solutions that enhance building management will become another pillar for us to drive growth. 

By focusing on these key product categories, we will continue to evaluate all market segments that appreciate the best quality products, ensuring sustainable growth and enhanced market presence across India.

SSP: Where across India does Hitachi Lift India have a strong presence? Is there scope for increasing the local network?

MS: Hitachi Lift India currently has a strong presence in metro and Tier 1 cities across India, including major urban centers like Mumbai, Pune, National Capital Region (NCR), Bengaluru, Chennai and Hyderabad. These locations have been pivotal in establishing our brand and delivering high-quality VT solutions. The scope for expansion and enhancement includes:

• Geographic Expansion: With new market segments targeted, we plan to expand our presence across various geographies including Tier 2 and Tier 3 cities. This will allow us to tap into emerging markets and cater to a broader customer base.
• Local Network: Increasing our local network is a key focus. By establishing more regional offices and service centers, we can enhance our reach and provide better support to our customers.
• Online Interface: Further enhancing our online interface is crucial. We aim to leverage digital platforms to improve customer engagement, streamline service requests and provide real-time updates on our products and services.
• Leveraging Technology: We will continue to leverage advanced technologies to improve our operations and customer experience. This includes integrating the Internet of Things, AI and data analytics to offer smarter, more efficient solutions.

By focusing on these areas, we can strengthen our market presence, enhance customer satisfaction and drive sustainable growth across India.

SSP: How would you describe your vision for the brand?

MS: My vision for Hitachi Lift India is to establish the brand as a leader in the VT industry known for innovation, reliability and excellence. We aim to:

• Drive Innovation: Continuously develop cutting-edge technologies and solutions that meet the evolving needs of our customers and set new industry standards.
• Enhance Customer Experience: Provide exceptional service and products that ensure safety, comfort and efficiency for all users.
• Expand Market Presence: Grow our footprint across India, reaching new geographies and market segments while maintaining our strong presence in metro and Tier 1 cities.
• Commit to Sustainability: Develop environmentally-friendly solutions that contribute to a greener future and support sustainable urban development.
• Empower Our Workforce: Invest in the growth and development of our employees, fostering a culture of innovation, collaboration and excellence.

Ultimately, my vision is to create a brand that is synonymous with quality, trust and forward-thinking solutions, driving growth and success for Hitachi Lift India and its stakeholders.

SSP: What challenges and opportunities does the Indian VT market present to a brand like Hitachi?

MS: VT market in India presents both significant opportunities and challenges for a brand like Hitachi. Opportunities are:

• An aspirational population: With a growing middle class and an aspirational population, there is an increasing demand for modern, high-quality VT solutions.
• Post-COVID spending: The post-COVID economic recovery has led to increased spending on infrastructure and real estate, driving demand for world-class quality elevators and escalators.
• Infrastructure development: Ongoing and planned infrastructure projects, including smart cities and urban development initiatives, offer vast opportunities for growth.
• Economic development: Overall economic growth in India supports the expansion of commercial and residential buildings, further boosting the need for VT solutions.
• Make in India: The Make in India initiative encourages local manufacturing and sourcing, providing opportunities for cost optimization and market expansion.

Challenges include:

• Safety and code compliance: Awareness and implementation of safety standards and code compliance remain areas that need continuous focus. As these aspects improve, they will bring considerable opportunities for brands committed to high safety and quality standards.
• Market competition: The VT market in India is highly competitive, requiring continuous innovation and differentiation to maintain a leading position.
• Urbanization pace: Rapid urbanization can pose logistical and operational challenges, necessitating efficient supply chain and project management strategies.

Overall, the VT market in India offers limitless opportunities for growth and innovation. By leveraging these opportunities and addressing the challenges, Hitachi can continue to strengthen its position and drive sustainable success in the market.

SSP: How does the VT market in India compare with that in other countries across the globe?

MS: The VT market in India is the second largest in the world, following China. This positions India as a significant player on the global stage. India’s VT market is vast and growing rapidly, driven by urbanization, infrastructure development and a burgeoning middle class. This contrasts with more mature markets where growth may be steadier. The opportunities in India are immense, with ongoing and planned infrastructure projects, smart city initiatives and post-COVID economic recovery fueling demand. This dynamic growth potential is a key differentiator from other markets. The Make in India initiative emphasizes local manufacturing and sourcing, which not only supports domestic demand but also positions India as a hub for global exports. This aligns with the vision of “Make in India for the world.”

By leveraging its manufacturing capabilities, India can become a global hub for VT solutions, exporting high-quality products worldwide. Focusing on innovation, safety and quality will help Indian-made products compete on the global stage, meeting international standards and expectations.

In summary, the VT market in India offers unparalleled growth opportunities and the potential to become a key global player. By focusing on local manufacturing and global exports, India can significantly enhance its position in the global VT industry.

SSP: What do you estimate the overall Indian VT market size to be and how do you see Hitachi Lift India playing an even more significant role in the VT industry going forward?

MS: The overall VT market in India is estimated to be more than 100,000 lifts per annum. This substantial market size highlights the immense opportunities for growth and development. Hitachi Lift India’s role encompasses:

• Market expansion: We aim to increase our market presence across various segments and geographies, tapping into the growing demand for elevators and escalators.
• The Make in India Initiative: By focusing on local manufacturing and sourcing, we will support the Make in India initiative, enhancing our production capabilities and contributing to the economy.
• Innovation and digitalization: Investing in advanced technologies and digital solutions will improve our operational efficiency and customer experience, positioning us as a leader in the industry.
• Safety and quality: Our razor-sharp focus on safety and quality will ensure top-class user experiences and compliance with evolving standards.
• Global reach: Leveraging India’s manufacturing capabilities, we aim to export high-quality VT solutions worldwide, making India a global hub for VT.

By focusing on these strategic areas, Hitachi Lift India will play an even more significant role in the VT industry, driving growth and setting new benchmarks for excellence.

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