European Innovation — Manufactured in India, for India and Beyond

Sagar Auti (SA), CMO, Emesa India and Raloe India, provides perspectives to your author (SSP) on the USPs that distinguish both brands and their positioning.

SSP: The Raloe brand has more than 50 years of experience in the vertical-transportation (VT) industry, whereas the Emesa brand has marked more than 25 years since inception. What aspects or Unique Selling Propositions (USP) set them apart? 

SA: Founded in Spain, Raloe has more than five decades of engineering excellence and innovation in integrated elevator systems. Known worldwide for its modular, customizable and easy-to-install elevator kits, Raloe is a preferred choice for modernization and bespoke lift projects, offering solutions that adapt seamlessly to varied architectural needs.

Also of Spanish origin, Emesa has built a strong reputation over 25-plus years as a specialist in high-quality elevator components — particularly cabins, car and counterweight frames and other mechanical assemblies. The brand is recognized for precision manufacturing, reliability and compliance with leading European and international standards. Together, the two brands perfectly complement each other — Raloe delivers complete, customized elevator systems, while Emesa ensures these systems are equipped with robust, safe and efficient components.

Raloe Key USPs:

• Spanish heritage and global reach: More than 50 years of VT expertise, serving professionals in 60-plus countries
• Bespoke, technologically advanced solutions: Passenger, freight and home lifts with modular designs tailored to client requirements
• ARES intelligent ordering: Proprietary SAP-integrated platform for optimized bidding, validation and delivery
• Efficient logistics and spare parts support: Multi-brand catalog, ready stock, fast delivery and online ordering
• European quality and compliance: TÜV Rheinland H1 Module, ISO 9001:2015 and full conformity with European Lift Directives
• Innovation in safety: SIL 3-certified magnetic/infrared scanning systems replacing mechanical switches for improved efficiency and reduced maintenance

Emesa (A Savera Group Company) Key USPs:

• Component expertise with European quality: Specializes in cabins, car frames and shaft mechanical parts for a range of applications.
• Mass customization: Online cabin configurators with Basic, Privilege and Premium ranges, plus bespoke options for special applications

Advanced manufacturing and traceability: State-of-the-art production in Spain and India, with Computer Numerical Control (CNC), laser cutting, bar-coded traceability, Enterprise Resource Planning integration and ISO 9001:2015 certification

SSP: How would you describe Raloe and Emesa brand positioning in India?

SA: With their rich experience and strong European presence, Raloe and Emesa bring to India the quality, safety and design excellence associated with Europe’s leading VT manufacturers.

Emesa is positioned as a specialized OEM component manufacturer, delivering precision-engineered mechanical elevator solutions built on decades of European expertise and safety-driven design principles. Raloe leverages its legacy in elevator system design to position itself as a premium provider of integrated, fully customized solutions with strong after-sales service.

Together, they aim to supply the Indian market with high-performance, safe and reliable products — locally manufactured to Indian standards, but with uncompromised European quality.

SSP: In which key markets or geographical areas do Raloe and Emesa India have a strong presence and performance? 

SA: With manufacturing operations in Pune, the initial focus has been on Western and Southern India, establishing strong market penetration in these regions.

Having consolidated this base, the brands are now expanding their footprint across India. Additionally, strong interest from Southeast Asia and the Middle East is creating new export opportunities, leveraging India as a strategic manufacturing hub.

SSP: Which key VT brands form Raloe and Emesa’s clientele in India? How does this reflect upon brand perception and recall? 

SA: Raloe and Emesa cater to a wide spectrum of clients from multinational OEMs to independent Indian elevator manufacturers and integrators.

The brands’ emphasis on partnership throughout the project lifecycle — rather than just supplying kits or components — has built strong loyalty and repeat business. This has enhanced brand recall, particularly among engineering teams, procurement managers and installation specialists, who value product compatibility, ease of installation and responsive after-sales service. 

SSP: What are the key offerings, and which Raloe and Emesa products have witnessed greater demand in India? 

SA: While both portfolios have been adapted to Indian market standards, demand is highest for:

• Home lifts
• Passenger elevators for high-rise applications

Growth in residential real estate, urban modernization, commercial projects and institutional buildings — especially hospitals — has fueled demand. Modernization is a significant driver, with compact, retrofit-friendly kits proving highly attractive in urban redevelopment projects.

Looking ahead, energy efficiency, sustainability and ease of maintenance are expected to become decisive factors in product selection.

SSP: Which VT segments have been the key growth drivers for Raloe and Emesa India in recent years? Do you see demand shapers and influencing factors changing or remaining the same in the near future? 

SA: India’s VT industry is among the fastest-growing in the world, with metro cities driving demand for mid- to high-rise residential and commercial projects, infrastructure and modernization — all areas where Raloe and Emesa’s capabilities align strongly.

Tier 2 and Tier 3 cities are emerging as new growth centers with independent elevator companies seeking dependable partners offering European-quality solutions at competitive local production costs.

These drivers are expected to remain relevant, with modernization and safety continuing to be key priorities.

SSP: How would you describe your strategy and approach for driving growth even further and accelerating the rise of the Raloe and Emesa brands and their products in India?

SA: Raloe and Emesa India are committed to translating their Spanish heritage and European engineering excellence into locally relevant solutions for the Indian market.

Key strategic priorities include:

• Expanding local warehousing and optimizing logistics for faster delivery
• Scaling customer and installer training programs
• Strengthening sales and service networks across more states
• Localizing products for Indian norms while retaining European quality standards
• Building deeper technical collaborations with elevator manufacturers

As India’s urban landscape evolves, Raloe and Emesa are positioned to deliver smart, sustainable and safety-driven VT solutions that reflect the best of European innovation —manufactured in India, for India and beyond.

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