3 minute read
• FORMA is open for Africa: Exclusive interview with Mr. Vijay Agarwal, Chairperson
Interviewee: MR. VIJAY AGARWAL Chairperson, FORMA
Interviewer: ATLANTA MAHANTA, Sr. Multimedia Journalist, THE TIMES OF AFRICA
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FORMA IS OPEN FOR AFRICA:
Q. PLEASE SHARE YOUR VISION FOR AFRICAN MARKET WITH FORMA.
A. When we were selling ace tractors we realized that people in Africa prefer European brands. They have more confidence for that. So we had this company FORMA in Europe So we said why not get that technology introduce in the tractor and then give it to the African people So that is why we brought the tractor and we hope to be number one very soon because of the Reliability, Quality, Pricing as you have seen in all the electronics because a farmer you know just have to press the button and the service will be done to him. He doesn’t have to call, he doesn’t have to wait. There is not going to be any breakdown time. So considering that we introduced this forma brand there.
Q. ACE HAS EXCLUSIVE DEALERS IN MANY COUNTRIES OF AFRICA, PLEASE LET US KNOW HOW FORMA IS GOING TO MAINTAIN ITS PRODUCT LIFE CYCLE AND EXPAND OPERATION?
A. A tractor is a machine that requires regular maintenance, periodic service like filter change, oil change and it is a machine so it requires repairs. So we are not just selling and going away. Wherever we take the tractor we first ensure we have a very reliable dealer and FORMA is capable of sending people to training, how to maintain the machine. FORMA has to stock parts so that tomorrow if a tractor breaks down they don’t have to come all the way to India. So that we ensure that the parts are there, the service training is there, so that the tractors are well maintained and so with that we are already successful and the forma brand will be going further.
So like I told you we may in future seeing that that the volumes we may even help some country in setting up the assembly plant because exporting from anywhere containers and also we can assemble a plant there so that then in case it is very simple for the people because when they assemble they know the product servicing, maintenance and everything will be available with them.
Q. CONSIDERING ALL COMPETITIONS HOW ARE FORMA TRACTORS GOING TO BE STAND-ALONE PRODUCTS ESPECIALLY IN AFRICA?
A. Competition is something that is very good because that helps in increasing the quality. As soon as one company becomes a monopoly they stop looking at the customers and they think that we will be the only one to sell so we don’t do that. We want the competition to be there so that we can present a product which we can compare and show that it is a good product that is a value for money comparatively that is the whole idea. So we are sure, we are not worried about competition, even the parent company is not worried about competition. Today, also ACE is only competing against multinationals. We compete and we win. We got 60% market in India. And Africa is a developing country. I am sure they want this type of product. They don’t want products which are very expensive and are not viable. And an Indian product developed with European GUTS is definitely going to be a success.
Q. TECHNOLOGIES USED FOR THE NEWLY LAUNCHED PRODUCT PLEASE SHARE HOW THIS NEW TECHNOLOGY CAN BE AN AID TO AFRICAN MARKET?
A. If a farmer finds that he can easily get the service with just one press of a button and all the things provided, so automatically it will be a success. Then one finds that if let’s say I buy another brand of tractor it’s costing me so many dollars and here I am getting a product at a reasonable price. That is the idea we like in India. We want to give people Indian products at a reasonable price, value for money product and that is the whole aim of this company.
