The CEO Magazine
A monthly magazine for business leaders and decision makers

Ador Welding: The Undisputed leader in the Welding domain for more than seven decades

20

Ador Welding: The Undisputed leader in the Welding domain for more than seven decades

Ador Welding Limited (AWL) is a pioneer in the welding fraternity as it has been providing bestin class welding and cutting solutions since its inception in the year 1951. It brought with it a new ray of hope for the nation. Prior to the advent of ADOR,customers / end-users were compelled to buy European products even after independence. With its entire gamut of products for Welding consumables, Welding Equipment, Welding Automation, Gas Cutting, PPE & Accessories and CNC Cutting Equipment, the company has established itself as the undisputed leader in the welding domain. The Project Engineering Business (PEB) of AWL is a forward integration of its welding and designing capabilities. PEB manufactures Gas flares for refineries and steel plants, Process Equipment for Petrochemical Industries & Chemical plants, Furnaces for Crematoriums, Incinerators and has recently forayed into EPC contracts in India and abroad.  AWL has evolved with the growing demands of the industry and is today the largest manufacturer of Welding Consumables and Equipment, catering to the needs of the industry in India and in the International markets to more than 40 countries.

The company strives to be the best in class and gets inspiration from the best in the world. Customer centricity is at the core of its learnings as an organization. It has turned its focus on enhancing customer experiences through efficient and predictable delivery and by sharing of its welding expertise. The company is undeniably a brand leader and the best-selling brand in India. As a leading brand it has enough resources to continue building on its success, pursue further growth and defend its leadership position. Moreover, a culture of innovation and educating the industry are some key initiatives that are now imbibed in the culture of its organization. It is a welding expert and it has stood the test of time and maintained its leadership position because it is aware of its strength and it strives to build on the same. It has constituted a Distributor Advisory committee which comprises of its top distributors spread across the country and its senior management team that meets regularly to discuss market expectations. The company has made it clear that it does not want to get into those products and services which are simply out of the sync with its customer expectations. It listens to the voice of the customer throughdirect interactions, sales & service network of more than 100 personnel and its associates who are in thousands.

Differentiating Factors

Innovation is in the DNA of Ador Welding. It is the only company in this field to have a clean room for the manufacture of inverter technology-based welding equipment in India. It has the highest capacity among all welding manufacturers in the country. It is the only Welding Company in India which has a NABL accredited laboratory. It has invested heavily in Research & Development facilities at its Technology development centres for wholly indigenously manufactured products. Its product development and design capabilities are unmatched be it for welding consumables or for welding equipment. Its welding equipment champ T400 has won the “India Design Award” for the best industrial design last year. Its welding consumables compete with the best in the world and are the customer’s preferred choice. Its Pulse-Mig welder Champ Pulse 500 is the first indigenously designed and manufactured inverter technology based Pulsed MIG Welder, rubbing shoulders with the best in the world. It is the only Indian welding manufacturer who has CE certification for some of its products. Its PEB business has done a first ever with its innovative design of a Mobile Flare system.

In the Indian welding market, there are a lot of unorganized and some organized players who on most occasions compete for a share of the pie. The company is abreast of its competitors and their strengths and weaknesses. It is focused on achieving customer loyalty through its unflinching dedication to customer service. The company strongly believes that having the trust of the customers gives it preference over its peers in cases especially when the customers’ usage of welding products is limited as compared to their total purchases.

Renowned Clients

Its major clients are the who’s who of the Industrial world. It serves to the likes of L&T, Reliance, Maruti Suzuki, BEML, Tata, Godrej, Yamaha, Ford, Hyundai, Royal Enfield, Bajaj, ONGC, HMEL, BPCL, Aditya Birla Group, Coal India, Cochin Shipyard, BHEL, Indian Railways and Defence – just to name a few in the domestic arena. Apart from these domestic companies, it provides its services to some of the international giants too, such as ASRY, NPCC, Dangote, Petrofac, KOC, KNPC, QP and PDO etc.

Milestones & Achievements

The company has had an eventful journey since its inception. Its path to excellence is marked with numerous milestones. A few of them are mentioned below.

  • 1951 – First Electrode plant at Bhandup, Mumbai commenced production
  • 1963 -Welding Equipment plant at Chinchwad, Pune commenced production
  • 1967 – Started exporting products to Middle East, African and South East Asian Countries
  • 1986 – Company goes public
  • 1998 – Consolidated ISO 9000 certification for all consumable plants
  • 2005 – Consolidated ISO 14001:2004 Certification for all consumable plants, Awarded OHSAS 18001 Certification
  • 2010 -Inhouse Research & Development units registered with the Department of Scientific and Industrial Research
  • 2015 – Crossed 400 crores Sales turnover
  • 2017 – Its technology development centre based out of Pune certified by NABL. Champ T400 wins the “Indian Design Award” for best industrial design.

Future Plans

More than six glorious decades of its journey has reaffirmed its commitment to chart out its next phase of growth named “Vision 2020”. With a commitment to grow at a steady pace year on year, it aims to focus on growth across all businesses to achieve double digit growth each year. It intends to increase its offerings to the countryfurther and introduce the technological advancements across businesses and welding products. By 2020, it envisions reaching a revenue of 658 crores and by 2025 it targets to reach an ambitious figure of 1000 crores. The company wants to sustain its leadership in the welding fraternity.

Key Official

Mr. S.M Bhat (MD): Mr. Bhat is a person with an ocean of expertise who holds several degrees in his domain.He also holds the Honorary post of Secretary to Association of Welding Products Manufacturers which promotes safety practices within user industry and Skill development for the industry. He was associated with Mahindra & Mahindra from 1983 to 2006. Moreover, he was nominated for Indirect Taxation Committee of Association of India Automobile Manufacturers (AIAM), Bombay Chamber of Commerce & Industry (BCCI) while working at M&M. Currently he is also member of core team of CII for welding technology.

You might also like
Comments