Minimac Systems | How this company has impacted about $4 Billion maintenance industry

• ByStartupStory     |    March 26, 2022

“Getting a zero mechanical breakdown is something like a European dream. Not even in European, American markets where there are much more developments in terms of industrial reliability and maintenance activities. Even people dare to say this statement, zero mechanical breakdown.”, said Anshuman Agrawal, Founder of Minimac Systems in an exclusive interview with Startup Story.

Minimac Systems Pvt. Ltd., incorporated in 2012, is a leading manufacturer, exporter and technical consultancy company having its origin in India. It is recognised by DPIIT, Ministry of Commerce & Industry (GOI). Minimac was formed with the mission – to accelerate the adoption of cost efficient technologies & practices for improved reliability and performance of lubrication and hydraulic oil systems and a vision to spearhead technology evolution towards ZERO MECHANICAL BREAKDOWNS. They are an ISO 9001, 14001 & 18001 certified company.

A strong brand and market presence has been established in Asia, the Middle East & Caspian, North Africa, Africa, South-East Asia, and Australia. With a strong belief in DISCERN, DESIGN & DELIVER, they intend to pioneer technological innovations and serve customised solutions with global quality, commitment and excellent customer service.

Anshuman Agrawal is an engineer from IIT-ISM, Dhanbad, a 2005 graduate. He is a IIT-ISM gold medalist in Mechanical Engineering. His major was in binding machines. Post his graduation he joined Tata Motors in India and there he got an opportunity to visit various departments during one and half years in the company. I got the opportunity to work in production, in new product development, in marketing and sales, and in a lot of functions. Anshuman leads Minimac Systems with a passion for techno-prenureship and impacting the lubrication industry.

Journey towards Minimac Systems

“I can say that my college, my institutes and my first job in Tata Motors gave me a platform where I could start thinking about jumping into the entrepreneurial journey. So I started off after that this is my second venture.”, said Anshuman Agrawal, Founder of Minimac Systems in an exclusive interview with Startup Story.

When he started his journey as an entrepreneur, the first thing he had in his mind was about maintenance, problems, expenses and all the concerns around maintenance of equipment. 

In 2012, Anshuman founded the organisation Minimac Systems Pvt. Ltd. The key focus was to bring out new technologies, cost efficient products and services, offerings which could lead towards zero mechanical breakdown. Products related to reliability, related to lubrication improvement, contamination control, and so on.

Industry Anshuman belonged to

An analogy from the water purification industry, During the last decade or so, there has been a huge shift in terms of how Indian consumers consume water. From this analogy, even our machines in the sense of the equipment which are installed in big sectors like mining, steel, energy, power, etc. even in other sectors, so in  all of these sectors the machineriaries which work there in order to perform the operations to produce their products. All these machines utilize an asset called industrial oil. The equipment which is installed in the plant, even that needs a pure oil, as it runs through the entire network of pipelines in the machines. These oils need to be pure because it is meant to perform a certain function and that function would be hampered if the oil is not pure.

“We are product providers, service providers, consultants and awareness creators towards better practices of lubrication, towards improving the lubricating oil which is circulating through the machines. Towards identifying the areas which can help the machine owners, the asset owners to identify what is the condition of that lubricant which is flowing through their machines. So, we are all in one, as we are testing the oil, diagonisting, giving solutions for better maintenance of the oil and if the oil has gone bad, we do have equipments which we sell as well as we have products and services which we give them to improve the condition of the oil which is being circulated in their equipment,. “, said Anshuman Agrawal, Founder of Minimac Systems in an exclusive interview with Startup Story.

Pandemic Era for Minimac Systems

When the pandemic was coming in during 2020, initially they were shocked and unprepared in terms of how they would handle the market, especially the Indian market. But over the period, they could see that already the Indian market is quite evolved, people have been accepting various ways of marketing. People have been accepting webinars because these were totally absent in their manufacturing sector. 

During the pandemic, face to face interaction, visiting plants, pitching the product to the group of people were all not possible, so they were surprised as to how to attend these sales pitches. But at the same time, they could sense that the Indian Industry has been accepting the new ways of marketing very easily. So they could do a lot of sales pitches over the webinars. They started conducting webinar series for open audiences as well as for close audiences. They started multiple digital initiatives through which they could connect to their audience and target customers. 

So the biggest challenge was the turnaround time, from the day you pitch the product or service, till the day the revenue is actually earn out of it. As it’s a capital good, it takes certain time to get the budget approved, to get the confidence of the entire team members, to get the product qualification and validation from the team. Then the sale can actually be made. So the tac is long.

Minimac Business Strategy

“Our business strategy starts from awareness, unless you know that there is a problem probably you would never make a purchase. That’s the area where we are different from on competitors and peers. We create an awareness, thereby we try to understand as a part of consultancy which is mostly free of cost. As a part of both of these, we get into the process of a customer, understand the cost they are spending and what can be saved for them. Once the analysis is available with us, we proceed to offer our service. Whenever the product or service is offered, the capital intensive expenditure.”, said Anshuman Agrawal, Founder of Minimac Systems in an exclusive interview with Startup Story.

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