NGK Spark Plugs entered the Indian market in 2006 and set up a wholly-owned subsidiary. To succeed in India's diverse market, NGK realized it needed a strong local team led by Sudipto Sanyal to build the brand. NGK differentiated itself by creating a disciplined sales network of over 100 distributors reaching 8,000 retailers. This approach was new but successful. From zero in 2006, NGK has grown to over Rs. 200 crore with a wide product range, including high performance plugs. It aims to capture 40% of the aftermarket by 2020 through expanded distribution and new technology-driven products.

1. NGK Spark Plugs India
Aggressive growth plans follow
successful decade
NGK Spark Plugs, the world’s lead-
ing Japanese Spark plug manufacturer,
entered India in August 2006 and set-up
a wholly-owned subsidiary named NGK
Spark Plugs India Pvt. Ltd. (NGK-India).
With its registered office in Gurgaon,
the company started off with an aim
to market world-class spark plugs and
other ignition products for OEMs, vehicle
manufacturers and aftermarket custom-
ers.
Following its market entry, the then Managing Direc-
tor of NGK-India, Mr. Nobuyuki Tokioka, realized that
the Indian market is quite different from other markets
and understood the need for a strong local team with
a visionary leader in order to build a successful brand.
Since then, Mr. Sudipto Sanyal, Senior General Manager,
Marketing & Sales, has taken up the task of building
the company from ground, up and establishing the NGK
brand and its products in the country.
Around 2006, the spark plug market in India was quite
fragmented with established global players on one side
and counterfeit brands and low-priced Chinese plugs
available in plenty in the market. In order to project NGK
as a specialized spark plug manufacturer, Mr. Sanyal and
his marketing team projected the brand as ‘The Spark
Plug Expert’ which captured the attention of the com-
pany’s target audience.
Differentiated approach
India is a vast country and a key success factor for a start-up firm is
to reach all corners of India, to the door steps of customers. In order
to create a strong presence in the Indian market it is important to
create a strong network of distributors. Knowing this and also aware
of the fact that generally there is low interest level on spark plug as a
product, the company decided to create a value proposition for the
The NGK advantage
l Japanese technology – perceived to be the best
quality in eyes of Indian customers
l World leader status – internal estimates re-
flect a global market share of over 40% for
NGK in spark plugs
l OEM fitment status – major OEMs globally and
in India use NGK Spark plugs
l Excellent functionality – each product has
unique quality of its own
Mr. Sudipto Sanyal, Senior General Manager, Marketing & Sales
Exclusive Feature
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2. distributor which includes
a strong sales policy, attrac-
tive margins, uniform pricing
policy and overall discipline in
the way the product is distrib-
uted down the line.
This type of channel sales
approach was very new to
the aftermarket and gradu-
ally many started signing up
with NGK, resulting in more
than 100 distributors all over
India. NGK India started its
aftermarket business for two
wheelers in 2007 and for four
wheelers in 2008. It started
exports to neighboring coun-
tries like Nepal from 2008.
The company commissioned
its manufacturing plant at
Bawal, Haryana, in 2008 to
serve the Indian OEMs and its
aftermarket customers. Today
NGK India is well known for its
strong sales policies, disci-
plined network and innovative
way of creating and managing over 100 distributors, 300 sub-distributors, reaching around 8,000
retailers across the country.
Says Mr. Sanyal: “No one in the replacement market ever imagined that we could break the
age-old traditional way of selling spark plugs and become successful with a new approach. Our
determination, constant focus and our distributors’ belief on our product have been instrumental
in our success over the years.”
Versatile product range
NGK India entered the market in 2006 with a wide range of spark plugs from its global product
range. Apart from the normal conventional nickel spark plugs, the firm also launched its high per-
formance G-Power and Iridium range of spark plugs which are best for car and bike users around
the world.
He explains: “We wanted Indian customers to experience new generation, high performance
products and so brought in our Good-Better-Best product strategy which was quite unique for
the Indian market. Our customers had the option of choosing from three types of spark plugs
with the Nickel type of plugs being ‘Good’, Platinum (also called G-Power) being ‘Better’ and the
world’s best type Iridium tagged as ‘Best’. We are proud of our Iridium range as it is used by many
racing cars and bikes globally”.
NGK also launched its new series of products called Hi-Ignitability spark plugs for next genera-
tion engines developed by various OEMs. Its products K-Plug for Maruti K-series engines, MR-
type plug for Honda Activa HET scooters and Iridium plugs for Honda cars are well appreciated
and have created a technological revolution in the domestic market.
Aggressive growth plans
From a zero base in 2006 until today, over the last 10 years, NGK India has evolved into an
over-Rs. 200 crore company, having a wide network of distributors and retailers covering all the
major regions in India and also supplying to major OEMs in the country. Today the company has
over 200 employees in its Indian operations and has managed to garner around 20 to 22 per cent
share in the aftermarket segment.
NGK India has an aggressive target of capturing an aftermarket share of over 40 per cent by
2020 and in line with its goal, the company is ramping up its distribution base and is looking to
introduce more OEM- and technology-driven products in the market. NGK has created a new
CRM software through which its sales team is connected to the Head Office for real time commu-
nication to be able to deliver better service support to customers. NGK has also launched various
digital marketing initiatives to enhance its brand image among the new generation bike and car
owners.
With environmental norms becoming more stringent and BS VI regulation likely to be imple-
mented by 2020, coupled with the introduction of GST, there seems to be a huge opportunity for
companies like NGK which have intrinsic technological strength and strong sales policies to go for
rapid business growth in India. w
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