The client wanted to expand into India but faced barriers. They contracted with BWIR to complete due diligence and redesign their product for the Indian market. BWIR's work reduced the project time by 50% and costs by 22%, allowing the client to enter India quickly and capture 20% market share within two years through BWIR's local expertise and resources.

1. Outsourced Product Design (OPD)
Customer enlightenment through effective outsourcing of
product design to enter India Market – A Key Case Study
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2. The client is ready to expand into the APAC region. However, there are many
barriers to entry and in order to overcome them they will need to enter the
market as quickly as possible. ABOUT THE CLIENT
In today’s competitive scenario, a product must speak for itself – the quality Headquartered in Europe,
of the product will make the difference to the consumer. the client is one of the
leading manufacturers and
The client has determined that entering the Indian market will be a profitable suppliers of industrial
and rewarding business venture and an important component of their future equipment & machines for
business growth. the following industries:
Food and beverage
The client is dedicated to providing the best quality products, tailored to suit
Pharmaceutical
the target market needs. The expectation of this project is to capture 20%
Waste water &
market share in the next two years.
chemical industries
Prior to entering the Indian (APAC) market, the customer will need to
The client has a 65% market
complete the following due diligence:
presence in Europe with a
well –established customer
Benchmark study of the competition – product specifications, cost
base.
and performance
Research and analysis of product requirements for the target market The client is now expanding
their product range and
market presence across the
APAC region.
By entering emerging
markets, like India, and
providing products
designed for specific target
markets, the client has
plans to capture 20% of the
market share in the next
two years.
Without any current presence or infrastructure in India, the client will suffer a
high cost, and an extreme amount of effort and time to gather this
information and be able to design and introduce the product to the market.
However, any lack in competency or any delay will hamper the customer’s project launch which will
cause the entire exercise to fail! To mitigate the risk of failure, the customer decided to contract with a
trusted vendor.
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3. Being a pioneer in outsourcing, with a distributed global network of talent, resources and an
infrastructure in India, BWIR was the best choice to support the client’s needs.
As illustrated in the following Figure A:
When introducing a new product to a current market, a company only has to investigate market
penetration opportunities. But when entering a new market a company is forced to develop their
business in the new market and diversify in addition to all market penetration activities. This will lead to
a higher cost and longer timeline.
Figure A
BWIR specializes in product design engineering and has a proven track record of creating a competitive
edge for its clients.
BWIR came on-board as an outsourced vendor to complete the benchmark study of the competition and
target customer base analysis. In addition, BWIR redesigned the product to suit the target market, APAC
– Indian target customer requirements.
Hence, BWIR became a valuable, trusted outsourced vendor for the customer. Since the relationship did
not evolve into a joint venture, the customer continues to hold all of the patent and intellectual rights
with regards to the business.
On behalf of the customer, BWIR completed the Benchmark study of the competition and target
customer base analysis. BWIR also redesigned the product for the customer, based on the target
market findings with its in-depth technical expertise and experience in the field.
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4. The customer realized the following benefits by trusting BWIR to be its outsourced vendor:
The necessary infrastructure, network requirements, ecosystem, and business environment
were created to seamlessly step into the Indian market
50% reduction in project delivery time as illustrated in Figure C: Overall Project Schedule
22% reduction in project cost as illustrated in Figure D: Project Cost Difference
Customer continues to hold all of the patent and intellectual product rights
Figure C
Project Cost Difference (in $K USD)
Benchmark Study/Research Development Cost Total Time
With a partner $56 $650 $706
Without a partner $60 $850 $910
Figure D
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5. Our
BWIR's vision is to be a full-service provider to mid-market manufacturing companies. While some of
BWIR's service offerings require in-depth domain expertise, others are technology-related services that
span multiple domains.
Within manufacturing, due to the Barry-Wehmiller legacy, BWIR is equally comfortable with both
discrete manufacturing (Barry-Wehmiller divisions like MarquipWardUnited and HayssenSandiacre) and
process manufacturing (Barry-Wehmiller customers in the food, beverage and pharmaceutical industry).
Within discrete manufacturing, BWIR's core strength is in the Industrial Machinery and Equipment (IME)
space. These include:
Special purpose machines
Metal forming and cutting equipment
Paper converting machines
Packaging technologies
Rotating equipment including pumps and valves,
compressors, fans and blowers
Additionally, BWIR has core competence in:
Oil and gas
Pharmaceuticals
Food and beverage
Consumer goods
BWIR offers manufacturers a full suite of engineering and information technology services, bridging
these two core areas with product lifecycle management solutions. Working side-by-side with clients,
our consultants act as practitioners, rather than theorists, and are able to tap the vast knowledge
contained within our parent company, Barry-Wehmiller Companies, Inc.
In engineering services, BWIR helps manufacturers to maximize their output in areas such as product
design, industrial automation, sustaining engineering and value engineering. BWIR also assists
manufacturers in identifying effective strategies for integrating their engineering functions with the rest
of the company.
In IT consulting, BWIR makes technology serve our clients, rather than the other way around. We help
untangle overlapping and repetitive applications, streamline processes, and make sure our clients are
using enterprise software as efficiently as possible to speed the development and delivery of new
products.
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6. -
BWIR is a global provider of engineering and enterprise solutions to the midmarket manufacturing
domain. As part of the consulting platform of a US-based global manufacturing and technology services
leader, BWIR has embraced Barry-Wehmiller’s people-centric leadership culture and values. BWIR has
been recognized as a pioneer in outsourcing with a distributed global network of talent and resources.
BWIR enables its clients to achieve a competitive edge in the marketplace by striving for execution
excellence in every aspect of what is delivered. Fundamental to our model is the building of proactive
and insightful relationships that foster lasting partnerships.
Key differentiators:
Driven by our unique people-centric culture and values
Pioneers in outsourcing with a distributed global network of talent and resources
Consulting platform of a U.S.- based global manufacturing and technology services leader
Specializing in engineering and enterprise solutions for manufacturers
Execution excellence through a proven commitment to process improvement
Focused on proactive and insightful relationships that foster lasting partnerships
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7. United States Europe India
Headquarters: UK Office: Mumbai Office:
Barry-Wehmiller International Barry-Wehmiller International Barry-Wehmiller International
Resources Resources Resources
8020 Forsyth Blvd. 101 Lilac Grove Kailash Tower, A Wing
St. Louis, MO 63105 Nottingham, UK NG9 1PF 204 / 205, 2nd Floor
USA UK N.S. Phadke Marg, Andheri East,
Phone: +1 (314) 862-8000 Phone: +44 (0) 780 719 5772 Mumbai – 400 093
Fax: +1 (314) 862-4154 Fax: +44 (0) 115 967 8707 Phone: +91-22-26821871/2/3573
Fax: +91-22-268 217 79
Fax: +91-11-460 416 31
Email Contacts: Email Contact: Email Contact:
Jim Webb Vivek Maladkar Adwait Rajwade
jim.webb@bwir.com vivek.maladkar@bwir.com adwait.rajwade@bwir.com
Christopher Hric
christopher.hric@bwir.com
Raguraman Thulasiraman
ragu@bwir.com
Chennai Office:
Barry-Wehmiller International
Resources
MPL Silicon Towers, 23-1/B3
Velachery Tambaram Main Road
Pallikaranai
Chennai – 600 100
India
Phone: +91-44-43 909 100
www.bwir.com
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