Competition in Mexico's mold market is "fierce," according to Eric Brenn, Vasantha Tool Crafts Pvt. Ltd.'s first sales representative in the country.
He also covers Central America for Vasantha, which was founded in Hyderabad in India's west central state of Andhra Pradesh in 1989. The company claims to have designed and manufactured more than 1,500 precision molds.
In an interview, Brenn tells Plastics News how Vasantha's sales in Mexico have progressed since he joined the company in 2014.
Q: Vasantha appointed you as its first sales representative in Mexico in 2014. How many new contracts have you signed for the company since then?
Brenn: We have grown our customer base considerably in 2015, 2016 and 2017. When I started in late 2014 we had sold 13 molds in Mexico. Today we have 40.
Q: How well has Vasantha been received in Mexico?
Brenn: Very well. Customers are eager to have an offer of high performance molds and services at lower prices and lead times than European and North American suppliers, maintaining high levels of quality and service.
Q: How many clients does Vasantha have in Mexico and Central America?
Brenn: This information is confidential.
Q: What percentage of the Vasantha molds sold in Mexico are for the packaging industry, your main target?
Brenn: 95 percent.
Q: What other industries in Mexico have bought Vasantha technology in Mexico and Central America? (In 2014 you mentioned that you would also be targeting the medical market and some automotive)?
Brenn: Medical is our next target market after packaging. We have started entering the medical market and we will penetrate this market further.
Q: What is the largest number of cavities in a mold that you have sold for Vasantha in Mexico?
Brenn: It's a very interesting program of three stack molds. The largest is 24+24 cavities, for Grupo Herdez – McCormick de México.
Q: How happy are you with Vasantha's success rate so far?
Brenn: We are happy with the success rate, and we'll do better.
Q: By what percentage has Vasantha's business grown in Mexico since 2014?
Brenn: By an average of 70 percent yearly during 2015, 2016 and 2017.
Q: Which industrial sectors in Mexico and Central America offer Vasantha the greatest potential for growth?
Brenn: The packaging and medical markets.
Q: How long does it take Vasantha to deliver the molds that you have sold?
Brenn: From 12-16 weeks for production molds. For complete programs it depends on the scope of the project.
Q: How does this compare with the delivery times of your competitors?
Brenn: We're more competitive vs. Europe and North America.
Q: How competitive are you finding the mold market in Mexico at this moment?
Q: Are you worried about how the NAFTA negotiations will end?
Q: If NAFTA no longer existed, would this affect Vasantha's business in Mexico and Central America?
Brenn: The consequences of not having NAFTA are unknown. There are so many variables. We will continue to step firmly into our target markets with or without NAFTA.
Q: Why do you think customers in Mexico and Central America should buy Vasantha molds?
Brenn: Vasantha is a global supplier with high technology and design capabilities. Our value offer is high performance molds and services at lower price and lead times than our European and North American competitors, maintaining the high quality and service required by our customers.