OFFERING THE RIGHT SOLUTIONS

A leading name in the field of metalworking fluids, Blaser Swisslube has had an exciting journey of over 20 years in India. The company owes its success to its customers who are spread across various segments, company sizes, and geographical locations in the country, and leverages this medium to thank them for helping it strengthen and expand its Liquid Tool approach.

A 100 percent-owned subsidiary of Swiss-based Blaser Swisslube AG and replicating the same set of ethics, Blaser India has customer satisfaction as its top priority. “‘Serving before deserving’ was a key principle of Willy Blaser, Founder of the company, which is still valid even after 85 years of the company’s establishment; we live it here in India too,” shares Punit Gupta, Managing Director, Blaser Swisslube Solutions Pvt Ltd.

“The comprehensive research and development efforts of Blaser Swisslube, along with its know-how and expertise, are our strong backbone in India, which will help us grow even further in the future,” he adds.

Industries have been transforming by adopting technologies and hiring skilled employees and those with leadership qualities. Gupta is happy to see Blaser’s contribution in the process, which has helped to drive the perception change among industry leaders who now look at the metalworking fluid as a ‘smart investment with big results’ instead of a ‘necessary evil.’ “The right fluid can have a positive effect on crucial performance indicators such as tool life, cycle-time, workpiece quality, and the machinist’s satisfaction,” he adds.

Wide range of solutions

Founded in 1936, the independent and family-owned Swiss company has grown from a small business into a technologically leading global player, having its presence in 60 countries worldwide. The company’s business in India has been a success, shares Gupta. “Our solution-driven approach has been gaining wider acceptance, which has helped us build long-lasting customer relationships here,” he adds.

Sharing the company’s comprehensive range of metalworking fluids that cater to myriad industries, he says that Blaser’s goal is to offer coolant solutions for a wide range of materials and applications, “We are happy to offer water-miscible, neat oils as well as MQL (Minimal Quantity Lubrication) products and expertise to the Indian market. Our coolant products are built on different technologies like mineral oil-based, ester-based, or synthetic. Excellent human and environmental compatibility is highly important to us.”

Blaser Swisslube Solutions follows GHS European standards. Its coolants are free of critical substances like boric acid. “There is also our unique Blasocut Bio-Concept. Water-miscible Blasocut emulsions stay biologically stable inherently without any need for bactericides. This is a concept that the company introduced 40 years ago,” informs Gupta.

The company’s neat oil solutions also offer high success in gear cutting, gear grinding, broaching, tool grinding, gun drilling applications, and more. “Many industry areas have a potential to increase up to 20-40 percent in tool life and/or 8-15 percent in productivity as per various project records. We always analyze the process in the beginning and then make a proposal to the customer of what he can improve in the long run,” he adds.

Technology Center of Blaser Swisslube in Switzerland

Helping customers win

Throwing light on the company’s name change from Blaser Swisslube India to Blaser Swisslube Solutions, Gupta says that it was done with the sole intention to improve productivity, economic efficiency, and process stability for its customers. “The Liquid Tool Solution is our value proposition to our customers. All of us at Blaser India have a strong belief and we are convinced that it is the right way to move ahead together with our customers. Belief becomes stronger when we see more customers benefiting from it, and although we have added only a word, it makes a big difference to us,” he shares.

He adds, “With our holistic approach and know-how, we can therefore offer solutions that help customers fully capitalize on the potential of their machines and tools, and turn their metalworking fluid into a key success factor – a Liquid Tool. We are continuously investing in strengthening the team, our know-how, and capabilities in India and globally. The recent investment in CCC – Country Competence Center – in India is an example of our future-oriented journey. Our team, together with our partners, are excited about the journey ahead and we are looking forward to more collaborative work with our customers, that can help them win.”

Blaser Swisslube Solutions has been growing admirably for the last 20 years. Sustainable development of business with long-term customers, partners, and employees has been a key aspect of its growth. “The Indian market has been evolving from a traditional buying process to just price per unit to a more progressive approach of the total cost of ownership. This is an opportunity and challenge at the same time. However, we are happy that customers are following a partnership approach rather than a supplier approach,” notes Gupta.

L-R: Punit Gupta, Managing Director, Blaser Swisslube Solutions Pvt Ltd and Gaurav Mittal, Sales Director, North and East India, analyzing customer parameters.

Riding over challenges

The pandemic has brought new learning and accelerated the changes in our surroundings and behaviors. People have started prioritizing their needs for investments in higher productivity, systems, and better care for humans and the environment. “Our Liquid Tool Solution approach fits in well here and we are confident that we can steer the next phase of growth with customers together. During the lockdown phases, we were able to serve and support our customers with the necessary information on coolant handling and care during longer production stops,” shares Gupta.

The team has been constantly in touch digitally with all its customers, taking care of their requirements. This has resulted in further strengthening of mutual trust and the company’s relationship with its customers. “We are able to play a vital role as a reliable partner during this difficult time,” he sums up.

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