New Delhi: With India progressing into economic growth and witnessing an expansion of market potential, foreign companies seem to be vying for a chunk of the Indian market pie.

Clearly reflecting this phenomenon were the stalls of various countries at the recently concluded Auto Expo '08, offering a range of automotive products and accessories as the billion-plus nation has clearly become the most attractive destination for established brands in every domain and their timing could not have been more opportune.

Eyeing Asia's third largest automobile market, as many as 25 countries, including Canada, China, France, Germany, Italy, Japan, Malaysia, Spain, Taiwan, the UK and the US, showcased their products and abilities in technology at the 9th Auto Expo 2008 at Pragati Maidan in New Delhi, and targeting business deals from the growing Indian auto market.
 
Among the foreign exhibitors, for the first time, a delegation of 10 Malaysian companies is exhibiting their technology and products at the auto show. "Business deals, networking, and building relations through joint ventures are our expectations and objective in Auto Expo 2008," said Mohd Feisal Ezuan Abdul Aziz, assistant manager, product and services development division, Malaysia External Trade Development Corporation.

Pointing out that the Indian market was huge and it's potential wee-recognised all over the world, new entrants wanted to avail the opportunities it offered. Aziz stated, "We hope to explore the Indian market with our technology."

Avana Technologies (M) SDN BHD, Filton Industries SDN BHD, Hardex Corporation SDN BHD, Kumpulan Jebco (M) SDN BHD, NJ Manufacturing Industries SDN BHD, Proreka (M) SDN BHD, and BT Automotive Systems SDN BHD are participating in the Indian auto show and gathering feedback for their future business ventures.
 
On the other hand, Canada, which is taking part for the first time at Delhi's Auto Expo, is targeting the billion-plus nation market with hybrid technology and fuel cells. "We want to capture the emerging automobile sector in India with our innovative products for OEM's and car manufacturers. We are also offering services like new software development for B2B sector here", said Gurbans Sobri, trade commissioner, consulate general of Canada.

Of the 14 companies on display here, Canada's flagship company, Magna, a leading global automotive supplier had an impressive presence next to the pavilion. Gauging the booming market, it had scaled-up its stall space from 18 square metres in last Auto Expo to 180 square metres this year.

"Although it is our first time at the Auto Expo and we have already received almost 150 business enquiries including substantial talks with companies like Bosch and TATA Motors. We love the space given to us and will definitely come back," said Kal Chakraborty, president and CEO, CSQR.
 
An exhibition of varied product captured one's attention upon entering the US pavilion. First time launches amazed the public with their unique offerings, as they strove to assess the feasibility and correct time for entering the market. SLIME was one such company that evaluated capturing the market with its fresh, value added and innovative Tire Repair & Maintenance Accessories. The Tire Sealant offered fixed punctures without having to jack up the car or remove the wheel. The sealant can either be squeezed into the tire trough the valve system or just installed in and compressor plugged in to go. The smart product is not only easy to use and effective but also environmentally safe, non toxic and water soluble.

Another interesting feature of the pavilion was a range of car fresheners from Little Trees. "This dry perfume has an edge over many Bulgarian wet perfumes as its fragrance remains intact till the packaging is opened. It does get lost in distribution as most other perfumes", says Satbir of Little Trees.

Also among the US stalls was KBC Helmets. "We have been in this business from the past 17 years. Quality is what we are looking to share with the Indian market", says Jason Hong, director of Business Development, Asia Pacific region. The helmets that KBC manufacturers are SNELL approved – a standard in the US. The focus of the company is to make bike riders safe on the Indian roads.

V-KOOL, another company displaying its products, provides the only clear film for the front window screen that gives the user 74 per cent visibility, is RTO certified, and shatter resistant. It is the original equipment manufacturer for 16 European luxury cars like Mercedes, BMW, Audi etc.

The growing interest of foreign players in the Indian market indicates opportunities and challenges amass. However, the auto industry is clearly celebrating its arrival on the global scene, which appears promising enough for this and more.
 
Japanese companies like Mitsubishi Chemical Functional Products, Inc, Kokoku Intech Co., Ltd, Sankei Industry Co., Ltd., Japan, Castec Inc., Benda Group, Cosmo Instruments Co Ltd. are are also stealing the show with their innovative product line.

"We have plans for India as Indian automobile Industry is booming these days", said Ryuichiro Sugimoto, manager, Advanced Plastics compounds Singapore Pte Ltd, a subsidiary of Mitsubishi Chemical Functional Products. All these companies have biggest automobile companies as they have customers like Toyota, Maruti, Suzuki, Nissan, BMW, Kawasaki etc.

Most of these Japanese companies manufacture raw material or automobile parts for big automobile companies. Among the foreign countries participating, Italy is one country being enthusiastically backed by its government in its networking efforts. A look at the Italian pavilion draws attention to the Italian Trade Commission, a government agency promoting, facilitating and developing trade between Italy and the rest of the world.
 
The ICE helps Italian companies to grow in foreign markets and promotes inward-outward investment. Italian companies are participating to build their presence in this market. Automotive sector beckons a great opportunity in enhancing the mutual trade between India and Germany and this was made evident by the presence of over 70 German companies in German Pavilion at the 9th Auto Expo. Participating for the second time at the Auto Expo, the ninth edition in the row, the managing director of German Association of Automotive Industry (VDA), Achim Rauber expressed how impressed they are by the incredible economic dynamism in India and showed their optimism in opportunities awaiting both the countries in the automotive sector. For instance India exported cars worth 25 million euros in the first three quarters of the year 2007 alone and the supply industry in India had increased its exports to Germany by 20per cent in the first nine months of the year 2007, taking them upto €140 million.
 
Also the number of German brand cars exported to India in 2007 doubled compared with the year before and with a sales worth of €154 million, German suppliers were able to increase their exports to India by more than half in the first nine months of 2007 compared with the same period a year before. The fact that the automobile is no longer just a conveyance for people but opportunities as well is made evident by the presence of over 16 French companies in the French pavilion at the 9th Auto Expo. Participating for the first time at the Auto Expo, Bernard Niel, representative of Alsace Internationale, facilitators and consultants, have already got from the various business visitors. "Earlier we just used to visit the Auto Expo but seeing the barrage of general public we decided to put our stall this year.
 
The response has been terrific. "For instance, the joint venture between Mahindra and Mahindra and Renault has been exceptionally encouraging for various other French companies which already felt that India has a great potential for trade and an incredible economic dynamism. Another one of the participating companies was Faurecia, the world no1 in cockpits, instrument panels, centre consoles, engine cooling systems, front end modules and carriers having 3.5 billion euros in total sales and a business spread to over 15 countries. Apart from these, there were in all fourteen other companies who were very optimistic regarding the opportunities waiting for both countries in the sector.

The Auto Expo 2008, one of the biggest platforms of the Asian auto markets, witnessed over 2,000 participants against 1,200 exhibitors in the 8th Auto Expo in 2006.