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 When was Thermadyne established? What was the intention behind the setting up of this company?
Thermadyne was founded in 1987 by James N Mills when his company, Mills and Partners, acquired the Pacific Lumber Co (Palco Industries). Some of the core units of Thermadyne, including Victor Equipment Co, Stoody Co, Tweco Products and Thermal Dynamics, date as far back as 1913. Each unit offers a different component to the welding industry and contributes a significant portion of the holding company's overall revenues. Thermadyne is thus a holding company with several brands.
How big is Thermadyne in terms of sales turnover? Which are the markets the company operates in?
Thermadyne had a sales turnover of US$ 600 million in the year 2008. Thermadyne's main market is the US, which amounts to 50 per cent of total sales. The rest is divided between various global markets of Europe, Asia Pacific, etc. Asia Pacific amounts to an estimated 20 per cent of the 50 per cent sales. We have manufacturing centres in the USA, China, Mexico and Malaysia. We have two manufacturing facilities in Malaysia.
What is the core competency of the company?
Cutting and welding technology is the core competency of our company. Our product portfolio includes consumables, plasma cutting machines, gas cutting systems, etc. Our strength is in cutting technology, and we are probably the largest is gas cutting. We have two brands – Cigweld in Australia and Victor in the United States of America with sales exceeding US$ 250 million a year globally.
How versatile are the company's plasma cutting systems?
We are a leading brand in plasma cutting. We are making a comeback in this domain with the launch of new products like Autocut.
Which are the market segments in India that the company is targeting?
In India, we are a new player. Globally we are well known. Our plasma cutting systems are easy to use, customer friendly. We offer water mist secondary system that is believed to be unique. It results in cost effective operation. The markets that we are targeting are automotive, steel, power generation, cement and oil and gas. We hope to aggressively pursue the oil and gas market.
 What are the advantages offered by Thermadyne products over the competition?
Being a cutting and welding company, we offer an exhaustive and full line of products. We are therefore a full line supplier – one stop solution provider.
How price competitive are Thermadyne products and systems, especially given the fierce competition it could face from local and regional manufacturers of similar products?
Our product strategy includes a premium line and a second tier line. This was done in keeping with the view of competition from markets like China. The product range manufactured at our China facility is a good quality product line, which is also competitively priced. Our China manufacturing base helps us offer cost competitive products. We export products from China to other markets including US. Electrodes are mainly made in Malaysia. In fact, 50% of the products made at our Malaysia works are exported to Australia under the Cigweld brand. Another factory in Malaysia manufactures MIG welding machines and inverter power supply systems. Products made here are shipped to our global markets including the US.
What are the marketing initiatives the company has taken to create brand awareness in India?
We have taken interest in India. We are fairly new here, and are undertaking various marketing initiatives.
What is the service back-up the company is providing to Indian consumers?
Coatec India, our Indian representative, is geared to cater to the Indian market. Our aim is to exceed customer satisfaction and applies to the Indian market as well.
Does the company have plans for local manufacture or assembly of its products and systems?
We are evaluating the option of local assembly and production. As of now, it is too early to say anything.
Which products manufactured by you are consumed by the auto industry?
MIG welding machines are used by the automotive industry. The auto industry also uses plasma welding machines. Jaguar uses plasma welding for doors.
(Coatec India, Mohali, Punjab. Tel: 0172-5063438. Fax: 91-172-5063439. Email: info@coatecindia.com, coatecindia@gmail. com)
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