Cummins India - Consumer Driven Modularization Strategy

The basic design of the regular genset model was kept intact by CIL. Modularization involved adding a few additional or customized features to cater to the unique needs of specific customer segments.

Basic genset design was customized to broaden its use and appeal to the particular customer. In developing this value proposition, a different approach was required. The engineers had to start not with a product but with the desired benefits a customer required.

Since India's energy needs were growing faster than its production capacity, power problems seemed to be here to stay in the country. The recurring power shortages, with an average and peak power deficit of 7 per cent and 14 per cent respectively, coupled with low quality power supplied by the SEBs in almost all the states meant that alternative power sources would inevitably be needed. Diesel-based gensets turned out to be the most popular choice for both industrial as well as domestic users as they were faster and easier to install and also economical to operate...