Guru Ram Das Body Builders has significantly evolved to enhance the customer value proposition. It has adeptly adjusted to the changing commercial vehicle market, writes Ashish Bhatia.
Guru Ram Das Body Builders Pvt. Ltd., founded in 1982, has evolved in every aspect. It is driving India’s commercial vehicle market transition as a key stakeholder. The design innovations, expanded product range, and customised services on one end of the spectrum and integrated technology, enhanced quality assurance, spruced up customer service and support on the other end of the spectrum are a testimony to the company adapting to market trends seamlessly as per Mayank Kukreja, CEO at Guru Ram Das Body Builders Pvt. Ltd.
The sum of all parts is the whole
Initially focused on standard bus designs, GRD has consistently incorporated innovative features based on technological advances and customer feedback. This includes ergonomic designs, improved safety features, and environmentally friendly materials as a testimony of design innovation. The company has expanded its product range. From basic models, GRD has expanded to include a variety of buses and commercial vehicles tailored for different sectors such as tourism, education, and public transportation, offering both luxury and budget options.
Despite the mammoth scale of operations, the company can cater to custom requirements. Understanding that different markets and clients have unique needs, GRD has increasingly offered customisation options. This allows clients to specify everything from seating layouts to advanced entertainment systems. At the heart of this unison is technology integration. With the rise of digital technology, GRD has integrated modern technologies into its vehicles, such as GPS tracking, digital controls, and hybrid engines, making them more efficient and easier to maintain.
Quality assurance is a top priority at GRD. Over the years, GRD has invested in quality assurance processes to ensure that each vehicle meets high standards of durability and performance. This includes adopting international manufacturing standards and rigorous testing protocols. The company has enhanced the life cycle value proposition where it hand-holds customers through a robust customer aftersales experience. GRD has greatly expanded its customer service operations to provide comprehensive support from initial design consultation to after-sales services, including maintenance and parts replacement.
Adaptation to Market Trends
Always keeping an eye on market trends, GRD has evolved its business strategies to stay competitive, such as adopting lean manufacturing processes and exploring emerging markets at par with an OEM. The line between a bodybuilder and an Original Equipment Manufacturer (OEM) in the commercial vehicle industry has indeed become increasingly thin over the years. This convergence can be attributed to several factors like Integration of services, regulatory compliance, customisation and flexibility, market expansion, and strategic mergers and acquisitions.
Traditionally, bodybuilders would receive chassis from OEMs and then build the vehicle bodies according to specific requirements. Nowadays, many bodybuilders, like GRD, have started offering more integrated services, often working closely with OEMs to ensure that the body and chassis are optimised for each other from the beginning of the design process. Necessitated by increased regulatory demands for safety, emissions, and efficiency, bodybuilding today requires closer coordination between bodybuilders and OEMs. Compliance has necessitated a deeper partnership to ensure that the final products meet stringent standards, pushing bodybuilders to align their processes and standards more closely with those of OEMs.
The pressures of greater customisation and flexibility are true! GRD has adopted some of the roles traditionally held by OEMs, such as direct dealings with end users, managing extensive custom requests, and even conducting research and development to create bespoke solutions. This has paved the way for further market expansion that the company has been able to leverage to its advantage. Both bodybuilders and OEMs are expanding their market reach by offering a broader range of products and services. This includes entering new geographical markets and sectors, necessitating a more OEM-like approach from bodybuilders in terms of scale and service offerings.
The expansion is made possible by strategic mergers, partnerships and acquisitions. There are increasing instances of strategic partnerships and even mergers between bodybuilders and OEMs, aimed at leveraging synergies in manufacturing, technology, and global distribution.
Go-to-market strategy
GRD has recently commercialised several innovative buses and special application vehicles, focusing on delivering tailored solutions for a variety of needs. The company has made significant strides to meet the demand for electric city buses. These buses are designed for urban transport and feature advanced battery technology, regenerative braking, and low operational costs, promoting sustainable transportation. In a testimony of its diversity, the company has built luxury coaches, equipped with premium amenities such as reclining leather seats, onboard entertainment systems, Wi-Fi connectivity, and panoramic windows, catering to the tourism sector with enhanced passenger experiences. For mass segments like schools and colleges, the vehicles are built with the safety of students in mind, featuring GPS tracking, emergency communication systems, and adherence to the latest safety norms. In the mini and microbuses segment, ideal for navigating narrow and congested urban areas, GRD buses are agile, fuel-efficient, and perfect for last-mile connectivity and small-group transport.
The GRD caravans are customised for comfort and mobility, offering features such as integrated kitchens, sleeping areas, and energy-efficient systems, suitable for leisure travel and long trips. In niche vehicles, specifically designed for political and promotional tours, the vehicles are equipped with audio-visual broadcasting capabilities, stages for public speaking, and branding spaces to engage audiences during campaigns.
Tailored for the entertainment industry, the GRD vanity vans provide luxurious accommodations with amenities such as makeup stations, lounge areas, and private dressing rooms, ensuring comfort and privacy for performers on location.
Technology and process advancements
The recent commercialisation of specialised vehicles like electric city buses, luxury tourist coaches, and customised application vehicles such as caravans and campaign vehicles at GRD highlights significant technological and process advancements. For example, the integration of complex vehicle systems, especially in electric buses and luxury coaches, showcases its adoption of advanced manufacturing techniques. The development of electric city buses reflects a significant technological shift towards sustainability. The ability to produce highly customised vehicles like campaign vehicles, caravans, and vanity vans demonstrates enhanced capabilities in flexible manufacturing processes. “This flexibility is a result of both technological enhancements in our design and production systems and a more skilled workforce adept at handling diverse customer requirements,” averred Kukreja.
GRD has enhanced design and engineering capabilities. This is demonstrated by the luxury tourist coaches and other specialised vehicles showcasing advanced design and engineering capabilities, incorporating user-centred designs, comfort features, and safety technologies. This involves sophisticated software for design and simulation, allowing GRD to prototype and test features virtually before actual production.
Value chain optimisation
With the increased complexity of vehicles, there has been a corresponding evolution in quality assurance processes at GRD. The implementation of stringent testing protocols and quality control measures at every stage of the manufacturing process ensures high standards are maintained, reducing defects and increasing vehicle reliability. To keep pace with technological advancements, GRD has significantly invested in training and development. “Our workforce is regularly updated with the latest technological skills and best practices in vehicle manufacturing, which is crucial for implementing these complex and varied vehicle builds,” explained Kukreja.
Tapping the green transition
As the industry shifts towards greener technologies, GRD is pro-actively adapting its bodybuilding processes to align with the increasing adoption of Electric Vehicles (EVs) and alternative fuel-powered commercial vehicles. The company has invested in EV-specific Infrastructure. “Recognising the specific needs of EVs, we have invested in developing infrastructure that supports the assembly and customisation of EVs. This includes specialised tools and machinery for handling high-voltage components, battery systems, and electric drivetrains,” mentioned Kukreja.
The company has allocated resources to training and skill development. It is continuously updating the workforce’s skills to handle new technologies. This involves specialised training sessions focused on EV technology, safety protocols for handling electric components, and maintenance practices unique to electric and alternative fuel vehicles. A significant portion of GRD’s resources is dedicated to R&D in green technologies. This involves collaboration with technology providers, participation in green initiatives, and experimentation with new materials and technologies that reduce the environmental impact of our vehicles. The company is increasingly using sustainable and recyclable materials in vehicle construction. This includes lighter, more energy-efficient materials that improve vehicle performance and decrease overall carbon emissions.
The company is partnering with leading technology firms to integrate advanced systems into its vehicles. The vehicle designs are becoming more modular, allowing for easy adaptation as technologies evolve. This flexibility ensures that vehicles can be upgraded with newer technologies, extending their service life and reducing waste. All GRD processes and vehicles comply with the latest environmental standards and practices. This proactive compliance helps the company mitigate risks and capitalise on incentives for green manufacturing practices. Like the industry peers, the company is cognisant of the evolving guidelines while customising vehicles for EVs and gas-based powertrains that pose several challenges. These challenges primarily revolve around regulatory compliance, technological integration, and maintaining flexibility in customisation. Add to it, regulations may vary significantly from one region to another, requiring a flexible approach to vehicle design and manufacturing to meet different standards.
Customising vehicles that use advanced powertrains involves integrating a variety of new technologies, which can be technically challenging. For EVs, this includes the integration of battery management systems, electric drivetrains, and charging systems. For gas-based vehicles, involves safely incorporating fuel storage and delivery systems that meet high safety standards. GRD has struck the right balance between standardisation and customisation. It is courtesy of innovative design and engineering approaches to ensure that customisations do not compromise the vehicle’s performance or compliance with environmental regulations.
Manufacturing footprint
The new plant in Sonipat is a significant expansion for GRD. Designed to enhance capabilities for both domestic and international business opportunities, the facility is strategically positioned to augment operations. This is by increased production capacity, allowing GRD to handle larger orders and reduce lead times. “This scalability is essential for meeting the growing demand for commercial vehicles, both in domestic markets and overseas,” emphasised Kukreja. “Equipped with state-of-the-art manufacturing technologies, the Sonipat plant enables us to enhance the quality and efficiency of our vehicle production. This includes automation technologies that streamline our manufacturing processes, reduce waste, and ensure consistent product quality,” he concluded. The location near key transport links has the Sonipat plant paving the way for efficient distribution and logistics, both within India and for export purposes. The environmentally compliant plant’s proximity to major highways and ports facilitates easier, faster, and cost-effective transportation of GRD vehicles to various markets. This is a deal sweetener! With the capacity augmentation at the new Sonipat plant, GRD can now produce between 7,000 and 8,000 vehicles annually. This substantial increase in production capacity positions it well to meet the growing demand. Keep an eye out for what’s on the horizon for GRD – exciting updates are just around the corner!
