Company: GREENSPAN TECHNOLOGY
GREENSPAN TECHNOLOGY ASSISTS WATER SUPPLY
Queensland based Greenspan is a world leader in the manufacture of scientific and electronic instrumentation for water and waste water management. In India Greenspan supplies its products to World Bank projects, through the Central Groundwater Board and to the states of Tamil Nadu, Maharashtra and Gujarat. For the past two years India has been Greenspan’s largest export market with exports of over A$2.5 million.
In 1997, Greenspan first entered the Indian market using a distributor. However, they selected an agent who not only acted for Greenspan but also represented their major competitor. As a result, Greenspan decided an ‘on the ground presence’ was required and opened an Indian office in 1998. Greenspan feels its experience illustrates that Australian companies should be careful in selecting and regularly monitoring agents. According to Greenspan, much of its success was due to its permanent presence in India, as this confirmed its commitment to the Indian market. Careful selection of well qualified and enthusiastic staff properly able to promote the company’s product also ensured Greenspan’s success.
Greenspan made considerable effort to develop personal relationships with Indian clients. The company’s technical arm travelled to India and gave seminars to key government officials on the advantages of their products. Greenspan also advised government departments on the requirements of future contracts and coordinated visits of Indian officials to its Australian factory.
Following its success in the water sensor market, Greenspan is determined to expand into new product and geographical areas, including ground water and surface water projects in new states. The company now is branching into complementary product areas such as ground water pumps and survey equipment. The company feels prospects in India are bright and expects sales will continue to grow strongly over the next few years.
Source: Greenspan Technology, 2001.