CASE: THE INTERNATIONALISATION OF KALYANI GROUP

1. What is the motive for internationalisation by the Kalyani Group? Discuss.

Answer :

The Kalyani Group is a privately held industrial group in India. It is focused in four primary sectors, viz.
Engineering Steel, Automotive & Non-Automotive Components, Renewable Energy & Infrastructure and
Specialty Chemicals.

Today, it is the world's second largest forgings manufacturer. It has a presence in every important
world market for passenger cars and commercial vehicles.

The group's annual turnover exceeded USD 2.5 billion as of 2011 and has joint ventures with
companies such as ArvinMeritor, Carpenter Technology Corporation, Hayes Lemmerz, FAW Corp etc.
Kalyani group has very recently forayed into Indian football with entering in India's premier football
tournament I-league. They launched their football team on November 23, 2014 named Bharat FC. They
will start competing in I-league from January 2015. They are given direct entry to I-league by AIFF as an
initiative to bring corporate in Indian football. Bharat FC will be 2nd team to enter I-league under this
initiative after JSW lead Bengluru FC which entered the league in 2013-14 season.
2. Which type of international strategy is Kalyani Group adopting? Explain.
Answer :

At the Kalyani Group, the key to successful marketing is a thorough understanding of the environment
in which your business operates, your position in the market place, products and service opportunities,
competition, and most of all changing customer need.

With a business experience of 27 years, Group Chairman, Mr B N Kalyani believes that the ability to
innovate and change is critical to the ongoing success of any business. Anticipating what the future may
bring and predicting the needs of customers in a fast changing marketplace can be extremely difficult;
yet that really is the basis of any strategy.

“Kalyani Group Companies are positioned No.1 or No.2 in all main businesses in the Indian Market and
are also exporting to international OEM’s”

1 in Forging & Machined components

1 in Axle Aggregates in India

1 in Wheels in India
1 in Alloy Steel