CUMI ABRASIVES

Introduction of Company: CUMI ABRASIVES

CUMI was founded in 1954 as a tripartite collaboration between the Murugappa Group, The
Carborundum Co., USA and the Universal Grinding Wheel Co. Ltd.,U.K. The company
pioneered the manufacture of Coated Abrasives, Bonded Abrasives, Nonwoven, Metal
working fluids and Power Tools in India. Today the company’s range of over 20,000
different varieties of products With state-of-the art facilities and strategic alliances with
global partners, CUMI has achieved a reputation for quality and innovation.CUMI is one of
the five manufacturers in the world with fully integrated operations that include mining,
fusion, hydro power stations, manufacturing, marketing and distribution. Almost all CUMI
manufacturing facilities have received the ISO 9001:2000 accreditation for quality standards.
A well connected marketing and distribution network of offices and warehouses in India and
abroad, ensure that service to customers is given prime importance.

Products and Operations:

During my Summer Internship in CUMI Abrasives, I’m in the team of Project D which is
headed by MD of CUMI Abrasives Mr. Ananthaseshan. We identified key SBU’s as part of
making CUMI as a global brand. As a result of Brand Consolidation, the identified SBU’s are
attached below.
 Rolls
 Sheets
 Flaps & Mops
 Non-Woven Homecare
 Non-Woven Industrial
 Discs
 Belts
 Masking Tape
 Precision Grinding
 Standard Grinding Wheels
 Cutting Blades
 Cutting Wheels
 Power Tools
 Construction Chemicals
 Metal Working Fluids
Methodology Followed:
As I have done my summer internship in CUMI Abrasives, I was in touch with the National
Marketing heads and the sales heads of Abrasives division. I called to 2 National product
managers and pinned down my queries to them as how the distribution network of Abrasives
division work, how do they coordinate with the upper & lower distribution hierarchy, how
frequently will they communicate , how much population will 1 distributor cater?

Summary:
Person: Prasanth & Vikas
Designation: National Head Product Managers
Company: CUMI Abrasives
As per the discussion, they explained that the distribution network is both B2B and B2C
based upon the product category. The sales generate through word of mouth, product stalls,
catalogue distribution to existing companies , cold calling & trade shows.
The information is represented in a flow chart below

Call Recording Links are attached below:

Prashanth CUMI Abrasives: Link
Vikas CUMI Abrasives: Link
CUMI Industrial Ceramics:

Introduction of Company: CUMI IC

CUMI IC provide advanced material solutions for challenging applications to more than 22
industries worldwide. CUMI IC understand specific needs of their customers through their
presence in their 4 regional offices & 10 international offices. With their state of the art R&D
facilities, superior design and application engineering capabilities and their highly skilled &
dedicated employees, they deliver high quality, customised & reliable solutions. They
engineer their material formulations to suit specific, non- standard customer needs. They have
an array of material solutions ranging from Alumina & Zirconia oxides, Carbides & Nitrides
(SiC, SiN) to special material composites e.g. Al-Titanate (Cumitherm) for varying range of
applications in industries.

Products and Operations:

 High Alumina
 Reaction bonded Silicon Carbide(RbSiC)
 Yttria partially stabilized Zirconia(YPSZ)
 Sintered Silicon Carbide
 Zirconia
 Al-Titanate
 MgO-Partially stabilized Zirconia(MgPSZ)

Methodology Followed:
As I have done my summer internship in CUMI Abrasives, I was in touch with the National
Marketing heads and the sales heads of IC division. I called to Manish who is a national
product head in CUMI IC and pinned down my queries to him as how the distribution
network of Abrasives division work, how do they coordinate with the upper & lower
distribution hierarchy, how frequently will they communicate , how much population will 1
distributor cater?

Summary:
As per the phone call, Manish explained me how the sales is done for different products. He
said that the all their sales happen through B2B. Sales are of 2 types domestic & exports.
In Domestic the sales are through Projects (OEM) and R&M (Repair & Maintenance). In
Exports sales , the orders are bought by different CUMI subsidiary companies which are
located in different part of the world such as CUMI USA , CUMI Australia , CUMI Russia
and so on. The subsidiaries act as intermediaries between CUMI IC and Customers of those
geographic locations.

Call Recording Links are attached below:

Manish CUMI IC
Call 1: Link
Call 2: Link
Call 3: Link
CUMI Super Refractories
Introduction of Company: CUMI SR

Refractory is a material that will retain its shape and chemical identity when subjected to high
temperatures and is used in applications that require extreme resistance to heat, such as furnace
linings. Refractory products are basically used in industries for heat resistant and containment.
CUMI's manufactures Super Refractories (which can be in two forms fired refractories and
monolithics) and also Refractory Fibre.

Fired (or shaped) refractories are manufactured both in India and Russia. The manufacturing
process, involves mixing, moulding, drying and firing. The product varies with the temperature
that the refractory is required to withstand which depends on the product being manufactured
in the kiln. Therefore the product range is very wide each manufacturer specialises only in
specific segments. CUMI's product range is upto 1850 degrees and seves the upper segment of
the refractory market. CUMI caters to the sanitaryware, carbon black, iron and steel, power,
HT insulators, ceramic tiles, ferrous and non ferrous industries, fertilizer, chemical processing
industries and all other industries using kilns.

Monolithics are refractory material in the form of powder. They are like cement mortar and
applied in in-situ applications. The manufacturing process involves batching and mixing
different raw materials based on unique formulations customized to suit specific applications.
This does not require any firing. Monolithics are used, when the refractory material cannot be
manufactured in a shape and form due to size and larger area to be covered. Monolithics are
used in cement, steel, foundries, carbon black, ferrous, non ferrous and also integrated steel
plants.

CUMI is a market leader in the manufacture of super refractory products in India since 1965
with technical know-how from Carborundum Company USA. The other players in the industry
are ACE Refractories, Maithan Ceramics, Vesuvius etc. The acquisition of VAW, Russia has
given CUMI a foothold in the Russian market for refractories. The acquisition has also given
CUMI access to advanced technology.

Murugappa Morgan Thermal Ceramics Ltd., CUMI's joint venture with the Morgran Crucible
Company plc., U.K. manufactures ceramic fibre and other insulating products. Ceramic fire is
an asbestos free spun or blown alumino-silicate fibre made from blends of high purity aluina
and silica. A unique combination of physical and refractory properties makes this an
outstanding material for use in high temperature applications. The major user industries are
petrochemicals, steel, power and furnace building industries.

Products and Operations:

 Fired Refractories
 Monolithic Products
 Precast Shapes
JV’s & Subsidiaries:

 WENDT India
 Murugappa Morgan Thermal Ceramics Ltd (“MMTCL”)
 CIRIA India Ltd ( CIRIA INDIA)

Methodology Followed:
As I have done my summer internship in CUMI Abrasives, I was in touch with the National
Marketing heads and the sales heads of SR division. I called to Shankar who is a national
product head in CUMI SR and pinned down my queries to him as how the distribution
network of Abrasives division work, how do they coordinate with the upper & lower
distribution hierarchy, how frequently will they communicate , how much population will 1
distributor cater?

Summary:
As per the phone call discussion with Mr. Shankar who is heading the product division of
CUMI SR, he said that most of the sales is done through B2B and the products are mostly
related to the maintenance. The products are corrosion free and chemical identity when
subjected to high temperatures and is used in applications that require extreme resistance to
heat, such as furnace linings. Refractory products are basically used in industries for heat
resistant and containment. He also said that there are few territory dealers who does minor
maintenance jobs in the locations which are not viable for the company executive to go for
maintenance. They dealers order the material from CUMI SR and execute the minor
maintenance. For example CUMI SR has dealer in Kolkata , in and around the radius of
50km the dealers will look after the maintenance related work and execute the lining. Since
it’s difficult to handle the minor maintenance works and it’s not a viable and revenue
generation for the company. For such locations the dealers take responsibility of the lining
and maintenance work. Company have dealers in Harayana (1){ lining & Coating is done},
Delhi(1){Lining}, Kolkata(1){lining , coating}. There are other small players in the industry
who does the same job, so the company doesn’t follow the dealerships principle. The
dealership is done only if there is no viability & revenue for the company.

Call Recording Links are attached below:

Shankar CUMI SR : Link