Bertling on Rapid Growth Trajectory in India
As the Indian economy shows signs of green shoots Bertling Logistics India Private Ltd., the country's only project logistic multi-national has etched out strategic plans to consolidate its multifarious activities in order to gear for a major leap forward that will place it on a higher growth trajectory.
According to Sharmila Amin, the Managing Director, the move is targeted at shifting to a cross-organizational system based on companywide business units, timed to coincide with the company's transition from its earlier structure of business segments to its current systems of business domains and strategic business units.
Just few years down the line since its debut into India, Bertling has already achieved more than $ 17 million business turnover. Not wanting to rest on its laurels, Ms Amin having taken over the reign of the company 2 years ago plans to introduce every service offered by the global giants worldwide in order to strengthen its ability to grow rapidly in India.
What has been planned is an aggressive strategy to expand into the country’s oil and gas sector which is seeing heavy investment coming from every quarter of the world. Bertling India will see simultaneous increase in the number of offices in the country from the present 9. All efforts are being made to deepen relationship with its clientele and build new ones. The trump card is to integrate IT systems all developed by Bertling ’s own IT company BESITEC in a big way which will place it ahead of the competition as governance and on-line operations among forwarders and logistics players is still in its infancy. This is mainly to add value to our customers’ businesses.
“Our reputation precedes us since we are in every segment of the logistic supply chain and we have to our credit the achievement of having moved the biggest, longest and heaviest cargo,” says Sharmila. “We want to combine all our international operations for a rapid growth despite the hurdles being experienced in the current downturn.”
When it opened base in India, the market was under the control of a few operators. Potential customers strictly adhered to their traditional service providers. For Bertling it was easy to break into the Indian market as it was the only MNC offering the largest range of heavy lift logistics services, having their own custom house agents license, Bertling also operates across every time zone, and on every continent, it possesses a fleet of 25 multi-purpose vessels and manages vessels in its portfolio.
“Like all MNC’s we are asset light,” she explains. “We have an established reputation and we made a mark in the country. Our forte is to bank on our strengths, innovation, reliability, and adding value to our customers has always been high on our agenda.”
Bertling has an edge over the others since in project logistics it is important to have one single point of contact for customers and to provide a range of services right from project planning, design & engineering, route survey to the execution of the complete project.