Embee Corporation

Established in the year 1956, at Ahmedabad, Gujarat, India, “Embee Corporation” is a sole
proprietorship firm engaged in manufacturing and exporting a wide range of Textile
Machinery and Component Products. In our product range, we offer Pneumatic Pumps, Dew
Drop Printing Machine, Textile Machine, Foil Stamping Machine, Pin Plates and
Wheels. Dimensionally accurate and reliable in performance, these are widely demanded by
our customers based across West Africa, East Asia, Middle East, South America and South &
West Europe.

 Other than the above mentioned products, they also have in store Rotary Printing Machine,
Hydraulic Stacker, Textile Machine, Foil Stamping Machine, Pneumatic Pumps and Disk
Check Valves. Our workforce comprising of more than 500 professionals make use of
advanced technology to manufacture quality range of Textile Machinery and
Components. These are offered in different models and specifications to our customers.

Basic Information

Nature of Business Exporter

Additional Business Manufacturer

Company CEO Hardik Shah

Total Number of Employees 101 to 500 People

Year of Establishment 1956

Legal Status of Firm Sole Proprietorship (Individual)

Company USP

 Experienced R & D Departmen

Primary Competitive Advantage
 Large Production Capacity

Quality Measures / Testing Facilities Yes

PRODUCT PORTFOLIO

The company manufactures and exports a wide range of Textile Machinery and Component
Products. These are developed using quality basic components for ensuring high operational
efficiency standards. These are offered in different models and specifications and also have
the proficiency in offering these in customized specifications. 

Rotary Printing Machine Color Kitchen

Engraving machine Trolley

Caustic recovery plant crp Stirrer

Diaphragm pump Cloth guider

Pin Plates Hydrualic Trolleys

Wheels Extra Heavy Duty Castors

Textile Spares - stork,reggiani,zimmer, E+L, Vessels

bruckner, artos, babcock...

  The Textile Machinery and Component Products offered are acknowledged worldwide

owing to the below mentioned features:  

 Corrosion resistant finish

 Abrasion resistant finish

 Sturdy construction

 Durable in nature

 Dimensionally accurate
Krossmark Innovations

We got a chance to visit Krossmark innovations which is a subsidiary of Embee Corporation

and learnt about the manufacturing process of rotary printing machine. It involves job shop
type of manufacturing process where each printing machine is customized as per the
customer’s requirement. Also the manufacturing layout is efficient as it requires minimum
movement of the components and thus all the resources are optimally utilized.
Manufacturing, design, assembling, dispatching etc is taken care here.

Customers and Competitors

Anjali Textiles, Parth textiles etc are the prominent local customers of the product. The
printing machine is also exported to Turkey, Mexico, Brazil etc. Stovic is the only major
competitor as it is in this business since last 40 years while Krossmark is relatively new
player. Infinium (printing machine) is manufactured by only 2 companies in India-
Krossmark and Stovic. The current goal of the company is to target all the local level players.

Staff

The staff of the company includes 3 engineers, 40 workers and 20 helpers.

Products offered by the company
STRATEGY ANALYSIS
Krossmark Innovations specializes in manufacturing printing machinery for the textile
industry. This field of business has only one other player, namely Stovec Industries Ltd. They
are the pioneers in the field of manufacturing printing machines. Having only one competitor
is actually a balance of pros and cons because:

 Krossmark Innovations has to meet or surpass the standards of only the pioneer
company.
 Their strategies are lined up looking at Stovec Industries Ltd. And so it becomes
easier to formulate future plans.
 Being the pioneers Stovec is often seen bringing in new technology and reforming the
operations procedures which Krossmark Innovationscan only imitate.

“Make the Product or Deliver the service inexpensively”:

The competitive edge that Krossmark Innovationsacquires is mainly because of its lower
price than Stovec. A machine similar to Infinium by Stovec is priced at Rs.1 cr. whereas
Infinium itself costs approximately Rs. 80 lakhs.

“Make a Great Product or Deliver a Great Service”:

The quality provide by Krossmark Innovationsis almost similar to that of Stovec. Also,
there’s a lot of focus on after sales services by Krossmark Innovationswherein the entire
assembly of the machine to be installed at a new site is done by its own officials. This service
is provided to international clients as well in countries like Turkey, USA, etc.

Most of its fabrication machinery like DURMA (a hydraulic press) is imported from Turkey
and there is a wide adoption of Dutch technology in the form of its production process.

“Flexibility and New Product Introduction Speed”:

All machines made are fully customized according to the need of the customer. The number
of components vary and every machine is delivered with a different amount of advance from
the customer based on the goodwill that the company has and the customer relations.

MANUFACTURING PROCESS ANALYSIS

The company operates manufacturing on Job Shop basis. The product Infinium (Textile
manufacturing machine) machine which is manufactured in this unit is a tailored made
machine which is manufactured on order basis. So the manufacturing is on the basis of
specifications and need of the customer. The company offers product which are fully
automated and semi- automated.

The whole of the manufacturing process of the product Infinium is carried out under the
same roof. The layout of the manufacturing unit is such that every process is inter-linked
and goes in a sequence. As the manufacturing Unit is an Assembly line, the company has to
ensure that every process has to be carried out in a manner that the next process is not
delayed due to delay in a previous process. But as it is a small manufacturing process
whenever there is a shortage of raw material it is catered on a need basis. So the company
is able to deliver approximately 24 machines in a year although it has a production capacity
of 40 machines in a year.

The company starts manufacturing with assembly of base of machinery at the place where
the final product is to be kept, so that different parts when ready are assembled to the main
base unit. This helps company to get an advantage that one incompletion of process is not
delaying the other up to a point where a complex mechanism like computer hardware are
programmed and attached .

As the final finished product i.e. a machine has a basic requirement of storing. The challenge
the company faces is that it cannot store more than 4 finished machinery. The
manufacturing process has to be such that the date of delivery of the product and the
completion of the product has to be aligned in a manner that a machine is sitting for a
minimum time in the inventory. As soon as a finished product is dispatched for delivery, the
company starts assembling just the base of another machine which could be customized
according to need beforehand so that the time taken to deliver the next product is reduced
to a great extent.
 LOCATION ANALYSIS

Location
Address-
Behind Hotel Bhagyoday
Krossmark Innovation
Sarkhej - Bawla Highway, Changodar, Dist.: Ahmedabad. Changodar, Gujarat 382210
097277 59440
https://goo.gl/maps/s6ThoTqDbZs

Reason to build plant at this location:-

The place where Krossmark Innovation’s plant is set up was a barren land. This land was
acquired decades ago with the vision of Expansion, the company’s director purchased this
land at significantly cheap rate. When idea of setting up new manufacturing unit came in
picture, this location was perfectly appropriate in terms of space and geographical location.

Advantages of the location:-

One of the biggest advantage of this location is that it is close to highway. It helps to
facilitate logistics services smoothly.

Changodar is a remote area of Ahmedabad and a developing industrial area, so the

availability work force is easy as well as cheap.

As the factory is set up was a barren land and vast space of land is optimally utilised,
so there is no compromise made on account of setting up an efficient layout of the
factory.

Disadvantages of the Location

The area is yet under development and thus there are restriction of power supply, so
the production process does not take place on Tuesday’s.

As the factory is located in remote area acquiring skilled labour force is also a
challenging task.

Some of the suppliers of the company are still situated and operating from Odhav and
Vatva where the old factory is situated, so transportation costs for some materials is
relatively high.
 LAYOUT ANALYSIS

The company adopts a straight line production process wherein a component once passed on
to another process doesn’t return on the same line. This makes the production hassle-free and
easy to maintain.

Store/Fabrication Workshop:

Here, mild steel and stainless steel bars and sheets are stored in segregated racks. The
fabrication area includes a hydraulic press for cutting through the sheets, a shearing machine
named ‘Trimans’ and DURMA(hydraulic press). Along with these there are machines for
punching holes through the sheets and rolling machines to form tubes of stainless steel. The
welding area is used to fix the open ends of fabricated boxes and other components.

LASERBIRD:

The machine ‘Laser bird’ is a laser gun used to strip off the pattern engraved on the nickel
sheet so that the sheet can be reused. The laser gun is manufactured by Krossmark
Innovationswhereas the whole setup is imported.

HUMAN RESOURCES BLOCK:

This block has officials looking after the inventory and recruitment of workers in the factory.

FINISHED GOODS STORE:

The store largely consists of components of the machines stacked in specified rows which
are tagged so that their identification becomes easier.

QUALITY CONTROL:

The components fabricated are checked for parallelism and flatness of the part.

PAINT SHOP:
Here, painting of the components is done using an oven.

ASSEMBLY:

The components fabricated, painted and de-rusted are assembled here.

DRYING AND PRINTING:

The drying and printing blocks are placed close to each other from minimum movement of
components.

OFFICES:

The offices are located at the entry of the factory which overlooks the entire production line
for better supervision.

In addition to this, there are 4 entry/exit point located close to the store area to provide
minimum disturbance to the ongoing process.

Pictorial layout:
 Refrences:

 www.Embeeindia.com

 Spokesperson – Manan Shah (Executive Director)