Executive summary of Automotive Industry in West Bengal. The entire report can be purchased from CII Eastern India chapter. Report created by P.Vinod (Principal Consultant, PwC)

1. Assessment of Automotive Industry in
West Bengal
Vision@2022
*connectedthinking pwc

2. © 2009 Confederation of Indian Industry
Prepared by
pwc

3. Assessment of Automotive Industry in West Bengal - Vision 2022
Table of contents
Executive Summary............................................................................................2
Global Trends Impacting Indian Automotive Sector ......................................6
Global Automotive Sector – An Industry in Transition .................................... 6
Trends in the Global automotive sector ........................................................10
Overview of the Indian automotive sector.....................................................14
Competitiveness of Indian Automotive Sector – Comparison with China and
Thailand.........................................................................................................20
Future potential of the Indian automotive sector in 2022..............................22
Current Status Assessment of Automotive Sector in West Bengal ...........26
Industrial Performance in West Bengal.........................................................26
Evolution of the Automotive Sector in West Bengal .....................................27
Key Existing Players......................................................................................27
Key Enablers for Automotive Industry Development ....................................29
Competitive Analysis of Automotive Industry Enablers in West Bengal.......31
Maturity Level of Key Automotive Manufacturing States of India .................35
Summary of Industry Enablers - SWOT........................................................35
Summary of Industry Enablers - SWOT........................................................36
Vision for West Bengal’s Automotive Industry .............................................38
Potential for the Automotive Sector in West Bengal .....................................39
Investments Required in the State’s Automotive Sector ..............................40
Economic Impact and Employment Potential ...............................................42
Way Forward .................................................................................................42
Action Plan and Recommendations ...............................................................44
Role of the Central Government ...................................................................45
Role of the Government of West Bengal ......................................................47
Role of the Industry .......................................................................................59
Glossary.............................................................................................................61
Sources..............................................................................................................62
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4. Assessment of Automotive Industry in West Bengal - Vision 2022
Executive Summary
The auto business is vital for India. But what are the prospects of this industry in
the context of a global auto industry and the booming domestic market? Does
West Bengal have the competitive advantage, talent, technology and the global
reach to become a significant automotive cluster in India?
This report tries to address these questions, using original survey data,
interaction with key stakeholders in West Bengal and by conducting extensive
secondary research on the Global and Indian automotive industry.
For the purpose of this study we have not considered the current slowdown of
the global economy and its impact on the automotive sector.
Analysis of global trends and their impact on Indian Automotive Sector
For the future outlook on the sector, PwC estimates the global automotive
industry to accelerate over the next few years, at an estimated CAGR of 6.6%.
Dichotomy between the mature and emerging markets is becoming increasingly
obvious. Pressure on existing players to create value has brought in a trend of
global giants opting for dispersed production in low cost destinations.
Environment concerns, affordability and fuel costs have led to the rise of the
small car segment as a major driving force in the industry.
The growth of auto sector in India has followed a typical cluster formation
pattern, with major auto clusters coming up in the Delhi-NCR, Chennai and
Pune-Mumbai regions. The component manufacturing industry caters to the
local cluster OEMs as well as the Tier1/2 manufacturers in the mature markets.
The future for India’s automotive sector looks bright with the central government
highlighting its capabilities, policy support and potential growth in the latest
Automotive Mission Plan 2006-2016. Translating the industrial trends, India has
the potential to develop into a low cost sourcing hub for automobiles and
components. India’s large pool of engineering graduates provides global auto
companies the opportunity to offshore their R&D activities to the country. Indian
automakers have developed competencies in manufacturing small cars, a fact
which could see India emerging as a leading small car exporter.
Analysis of Present State of Automobile Industry in West Bengal
Diminishing returns from agriculture has prompted the government of West
Bengal to look towards industrialization as the most viable option of resurrecting
the state’s fortunes. Even though the state enjoyed one of the earliest
investments in automobile manufacturing in the nation (HM plant at Uttarpara),
the current state of the industry is a challenging one. A SWOT analysis of the
state, based on the PwC framework suggests that the state is well placed to
emerge as:
• The nerve centre of eastern India for auto production
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5. Assessment of Automotive Industry in West Bengal - Vision 2022
• A global auto hub serving South Asian markets
• The preferred investment destination of India
Market Access & Proximity Ability to Attract Investment
Proximity to customers Economic Policies The lack of a strong local OEM has led to rudimentary development of the
Export Opportunities Incentives
Cluster Maturity Image & Perception component supply chain in terms of depth and range of products. However, the
state enjoys a positional advantage in terms of the large underserved markets in
Eastern and North-eastern India, as well as export markets in neighboring South
Key Enablers for Asian nations. The state’s inability to enforce policy decisions and court orders
Automotive Industry
undermines investor confidence. Social infrastructure is a strong point for the
state. However, physical infrastructure development is limited to agri-industrial
Raw Material Availability Social Infrastructure pockets particularly in South Bengal. Road network and power facilities are good
Skilled Manpower Telecom, IT & Power
Labor Productivity Rail, Road, Air & Ports but ports and airports are behind those of competitive states like Tamil Nadu
Resources / Inputs Physical & Social Infrastructure and Gujarat. Overall the investor-perception of the state overshadows its
Source: PwC Analysis strengths.
Vision of Automotive Industry in West Bengal
The vision for West Bengal’s automotive industry has been drawn up based on a
judicious mix of optimism and realism. The starting point of the visioning
exercise is the national projection as per the AMP 2006-2016. PwC estimates
that for the sector to grow into a size of US$ 220-260 Billion, incremental
investment to the tune of US$55-70 Billion is required over the next decade.
Based on assessment of the state’s capability and previous case studies, PwC
estimates that West Bengal can realistically target to capture a conservative 10
percent of the projected size of the Indian automotive sector by 2022. This
works out to be approximately US$ 24 billion. To get to this target, PwC
estimates the state would require direct investments in the range of US$ 6-7
billion. The basic premise in our projection is that India’s automotive sector
target of US$ 220-260 billion for 2022 cannot be met by existing state clusters,
and would require contributions from other states as well.
WEST BENGAL AUTOMOTIVE OUTPUT 2022 (US$ BILLION)
India West Bengal
Breakup of Automotive Sector
2022 2022
Domestic Vehicle Market 165.2 14.9
Vehicle Export 22.0 2.2
Auto Component Export 45.9 5.5
After Market Component 9.2 0.9
Engineering Services Outsourcing 3.7 0.6
TOTAL 246.0 24.0
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6. Assessment of Automotive Industry in West Bengal - Vision 2022
Action Plan and Recommendations
The above vision for the state will be made achievable only through mutual
CENTRAL GOVERNMENT
coordination and strong action on part of the central government, the state
1. Ensure macro economic stability
2. Ensure cost competitiveness
government and the industry. It is the onus of the central government to ensure
3. Stimulate domestic demand that all states have a level playing field when vying for foreign investments. The
4. Provide right market framework and regulatory environment
Centre should also set up working committees to work on simplification of the
entire tax structure, exim policies and procedures. Though these reforms might
take time, they are absolutely essential in eliminating cost handicaps that “Made
STATE GOVERNMENT INDUSTRY
in India” automobiles suffer vis-à-vis Chinese ones. The government should also
1. Policy thrust for 1. Achieving scale of have a strong branding strategy to promote India in international automotive
automotive sector operations
2. Promote industrial 2. World class quality forums.
cluster policy standards
3. Attracting investments 3. Increasing the Usage of
and promoting FDI ICT The state government has to come up with a clear cut policy and set of
4. Provide investment & 4. Ensure cost
infrastructure support competitiveness
initiatives directed specially at the automotive sector to communicate the
5. Provide investment 5. Promote leadership earnestness of the state in promoting and supporting this industry. In order to
support 6. Strategic linkages with
6. Broad based international partners corner the required level of investment, the state would have to work towards
7.
participation of State
Land acquisition
7. Competitiveness of
SMEs
making sure that it is able to absorb the investments when they come in. Some
policy 8. Marketing the capability of the relevant steps have been outlined below.
8. Marketing and brand of the state
building 9. Setup an industry body
9. Availability of human to take forward the • Provide investment support in form on tax holidays, tax deductions on
resource needs of the sector
profits, preferential land allotment
• Identify and develop geographically dispersed industry zones
• Establish committee to oversee and structure the land acquisition process –
valuation of land, identification of beneficiaries, compensation package
design and communication
• Establish State Auto Parks – To concentrate on providing world class
facilities to delimited areas thereby reducing cost of doing business due to
pooling of resources.
• Set up personnel training centers for auto-related skills with the help of
existing it is
• Improve road Infrastructure & last mile connectivity particularly in non-
agricultural areas. Ramp up port capacity and infrastructure to facilitate large
scale export-import
• Brand Building through three pronged approach:
o Low hanging fruits like improvement in port facilities, clearance
procedures, tax reforms
o Earmark funds and finalize PPP projects for infrastructure
development
o Highlight policy reforms, infrastructure showcases in industrial fairs
hosted
The role of the Industry is quite significant since West Bengal does not figure on
the country’s automotive map today. Be it communication during land acquisition
or infrastructure development, the state’s industry bodies have to work hand-in-
hand with the state government to ensure smooth facilitation of projects
undertaken. The existing players in the sector have to adopt new, world class
technology, and bring up their products to global quality standards.
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7. Assessment of Automotive Industry in West Bengal - Vision 2022
About Confederation of Indian Industry (CII)
The Confederation of Indian Industry (CII) works to create and sustain an environment conducive to the growth of
industry in India, partnering industry and government alike through advisory and consultative processes.
CII is a non-government, not-for-profit, industry led and industry managed organization, playing a proactive role in
India's development process. Founded over 114 years ago, it is India's premier business association, with a direct
membership of over 7800 organizations from the private as well as public sectors, including SME’s and MNC’s, and an
indirect membership of over 90,000 companies from around 385 national and regional sectoral associations.
CII catalyses change by working closely with government on policy issues, enhancing efficiency, competitiveness and
expanding business opportunities for industry through a range of specialized services and global linkages. It also
provides a platform for sectoral consensus building and networking. Major emphasis is laid on projecting a positive
image of business, assisting industry to identify and execute corporate citizenship programmes. Partnerships with over
120 NGOs across the country carry forward our initiatives in integrated and inclusive development, which include
health, education, livelihood, diversity management, skill development and water, to name a few.
Complementing this vision, CII's theme for 2009-10 is 'India@75: Economy, Infrastructure and Governance.' Within the
overarching agenda to facilitate India's transformation into an economically vital, technologically innovative, socially and
ethically vibrant global leader by year 2022, CII's focus this year is on revival of the Economy, fast tracking
Infrastructure and improved Governance.
With 64 offices in India, 9 overseas in Australia, Austria, China, France, Germany, Japan, Singapore, UK, and USA,
and institutional partnerships with 213 counterpart organizations in 88 countries, CII serves as a reference point for
Indian industry and the international business community.
Eastern Region
6 N S Road
Kolkata 700 001
Tel: 033 2230 6240
Fax: 033 2230 1721
Email: ciier@cii.in
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8. Assessment of Automotive Industry in West Bengal - Vision 2022
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