HOUSE MAGAZINE OF FORCE MOTORS LTD. ISSUE VIII - August - September, 2007

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I am pleased to say that we have now brought to the market,

modern and contemporary products in our traditional business.

The slew of these exciting new products have been developed

to fulfill evolving Customer expectations, and the changing

market requirements.

Our Plants at Pithampur and Pune are fully geared to produce

the new generation products – Travellers at Pithampur, including

the Traveller Strong, the Traveller Sleek, and the Traveller

Smooth. The Pune Plant has begun series production of the

M4, the compact 4-wheeled Light Commercial Vehicle.

We are committed to support these market positions, with

products of outstanding quality, with excellent service back-up

and above all, with Creative Promotion and Finance Support for

the Dealers. The tradition of providing to our Customers most

profitable and reliable products is thus strengthened. We remain

committed to our goal of 100% Reliability.

- Abhay Firodia

Chairman & Managing Director

M4

Traveller Smooth

New Line Up Of Light & Small

Commercial Vehicles

Traveller Strong

Traveller Sleek

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NEW PRODUCT LAUNCH

Last 2 years have seen major changes in the market dynamics of the 1.5 Ton load segment. To cater to the

growing demand for small 4 wheeled vehicles, FORCE Motors has recently launched the much awaited and

strongly desired small commercial vehicle – the M4.

M4 stands for - Maximum mileage, Maximum loading area, Maximum ground clearance, and Maximum cabin

space.

The test reports of this vehicle under most strenuous conditions, have been very encouraging. It is a product which

the market has been demanding and we are confident that this vehicle will meet Customer expectations, not only

in terms of performance, but also in price.

The M4, is a rugged 4-wheeler, with all its 4 wheels having independent suspension with the front suspension

being Mc-Pherson type. Indeed, the M4 is meant for a rough terrain and diverse road conditions. It’s unique higher

hold floor makes loading and unloading easy. A spacious cabin with metallic front fascia and a high ground

clearance are some unique selling propositions of the M4.

22nd August, 2007 saw the M4 being flagged off on a victory lap across Maharashtra, by Mr. Abhay Firodia, CMD.

A plan has been put in place to roll out the M4 in other markets as well. Experience the Mesmeric Magic of M4 !

Its geared to go... Go.... GO !

Presenting The M4 –Small In Size,

Big On PerformanceTaking On Pock Marked, Crater Riddled Roads !

The M4 Roadshow being flagged-off by Mr. Abhay Firodia.

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DEALER MEET

Grand launch of the M4 vehicle.

An exciting Dealer Conference was arranged in Indore in the last week of July 2007. More than 150 key Vehicle

dealers from all across India attended this mega event.

The star attraction of the Conference was the launch of our M4 vehicle. This vehicle received loud applause from

the Dealer fraternity. The Conference was marked by launch of other new vehicles: Traveller Strong, Traveller Extra

Strong, Traveller Smooth, Traveller Sleek, Traveller Luxury and Traveller Scholar.

The enthused Dealer fraternity expressed belief that with the launch of these vehicles, FORCE Motors is certainly

poised to reinforce its position in the Commercial Vehicle industry.

Senior members including Mr. Abhay Firodia (CMD), Mr. Sudhir Mehta (Director), Mr. Ravinder Singh (President),

Mr. B. S. Khargonkar (President), etc. attended this Conference.

Exciting Dealer Conference in Indore

Mr. Abhay Firodia addressing the conference.

Dealers appreciating the newly launched vehicle.

Dealers and our team at the conference.

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EXTERNAL EVENTS

The ‘Indo-German Chamber of Commerce’ (IGCC) is the largest German Foreign Chamber in the world, with

6,500 members, as Corporate Germany’s sole representative in India. Established in 1991, the Indo-German

Training Centre (IGTC) is the training initiative of IGCC, that imparts the German Dual System of Education, 18

months full time business administration program which focuses on 360o development for business professionals.

Mr. Abhay Firodia, CMD, graced the Convocation Ceremony (Year 2005-07) of PGDBA students of IGTC as Chief

Guest. In his keynote address, he congratulated the students on their achievement and inspired them to build

their careers well.

Our association with IGTC has been further strengthened by nominating selected employees for their forthcoming

post graduate course.

FORCE Initiative To Boost Campus –

Industry Interaction

Students from IGTC, who have recently joined our organization,

with our Chairman and Managing Director.

The outgoing batch (PGDBA- 2005-07). Also seen are,

members of IGCC, representatives of GTZ, India and Federal

Ministry of Economics and Technology, Berlin.

Maya FORCE a dazzling new dealership showcasing the

FORCE range of 3 wheelers and 4 wheelers was inaugurated

on 26th June, 2007 by Mr. Abhay Firodia (CMD) Mr. Sudhir

Mehta (Director) and Mr. Arun Gujrathi (NCP President,

Maharashtra) also graced the event.

Speaking on the occasion Mr. Abhay Firodia drew notice to

the galloping pace at which the Automobile Industry is

growing. To keep a step ahead, preempting and satisfying

the changing demands of the Customer, is the only way to

retain market leadership. In such circumstances, Dealers

who offer good service to the Customers, are sure to lead

the pack ! He added that the Automobile Industry has

tremendous opportunity in the Indian Market and FORCE

Motors is there to encash this opportunity.

21 delighted Customers were handed over keys of Travellers,

Cruisers and Minidors on this occasion.

Maya – A FORCE To Reckon WithWooing Pune With an Ultra-modern Showroom

Mr. Abhay Firodia, Chief Guest, inaugurating Maya FORCE

showroom. Also Seen are Mr. Sudhir Mehta, Mr. Arun

Gujrathi, Mr. Azambhai Pansare and Mr. Chaddha (Maya

FORCE).

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A special Trax platform is designed and developed for

armored applications. These specialized vehicles have

been successfully tested at ULB Proofhouse, the

accredited testing laboratory and certification body in

Germany. With this recognition, FORCE Motors has

joined ranks with the exclusive few worldwide, who

possess this stringent certification.

Recently, FORCE Motors hosted a high level delegation

from its associate – International Armoring Corporation,

Kuwait, for armoring the Trax range of vehicles.

During the visit, Mr. Steve Shaw (Director, International

Armoring Corporation, Kuwait) signed a contract with

No Chink In This Armor !FORCE Motors Gains Entry In The Precincts

Of The Armored Vehicles Market

Mr. Steve Shaw from Kuwait and his team alongwith Mr. B. S.

Khargonkar, Mr. M. M. Gupta, Mr. Prashant Kini, Mr. A. K. Mitra

and our senior members of the FORCE Team. Also seen are MAN

Delegates.

Another Step Ahead

Towards Customer

Satisfaction !MAN FORCE Trucks Pvt. Ltd (MFTPL) recently entered

into an agreement with Indian Oil Corporation (IOCL)

for co-branding of Lubricants used for our Heavy

Commercial Vehicle range. The Agreement was signed

by Mr. Sudhir Mehta (Director) and Mr. Amitava

Chatterjee (Director – Lubes, IOCL). This tie-up will help

Customers get genuine, tested oil of various grades

for our Vehicles they use. The tie-up, thus, is a re-

assurance to the Customers of our commitment to

serve them better.

Agreement being exchanged by Mr. Sudhir Mehta &

Mr. Amitava Chatterjee. Also seen are Mr. Ravinder Singh,

Mr. Michael Kobriger, Mr. A Mukherjee, Mr. L R Chandran (from

MFTPL) & Mr. K L Murthy & Mr. R Suresh (M/s. IOCL).

Visit by Russian DelegatesA high level delegation from AmoZil Russia visited

Pithampur plant for exploring the possibility of assembly

of Traveller & Trax range of vehicles in Russia.

AmoZil is one of the biggest and oldest Automobile

manufacturers in Russia established in 1916. A Joint

stock company with 30% Govt. holding, AmoZil

manufacures a wide range of vehicles - trucks, vans,

buses and limousines.

The delegation was impressed by the state-of-the-art

manufacturing facilities and appreciated the

engineering capabilities. Having expressed their interest

in assembly of FORCE range of vehicles in Russia, they

are now in the process of conducting a feasibility study.

Mr. Abhay Firodia with Mr. Konstantin Laptev (MD), Mr. Sergey

V. Silin (Director - Development), Mr. Nikolay A. Kurochkin (Chief

Engineer), Mr. Valeriy P. Shramov (Director - AmoZil Trade

House), and Ms. Uma Abulova (Head - International Relations)

FORCE Motors for supply of 50 specialized Trax vehicles

per month for armoring application.

The Armored Trax vehicles are already on duty in Nigeria

and in Afghanistan.

OUR BUSINESS ASSOCIATES

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COMPANY NEWS

With energized and active Cross Functional Teams in each

cell, the ‘Cellular Manufacturing Structure’ aims to closely

and continuously monitor results - relating to the use of

machines, manpower and materials. Each plant measures

its ‘Multidimensional Performance’ against the agreed

targets and strives for constant Improvement. It is through

operational excellence that the 1st stage in the journey to

100% Reliability can be achieved.

Each plant is divided into various modules based on

manufacturing process or product manufactured and each

module is then divided in many cells. The chart below is a

representative Cellular Manufacturing Structure.

A manufacturing module is a production shop which

has a dedicated set of resources including manpower,

machines, materials, etc. Each module has a dedicated

support staff from maintenance quality, stores and PE.

Each module has a clearly identified customer line and

has clear accountability in terms of cost, quality, delivery.

Infact, each module can be considered as an independent

profit center in itself. Each module, has dedicated

maintenance and quality team is nominated and identified

with a separate cost center.

Cellular Manufacturing

Structure at

FORCE Motors

A cell is a small factory within a factory, with cost centre

clarity in SAP. It has a small set of activities which have

dedicated manpower and machines and clearly identifiable

material flow. The Cell has clear output responsibility and

well identified internal / external customers. Ideally, the

Cell is more than simply a manufacturing unit. Rather, it

owns all of the manufacturing support activities wherever

possible to maximize ownership. It completes the items

from raw material stage. Each Module may consist of 4 to

5 such cells. Thus, for each cell or module a ‘Natural and

Dedicated Team’ is created.

How Cellular Structure would help us?

• Budgets can be formulated at the micro-level, thus

bringing in clarity in terms of Input and Output costs.

• It has helped in alignment of individual and

organisational targets.

• It has made clear an Individual’s roles and

responsibilities.

• Formation of effective and competent CFTs

• Encourage customer-oriented (Internal and External)

approach in the organization.

• Effective communication across functions like

Production, Maintenance, Quality, PE, etc.

Way forward -

The Cellular Structure is the first step towards

implementation of Supermarket Concept of Inventory

Management. In the next issue, we will understand how

Supermarket is implemented.

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Scholastic Success !

REWARDS & RECOGNITIONS

Keerthi Priya Ramagopal

89.69% (SSC)

D/o. I. Ramagopal

(Transport)

Shweta Sudhakar More

89.23% (SSC)

D/o. Sudhakar S. More

(R&D)

Nidhin Donald

89.23% (SSC)

S/o. Donald Mathew

(Security)

Radhika Ramesh Vibhute

89.07% (SSC)

D/o. R. C. Vibhute

(Transmission)

Sumesh Sudhakar Prabhune

89.00% (HSC)

S/o. Sudhakar K. Prabhune

(Tractor)

Priyanka Pramod Samel

89.69% (SSC)

D/o. Pramod M. Samel

(3 Wheeler)

Shweta Satish Mutha

87.84% (SSC)

D/o. Satish B. Mutha

(Civil)

Amar Rajeev Puranik

87.69% (SSC)

S/o. Rajeev Puranik

(Sales & Marketing)

Rohan Rajeev Puranik

87.23% (SSC)

S/o. Rajeev Puranik

(Sales & Marketing)

Pranav Pradeep Patil

87.07% (SSC)

S/o. Pradip S. Patil

(Transmission)

Swapnil Bajirao Babar

86.15% (SSC)

S/o. Bajirao S. Babar

(3 Wheeler)

Sandeep Prakash Tripathi

86.15% (SSC)

S/o. R. P. Tripathi

(3 Wheeler)

Suvarna Prakash Rohokale

85.69% (SSC)

D/o. Prakash K. Rohokale

(Tool Room)

Priyanka Arjun Kumbhar

85.38% (SSC)

D/o. Arjun S. Kumbhar

(Tool Room)

Sagar Dattatraya Tamhankar

85.07% (SSC)

S/o. Dattatray V. Tamhankar

(Engine)

We wish all the successful students of FORCE family, a bright career ahead.

Participation in State Level QC CompetitionTwo Quality Circles – ‘Disha’ from Transmission Division

and ‘Bharari’ from 3 Wheelers Division represented

FORCE Motors in the 15th State Level Quality Circle

competition organized by the Quality Circle Forum of

India (QCFI), in July, 2007.

The ‘Disha’ team made a presentation on a problem

related to the ‘shifting of the 3rd and 4th gear’ and the

‘gear slippage in Minidor’ while ‘Bharari’ team made a

presentation on the problem related to ‘High

consumption of grinding wheel for injection pump

rocker level’. The presentations of both the teams were

appreciated and received Meritorious Award.

The competition had 18 Quality Circles from various

organizations vying with each other.

The ‘Disha’ team was represented by : Mr. Krishna

R. Kumbhar, Mr. Shantaram S. Ithape, Mr. Nilesh R.

Mule, Mr. Dynaneshwar S. Kale, Mr. Santosh A. Yamgar,

Mr. Ganeshrao B. Salunkhe.

The ‘Bharari’ team was represented by : Mr. N. S.

Ghadge, Mr. S. G. Sable, Mr. S. S. Parhad, Mr. N. V.

Nagve, Mr. N. V. Bhosale, Mr. R. J. Vanne.

Edited and published by Cyriac Jacob, General Manager, Marketing on behalf of FORCE Motors Ltd., Akurdi, Pune - 411 035.

e-mail : cjacob@forcemotors.com Web site : www.forcemotors.com (For private circulation only)

ENABLING EXCELLENCE

Embarking AnewWe take great pleasure to welcome aboard Mr. Sirish Bhargava (Senior General Manager – 4 Wh

Operations, Pithampur). Mr. Sirish is a 1st class B.Tech (Mechanical) graduate from Banaras

Hindu University. He comes with a rich experience in diverse fields ranging from Business Process

Re-engineering, Design, Information Technology, Maintenance, Quality Manufacturing Engineering.

Mr. Sirish likes to spend quality time in reading & swimming. Mrs. Ritu takes charge on his home

front, while his two sons – Mudit & Archit are studying at high school level.

Bettering the BestTransformations in work culture and relational attitude,

over last several years, in our organization, have been

encouraging. In order to help the individuals and the

organization itself to rise to the next level of

‘Organisational Growth’, the third residential training

programme on “Exploring New Perspectives in

Management” was arranged in July 2007.

The programme participants included 35 Future

Leaders identified after selection & screening .

The programme was designed to give participants an

overall Business Perspective. The Program covered

topics ranging from Economic Environment and Policy,

Organisational Behaviour, Human Resources

Management, Marketing Management, Financial

Management, Manufacturing Management to Strategic

Management.

A highly interactive methodology including group

discussions, case study, role play, presentations and

experience sharing was adopted by FLAME & IIM

(Ahmedabad) faculties. Each activity empowered

participants with management tools, techniques and

skills required to enhance understanding of their roles.

Prof. Balakrishnan (IIMA) and Prof. Indira J. Parikh (President, FLAME) pose with participants of the

Management Development Program “Exploring New Perspectives in Management”.