CBI's export development programme for Indian Medical Device Companies

CBI is an agency of the Netherlands Ministry of Foreign Affairs, under the responsibility of the Minister for Development Co-operation. 12 Indian Companies are currently being supported by CBI under the CBI’s export development programme. 

The Indian companies currently enrolled in the CBI’s export development programme for medical devices are generally in good enough shape to set out on the export marathon. In terms of technology and organizational structure, most of them could compete on the European market. If they lack anything, it is knowledge of Europe’s business culture and markets. In other words, before they start running they need to learn a few things about the track and the competitors.” 

Those are the main conclusions CBI consultants Leendert Santema and Arjan Hock arrived at after two recent trips to India. The two consultants visited a number of Indian companies for the first time last September and October, when the companies had only just joined the CBI’s export development programme for medical devices. In January and February Santema revisited eight companies and Hock four. Meanwhile, the CBI invited two new companies to join the programme and Santema also visited these newcomers. 

On their second mission, Santema and Hock had two goals. The first was to advise participating companies on how to adapt their products and production processes as well as marketing and management strategies so as to improve their market opportunities in the European Union. The second goal was to advise the CBI as to which companies to select for this year’s export marketing seminar (Expro) and for the Medica trade fair in Germany next November. 

Leendert Santema is generally optimistic about what he encountered on his second visit to a number of Indian medical devices producers earlier this year. What impressed him most, he says, is their flexibility. 

“The strength of these companies is definitely that they are very flexible,” says Santema. “Most of them have in-house packaging and sterilization facilities and use high-quality raw materials. All of them can compete with other manufacturers in non-developing countries-not just on the price level but on the quality level, too. Their flexibility will allow them to produce all kinds of custom made systems according to whatever specifications buyers lay down.” 

Most of the companies were also well organized, says the consultant, though some of them could do with “a simple brush of paint and a good cleaning”. The quality of the products Santema saw was “high to very high”. Only some small changes will have to be carried out for the EU market.”

ISO AND CE

One of the eight Indian companies Santema has now visited twice produces implants for orthopaedic and traumatology surgery. Two others produce micro surgical blades for eye-especially cataract – surgery. One of these also offers micro blades according to customers’ requirements. A third company produces intro-ocular lenses and injectable, foldable lenses of extremely high quality. A fourth manufactures surgical suture materials of all kinds. The remaining companies produce and assemble plastic components for disposable medical devices from commodities to more specialized products like catheters, infusion and transfusion sets, scalp vein sets and gloves. 

Five companies have already obtained ISO and CE certificates. The others expect to later this year. 

Hock visited the four companies for the first time in September and October, 2002, leaving them quite a bit of homework to do. 

There were some very positive movements and changes since the last visit,” says Hock.” All three companies were very motivated and had done a good job innovating and structurizing their product flow, separating the incoming and outgoing goods and processes.” 

NICHE MARKETS

Hock advised all three companies to focus on niche markets and private label production in the EU, to avoid fierce European competition. Some of the companies have already had some success in obtaining orders from the East, Middle East and Africa. Al three companies are working on ISO and CE certification and expect to qualify by the end of 2003.

EA REPRESENTATIVES

Another sign of good health, says Hock, is that all three companies are in the process of appointing a European Authorized (EA) representative – a legal requirement for companies not based in the EU. The Ea representative is an intermediary between the exporter and the European authorities. His or her job is to register CE-marked products with the appropriate authorities and to keep tabs on the technical files, so that if a problem occurs an investigation can commence without delay. Some Eas offer a variety of additional services, such as providing up-to-date legal and market information, and offering assistance in the areas of ISO and CE procedures, product recalls within European, product traceability and so on. 

Indian Companies Invited To The Netherlands For Participation In CBI-SEMINAR EXPRO 45 

CBI invited all the Indian companies to participate in the Exporo 45 Seminar at Rotterdam . Since 1990 CBI has been organising orientation seminars on international marketing and management with a focus on doing business with Europe. These “EXPRO” seminars have been an integrated part of CBI’s Export Promotion Programmes. 

21 exporters from India , South Africa and Tunesia from the product group Medical Devices were invited at the CBI’s cost.

The objective of the seminar was to transfer knowledge on trade structures and business practices, market trends, market entry strategies and prevailing regulations for the product sector concerned in Western Europe. 

The one week seminar 21 exporters from India , South Africa and Tunesia from the product group Medical Devices were invited at the CBI’s cost. Through lectures , case studies and assignments , relevant export marketing, management and product related subjects were covered . The training programme also included visit to a leading Hospital and individual councelling sessions between the CBI experts and the participants. Discussing the progress of the implementation of the action plan was also the part of the programme. 

As part of the Export Promotion Programme , the companies participating in the Expro 45 programme will be supported for the participation in the MEDICA 2003 trade show in Germany in November 2003.

For more details on CBI activities and the Export Development Programme for Medical Devices, please visit: www.cbi.nl