Robotics firm GreyOrange is looking at strengthening its international presence and hopes to ramp up non-India operations to contribute about 70% of its revenues, up from the present 30%. “After starting operations in Japan, Hong Kong and Singapore last year, we are looking at entering the Middle East next, followed by Europe,” Samay Kohli, CEO, GreyOrange, told.
GreyOrange manufactures and deploys advanced robotic systems, primarily used for automation at warehouses and distribution and fulfilment centres.
Headquartered in Singapore, the company has been growing at 300% year-on-year and is on track to con-tinue at this rate, said Kohli. The company sells primarily to the ecommerce industry, though it is starting to see some interest from industries like consumer goods and retail.
It is optimistic about the growth potential in the Middle East, given the ecommerce boom that is underway there and its strategic location as a gateway to Europe. A number of brands have set up large warehousing facilities in the Middle East, especially in the free trade zones around Dubai, all potential clients for the company.
GreyOrange currently sorts an average of 12 million packets a month, and expects this to grow steadily.
Kohli said the company was flexible when it came to new market-entry strategies, adapting them as per the requirements of the local market.
So, while it has a JV in China, in Japan it invested in a local firm to gain a minority stake and has entered Singapore, Dubai and Thailand separately.
GreyOrange is working on tweaking the product as per customer requirements, with R&D being an important focus area. Almost 33% of its current workforce of 500 is focussed on R&D and the company plans to increase the total headcount to 800 by next year.
Source: The Economic Times
