Morgan Tecnica produces technology made in Italy and exports it all over the world to enlightened and modern companies. Its cutting room machinery, software and friendly service network represents the top ambition for those who operate in the textile industry and are willing to innovate.
Today, the company claims to have the largest range of solutions for the cutting room. It produces several types of roll loading and handling systems, automatic spreaders, spreading tables, labellers, automatic cutters with different lay thickness, from 2,5 to 9 cm and plotters. Software for CAD, Cut Order Planning, and Virtual Fitting. Its equipment’s are designed for the world of garment, furniture, automotive, accessories, sportswear and for all those industries that need to spread and cut fabric or similar materials.
Besides the company’s headquarter in Italy, Morgan Tecnica has 3 branches in the world: India, Canada and Hong Kong, plus a closed network of resellers and distributors, who are able to satisfy any requests, in terms of: Machinery, software and service. Since 2008, Morgan Dynamics Pvt. Ltd. (GAMD) has been the official branch of Morgan Tecnica in Asia, based in Bangalore, India. GAMD has been successfully managing an area with a population of more than 1.5 bn people, an area where Morgan Tecnica is the market leader today. Wisely Directed by Anandakumar Duraisamy, GAMD has been the first and most important reason of the continuously growing success of Morgan Tecnica in Asia. Through several offices across the entire South-East and thanks to a selected team of skilled and experienced people, it soon became a pole of excellence for the technical before and after-sales support.
“We are soon going to celebrate our 10th anniversary. One of the most important reasons behind our success was having a clear strategy at the start in terms of technical as well as marketing aspect. So, things didn’t happen accidently, they were planned. We started in 2008, which was the worst time due to the global economic meltdown. While it was very tempting to accept some compromise for a young company in such a critical situation, but we didn’t. We stuck to our original idea which was to make top technology and become an international top player,” said Federica Giachetti, President, Morgan Tecnica SpA while speaking exclusively to Arvind Kumar, Editor, Apparel Views who recently visited Morgan factory in Italy.
“Of course technology has a price but to remain on that, without compromising in the end was successful. Because with medium or low technology of low price, there was a huge competition already and we would have been just one among so many, but at the top end which had only a few players we believed there was room for another top level player, on the condition it was committed to bring some really innovative solutions and challenging ideas. Not compromising was probably the main reason for our success. We started our branch office in Bangalore GA Morgan Dynamics in the same year of Morgan Italy. That was the first branch office and later on we opened one in North America, and then Hong Kong. India, since the very beginning was our main market whereas other competitors were looking at China, we targeted India. So, we grew our credibility in India, and progressed with companies who believed in us. Now we are a leading player in India and it’s still our most important market. Markets like China, Latin America, Far East countries etc. became important market for us later on but India is still our main point of reference,” said Federica.
Adding to this Fabrizio Giachetti, CEO, Morgan Tecnica Spa said, “We identified India as the best potential market for us for different reasons. First of all the partner, we knew Anand as a valuable partner, a professional, who was very knowledgeable, so that was an important aspect. Second, potential of the market; India is not as big as China in terms of size but it’s still a huge country. With the huge presence of textile industry in comparison to China. China is a huge country operating in many different spheres of business. India on the other hand is particularly dedicated to textiles. They also grow cotton in India so there are a lot of vertically integrated factories. Hence, we found that there was a good environment for us to
We see ourselves as no. one in technologies which is our goal for the next three years. Of course we want to improve our size of business to improve our turnover. But we do not aim to become the largest size player but the top leader in technology, basically a dynamic family run company. Our team in India supervises the whole Asian market, than in every country we have local agents and distributors who have their own service engineers.
Federica Giachetti, President, Morgan Tecnica SpA
We wanted to tell our customers, that they should be confident that Morgan is not a company somewhere in Italy that just sends machines. Morgan is there in the territory with some direct people with a clear policy of after-sales-service i.e. they are not there to squeeze customers on the after sales. We consider a happy customer to be the best advertisement. We came into the market at a time when people were looking for something new and were ready for an alternative.
Fabrizio Giachetti, CEO, Morgan Tecnica SpA
We are the leader in India and are the first company to have installed maximum no. of cutter & spreader in India market. In our present customer list, almost 50 per cent are regular customers. India and South East Asia are our main market and will remain our main focus. India is our strategic market through which we control surrounded countries. Support for the training is from Bangalore for India as well as Sri Lanka, Indonesia, Vietnam, Cambodia and Bangladesh markets.
Nicola Messali,Sales Director, Morgan Technica SpA
In India we have a dedicated building for training center which is open for everyone. Basically the idea is when somebody buys the machine they can get the operator and also save all the training time that normally keeps the level of productivity low in the beginning. In this case you can hire operator fully trained from the training center. We keep the team of operator ready all the time.
Anandakumar Duraisamy, MD, Morgan Dynamics Pvt. Ltd.
We have been using Morgan machines for last four years, and our overall experience has been good. The technology today is something, which becomes obsolete after purchase as it keeps on updating. We are planning to buy two more machines for our Kolkata and Tirupur plants from Morgan. Until now we were getting cutting work done through job work but now all this will be done in-house. We have a good comfort level working with them and are confident that they are always there to support us
Ramesh Agarwal, Director, Rupa & Co. Ltd
present our solution as global solution for cutting room and find partners to grow with. That is exactly what happened. This is not only in India, is generally found to be the same in the world; Of course people know there are many brands like Gerber, Lectra, which have been operating for a long time. So to convince them to choose a new brand like Morgan was not easy. They kind of accepted the risk of a new player and they didn’t do it for the price because we were not cheaper. We were able to prove our solutions were high tech and innovative.”
“Second thing was our policy of the after sales. We found that many customers changed their supplier, they decided to change not because they were unhappy with the product but because they were unhappy with the policy, costs, terms and conditions of the after-sales-service. So, we opened our own branch office in India. The office was as big as our Italian office with strong team for sales and after sales service. I would say 80 per cent of people there are technicians and service engineers for software and hardware. We wanted to tell our customers, that they should be confident that Morgan is not a company somewhere in Italy that just sends machines. Morgan is there in the territory with some direct people with a clear policy of after-sales-service i.e. they are not there to squeeze customers on the after sales. We consider a happy customer to be the best advertisement. We came into the market at a time when people were looking for something new and were ready for an alternative,” said Fabrizio.
Adding to this Nicola Messali, Sales Director, Morgan Tecnica SpA said, “We are the leader in India and are the first company to have installed maximum no. of cutter & spreader in India market. In our present customer list, almost 50 per cent are regular customers. We are growing and increasing our presence in Bangladesh. That is a huge market and requires lots of automation which is good for us. Vietnam has got a lot of important customers and likewise Cambodia. Now we are starting in China, in coming years we will have a good market. Indonesia is also a good market. Colombia and Mexico is looking for lot of automization. In Central America we are a big player. In North America we have lots of opportunities. I see we will have a lot of progress in the years to come, especially with the new preparation of PLY1, our new single ply cutter, because there is a lot of production for furniture.”
When asked about the reason behind their preference of India over China he said, “We chose India because we knew India was more ready for us rather than China. In the beginning our size wasn’t big enough to interact with huge companies expected to create 20 lines at the same time. We didn’t have the infrastructure to go into that type of market and also it is a very time consuming market. We didn’t have the right partner; we were not ready to protect ourselves from copying and stealing technologies. Now we have the structure and capacity to go there but before that we were suited to play in a more closed market like India which is still huge compared to Europe but not as large as China. There are more educated people in textiles so it’s easy for us to communicate our solution, but in China there are difficulties in communication which becomes really complicated.”
“We see ourselves as no. one in technologies which is our goal for the next three years. Ofcourse we want to improve our size of business to improve our turnover. But we do not aim to become the largest size player but the top leader in technology, basically a dynamic family run company. Our team in India supervises the whole Asian market, than in every country we have local agents and distributors who have their own service engineers. But our people from India go on timely check-ups to check if everything is OK there, update the local engineer and make sure that they are fully trained with the latest solution. Our office in India will still be dedicated to pre and after sales service, including local stock of spare parts, but the R&D and the production are Made in Italy,” said Federica Giachetti.
What edge does Morgan has over others? On this Nicola Messali said, “Especially speaking about India, we have so many engineers to facilitate strong after sales service support. Service is the key for Morgan’s success in India. Whatever earlier companies were doing, they were still lacking on that part. Here, we are stronger in the accessories and with our service, we take care of our customers. No other company has so many engineers for after sales in this market. Service is the key for Morgan’s success in India.”
Talking about competition from China when it comes to cutting solutions he said, “There is big competition from China to other manufacturers not only in textile but all segments. I know some producer there could offer very low price but they have their own market and the customers going to them are not Morgan customers. There is market for everybody depending on how you go for your production. So the cheap brand from China has a market and a high brand from Europe has a good market. There is customer who requires high quality, high performance, and long life for the investment of the machine. We approach the customers as a consultant. We are not here to only sell software or hardware but to provide solution as per their real need. We have to have fast communication, optimize full information inside. We have complete solution and it’s a responsibility to deliver“
“Especially talking the big brands in India from long time started investing in automation so high level of automation is now there in the companies. The manager and quality control people of high level are there in those companies, so they are really prepared. They know the numbers are really focused on the production and how could the cost saving be done. But they also have to look at the quality because they are catering to high end customers,” said Nicola Messali.
The company discusses with its customers and offers them customized solutions, made to measure for their needs, optimizing: Fabric, productivity, time and resources. One of the company’s customers Ramesh Agarwal, Director, Rupa & Co. Ltd who happened to be visiting Morgan factory in Italy at the time of Apparel Views’ Editor’s visit, said, “We have been using Morgan machines for last four years, and our overall experience has been good. The technology today is something, which becomes obsolete after purchase as it keeps on updating. We are planning to buy two more machines for our Kolkata and Tirupur plants from Morgan. Until now we were getting cutting work done through job work but now all this will be done in-house. We have a good comfort level working with them and are confident that they are always there to support us. We are having very good experience of working with them. In today’s time it is very important to upgrade your machines and go for latest technologies at the same time maintaining your preparatory facilities up to date. Due to cost of labor getting high in China and they are setting up factories in other countries, the orders are expected to shift to India and other countries which will help boosting our industry’s growth.”
One of the major highlights at company’s branch office in India is “Morgan International Training Center,” which is something really unique in the entire continent. Located in Bangalore, it is a campus, equipped with classrooms and a completely running cutting room for the theoretical/operational training on Morgan products, for model designers, cutting room managers and machine operators.“In India we have a dedicated building for training center which is open for everyone .Basically the idea is when somebody buys the machine they can get the operator and also save all the training time that normally keeps the level of productivity low in the beginning. In this case you can hire operator fully trained from the training center. We keep the team of operator ready all the time,” said Anandakumar Duraisamy, MD, GA Morgan Dynamics Pvt. Ltd.
Adding to this Nicola Messali said, “India and South East Asia are still our main market and will remain our main focus. India is our strategic market through which we control surrounded countries. Support for the training is from Bangalore for India as well as Sri Lanka, Indonesia, Vietnam, Cambodia and Bangladesh markets. In China we have just started and already have direct engineers and sales support. For the future we are planning to have a direct branch there, too.”
When asked about future Federica said, “It is never enough so we still want more and want to grow. Keeping the same trend, we are reinvesting all our profits of the company in R&D because now everybody knows Morgan is on top we want not only to keep that position but to go further. So, the new generation of machines that is coming up is really top of the line. We also invested in new Branch of product which we expect will open new markets for us. Not only garment industry that’s where we basically operated so far but also automotive, furnishing and technical textiles. In future I see Morgan making stronger leadership and opening up new areas.”
She also added, “Technology is something that evolves so fast and you have to follow that. Because if you are slow and the technology improves you are left behind. So, the solution offered by the information technology and by the electronics in the past two years has grown up so much. Now there are opportunities that two years back was not available. We could decide to just ignore that, but this is not the Morgan style and so we wanted take advantage of that and make a machine that now is going to be better performing. Our Next 2 machines will make a difference because of being more productive, accurate, reliable and with lower running costs, but most important for the very first time the machine will be able to self-adjust and control, in order to keep its performances always at top, whoever is running it”.
Morgan Machinery Automatic cutter Next 2 with Intelligent Auto Sharpening Cycle, Intelligent Speeds Self-Management, Intelligent Self-Diagnosis of Anomalies and Gantry System is latest revolution. Next 2 is Morgan’s newest high-ply cutting machine. Available in versions 5, 7 and 9 cm compressed. Next 2 is the answer that meets all the cutting room production needs. From apparel to furnishing, from automotive to accessories manufacturers. Design and A.I. (Artificial Intelligence) are the key words of a machine that was created to think in the future. Thanks to the abundant implementation of sensors and sophisticated algorithms, Morgan Next 2 is the first machine with Artificial Intelligence that allows the best self-handling of processes such as sharpening cycles or real time speeds control. This technology guarantees the highest quality combined with the maximum productivity and the lowest running costs. Next 2 is also able to self-detect (Auto-diagnosis system) all the operating anomalies by drastically reducing breaks and machine stops