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24 Jul 2026A tree can only grow higher when its roots grow deeper. Recently, KEDA Industrial Group General Manager Mr. Xuexian YANG joined Chinese and Indian employees at the KEDA India Production Base to plant trees together. They worked side by side, shoveling soil, supporting seedlings, and watering them as they planted mango trees, Indian gooseberry trees, and sweet orange trees. Each of the 3 trees carries a unique meaning, yet together they represent roots, growth, and harvest. They also embody KEDA India's commitment to a long-term development approach and its determination to deepen its presence in the Indian market.
Amid the restructuring of the global manufacturing landscape and intensifying competition in India's ceramic market, KEDA India has chosen not to pursue short-term expansion. Instead, the company has embarked on a second entrepreneurial journey, systematically reshaping its strategic direction, organizational structure, operational management and team culture around high-quality operations, laying a solid foundation for long-term growth.
Focusing on Customer Value and Redefining the Path Forward
Markets are changing, and customer needs are evolving. In the past, customers focused more on product delivery. Today, they are increasingly concerned with how existing machinery can continue generating value. Based on this insight, KEDA India has redefined its business positioning. By reassessing traditional businesses such as spare parts & consumables, and machinery repair and upgrades in line with market demands, KEDA has shifted its focus toward providing engineering solutions for "accelerating production and reducing costs" in after-kiln complete plant solution, driving the transition from a single-product supplier to a provider of integrated system solutions.
Aligned with this strategy, KEDA India has leveraged the professional support of the Machinery Modification and Upgrade Department under KEDA Ceramic Machinery's Spare Parts & Service Division to jointly optimize service processes and internal collaboration mechanisms. This has further clarified the business direction and laid a solid foundation for building more professional and competitive service capabilities.
Meanwhile, KEDA has placed greater emphasis on gross margin, cash flow, operational quality, and risk management. It remains committed to long-term sustainable growth rather than pursuing short-term scale at the expense of future risks. Against this backdrop, KEDA India delivered outstanding results in the first half of the year, with significant improvements reflected in both cash collection and profitability.
Strengthening Operational Foundations and Enhancing Business Capabilities
The biggest change brought by this second entrepreneurial journey is not the expansion of business scope, but the continuous strengthening of operational foundations and the ongoing improvement of the KEDA India's management capabilities. In the first half of the year, KEDA India focused on high-quality operations and continued to advance the development of business units. KEDA India optimized its organizational structure, clarified responsibilities, established operational analysis mechanisms, and promoted the implementation of the KIBMS operational management system. Furthermore, KEDA India continued to improve operational analysis, process systems, authorization mechanisms, SAP applications, IT projects, and on-site management, driving the transformation of operations from being primarily experience-driven toward a model combining standardized processes with digital management.
Meanwhile, KEDA India further strengthened end-to-end management of key operational indicators, including sales, delivery, inventory, accounts receivable, and cash flow. Through more transparent, timely, and accurate data analysis, the Company continues to enhance decision-making efficiency, organizational collaboration, and risk management capabilities, making operations more standardized and efficient.
The stronger the operational foundation, the more robust the organization becomes. This enables faster customer response and more reliable service support. For customers, these changes are reflected not only in product supply, but also in more professional solutions, faster on-site response, and more stable and sustainable service capabilities. By continuously creating value for customers, KEDA India is also laying a solid foundation for KEDA Industrial Group's long-term growth.
Hard Work and Commitment: The Most Authentic Answer
Reform has never been achieved through a few new systems or policies alone. It requires a team of people who build, improve, and advance step by step in an unfamiliar environment. Since the beginning of this year, several Chinese management team members have been stationed in India for extended periods. Compared with other international operations, they have spent longer periods abroad and taken on broader responsibilities. In addition to market development, customer management, supply chain coordination, and on-site operations, they have also undertaken extensive work in organizational development, infrastructure support, and management system improvement. Through outstanding performance and execution, they have continued to advance KEDA's strategic initiatives and refined management practices.
At the same time, as the business continues to grow and the organization continues to evolve, KEDA India is actively promoting deeper collaboration between Chinese and Indian teams while enhancing overall management capabilities. Facing new demands arising from cross-cultural collaboration, organizational coordination and business transformation, the company continues to improve its on-site management systems, strengthen local talent development, and facilitate the sharing and transfer of management experience, technical expertise and operational philosophy. Many of these initiatives have no existing playbook to follow. They require Chinese and Indian teams to maintain open communication, work closely together, and continuously explore and optimize through practice, jointly driving the company’s long-term and sustainable growth.
Hard work is not simply about longer working hours. It means maintaining responsibility, execution capability, and resilience in complex environments.
Building Team Culture Through On-Site Improvement
Management is not only reflected in systems and processes, but also demonstrated through daily operations on the ground. Recently, KEDA India organized a half-day "Clean and Beautiful Home Improvement Campaign", with full participation from both Chinese and Indian employees. From the general manager to cleaning staff, everyone contributed to improving the workplace environment. The team carried out a comprehensive cleanup across offices, warehouses, workshops, dormitories, and the entire industrial park, leaving no corner unattended.
What has changed is not only the physical environment, but also the sense of responsibility and team culture. As the dormitories, canteen, and office areas continue to improve, employees have worked together to optimize meals, improve accommodation conditions, and enhance workplace facilities, allowing every Chinese and Indian colleague working here to experience the warmth and support of the platform.
For KEDA India, the mission is not only to operate a company, but also to build a service-oriented platform. Regardless of who they are, everyone who joins KEDA India is regarded as a partner and an important member of the platform's shared development journey.
Deepening Roots in India and Moving Toward the Future Together
Over the past 6 months, KEDA India has not pursued dramatic changes. Instead, it has focused on doing every fundamental task well, implementing every reform initiative on the ground, and truly placing every customer need at the center of its efforts.
Today, KEDA India has transformed not only its business model, but also its operating philosophy, organizational capabilities, and team culture.
Looking ahead, KEDA India will continue to deepen its presence in the Indian market, remain customer-centric, and continuously enhance its local operational capabilities, technical service capabilities and product solution capabilities. The company will work closely with customers, partners and various stakeholders to jointly drive the upgrading of the ceramic industry, create greater value for customers, and deliver more stable, efficient and sustainable products and services to the Indian market.
A new entrepreneurial journey is not merely a fresh beginning. It represents a group of people working together in a foreign land to build an international company capable of long-term operations and continuous value creation.
(KEDA Industrial Group)
