Pioneers in Fire , rescue and emergency lighting since’ 1985
Presented by: Navdeep Garg - Director
Sales team
M.D- Mr.
Ashok Garg
Chief Marketing Officer
Mr. Rajeev Raghav
Gp. Capt. RajHead Business
Development
MIS
Mr. K V Rajan
( T.N, Kerala, Karnataka,
A.P, A&N, Lakshadweep)
Sales Manager
Bangalore
Mr. Joydeep Sarkar
( East & North East )
Sales ExecutiveAssam
DirectorsNavdeep, Harsh &
Ashish
Mr. Rajeev Bhandari
( Gujarat )
Mr. Prasad
Waghmare
( Maharastra, Goa,
Daman Diu)
Mr. Santosh Thakur
( Rajasthan, M.P,
Chattisgarh)
Mr. Chary
Hyderabad
Mr. Vikrant Bassi
and Mr. Parish
( J & K, H.P,
Haryana,
Uttarakhand,
Punjab)
Mr. Santosh Shukla
(U.P and Railways)
Sales ManagerAbhijit Sen
Mr. Gurudeo
(MES Segments)
Mr. Tripuresh
(SWR & MES)
Employees/ Type of Expertise
Aska an ISO 9001:2008 certified Company with modern/ hightech manufacturing
base, established in the year 1985 and Head Quartered at New Delhi (Capital of
the Country).
Aska is a pioneer in the field of Specialized Fire Safety Systems and Disaster
Management Products and has gained the market leadership position in last few
years due to its constant endeavour to manufacture the best quality products with
state of the art technology.
The Fire Safety and Disaster Management Products have won accolades from
various Govt. Authorities, as these product have proved instrumental in facilitating
rescue works other missions, critical operations during emergencies. We have
garnered appreciation for maintenance activities in various critical applications also
from Defence, Railways, PSU’s etc.
We have Qualified Engineers and Business Development Managers, Distributors/
Dealers capable of positioning products in the right application areas in all market
segments in all 29 States & 7 Union Territories .
Target markets
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Indian Defence Services
Paramilitary Forces
State Police & Fire Services
State / National Disaster Management/ Flood Control
Department
Institutional Sales / Private Industries/ Corporates
Indian Railways / Forest Department
Airports / Banks
Electricity Boards / Substations / Power Generations /
Distributions
Highway Medical Helplines
Public Sector Undertakings, Mining Industries, Oil Industries
Ports
Postal Services
Government Warehouses, Customs, Sales Tax, Income Tax,
Excise offices etc.
Ambulances & hospitals
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Bus stations
Dental clinics
Marathon organizers
Sports Authority of India
Prominent Indian schools
Banks
Government offices
Post offices
Shipping industry
Gyms & health clubs
Golf course
Law makers offices
Ministry buildings
The HeartSine Products for Indian
Market
Samaritan PAD 350P
Samaritan PAD 360P
Samaritan PAD 500P with CPR
Advisor
• For Western companies rushing to enter the Indian
marketplace, it needs to be recognized that the country is a
very different proposition -- both in terms of business
practices and consumer preferences -- and must be treated
accordingly.
• One of the common pitfalls in addressing the Indian
marketplace is simply dusting off something you might offer
in your home market. Indian consumers are very different -enormously value conscious and very, very finicky.
INDIAN MARKET COVERS
29 States & 7 Union Territories
1.2 Billion People
AED situation (awareness, issues)
 Awareness:
The market for defibrillators in India may be broadly
segmented into external defibrillators and implantable
cardiovascular
defibrillators
(ICDs).
External
defibrillators can further be segmented into
monophasic, biphasic, and automated external
defibrillators (AED).
1. Medical / para medical staff do have knowledge about
AEDs
2. Non medical people have no knowledge of such a
product
Vendors and Manufacturers
• The vendors of defibrillators in India include: Advanced
Micronic Devices Ltd. (AMDL), BPL Healthcare, Criticare
Sys-tems (since acquired by Opto Circuits etc. and now
a part of AMDL), GE Healthcare, India Medtronic,
Instromedix India (Medtronic Physio Control), Life
Support Systems, Meditech Electronics, Metrax GmbH,
Nasan Medical, Philips Healthcare, Schiller, Trivitron,
Universal Medical, and Zoll Medical (represented by L&T
Medical),
• Presence of Few Korean and Chinese companies which
have CE approval
• Defibrillators are now used widely in public places such
as airports, police cars, railway stations, shopping malls,
tourist places, and the like, for providing immediate
defibrillation to patients of sudden cardiac arrest. Public
awareness of the need for early defibrillation has
continued increasing. Despite being relatively new, as
installation of AEDs in public places has been made
mandatory in several countries abroad this public access
defibrillators (PAD) market holds enormous revenue
potential for defibrillators and is likely to be the largest
market segment in near future. However, the concept of
installing AEDs in public places is yet to be adopted in
India; hence, efforts must be made to enhance the
usage of AEDs in India
AED situation (awareness, issues)
 No Samaritan Law in India & hence people are not willing to take the risk
 The market is faced with challenges such as stringent laws that restrict
the use of defibrillation, resulting in fierce competition. Despite the strong
dominance of a few players, there is still a significant level of competition
among the smaller participants.
 High import custom duty- 12% plus handling and freight 8%
AED situation (awareness, issues)
The Difficulty Of Being Good
It is time India had a Good Samaritan law
AED situation (awareness, issues)
Status of Samaritan Law in India
Why do people hesitate to come forward and lend a hand? A 2013 survey
conducted by SaveLIFE Foundation, an NGO focused on improving road
safety and emergency care in India, shows that 74% bystanders are
unlikely to assist a seriously injured person on the road, irrespective of
whether they are alone at the spot or in the presence of others. The study,
conducted across seven cities, Delhi, Hyderabad, Kanpur, Mumbai,
Indore, Ludhiana and Kolkata, also offers some insight into why
bystanders fail to come forward to assist.
*88% of bystanders who were unlikely to assist cited legal hassles like
police questioning and court appearances as a deterring factor.
*74% said they would be more inclined to step forward and help if the
accident occurred in a familiar environment as they were more confident of
receiving help and support.
*77% of those unlikely to assist said lack of cooperation from hospitals is
also a reason.
AED situation (awareness, issues)
*88% expressed the need for a Good Samaritan Law that will create a
supportive environment for bystanders to assist road accident victims.
However, currently in India there is no such law that offers protection to
those who come forward to help accident victims. Research by SaveLIFE
Foundation highlights initiatives taken worldwide in this regard.
For instance, in the state of Vermont in U.S.A., and in countries like France,
there is an obligation on a person to provide assistance to an injured party,
if such person can do so without danger or peril to any other person.
Countries which do not impose such an obligation, like England, Wales and
China, provide civil and/or criminal liability protection for any person that
provides assistance to an injured party, provided certain statutory
requirements are met.
AED situation (awareness, issues)
In India too, interestingly, the demand for this legislation was voiced most
strongly by people in the lower socio-economic strata, with 95%
demanding protection from arbitrary police harassment.
India has the largest number of road-related deaths in the world. The
Good Samaritan Law can go a long way to address this crisis and help
ensure that hundreds of lives are not lost for reasons that are completely
preventable.
Sign NGO SaveLIFE Foundation's petition to the Health Minister to
introduce a Good Samaritan Law
AED situation (awareness, issues)
NO SAMARITAN LAW IN INDIA
This Law will protect and encourage Good Samaritans to help injured
person on the road and will include:
Protection from legal hassles for Good Samaritans who help injured
victims
Protection from legal hassles for Medical Professionals who immediately
attend to the victim. Hassle-free procedures for investigation and evidence
in police and Court Strict disciplinary and departmental action against
public officials who coerce or intimidate a Good Samaritan
Guidelines to all hospitals to treat trauma victims and not to detain those
who bring the victims
AED situation (awareness, issues)
A system for recognizing and celebrating those who save lives
Several countries around the world have laws to protect and reward Good
Samaritans. India needs one urgently.
SaveLIFE Foundation India (NGO) signs this petition in asking the
Health Minister, to ensure protection of Good Samaritans by
introducing this law in the Parliament.
AED situation (awareness, issues)
News; Oct 29, 2013, 12.00AM IST
Support is growing for a Good Samaritan law to help road accident
victims
TIMES VIEW
Encourage helpful bystanders
Championed by the Supreme Court of India, a legal framework to encourage
bystanders to help road accident victims is gaining momentum. Given that
road accident fatalities in our country are the highest in the world, and most
of these can be averted if victims receive emergency care within the 'golden
hour' after an accident, enacting a Good Samaritan law makes excellent
sense.
AED situation (awareness, issues)
Article 223(6) of the French Criminal Code states: “Whoever voluntarily fails to
provide to a person in danger the assistance that, without risk for himself or a third
party, he could provide, either by his own actions, or by initiating a rescue, may be
punished by up to five years of imprisonment and a fine up to €75,000.”
The same spirit of ‘Duty to Rescue’ also is reflected in Article 323(c) of the German
Criminal Code as also the Italian, Canadian, Australian, Argentinian and in some US
states. Immunity from prosecution is also provided by the law to the first responder
who rescues the accident victim in Australia, Canada and some states in the US . This
form of law is commonly referred to as the Good Samaritan Law.
In India the genesis of the Good Samaritan Law could be traced to a 1989 Supreme
Court judgement. The Supreme Court in Parmand Katra vs Union of India stated:
“The effort to save the person should be the top priority not only of the medical
professional but even of the police or any other citizen who happens to be connected
with the matter or who happens to notice such an incident or a situation.”
But the reality oustide the courtroom remains grim.
How you reach target markets
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DGS&D
A CENTRAL PURCHASE & QUALITY ASSURANCE ORGANISATION of
Govt. of India, Department of Supply, Ministry of Commerce.
In the year 1860, the British Govt. evolved a concept of CENTRAL
BUYING & set up INDIA STORES DEPARTMENT in LONDON for meeting
procurement needs of Govt. of India.
Established in 1951 in its present form for rendering procurement services
to Central & State Govt. by placing Rate Contracts for common user items &
contracts against their ad-hoc demands.
Adhoc procurement decentralized in December, 1991. Main function now is
to conclude RATE CONTRACTS.
Quality assurance functions continue to remain centralized as before.
Continues to be the NODAL Agency of Govt. of India for purchase policy &
procedure. Govt. Departments/Organisations, who have not built-up their
own infrastructure for purchase, can raise their demands on DGS&D for adhoc procurement.
How you reach target markets
Advantages in Associating with DGS&D
To Suppliers
Its REGISTRATION is held in high esteem by all Govt. Department/Agencies
Award of rate contract lends respectability & image enhancement.
Marketing effort required is nominal.
Consistent & uniform purchase policies & procedures.
Availability of technical guidance for upgrading manufacturing processes & for
building product quality.
Uniform Quality Assurance techniques lead to standardization.
Registered suppliers are given prior intimation about tenders.
To Buyers
Facility of bulk purchase of lowest competitive price.
Enables buying as & when required.
Saves effort involved in tedious & frequent tendering.
Just in Time availability of supplies for inventory management.
Availability of quality goods with full quality assurance back-up.
How you reach target markets
Indian market is very different:
All Non Indian Companies think they have a huge market out there and it’s a
piece of cake to sell to them.
The above is correct only if we do the business in India by adopting the Indian
way- McDonald's food chain
Once the Target market is identified, we write to them or meet them and request
for a presentation & demontration and ensure that the decision makers attend the
presentation
Provide them relevant customer testimonials
Tailor our marketing techniques as per the market
Advertisement in Medical Equipment Magazine, retired heads of departments and
companies are engaged , doctors
Exhibitions , conferences & seminars
Gillette
• Traditionally, Gillette relied on extensive
research and development to create a
single product for global distribution. The
product was supported by a marketing
premise that it would be equally valuable
to customers globally. But Gillette set
aside its global strategy in India and grew
its market share dramatically.
• Although Gillette entered the Indian market in
1984 and launched its newest triple-blade
system, Mach3 in 2004, sales were flat for a
long time. The product did not go through any
changes and kept its key features - such as long
lasting diamond-like coating blades,
'PowerGlide' smoothness, ergonomic handles,
pivoting precision heads - and premium price,
which was 10 times more than its two-blade
competitors.
• Once Gillette understood this consumer segment, the
company created a new customised product. Gillette
Guard, the first product created just for the Indian
market, was introduced in October 2010. It was priced at
just Rs15 per razor - less than 35 cents and three per
cent of the top-ofthe-range Fusion ProGlide price. At Rs5
for a refill cartridge, Gillette Guard met customer
expectations on safety and ease of use.
Sales Techniques or Promotions that worked
Improvisation and adaptability.
Improvisation and adaptability are also at the heart of
the India way. In a complex, often volatile environment
with few resources and maddening red tape, we have
learnt to rely on our wits to circumvent the innumerable
hurdles we recurrently confront.
Getting DGS&D rate contract is the key to sell large
quantities and competitors will not be considered once
we get that approval.
We are sure we can few thousand units every year
once we get the above Indian approval.
Support from Heartsine
1. Remaining models needs to be USFDA approved . Specifically the Hindi
version of both the models.
2. Models in other regional languages after few years
3. The current cost has to go down by 10 to 15 % as other reputed players
are selling at that cost. This can be done later once we get the approval.
Not comparing it with Korean and Chinese products as they are much
cheaper
4. Need soft copies of leaflets, presentations, banners, posters which are
customized according to market segments / verticals
5. Training on how to use the product in detail
6. More information about how the 10 year warranty is valid and how they
will provide post sales services
Aska Equipments Ltd.
R-482, New Rajendra Nagar,
Sir Ganga Ram Hospital Square, Shankar Road,
New Delhi – 110 060
Ph : 011 49458800 Fax 011-49458844
Email: info@askagroup.com