We Have Diversified Our Product Portfolio From Predominantly Gloves And Now Offer A Complete Head To Toe PPE Portfolio

Sivakumar Krithivasan, Business Unit Head – India, Midas Safety Private Limited talks about his organisation’s journey in India so far and his views on OSH awareness over the years, new and innovative products Midas Safety has launched for the Indian market, their market strategy to increase awareness about safety products in India, the type of industry verticals they target and his views on the OSH India show and the work done by it in improving OSH awareness across South Asia.

Interviewed by Adeesh Sharma

1. Please tell us about your journey in India so far and your views on OSH awareness over the years.

Midas Safety has been operating in India Since 2006. Midas since then has been among the key players in the PPE industry and a key catalyst for OSH adoption across verticals. Over the last decade or so, we have grown many folds in sales and have helped build good awareness about PPEs with our customers. We have also diversified our product portfolio from predominantly gloves to other products and now offer a complete head to toe PPE portfolio. We build safety awareness through safety audits at end users permises, recommending the right product for specific applications, product trials and by organising interactions during safety weeks and other events.

2. What are some of the new and innovative products Midas Safety has launched for the Indian market?

We have reorganized our existing product offerings, addressed portfolio gaps and have launched 3 distinct brands - NINJA, TECHTION & VALPRO.

NINJA is our international offering of Hand Protection already servicing safety needs across high compliance driven regions of North America, Europe, Australia and Latin America. TECHTION and VALPRO are Midas’ Head to toe PPE offerings, which have gained massive popularity within the Middle East and other emerging markets of the world.

3. What is your market strategy to increase awareness about safety products in India? What kind of industry verticals do you target?

Advertising, promotion and participation in exhibitions does play an important role to create awareness around safety - it’s not always enough. As responsible safety solutions providers, Midas encourages active engagement from its teams with customers and end-users. During these customer engagements, Midas learns of some real safety needs and gets an opportunity to educate how our brands can provide great solutions that address their risks with relevance. Awareness also comes from using and experiencing our safety brands. This is facilitated through product trials, demos and display sessions at end-users, interactions during safety week etc.

Our products are currently used in Automotive, Auto-ancillaries, Iron & Steel, Infrastructure, Engineering, Oil & Gas and Pharma. We are working to grow in these segments while also working to diversify in to other sectors. Our brand strategy is aligned to address the diverse requirements of the Indian market and every customer will find a safety solution, matching their needs.

4. Please tell us about your views on OSH India and the work done by it in improving OSH awareness across South Asia.

OSH India is one of the unique shows focussed on comprehensive safety awareness and we have been a proud participant with OSH for over 6 years now. OSH has been instrumental in bringing various stake holders in realising Occupational, Health and Safety at the work place - from Government, Regulators, Standards Bodies, Industry, Safety Consultants, Subject Matter Experts and PPE Manufacturers. This is bringing about a fantastic culmination of ideas and exchanges that is increasingly making an influence and in unifying actions across facets of the PPE industry. Also, this event creates an excellent opportunity for end users in enhancing awareness on PPEs and other available options to improve safety and work performance at workplace.

I think, it is still a long road to travel in India and in the neighbouring region before PPEs become common even at the level of tradesman and DIY enthusiasts. There is enough potential to evolve and diversify in to special sector focussed events, in future. OSH India can also serve to bring together regional safety professionals and enable PPE manufacturers to gain exposure and access to neighbouring markets to pursue growth.