Counterfeiting continues to be a major growing issue in the automotive component industry. According to Motor Equipment Manufacturers Association (MEMA), USA the global automotive industry loses US $ 12 billion to counterfeiting. The Indian scenario is not a different story. According to FICCI – CASCADE latest study (Grey market the invisible enemy) released in 2012, the Auto component industry loses 29.6% of its sales due to grey market, worth US $ 2 billion (INR 9198 crores out of estimated size of INR 31,046). To combat this menace all Stakeholders need to fight at their level. Governments have a particularly critical role to play in this effort. All over world, they are doing their best creating the necessary legal infrastructure, educating police force, developing suitable laws to deter fraudulent behaviour. Businesses, however, must also do their part to prevent the production and sale of counterfeit products.
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Disclaimer: Presentations are intended for educational purposes only and do not replace independent professional judgment. Statements of fact and opinions expressed are those of the participants individually and, unless expressly stated to the contrary, are not the opinion or position of the Hologram Manufacturers Association of India (HOMAI). HOMAI does not endorse or approve, and assumes no responsibility for, the content, accuracy or completeness of the information presented. The data used here are from various published and electronically available primary and secondary sources. Despite due diligence the source data may contain occasional errors. In such instances, HoMAI would not be responsible for such errors.
Current Indian Scenario Most commonly counterfeited parts & accessories
Reason for increase in auto counterfeiting
Impact of auto counterfeiting
Steps to fight auto components counterfeiting
Changes in behavior towards brand protection Formation of team focuses on anti-counterfeiting strategy Selection of right anti-counterfeiting technology Track supply chain at distribution end Monitoring and developing IP strategy Consumer awareness
Illegal Manufacturing is growing due to shortcoming of existing legislation and easy availability ofmaterial from China to produce counterfeit auto component
Inadequate surveillance efforts by brand owner to identify counterfeit products
Tampering/Re-packaging: Counterfeit automotive components entering supply chain through localmanufacturing, importing from China in form of fake packaging or in original packaging sourcedfrom mechanics or service stations
Higher margins: In comparison to genuine auto component makers, a counterfeiter earns 35%-75%
Lack of consumer education to identify authentic parts/about the ill effects of counterfeit parts
Supply constraints: Lack of easy availability of genuine parts for older variants of vehicles, andsometimes even for new models, leads to counterfeit sales. This may either be a supply constraint atthe manufacturer’s end or a strategy at the distributor level to achieve high margins.
• Loss of tax revenue : According to FICCI Cascade survey Indian Government loses approx. INR 22 billion (US $ 496 million) due to counterfeit auto products in FY 2010.
• Funding of criminal enterprises : The people that benefit most from counterfeiting are criminals who then use their proceeds to fund other criminal activity of to further their own enterprises.
Indicative figure – calculated by assuming an average tax rate and profit margin on these automotive components
Source: ACMA and Ernst & Young Research / (source ACMA)
• Loss of Life : The use of counterfeits products result in around 25,400 deaths and more than 93,000 injuries during 2009. 20% of total road accidents in India can be either directly or indirectly attributed to the use of counterfeit automotive parts.
• Loss of Jobs: Around 1.5 million jobs lost
• Loss of money: According to estimates, the end-users are paying for an additional 109 million litres of petrol and 8 million litres of diesel per annum which can be attributed to use of counterfeit parts.
• Lost revenue: Lost revenue worth US $ 2 billion annually
• Lost Market Share: at-least 29-35% market lost due to grey market
• Liability: Manufacturer can face potentially crippling law suits as incidents of counterfeiting, tampering, and diversion leading to accidents and death.
• Product recall due to counterfeit parts – loss of brand equity: In the last few years major automotive manufacturers were forced to recall their vehicle due to counterfeit auto parts.
Step 1: Change in approach towards product protection
As a first step, every CEO or Brand owner should take the responsibility of brand attack and make Brand Risk Management (BRM) an intrinsic part of his business plan, review and report
May comprise of CEO/Brand owner; Brand Managers; Head of Marketing, Product Development, Sales, Logistic, Packaging, Manufacturing or outside consultant accountable for the brand.
Periodically review the BRM by analyzing various issues like:
i) Product categories & markets
ii) Buyer profiles
iii) Supply chain management and SWOT analysis of the counterfeiters
Make a customized & integrated solution: This can be done by increasing the participation of co-opting consumer or channel partner and by conducting verification, raids or ensuring strong law enforcement
Step 3: Selection of anti-counterfeiting technology (see chart overview of security technologies)
*Use at-least one level of overt authentication *Focus on ethical vendor who provide multi layered security solution instead just one technology *To select technology take help of published standards such as ISO 12931 and NASPO
While the trade of counterfeit parts has dramatically increased, tackling counterfeits is not impossible. Counterfeiting is a problem that needs to be addressed quickly and decisively. Ideally, as a first move, more effective partnerships should be built between law enforcement agencies and the private sector with focus on intelligence sharing, awareness and product identification training.
Thank YouFor more information, please contact C S JeenaHologram Manufacturers Association of India21-Ground Floor, Devika Tower 6, Nehru Place, New Delhi 110019, IndiaEmail: [email protected]: www.homai.org