SCHINDLER

Established in 1874 by Robert

Schindler, it is a elevator
manufacturer.

Alfred N. Schindler, fourth

generation from the family,
visioned to transform the
company from engineeringbased manufacturing company
to customer-oriented service
company.

It was number one producer of

escalators employing over
35000 people in 97
subsidiaries.

Alfred Schindler found huge

potential in Indian market
where it did not have its own
operations

By 1998, Schindler was

perceived as technology
leader with US $4 billion
revenues worldwide.

SCHINDLERS INDIA EXPLORATIONS

Operated first elevator in India in 1925 but could not create local presence.
In 1958, entered into long-term distribution agreement with ECE. In 1985,
terminated that agreement and entered into a technical collaboration with
BBL
India was seen as a market with huge growth potential.

With the objective of raising involvement, Schindler proposed a JV with

BBL which could not be executed due to failed negotiations.

Owing to this, it set out for starting its own operations in India.

Silvio Napoli
MBA graduate from Harvard Business School
Joined Schindler in 1994 at company headquarters
Reported directly to the CEO.

Coordinating the
annual strategic
review process
Undertaking external
benchmarking
Competitor analysis
Head of corporate
planning

Responsible for
taking minutes of the
meeting
Following up on
action items and
special projects
defined by VRA
Staff to the corporate
executive committee,
the Verwaltungsrat
Ausschuss (VRA)

Entry into Indian Market

Entry into Indian
markets was one of
the key projects
taken up by VRA
committee.

It engaged with
BCG to identify
and evaluate
prospective
partners.

Silvio Napoli
worked with
consultants to
shortlist the
partners. However,
no idea partner was
finalised.

Schindler decided
to start a 100%
wholly owned
company and the
responsibility was
given to Silvio
Napoli.

Napoli developed a detailed analysis of

Market Size
Legal Environment
Competitive situation
Prepared a business plan for market entry which was proved by VRA leading to commencement of operations
in India