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11 Jan 2025As the outstanding global ambassadors of KEDA, witnesses and participants in international friendship, they have been devoted to the splendid chapter in KEDA's global expansion.
| Forging ahead in KEDA's Global Expansion
Mr. Jiang ZHENG
General Manager of India Sales Region, International Sales Center, KEDA Ceramic Machinery
ZHENG's career traces the arc of KEDA's global expansion: he has participated in and witnessed KEDA's early stirrings, growth, and eventual emergence on the world stage. From paving the way in India, to deeply engaging in the African market, and then achieving breakthroughs in Europe, he has always been at the forefront of KEDA's global journey, contributing with his professional expertise and sharp market insights.
When he first set foot in India in 2004, KEDA had not yet established a subsidiary or office there, and everything was challenging. Yet with perseverance, he embarked on KEDA's pioneering journey in the Indian market. At that time, Indian customers had limited funds and could only purchase half a polishing line at a time. In response, ZHENG proposed a standardized pre-investment strategy that allowed quick shipment as soon as orders were confirmed, greatly boosting sales efficiency. Due to the tireless efforts of ZHENG's team, KEDA's sales in India have grown steadily since 2004 and increased six or seven times by 2011. Eventually, India evolved into KEDA's largest international market. As business in India continued to grow, ZHENG set his sights on the then-untapped African market, proactively suggesting a more in-depth approach. Under his leadership, KEDA's sales in Africa expanded from just a few million dollars in 2012 to nearly ten times by 2017.
In 2018, with KEDA's acquisition of the Italian company ICF & Welko, ZHENG took on the responsibility of leading KEDA's sales in Europe. Despite various challenges, KEDA made noteworthy strides in the European high-end market. In 2020, KEDA completed its first thick-tile roller kiln production line in Italy, alongside a CNC intelligent dry milling machine, solidifying its foothold in the European thick-tile segment.
In 2023, the KEDA KING series of intelligent polishing machines was shipped to Italy, which attracted widespread industry attention. These machines were developed entirely according to European standards, with hardware produced by Keda and software programmed in Europe. During the development, ZHENG pursued excellence in every detail, refining and improving to ensure that they met European usages and standards. Ultimately, KEDA's products earned global recognition and praise.
In 2024, ZHENG returned to head in the Indian market again. In a familiar place but a new role, he now faces a challenging market climate. He has proposed a series of market strategies such as building a robust reputation through benchmark kiln projects and increasing the promotion of after-kiln production lines and spares & consumables. A return to growth in the Indian market is within reach.
| Engaging in the Indian Market with Unmatched Customer Trust
Mr. Kaiyang TAN
General Manager of India Sales Region, International Sales Center, HLT & DLT
Since 2016, TAN has been dedicated to sales at the India Sales Region of HLT & DLT, fostering strong friendships and trust with both new and long-standing Indian customers. His expertise, passion, and commitment have earned him widespread respect. Even in 2019, when he contracted malaria during a business trip in India, he continued to handle pressing tasks from his hospital bed, promptly responding to customers.
From 2021 to the present, as General Manager of the India Sales Region, TAN has led HLT & DLT to a major market share breakthrough—now exceeding 60%—while also guiding the kiln division to first place for the first time in 2021. From 2021 to 2024, HLT & DLT has achieved remarkable growth in the Indian market and formed complete line partnerships with four of India's top ten ceramic producers. Moreover, as visa difficulties limited travel to India, TAN coordinated technical exchanges between local Indian technicians and after-sales teams in China, which raised local expertise and swiftly resolved customer concerns.
In 2024, amidst a sluggish ceramic market and fierce competition, TAN has signed two raw-material complete line projects and one large-capacity sanitaryware shuttle kiln with the leading Indian listed group Simpolo—a significant milestone partnership.
Through the collaboration with Simpolo, HLT & DLT established a new benchmark in the Indian ceramic market for quality raw materials engineering, introducing Chinese automated equipment such as spray towers, continuous ball mills, and powder conveying systems. It also marked the successful application of the large-capacity, fully automated Chinese system in India. As of October 2024, HLT & DLT's intermittent ball mills, continuous ball mills, presses, and kilns all hold first place in the Indian market share. Notably, HLT & DLT's revenue from raw-material projects in 2024 achieved a year-on-year growth rate of over 225%.
| Extending AAC Products Deep into the South Asian Market
Mr. Guangyu ZHAO
Deputy Sales Director of South Asia Sales Region, International Sales Center, KEDA SUREMAKER
ZHAO has been involved in international business since 2022 and officially transitioned to international marketing in 2023. In 2024 alone, he spent five months on-site in Bangladesh, where he remained even during the political unrest of July and August.
Throughout frequent internet and power outages, ZHAO maintained close contact with potential customers via messages and phone calls, ensuring the KEDA SUREMAKER brand stayed prominent. Meanwhile, he actively studied local language, customs, and religious practices to communicate in a way that truly resonated with local customers, earning their trust. His efforts paid off with the BDQ036 project—a joint venture between Samsung Group and a leading local infrastructure firm, known for demanding requirements on design and execution. As a flagship project, it carries significant influence in the region.
Beyond Bangladesh, ZHAO traveled to Ghana in West Africa this April to attend the ICCX exhibition, building ties with potential local customers. One of these firms has already visited KEDA SUREMAKER, and close discussions are ongoing.
While promoting AAC products in new markets, ZHAO noticed that local construction teams often lacked experience in installing these new building materials. He swiftly collaborated with Chinese construction personnel to compile an English manual for AAC construction, addressing user challenges and helping customers open up the market.
As head of the South Asia Sales Region, ZHAO embraces hardship and maintains unwavering passion. Facing Indian visa issues, he uses multiple channels to connect with Indian customers, enhancing brand awareness through thorough market analysis and careful team management.
In parallel, ZHAO also oversees letters of credit and guarantee business, tailoring settlement solutions for customers while managing settlement risks. He is collaborating with CITIC Securities to provide a range of credit insurance services and offer customers diversified settlement options.
