Wieland Group’s Strategic Move into India: Driving Growth Through Partnerships

Expanding into a new market takes more than just product readiness – it demands deep local insight, the right connections, and a clear understanding of where to begin. For global manufacturers, India offers vast potential, but also presents a complex, cost-sensitive landscape that requires a refined go-to-market approach.

With over 1,800 German companies operating in India, the country continues to grow as a destination of strategic importance, particularly in advanced manufacturing and automotive innovation.

As a global leader in copper and copper alloy solutions, Wieland Group identified India as a key growth market – one aligned with its long-term vision – and set out to establish a strong foundation for expansion.

In 2024, Wieland Group decided to explore the Indian market with Start2 Group for key challenges of validating the market need and identifying the right partners. Dr. Joachim Fischer visited India in October 2024 to meet with potential partners and customers through one-on-one meetings and networking events organized by the Start2 group in Delhi and Bengaluru.

‍
Company Background   

‍
Headquartered in Ulm, Germany, the Wieland Group is a global leader in copper and copper alloy solutions, with a well-established footprint in the automotive sector. The company supports traditional combustion engine platforms and emerging e-mobility architectures.

Its core offerings to the automotive industry are centered around high-performance materials and components that meet the sector’s stringent demands for durability, thermal management, electrical conductivity, corrosion resistance, and sustainability.

Wieland Group’s lead-free alloy portfolio ensures compliance with global regulations like REACH and RoHS, while maintaining best-in-class performance.

With a global production and machining network, including facilities in Europe, the U.S., and Asia, Wieland Group acts as a full-service development and manufacturing partner for OEMs and Tier 1 suppliers alike – from alloy design to finished precision components.

‍

‍Why India: A Market of Scale,Sustainability, and Strategic Fit 

 
Dr. Joachim Fischer, Technical Marketing at Wieland Group, explains that India represents one of the fastest-growing automotive markets globally, with a unique blend of opportunity across mass-market vehicles, commercial fleets, and an increasingly robust electric mobility ecosystem.

Stricter BS-VI emission standards and India's early alignment with global REACH (Registration, Evaluation, Authorization, and Restriction of Chemicals)- and RoHS(Restriction of Hazardous Substances)-style regulations have created a push for lead-free materials and sustainable sourcing, areas where Wieland Group has significant technical and regulatory leadership.

“On top of that, India offers a convergence of scale, strategic importance, and innovation momentum – essential for a company like Wieland Group that thrives on material science, sustainability, and precision manufacturing,” says Dr. Fischer.  

‍

‍

Overcoming Market Entry Challenges with Start2 Group 

 
As optimistic as Wieland Group was about the tremendous opportunities that the Indian market could provide, the company experienced its fair share of complexities. One key concern was that it had to figure out if the market needed its products at all.  

“The Indian automotive market is highly cost-competitive. Convincing customers to adopt high-performance, lead-free, engineered alloys, which could carry a higher initial cost, requires strong value demonstration in terms of load carrying capability, lifecycle performance and sustainability,” explains Dr. Fischer.  

Finding the right go-to-market partners was also a hurdle. Wieland Group was exploring potential collaborations with joint ventures, distributors, and machining partners that shared its high standards.

“Finding partners who are aligned with Wieland Group’s sustainability goals, zero-defect culture, and customer intimacy can take time,” Dr. Fischer adds.

That was where Start2 Group came in.

Mr. Fischer recalls his first encounter with Start2 Group, then known as German Entrepreneurship, upon a referral from his former supervisor. The offerings and market program contents piqued his curiosity, and a personal connection built during the program solidified his decision.  

“Getting to know and working with my program coordinator made me stay and sealed the deal,” he shares. “I started at zero,” Dr. Fischer recalls. “Start2 Group’s network and research prowess showed me ways and doors to enter. It also offered necessary stepping stones to get a bearing on the Indian market. Getting in touch with local experts and persons of influence was a necessity which Start2 Group established.”  

Today, when asked how crucial a strong local support system is when entering a market like India, Dr. Fischer doesn’t hesitate: “Mandatory.”

 “India & the automotive sector: A market that demands innovation, instead of just presence” 

As Dr. Fischer puts it, the country is a demanding market, with a growing appetite for cutting-edge solutions.  

“Our innovations and developments have to keep up with market demands,” he says. “Although we are at the forefront of material development, the roar of the lion will keep us on our feet to continuously improve.”

Compared to other regions, India’s automotive industry presents a distinct mix of scale, agility, and innovation. The market is driven by sheer production volume,  which generates strong demand for sliding components. Commercial vehicles, by contrast, lag behind in terms of volume. Regulations such as BS-VI, which align with Euro 7 norms, along with India’s Corporate Average Fuel Efficiency (CAFE) Norms, are placing additional pressure on local OEMs to improve engine performance.

From this perspective, Dr. Fischer sees India as a market that not only poses unique challenges but also offers greater potential for development compared to more mature markets such as Europe or the US.

‍

‍

Looking Ahead 

While still early days, Wieland Group is now well-positioned to move forward with confidence.

As Wieland Group looks ahead, establishing a foothold is just the beginning. The company’s next milestones include closing its first deals and building a network and customer base to sustain long-term growth. It will then look into partnering with local companies, agencies and producers before fully stepping into the market with another local presence through a future subsidiary or joint venture.

Reflecting on the experience so far, Dr. Fischer offers advice to other German SMEs looking to enter the Indian market while minimizing risks and optimizing resources.  

“Allow yourself enough time to scan the market. Experience the exchange with local players and level out your playing field. Find a strong and reliable local partner before making the plunge. Foster great relationships with people. And above all, remember: you're not selling products, you're selling a story.”

India, he notes, is larger and more complex than many expect. “India is big, as in, really huge, as there are so many matters to navigate, from regulations to competition, logistics, and relationship building. Finding access to the market also means finding access quite literally. Get to know your partners, sit down, relax, and enjoy the ride.” As Dr. Fischer aptly puts it.

Scaling into global markets is a proven growth strategy – from startups and SMEs to large corporates. In India, companies tap into opportunities by setting up capability centers, partnering with local distributors or resellers, forming joint ventures, or collaborating with manufacturing partners.

The right local approach will help to get a footing, improve productivity, and sustain innovation momentum in a highly competitive environment.

If you're exploring India for strategic partnerships, expansion, or market entry, we’d love to connect. Whether you’re looking for insights, trusted networks, or a clearer path forward, let us support your journey.

‍

Connect with us here now.

‍