How does a ‘Make-in-India’ company with a name inspired by Japanese manufacturing practices make a difference in EV systems? Tune in for a deep dive into the world of electric motors, controllers, and the future of automotive technology in a chat with EFY’s Nitisha and Vijay Kumar of Tsuyo Manufacturing…
Q. What is the meaning and origin of the term ‘Tsuyo’?
A. Tsuyo Manufacturing is a ‘Make-in-India’ company founded in India. Most of us have prior experience working with Japanese companies, which has deeply inspired and connected us with Japanese manufacturing practices. This knowledge and experience as a valuable legacy serves as a credential for our company. our company’s name, ‘Tsuyo’, is Japanese, which has a meaning and analogy related to motor manufacturing. Motors are known for being very robust and performance-oriented products, and ‘Tsuyo’ embodies this essence, meaning powerful, robust, and strong.
Q. What specific products does Tsuyo Manufacturing produce?
A. We manufacture electric motors and controllers for electric vehicle (EV) manufacturing. We also produce EV components specifically; motor controllers are used by original equipment manufacturers (OEMs) to power their vehicles. We supply our motors and controllers to many OEMs in the three-wheeler and four-wheeler segments and in off-road applications such as EV platforms.
Q. What innovative motor design technologies is the company exploring?
A. Several innovative topologies are emerging in motor design. One notable technology is permanent magnet-assisted synchronous reluctance motors (PMSRM), which encompasses variations like PMS and PMA, and coreless non-rare earth magnet (CNRM) motors. Additionally, Axial Flux Motors and PMSM utilise ferrite magnets instead of rare earth magnets, maintaining comparable power output. Our designs incorporate new processes and materials, replacing conventional methods such as motor lamination and winding techniques. This has led to substantial enhancements in power and performance. In terms of drive technology, we implement various algorithms and optimisation techniques, and controller strategies that improve motor performance within an integrated system.
Q. Which primary customer segments are targeted by Tsuyo Manufacturing?
A. We focus on customers involved in the production of three or four-wheeler electric vehicles. Additionally, we have developed technologies and designed motors for off-road vehicles, such as those used in construction equipment, lifting and excavation machinery, electric forklifts, tractors, and skid steer loaders. Another focus area is vehicle conversion, where we work with large companies who wants to convert old diesel or petrol-based vehicles into electric ones. This extends the vehicle’s lifespan, as it can be used beyond the typical 10 to 13 years and reduces emissions by avoiding the need to purchase a new vehicle. We are involved in conversion projects for commercial vehicles, three-wheelers (such as those from Bajaj, Tata, and Mahindra), and diesel forklifts, excavators and smaller vehicles like skid steer loaders, contributing to low carbon footprint initiatives.
Q. How does the vehicle conversion process transform a traditional petrol or diesel vehicle into an electric vehicle?
A. The vehicle conversion process involves replacing the engine with an electric motor, which a controller controls. Instead of using petrol or diesel, the motor is powered by a rechargeable battery. Other components, such as displays, throttles, and wiring, remain in the vehicle, with some adjustments needed to accommodate the new electric components. This process essentially gives new life to an old vehicle, extending its usability for another 5 to 10 years, depending on the battery’s lifespan.
Q. How does Tsuyo Manufacturing support companies in vehicle conversions, including integration, testing, and ongoing support?
A. We support converting vehicles by conducting integration testing, validation, and installation in our factory. After the initial conversion, the vehicle undergoes inspection by government agencies for licensing and approval. Once approved, they start selling vehicles, often labelled with a green plate number. We offer training and guidelines for conversion to other companies interested in this process, along with ongoing support and guidance for operational changes or additional assistance. Additionally, we source other components like batteries and chargers from the market, initially integrating them into the vehicle and later allowing the companies to procure these components from different suppliers.
Q. What factors determine the cost variation of electric motors and controllers for different vehicle types?
A. The cost varies based on the vehicle model and platform. For example, a two-wheeler may require a 1kW-2kW motor, while a larger vehicle may need 3kW-5kW. Three-wheelers and four-wheelers range from 1 kW to 250kW. For example, a motor and controller set for an e-rickshaw costs around 7500 to 15000 rupees.
Q. Do you source products from outside countries or only from India?
A. In the past, many components were sourced from China due to India’s lack of a vendor ecosystem and supply chain. Even now, we source from China, Japan, or Taiwan for new technologies or specific products unavailable here, depending on availability. Initially, we create prototypes and samples, and as production volume increases, local suppliers become more common. However, certain components like magnets always come from China. Other parts, such as copper, lamination, shafts, and bearings, are sourced locally in India.
Q. Do you sell your products through distributors or directly to OEMs?
A. We supply OEMs directly and do not deal with distributors or retailers, focusing solely on B2B sales. Our key customers are OEMs, who manage after-sales support, distribution, and dealership networks.
Q. How does Tsuyo Manufacturing ensure minimal environmental impact and promote sustainability?
A. About 90% of our metals are recyclable, ensuring minimal environmental impact. We are exploring options for parts return management system to reclaim old motors, particularly for expensive components like magnets, which are not readily available in India. By refurbishing these parts, we can repurpose them or sell them as scrap. This approach aligns with our goal of responsible corporate practices and environmental sustainability.
Q. What are the different revenue channels for Tsuyo Manufacturing?
A. There are multiple revenue streams. Firstly, we sell our motors and controllers. Secondly, we provide installation, integration, wire harnessing, testing, and validation services. Thirdly, we offer design services for customised motors. Fourth, we provide after-sales service. Lastly, we offer consulting services for companies, particularly startups, looking to understand powertrain configuration, vehicle performance optimisation, and weight management.
Q. How many manufacturing facilities does Tsuyo Manufacturing operate?
A. We have two manufacturing units, both located in Greater Noida. One facility focuses on motor windings, while the other is dedicated to assembly. Additionally, we are in the process of establishing a third unit in Karnataka, South India. This new facility will have a larger capacity, specifically for supplying to big OEMs in India, particularly in the goods carrier, electric buses, and mining trucks sectors. These OEMs require motors with capacities ranging from 50kW to 150kW, and our new facility in Karnataka will cater to their needs. By the end of May next year, the Karnataka plant will be ready for production.
Q. How does Tsuyo Manufacturing support startups in motor selection and vehicle design?
A. These new startups are keen to understand how to select suitable motors and batteries for their vehicles, ensure reliability, and design them for different geographical and weather conditions. They seek our consultancy on motor selection, wire harness and electrical system design, and vehicle design for specific geographic locations and duty cycles. Many companies approach us for products and services, especially early-stage ones to create their roadmap and launch their products. Additionally, they often ask for assistance in sourcing specific parts and resolving challenges they encounter. We leverage our ecosystem knowledge to connect them with suitable suppliers for chargers, batteries, displays, wire harnesses, and other components they may need.
Q. How does Tsuyo Manufacturing’s advisory role affect startups’ decision regarding suppliers?
A. While a few companies work with us as project partners, most interactions are more advisory. We offer comprehensive suggestions and recommendations informed by our industry expertise, but ultimately, the final choice of suppliers and decisions rests entirely with them. We provide knowledge and guidance, but the responsibility for selecting suppliers ultimately lies with the companies.
Q. Are there any agreements for your consultancy and services?
A. For our services, we always have agreements that include non-disclosure agreements (NDAs) and contracts, ensuring business protection, customer protection, and confidentiality of the information provided. We also have some government projects and collaboration with academic institutions.
Q. What are your future business strategies?
A. We are expanding our R&D, scaling up our prototype centre, and enhancing our testing and validation capabilities. We aim to become a system-level solution provider for powertrains.
Q. Are there any new products that Tsuyo Manufacturing plans to launch this year?
A. We are expanding our product line to include gearboxes and axles, complementing our existing motor and controller offerings. The design for these products is finalised and are preparing to launch production through our investor partner’s factories. Also, we have designed display circuits and are seeking a manufacturing partner to handle the assembly and packing, allowing us to integrate these with our motor.
Q. What type of manufacturing partner is Tsuyo Manufacturing seeking?
A. We are exploring partnerships for the cluster displays and are discussing with three companies. We are focusing on those that can produce high-quality components at a competitive price with our complete system pricing.
Q. Are you in touch with some institutions and colleges to provide them with training or workshops?
A. We have collaborated with several institutions, offering internships, and inviting students to our factory for research projects. Currently, we have partnerships with three institutes including, NIT Nagpur, where Professor Kesari mentors us in various power electronics projects. In return, we support their students, interns, and Ph D candidates and contribute to new research initiatives; NIAMT Ranchi with whom we work on new material development for motor components.; and IIT Delhi, where we have a three-year MoU. We are also an industry partner in a government-funded project at IIT Delhi. with whom we have a three-year MoU and an industrial partnership in a government funded project in this project, we are designing 30kW motor indigenous motor, a comprehensive industrial design we plan to launch in the market once completed.
Q. How does Tsuyo Manufacturing recruit interns?
A. We hire female engineers primarily from engineering colleges, specialising in electronics, communication, and computer science. We also have male interns from engineering colleges, usually around 8 to 10 per year, we invite individuals to work on new subjects and join our R&D team.
Q. How was Tsuyo Manufacturing’s growth rate till now?
A. We experienced 100% growth in the first year and a remarkable 300% growth in the second. However, this year’s growth has been slower due to increased expenses. Despite this, we remain optimistic about achieving a growth rate of 150% this year. Focusing on automating production lines and expanding operations will enhance efficiency, we aim to partner with at least 60-70 OEMs for regular supplies over the next five years.
