Cummins India – Consumer Driven Modularization Strategy

Case Study: Cummins India – Consumer Driven Modularization Strategy

The power generation industry in India has witnessed significant growth in recent years. As the demand for reliable and efficient power solutions continues to rise, companies like Cummins India have embraced innovative strategies to cater to the diverse needs of their customers and channel partners. One such strategy is modularization, which allows for customization while optimizing costs. In this blog post, we will delve into the circumstances that led Cummins India to adopt a consumer-driven modularization strategy and explore the benefits it brings to the industrial products market.

Section 1: Gensets in India

The power generation sector in India has become increasingly crucial due to the growing population and industrialization. Gensets, or generator sets, play a vital role in providing backup power solutions to various sectors, including manufacturing, healthcare, and telecommunications. Understanding the significance of gensets in India sets the stage for comprehending the need for innovative strategies within the industry.

Section 2: Background Note

Cummins India, a leading player in the power generation industry, recognized the evolving requirements of its customers and channel partners. In response to the market dynamics, Cummins India embarked on a journey to develop a modularization strategy that would enable them to offer customized power solutions efficiently. This strategy aimed at reducing both the time-to-market and the total cost of ownership for their customers.

Section 3: Customized Power Rental Business

One of the key drivers behind Cummins India’s modularization strategy was the increasing demand for customized power rental solutions. Customers across various industries were seeking power solutions tailored to their unique requirements. Through modularization, Cummins India was able to provide flexible and scalable power solutions that met the distinct needs of different customers. This approach enhanced customer satisfaction and opened new avenues for revenue generation.

Section 4: The Modularization Strategy

Cummins India’s modularization strategy involved breaking down the traditional power generation system into modular components. These components were designed to be easily interchangeable, allowing quick customization based on customer specifications. By adopting this approach, Cummins India could provide a wide range of power solutions using standardized modules, reducing production complexity and costs.

Section 5: The Future

As the power generation industry in India continues to evolve, Cummins India’s consumer-driven modularization strategy positions them for future growth. Cummins India can swiftly adapt to changing customer needs and market demands for modularization techniques. Moreover, this strategy enables them to capitalize on the benefits of modularization, such as cost reduction, improved product quality, and enhanced customer satisfaction.


Cummins India’s consumer-driven modularization strategy has proven to be a game-changer in the power generation industry. By embracing modularization techniques, Cummins India can effectively serve the distinct needs of various customers and channel partners, while also reducing the total cost of ownership. As the Indian power gensets industry continues to witness advancements and increasing demand, Cummins India is well-positioned to lead the way with their innovative approach. Also got to know about the Maruti Suzuki’s Advertising Strategies: Driving Success in the Indian Passenger Car Industry