For the first time, an auto component company is branding its components with the name of one of its buyers. Auto security systems maker Minda Huf Ltd (MHL), part of the Rs 200 crore Ashok Minda Group, has perhaps become the first auto component company to manufacture a product under the brandname of its customer Tata Motors. The company has started supplies of central car locking security systems under the brandname Tata Indilock. Tata Motors will be initially buying 1,000 of these products every month in an ongoing contract (valued at between Rs 6-16 crore) and will make it standard fitment on the Tata Safari and Sumo. 

The product will be available as an add-on at Tata dealerships for Indica and Indigo. MHL will shortly offer Tata Indilock to the general replacement market for all brands. MHL usually uses its own brand when supplying to OEMs. For instance, the product it supplies to Hyundai Motors India is called MH365. "Tata made it clear to us that they wanted their brand on this product. We have gone with it since we have been supplying to Tata for a long time now," a company official told FE. 

"Initially we are targeting original equipment supply, but will shortly offer it to the aftermarket for other brands as well," MHL head (manufacturing) Dharmendra Saxena told FE. Tata Indilock includes features such as a water-proof remote control, separate unlocking for driver door, manual central locking code hopping technology for individual control. The system is equipped with theft attempt detection and a panic alarm system as well. 

"We will initially supply about 1,000 pieces per month to Tata, but depending on demand, this will go up to 2,500 pieces," said Mr Saxena. MHL is in the process of developing other components and equipment which it will also brand with the Tata name. The company declined to comment on whether it would be branding forthcoming products with names of some of their other customers which include Mahindra & Mahindra and Hyundai. MHL's customers also include Ford India, General Motors India, Fiat India, Maruti Udyog, Toyota Kirloskar, Bajaj Tempo, and Eicher.