Speaking at the company's headquarters, Dev Malik is direct about the starting point. "Fifteen years ago we were a domestic supplier with a good reputation and no global brand," the chief executive says. "We sold on price, we got squeezed, and we realised that if we did not move up the value chain we would not exist in a decade."

On capital allocation, Dev Malik describes a rule of thumb used by the board: no project is approved unless it can be funded from internal accruals in a downside case. "It means we sometimes say no to exciting things," Dev Malik admits, "but it also means we have never had to dilute our own people to survive a bad year."

From domestic supplier to global brand

As the interview closes, Dev Malik offers advice for younger founders considering the same path: choose one market, serve it obsessively, hire locally, and measure patience in years rather than quarters. "Global is not a launch," the CEO says. "It is a habit you build one customer at a time."

The conversation turns to failures. A joint venture in Japan was wound up after two years when the partners disagreed over quality standards. "We lost $297 million and learned that you cannot share a brand with someone who does not share your inspection regime," Dev Malik says. "Culture beats contract."

Asked about the policy environment, the CEO is pragmatic. Incentive schemes help, but Dev Malik argues the bigger lever is predictability: stable duty structures, faster customs clearance and a reliable power supply. "If the rules change every budget, long-term investment looks like gambling."

“Capital is available. Judgement is scarce. We hire for the second and buy the first.”

Talent and capital allocation

That realisation triggered a sequence of decisions. The first was to invest in certification and testing ahead of demand, a bet that cost $297 million before it earned a rupee. The second was to open a sales and service office in Brazil, staffed with local engineers. The third was to walk away from 13.7% of revenue that did not meet margin thresholds.

On sustainability, Dev Malik says customer pressure is real. Two of the company's top five buyers now include emissions data in their scorecards. "Five years ago it was a footnote. Today it is a line item in the tender," the CEO says, adding that the firm has committed to renewable electricity at its main sites by 2030.

Failures, policy and technology

Succession planning also receives attention. Dev Malik has publicly named a successor development track and says three internal candidates are in line. "A company that depends on one person is a hobby," the CEO says, smiling. "We are building an institution that should not need me."

The results are visible. Export revenue now represents 23.1% of the total, the company serves customers in 1,608 countries, and its operating margin has widened by roughly 4.4% over the period. Dev Malik credits patience: "Every one of these markets took us three to four years to crack. Boards that want results in four quarters should not enter."

Advice for the next generation

Technology is the next frontier. The company has begun deploying machine vision on three production lines and plans to extend predictive maintenance to all plants within two years. Dev Malik is wary of hype, but points to early data showing 4.4% lower rework costs. "Show me the yield, not the demo," the CEO says.