Polishing New Paths: Abra Iride Journey in India
When Abra Iride opened its new branch in India in 2023, it meant a strategic expansion but also an important step to being closer to one of the fastest-growing and most dynamic markets in the stone industry. Leading this new chapter is Reddy Varaprakasha, now Managing Director of Abra Iride Abrasives India Pvt. Ltd., who is developing strong relationships with local customers and partners while contributing to the company’s growth in the region. In this interview, he shares his professional journey, his perspective on the Indian market, and his vision for the future of Abra Iride in India.
Reddy, can you take us through your journey and tell us how your path led you to Abra Iride and to leading the Indian branch?
My journey has been shaped by a strong interest in the stone industry and by the desire to build long-term relationships with customers. Over the past twelve years, I have worked closely with clients and teams across different markets, gaining practical experience in operations, sales strategy, and business development. What attracted me to Abra Iride was not only the strength of its products and engineering background, but also the company’s strong focus on innovation in stone polishing. I immediately recognized the tremendous experience of the team, especially in research and development, and their constant commitment to overcoming new challenges in polishing different materials. Another important aspect was the opportunity to build a bridge between European manufacturing standards and the fast-growing Indian market. I started by supporting business development and customer engagement, and over time I took on greater responsibilities in expanding operations, strengthening partnerships, and building trust with customers in India. Today, leading the Indian branch is both a responsibility and an exciting opportunity. My focus is on creating sustainable growth, understanding customer needs closely, and ensuring technical excellence and reliable service in the Indian market. It has been a rewarding journey of learning, adapting, and building something meaningful together with the team.
The opening of Abra Iride Abrasives India in 2023 marked an important step: can you tell us the story behind this decision and what it represents for the company today?
Yes, it was a very important step for us. Working with a family-owned Italian company like Abra Iride is something I truly value. I have always believed in teamwork, and this is something I learned from my mentors, Fabio Scappin and Nicolò Scappin. I would also like to thank my wife, who supported me when I decided to join Abra Iride. Today, Abra Iride Abrasives India is not simply a sales office: it is a bridge between Italian technology and the practical needs of one of the world’s most important stone-processing industries.
From your perspective, what makes the Indian stone industry unique, and what have you discovered about the needs and expectations of customers there?
From my perspective, the Indian stone industry is unique because of its scale, diversity, and entrepreneurial spirit. India is one of the world’s largest producers and processors of natural stone and engineered stone, with a highly dynamic market that combines traditional craftsmanship with rapidly advancing technology. It is also a very competitive industry, which constantly pushes companies to improve productivity, quality, and cost efficiency. One thing I have discovered is that Indian customers are extremely performance-oriented. They expect real value for money and are willing to invest in products that deliver high performance, excellent results, and effective solutions to polishing challenges. Building long-term relationships is also extremely important. Over the years, I have seen many companies evolve quickly and adopt advanced technologies to compete on a global level.
How has having a direct presence in India changed the way you build relationships with customers and support them in their daily work?
Indian customers need quick responses and continuous support. Having dedicated sales and technical teams in India allows us to reach customers faster and stay close to their daily needs. This also helps us better understand customer requirements and customize abrasives according to different materials and production processes. Another important advantage is maintaining local stock in the Indian warehouse, which allows faster deliveries and greater operational continuity for customers. In the past, support was mainly managed through dealers, which sometimes caused delays in communication, technical assistance, and product availability. With the Indian branch in place, we can now visit customers more frequently, provide faster technical support, and build stronger confidence and efficiency in our relationships.
Looking back at this experience, what have been the most significant challenges and the most meaningful achievements so far?
Looking back, one of the biggest challenges has been establishing a strong presence in a highly competitive and fast-moving market. The Indian stone industry has very high expectations in terms of product performance, service, responsiveness, and technical support, so earning customer trust requires continuous effort, consistency, and dedication. Another important challenge has been supporting both new and existing customers while constantly understanding new market requirements and providing the best possible solutions.
Looking to the future, how do you see the development of Abra Iride in India, and what message would you like to share with everyone who is part of this journey, both locally and globally?
Looking to the future, I see tremendous potential for Abra Iride in India. The Indian stone industry is growing rapidly and is highly open to innovation and new products. I believe there is still a great deal of room for growth and evolution, and that the Indian market will become one of the most important globally in the coming years. I truly believe the best is still ahead of us. With continued dedication, innovation, and partnership, we can achieve sustainable growth and create lasting value for our customers and for the entire Abra Iride family worldwide.
