Motors as the new engine
While the internal combustion engine has been the defining feature of any vehicle, the motor is taking over its legacy during the age of electric vehicles, Kumar believes. Efficiency and heat management along with the integration of the power electronics are key factors for success.
Tsuyo’s approach reflects this shift. The range of products offered by the company concentrates more on mid- and low-capacity motors and includes more customization to meet requirements for the specific Indian environment. Unlike regular standardised imported motors, the company aims to produce customised models to fit the particular duty cycles that prevail in the region.
This emphasis on adaptability is complemented by a focus on affordability and reliability—three factors the company sees as essential to competing with Chinese imports. While pricing parity remains a moving target, the attempt is to offset this through customised engineering and a more responsive after-sales ecosystem.
Building capability, not just capacity
On the execution side, Tsuyo is in the process of scaling its manufacturing footprint. Its current facilities are geared towards volumes in the small motor category, with production capacity designed to be ramped up through multiple shifts. A new plant is planned to cater to higher-capacity motors, alongside integrating motor, controller and transmission development under a single roof.
Testing circuits, which will be set up within the premises, will be another aspect of the expansion that will help validate and homologate products faster, as well as help reduce time-to-market for OEM clients.
Concurrently, the company is also working on developing new technology through R&D initiatives that involve both internal efforts and collaborative research efforts with outside organisations. The focus areas include axial flux motors, magnet-less systems such as switched reluctance motors, and oil-cooled architectures, with multiple patents currently under application.
This push towards proprietary development also ties into a broader observation about India’s manufacturing ecosystem, which has traditionally operated on a “build-to-print” model. By investing in design-led capabilities, Tsuyo is attempting to shift towards a “build-to-design” approach, though this remains a long-cycle transition.
Revisiting old fleet
In addition to its primary motor offerings, Tsuyo is also working on EV retrofitting services, which involve changing conventional IC engine vehicles to EVs. Although in its nascent stages, this part of their business is becoming increasingly relevant due to the potential of being a more economical means of transitioning to EV technology.
Tsuyo is participating in some pilot projects with the government agencies to evaluate this option in use cases like mining and logistics trucks. This can provide a basis for any possible future legislation regarding this aspect of EV adoption.
In many ways, Tsuyo’s strategy reflects a measured reading of the EV transition. If China continues to define the benchmark, the opportunity for Indian players may lie not in replicating entire ecosystems, but in building depth where it matters—one subsystem at a time.