The man who put india on global auto map

Tribute to Padma Bhushan Shri Osamu Suzuki

A Visionary Leader: Osamu Suzuki

40 plus years of leadership in one of the most turbulent times. Writing India’s history in the automotive space with authority. Creating a global benchmark in the era of small cars and giving impetus to many new radical management theories. There are so many things to describe Padma Shri Osamu Suzuki that a book may not be enough.

My First Encounter

My first encounter with him was in 1995. My guide Itosensei strongly nudged me to attend his lecture. I was stunned by his humble analysis and blunt straight talk. That year was Maruti Suzuki’s 12th year in operation and the Indian car market then was growing at 30% plus. Less than half a million cars were sold and Maruti Suzuki had 50% of the market share. Under quarter-million car sales was not that attractive at that time compared to the global scale, yet he was very bullish on India. (Ironically, his last brainchild, the Gujarat factory of Suzuki, can currently produce more than three times that number today.)

A Man of Vision and Grounded Approach

He is a man of vision, but in his own words, he keeps his eyes and ears to the ground and remains nimble when it comes to short-term decisions. I could get a picture with him and one of my sempai Nakajimasan. Under his leadership, India became a major hub for Suzuki globally, and in that process, the almost nonexistent automotive and auto-parts industry grew to nurture “Make in India.” When it came to small cars, no one could defeat him in making affordable cars, and that needed plenty of innovation on the shop floor.

Innovative Manufacturing Philosophy

His manufacturing philosophy made Suzuki’s production line very much unlike other automotive manufacturers. The whole assembly line would be built around the workers, so they didn’t have to lean or look around for the parts. His theory of 無駄な振向一秒 (wasting time by looking around for parts) made the components come close to where the hand would be at a particular moment. Seeing that live was simply a symphonic treat. Another of his philosophies, 重力と太陽光は無料 (Gravity and Sun are free), also influenced how the plant and lines were designed. The use of energy was evaluated with respect to gravity and sunlight, and wherever possible, natural forces were put to use. Besides cutting costs, he had instilled the idea of sustainability long back.

A Leader in Finance and Personal Touch

Yet he was not just a man of production. When I met him as a banker at their HQ ten years back, even though age had caught up, he was so energetic talking about the quarterly numbers. What surprised me was his personal interest in discussing matters of finance directly. Later I learned this is a ritual he has been following for ages. During that meeting, he also shared that he has never missed giving dividends to investors. When I was introduced as a Gujarati hailing from Becharaji, his eyes lit up, and his questions to me were very sharp yet simple. I could not believe a man of his stature was concerned about such minute yet important points. While parting, I showed him the picture I took with him almost twenty years back. And he joked, 初めましてじゃなね (dont we know each other..).

Transforming Gujarat with Vision

By 2012, Suzuki was looking at expanding beyond the northern part of India. Yet they did not want to go much south. Gujarat had multiple advantages in proximity to the supplier base as well as ports. He decided to play another new card, and this time it was a hundred percent subsidiary of Suzuki. The Becharaji plant of Suzuki is said to be 30% more efficient than the mother factory in Kosai, Hamamatsu. The plant, since its inception, has been breaking many records for Suzuki and India in terms of fastest commissioning to fastest one million cars (which also included the lockdown period). As we speak the plant is now the most efficient not just for the suzuki but globally, churning out cars at every 57 seconds.

A Journey Worth Embarked

But the journey wasn’t easy. Many hiccups and obstacles notwithstanding, the man’s vision and conviction with eyes and ears on the ground pushed his team hard. In less than a decade, he put Becharaji on the global automap. Seeing their journey from the barren land to 1 million cars with a ringside view gave me immense satisfaction. To be able to help Suzuki transform my sleepy ancestral area and win glory for India in the process, I could not be more grateful than this. The contribution of Suzuki motor gujarat hugely influenced me to join suzuki formally as a matter of gratitude and contribute in my own humble way

Interestingly for O Suzuki, his visits to India became frequent, and the Becharaji plant became his must-visit plant. Eyewitnesses claim he was regaining his age as he proudly walked the assembly line, rolling up his sleeves. His one decision changed the fortune of the land. Thanks to Suzuki Motor Gujarat, almost every surrounding village, every other household has some industrially occupied person. And even during the lockdown, people had enough work. Today the plant is transforming area from sleepy rural to Rurbun and moving towards urban.

Moments of Pride

The second picture was taken during PM Abe’s visit to India and Ahmedabad for the summit meeting in 2017. It was a grueling, full day packed, but O Suzuki’s chest was swelling with satisfying pride. Both PMs had inaugurated the plant, which was a huge endorsement for Suzuki, India, and Gujarat. The private dinner in the evening along with both PMs was the last event. I could not think of a better opportunity to ask him to take pictures together. Ayukawasan encouraged me, and I could capture the moment well.

Two pictures were taken 22 years apart, but this blip of time personally feels like a journey worth embarking on. The latest picture was taken last week when, even at the age of 94, he visited India to inspire us all. I can only sum up by saying, Otsukare Sama Soudan Yaku and Arigatou gozaimasu…

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Suzuki R&D Center India Private Limited Suzuki Motor Corporation