After L&T’s success with Z-line fuel dispenser, it became very difficult for MIDCO, a Mumbai based fuel dispenser manufacturing company, to compete any more. The CEO approached Prof. B. K. Chakravarthy who was at that time Asst. Professor at IIT Delhi. The project was undertaken after the stipulated 6 years of market life of Z-line. In the context of innovation, 6 year is a long time wherein materials, technology and user needs change. Hence, a new innovative product can be designed. Also, the ethical barrier for a designer against the design of a new product in the same category for a competitor is null.
The project was taken as a student project by Prof. B. K. Chakravarthy. Mr. Manoj Dubey worked on the project as a student and later joined MIDCO. Thus Bullet saw the light of the day. A collaborative team was formed that looked at multi-domain innovations in process, materials, manufacturing, technology, user needs, cost, marketing and distribution and synergized into the Bullet fuel dispenser. As envisaged, Bullet outpaced its competitors in a short time becoming the new market leader of the industry. The breakthrough differentiation was brought in through innovation in cost and service. CAD played an important role to increase the efficiency and accuracy of the design process.
MIDCO Fuel Pump Downloads:
• MIDCO Fuel Pump Case Study - pdf