The Z- Line Pump Design

Z-line fuel dispenser is one of the finest examples of a successful product innovation achieved in a collaborative team. The product encompasses innovations in all aspects as proposed in the sunflower innovation model – material, manufacturing, technology, user interface, cost, marketing, distribution and product attributes. This section details out the design process involved (studying the company, the market, material and manufacturing technologies and the users) that created the synergy between the various aspects of the sunflower model. The product design was undertaken in 1989 by Prof. B. K. Chakravarthy during his tenure at Larsen & Turbo.

Z - Line Pump Downloads:
Z - Line Pump Case Study - pdf
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The MIDCO (Bullet) Pump Design

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 .....................................................................................................................................................................................................

MPD Pump Design

The design of the MPD (Multi-Product Dispenser) shows a bright example of how Computer Aided Design can be used to come up with an innovative design. The project was undertaken in 2001 by Prof. B. K. Chakravarthy who was a design Consultant to MIDCO while being a Professor at IIT Bombay. Mr. Manoj Dubey was the key in-house designer for MIDCO at this time.

The need for the product arose due to the introduction of multiple fuel products in the country. Earlier a single dispenser would provide with one kind of petrol or diesel only. The MPD design also saves a lot of space on a petrol station. It can be used with submersible pumps too. Thus, instead of installing each dispenser with pumps, the station can have one pump on the fuel tank that will supply to all the dispensers in the station. Hence a very cost and space efficient design came into the Indian market through the design of MPD. It is another bright example of serial innovation through collaborative team approach. MIDCO entered into the international market with this dispenser and achieved huge market penetration in India. The company saw a 10 fold increase in turnover.

MPD Pump Design Downloads:
MPD Pump Design Case Study - pdf
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The Oval Pump Design

Oval fuel dispenser is one of the finest examples of a successful product innovation achieved in a collaborative team. The mother of all Indian oil companies, ONGC, under the leadership of its director, Mr. Subir Raha, decided to enter the retail business. Hence they wanted to launch a unique fuel dispenser that will depict their leadership image in the market, provide highest degree of consumer satisfaction and visibility to ONGC. The dispenser should also depict the image that the consumer is getting the best quality fuel. Mr. Subir Raha approached NID for the same.

Prof. Pradyumna Vyas, Director NID, called for collaboration between ONGC, NID, MIDCO and IDC, IIT Bombay. MIDCO was invited as a partner since they were market leaders in the fuel dispenser business of the country and hence had best technical know-how of the field. Prof. B. K. Chakravarthy, IDC, IIT Bombay was a design consultant to MIDCO and had a long experience in innovative fuel dispenser design. Thus a strong multi-disciplinary collaborative team was formed. The product received huge national and international applause. The following sections detail out the design process involved.

Oval Pump Downloads:
Oval Pump Case Study - pdf