Driving Growth in India: A Conversation with Prabhu Gopinath

As we continue to strengthen our presence in key global markets, our India operation has become a vital part of our growth story. Located in Hosur, Tamil Nadu, Smiley Monroe India serves OEMs, dealers and end users across the region. The team delivers the same commitment to quality, innovation and customer partnership that defines our global brand. We sat down with Prabhu Gopinath, Operations Director, to discuss the journey so far. He also shared how the team drives efficiency and quality, and what the future looks like for our fast-growing operations.

Can you share Smiley Monroe’s journey and its core mission? 

Smiley Monroe was established in the UK in 1979. We began by supplying conveyor belts to local quarries in Northern Ireland. Since then, the company has grown into a global leader in endless conveyor belts and CNC cut rubber and plastic parts. Today, our products are trusted by many of the world’s leading materials handling brands.

In 2012, we expanded into India to support a key customer who wanted the same products and service locally. The journey since then has been incredible. Smiley Monroe India now supports more than 10 OEM customers, a strong dealer network and many end users. All are supplied from our factory in Hosur.

We are preparing for further growth in 2026 and beyond. Our goal is to triple global sales by 2028. This mission is built on our five values: Problem Solvers, Determined to Succeed, Close to our Customers, One Big Family and Safe Place to Work.

Which key areas does the operations team in India focus on to ensure efficiency and quality?

Efficiency and product quality are central to everything we do. We work with a global supply chain that is regularly audited. This ensures our raw materials remain consistently high quality. We measure impact resistance, puncture resistance and tensile strength for every belt. This helps us supply conveyor belts that suit each application and last longer than competitor options.

Our in-house quality team tests all incoming materials. They also inspect every finished product before it leaves our factory. They measure product quality and “right first time” performance. Our endless belts are hot moulded for superior splice strength. Each belt carries a unique quality ID number. Our warranty figures remain very low at less than 0.1% of sales over the past five years.

We also receive support from our global quality team when needed. Their expertise and resources help us maintain high standards. We continue to invest in advanced machinery, including CNC machines for cut rubber and plastic parts. This investment keeps us ahead of the competition in India.

How does Smiley Monroe ensure product quality and innovation?

Quality guides every part of our process. This starts with raw materials and continues through to the finished product. We have invested in advanced CNC machines and belt presses for hot vulcanising. These machines help us produce belts of superior quality. Our operatives are highly skilled and focused on continuous improvement.

We also have support from a full Research & Development team in the UK. They explore new product opportunities and process improvements. This helps us stay at the forefront of belt conveying. We work closely with our customers to understand their needs and develop problem-solving products.

As we grow, we are applying our polymer and rubber expertise to new industries. These include recycling, automotive and agriculture. This helps us broaden our product range and create solutions for new markets.

Sustainability is a growing concern in manufacturing. How is Smiley Monroe addressing this?

Sustainability is a core part of our strategy. Our Giant Leap Sustainability Strategy guides this work. It aligns with the United Nations Sustainable Development Goals (SDGs). The strategy focuses on People and Planet. These pillars guide our efforts to reduce waste, optimise raw materials and move towards net zero greenhouse gas emissions. We also work to minimise the impact of our operations on biodiversity and land.

Earlier this year, we became the first UK SME in our sector to receive approval for near-term science-based targets from the Science Based Targets Initiative. These targets outline our plan to reduce Scope 1 and 2 carbon emissions. Although this is a UK-focused initiative, we apply the same principles across all our global locations.

Looking ahead, what are Smiley Monroe’s future plans?

We aim to triple our sales by 2028. India will play a major role in this growth. We are investing in additional CNC machines to increase production of cut rubber and plastic parts. Demand for these parts continues to grow in new market sectors.

As our capacity grows, we will supply OEMs and end users in India and nearby markets. This includes hot vulcanised endless belts, full rolls of conveyor belt and cut parts. Rising domestic demand and export potential make this a key opportunity. To support this growth, we plan to expand our India factory in 2026.

Chat with Prabhu and our team at Excon 2025!

Find us at Hall 4, Stall 23-26. Book a meeting with our team by clicking in the button below.

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